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Growing Clustering Algorithms in Market Segmentation: Defining Target Groups and Related Marketing Communication |
This paper outlines innovative techniques for the segmentation of consumer markets. It compares a new self-controlled growing neural network with a
recent growing /c-means algorithm. A critical issue is the identification of the "right"
number of clusters, which is externally validated by the J[/MP-criterion. The empirical application counters several objections recently raised against the use of
cluster analysis for market segmentation. |
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Autor |
Prof. Dr. Ralf Wagner Reinhold Decker; Sören W. Scholz |
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Artikel | | Fachbereich | | Fachrichtung | 2006 | | Betriebswirtschaftslehre | | Marketing/Absatz |
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Schlagwörter |
Consumption Behavior, Multivariate Normal Distribution, Market Segmentation, Mere Exposure Effecct, Market Basket Analysis |