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.

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ISBN: 9781613111789
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Jagdish N. Sheth Jagdish N. Sheth

Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior positions include the University of Southern California, the University of Illinois, the faculty of Columbia University and the Massachusetts Institute of Technology. Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.


Lawrence Sherman Lawrence Sherman

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.

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