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Homogeneous groups called clusters - PowerPoint PPT Presentation

Naresh K. Malhotra Marketing Research-an applied orientation , 4 th ed.

Chapter_20 Cluster Analysis. Cluster analysis is a class of techniques used to classify objects or cases into relatively homogeneous groups called clusters. Objects in each cluster tend to be similar to each other and dissimilar to objects in the other clusters. Areas of cluster Analysis:

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Homogeneous groups called clusters - PowerPoint PPT Presentation

Naresh K. Malhotra Marketing Research-an applied orientation , 4 th ed.