Chapter 11: Cluster Analysis of Marketing Data

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Chapter 11 of Multivariate Methods for Market and Survey Research

The chapter describes parts of the large system of clustering procedures known as the BC TRY system. The text argues for a focus on psychological and conceptual interpretation rather than on mathematical algorithms. The advantages of this system are also thoroughly discussed.

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ISBN: 9781613111772
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John G. Myers John G. Myers

John G. Myers is Professor Emeritus at the Haas School of Business at the University of California at Berkeley. He was formerly the Associate Dean of Academic Affairs and Associate Dean of Curriculum at the same university.

Professor Myers earned his BSF in forestry and commerce from the University of British Columbia, his MBA in business administration from the University of Western Ontario, and his Ph.D. in business administration and marketing from Northwestern University.

Dr. Myers is a member of the American Association for the Advancement of Science, the American Marketing Association, and the Institute of Management Sciences. He has worked as a consultant for several companies and businesses, as well as served as an expert witness.

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