Cluster Analysis

Cluster analysis (CA) is an exploratory data analysis tool for

organizing observed data (e.g. People, things, events, brands,
companies) into meaningful taxonomies, groups, or clusters,
based on combinations of ivs, which maximizes the similarity of
cases within each cluster while maximizing the dissimilarity
between groups that are initially unknown. In this sense, CA
creates new groupings without any preconceived notion of what
clusters may arise.
CA provides no explanation as to why the clusters exist nor is any
interpretation made. Each cluster thus describes, in terms of the
data collected, the class to which its members belong. Items in
each cluster are similar in some ways to each other and dissimilar
to those in other clusters.

Definition
Cluster analysis. The statistical method of partitioning a
sample into homogeneous classes to produce an operational
classication.
Hierarchical cluster analysis
This is the major statistical method for nding relatively
homogeneous clusters of cases based on measured
characteristics. It starts with each case as a separate
cluster
This all done by using SPSS

Cluster Analysis and marketing research

Market segmentation.
E.g. clustering of consumers according to their
attribute preferences
Understanding buyers behaviours.
Consumers with similar behaviours/characteristics
are clustered
Identifying new product opportunities.
Clusters of similar brands/products can help
identifying competitors / market opportunities
Reducing data.
E.g. in preference mapping

SPSS activity conducting a cluster analysis

1. Click on Analyse > Classify > Hierarchical Cluster.
2. Select variables for the analysis and transfer them
to the Variables box
3. Clicks on Plots and Select Dendogram.

SPSS Working

SPSS Working: Hierarchical Cluster Analysis

Method and select Wards Method (at the bottom of the

Cluster Method list), and ensure Interval and Squared
Euclidean Distance are selected .
Select Continue And Ok.

Interpretation of table
The results start with an agglomeration schedule
which provides a solution for every possible number
of cluster from 1 to 12 (the number of our cases).

Next Step: Save new variable Box

Image

One way Anova For Description

Interpretation
The Tukey post hoc-test reveals that self-concept
score and days absent reliably differentiate three
clusters through their cluster means. Anti-smoking
policy attitudes only signicant differentiate
between clusters 2 and 3 and 1 and 3. Clusters 1
and 2 are not signicant different on this variable.