Lecture%2011_ch21

Lecture%2011_ch21 - 1 ChapterTwentyone Factor and Cluster...

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Chapter Twenty-one 1 Factor and Cluster Analysis
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Factor Analysis Combines questions or variables to create new  factors Combines objects to create new groups Uses in Data Analysis To identify underlying constructs in the data from the groupings of  variables that emerge To reduce the number of variables to a more manageable set 2
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Cluster Analysis Technique for grouping individuals or objects into unknown groups.  The typical criterion used in cluster analysis is distance between  clusters or the error sum of squares.  The input is any valid measure of similarity between objects, such as: Correlations Distance measures (Euclidean distance) Association coefficients The number of clusters or the level of clustering 3
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This note was uploaded on 03/16/2012 for the course MKTG 326 taught by Professor Brookemalinowski during the Spring '12 term at Drexel.

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Lecture%2011_ch21 - 1 ChapterTwentyone Factor and Cluster...

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