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Cluster spss week7
1.
PRESENTATION ON CLUSTER
ANALYSIS Marketing Research Methods Presented by:
2.
3.
4.
5.
6.
7.
8.
9.
Agglomerative clustering
10.
11.
12.
13.
14.
Defining the number
of clusters: elbow rule (1) n
15.
Elbow rule (2):
the scree diagram
16.
17.
SPSS Example
18.
19.
Number of clusters:
10 – 6 = 4
20.
21.
22.
The supermarkets.sav dataset
23.
24.
25.
Analyse / Classify
26.
Select the component
scores Select from here Untick this
27.
Select Ward’s algorithm
Click here first Select method here
28.
Output: Agglomeration schedule
29.
Number of clusters
Identify the step where the “distance coefficients” makes a bigger jump
30.
The scree diagram
(Excel needed)
31.
32.
33.
K-means
34.
K-means dialog box
Specify number of clusters
35.
Save cluster membership
Click here first Thick here
36.
Final output
37.
Cluster membership
38.
Component meaning (tutorial
week 5) 1. “Old Rich Big Spender” 3. Vegetarian TV lover 4. Organic radio listener 2. Family shopper 5. Vegetarian TV and web hater
39.
40.
41.
42.
Representation of factors
1 and 4 (and cluster membership)
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