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A dendrogram is a diagram that shows the hierarchical relationship between objects, often created as an output from hierarchical clustering. Read more.

Cluster analysis techniques require users to specify the number of clusters that they require. Six classes of approaches to choosing the number of clusters:

Market segmentation research is research that is used to help a firm identify segments in a market, with the end goal of developing different strategies.

Explore k-means cluster analysis and learn how to group similar cases effectively for better insights in your data.

Market segmentation typically involves forming groups of similar people. Segmentation variables are characteristics used to determine if they are similar.

Explore effective segmentation tools to enhance your market analysis and efficiency in forming valuable segments.

Explore how to identify the right segmentation variables for effective market segmentation strategies and decision-making.

Understand operational segmentation and its role in guiding daily business operations and customer interactions.

Market segmentation involves splitting a market into segments and developing different tactics and strategies for the segments.

This post describes how to apply the three standard ways of scaling (transforming) rating scales data prior to using cluster analysis and other algorithms for…

When segmenting a market, a practical challenge is to work out the number of segments. There are eight approaches to choosing the number of segments.

Latent class analysis requires the analyst to specify the number of classes prior to the application of the technique. Learn more about the seven approaches

A practical challenge when working out how to segment is that there are usually lots of possible variables, and you need to reduce that number.

Golden questions are used to allocate people to segments. They are also known as self-selection questions. The main applications of golden questions are:

This page lists the key frameworks and processes for identifying relevant variables to use when segmenting a market. The best way to identify relevant