Cluster Analysis for Segmentation
This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note.
Collection: Darden University of Virginia (USA)
Ref: DARDEN-M-0748-E
Format: PDF
Number of pages: 7
Publication Date: Mar 22, 2007
Language: English
Review date: Mar 28, 2018
Description
This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note.
Read more
Leave your rating
"Cluster Analysis for Segmentation"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals