Cluster Analysis
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The document discusses cluster analysis techniques for market segmentation. Cluster analysis groups similar objects together to identify patterns in data. Hierarchical and non-hierarchical clustering procedures are described. As an example, a paint company conducted a survey with statements to segment audiences. Responses were analyzed using hierarchical clustering to determine the optimal number of clusters, followed by k-means clustering to classify respondents. This resulted in 4 clusters with different characteristics that provide insights into the target audiences.
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Cluster analysis
The document provides an overview of topics to be covered in a data analysis course, including cluster analysis and decision trees. The course will cover descriptive statistics, probability distributions, correlation, regression, hypothesis testing, clustering methods like k-means, and decision tree techniques like CHAID. Clustering involves grouping similar objects together to identify homogeneous clusters that are heterogeneous from each other. Applications of clustering include market segmentation, credit risk analysis, and operations. The document gives an example of clustering students based on their exam scores.
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This document provides an overview of cluster analysis techniques. It defines cluster analysis as classifying cases into homogeneous groups based on a set of variables. The document then discusses how cluster analysis can be used in marketing research for market segmentation, understanding consumer behaviors, and identifying new product opportunities. It outlines the typical steps to conduct a cluster analysis, including selecting a distance measure and clustering algorithm, determining the number of clusters, and validating the analysis. Specific clustering methods like hierarchical, k-means, and deciding the number of clusters using the elbow rule are explained. The document concludes with an example of conducting a cluster analysis in SPSS.
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5) To reconstruct the data, take the transpose of the feature vector and multiply it with the projected data, then add the mean back.
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CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
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Leeshon Guider, Nicola Phillips-Tate,
Shelia Collins, Yekaterina Volchanskaya
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July 5, 2014
Neil Eckardt
Sampling Contact, Distribution and Collection
The basic idea of sampling is that by selecting some of the elements in a population, we may draw conclusions about the entire population (Cooper & Schindler, 2011).Target Corporation’s consumer base or demographics consist of younger customers and college students. The University of Phoenix student base gives us access to the university’s community and potential participants whom may have direct experience with the survey topic. The survey will be self administered; an invitation will be posted on the University of Phoenix website via “Phoenix Connect” inviting students to participate. The survey will be created and distributed via “Own Survey.com”. The survey provider, “Own Survey” will collate results. Our team will research the reports and figures at the end of the survey period and visually present the data.
Organize, Prepare, and Data Description
The research mainly focused on customer satisfaction on the quality of product and services of Target. 42.9% of the respondents viewed the quality of products and services of the company as excellent. Only 28.6% percent termed the services as dissatisfactory. 71.4% of the respondents have never had their credit card number stolen. 85.7% expressed their feelings on the convenience that the use of Target credit and debit cards brings to them. 42.9% of the respondents agreed that the features of Target cards affect business (Belt, 2013). Between convenience and privacy, 57.1% look up to the convenience rather than privacy. More so, 50% that were affected by the security breach are not sure about returning to Target's stores.
The survey the team conducted consists of seven questions which focused on Target’s customer satisfaction as mentioned above. There are a few questions which required a rating from 1 to 5 and a few questions which consumers indicated yes or no. As the survey results show some consumers are divided on their experience with the customer service they received from Target (#1) with a divide of 37.5% of good and excellent and 25% indicating it was very good. Their concerns about the credit/debit card security at Target (#2) indicates that 12.5% are divided about not being concerned and not sure if they should be concerned and 75% indicating they are somewhat concerned to very concerned. Question 3 shows that 75% of consumers have not have their credit card number stolen while 25% of consumers have. In regards to question 4, the ease of use while shopping with a credit/debit card 87% say yes while 13% say no. The major question to the survey (#5) is whether certain features of credit/debit card security affect the way consumers decide to do business with Target, and again there ...
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3) Secondary research using internal sources like sales records and external sources like government statistics is also discussed as a cheaper alternative to primary research.
4) Examples are given throughout on how to plan, conduct, analyze, and present the results of market research activities.
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Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
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Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
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- 1. Cluster Analysis Dr Neeraj Kaushik TIT&S Bhiwani
- 2. Selecting a Technique 1 Dependent Variable >1 Dependent Variable Interdependent Variable
- 5. Cluster Analysis Clustering Procedures Hierarchical Clustering Non Hierarchical Clustering Other: Two Step Method
- 6. Hierarchical Clustering Procedures Hierarchical Clustering Agglomerative Divisive Linkage Method Variance Method Centroid Method Single Linkage Complete Linkage Average Linkage Ward’s Method
- 7. Linkage Methods of Clustering
- 8. Non-Hierarchical Clustering Procedures Non Hierarchical Clustering Sequential Threshold Parallel Threshold Optimizing Partitioning
- 10. Statements 6.I prefer fast food and ready to use products 7.People are more health conscious today 5.A car is a necessity than a luxury 4.TV is a major source of entertainment 3.I think twice before I buy anything 2.I feel that quality products are always priced high 1.I prefer to use email rather than write a letter
- 11. Statements 13.I always buy branded products 14.I frequently go out on weekends 12.If I get a chance, I would like to settle abroad 15.I prefer to pay by credit card rather than in cash 11.I enjoy watching movies 10.I believe politicians can play a positive role 9.Women are active participant in purchase decisions 8.Entry of foreign companies has increased the efficiency of Indian companies
- 13. Only applicable for Initial Analysis: To determine no. of clusters
- 15. Output of K-means Cluster Cluster membership saved in Data file by using Save Option. 4 3,4,5,12 Cluster 4 5 7,10,11,19,20 Cluster 3 6 6,8,13,16,17,18 Cluster 2 5 1,2,9,14,15 Cluster 1 No. of cases Cases Clusters
- 17. Final Cluster Centers 3 3 4 4 5.A car is a necessity than a luxury 3 3 3 3 4.TV is a major source of entertainment 4 3 2 4 3.I think twice before I buy anything 3 2 3 2 2.I feel that quality products are always priced high 3 3 4 2 1.I prefer to use email rather than write a letter 4 3 2 1 Statements
- 18. Final Cluster Centers 5 2 2 3 9.Women are active participant in purchase decisions 3 5 2 2 8.Entry of foreign companies has increased the efficiency of Indian companies 4 1 4 2 7.People are more health conscious today 4 3 4 4 6.I prefer fast food and ready to use products 4 3 2 1 Statements
- 19. Final Cluster Centers 4 2 4 2 14.I frequently go out on weekends 4 2 3 4 15.I prefer to pay by credit card rather than in cash 4 2 4 2 13.I always buy branded products 4 4 3 2 12.If I get a chance, I would like to settle abroad 4 4 4 3 11.I enjoy watching movies 3 3 4 3 10.I believe politicians can play a positive role