Lawrence Sherman co-authored several works in the field of marketing. In the 1970s, he was on the faculty at the College of Commerce and Business Administration at the University of Illinois at Urbana-Champaign, along with Dr. Jagdish N. Sheth.
Chapter 12: Cluster Analysis and its Applications in Marketing Research
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Chapter 12 of Multivariate Methods for Market and Survey Research
The chapter demonstrates the importance of the addition of cluster analysis to the family of multivariate techniques and marketing technology. The text attempts to summarize and introduce the essential concepts for application in marketing research. Selected successful applications of the procedure are also illustrated.