Marketing research cluster analysis

Article English OPEN
Marić Nebojša;
  • Publisher: Srpsko udruženje za marketing
  • Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364)
  • Publisher copyright policies & self-archiving
  • Subject: cluster analysis | dendogram | marketing approach | demography segmentation | Marketing. Distribution of products | HF5410-5417.5

One area of applications of cluster analysis in marketing is identification of groups of cities and towns with similar demographic profiles. This paper considers main aspects of cluster analysis by an example of clustering 12 cities with the use of Minitab software.
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