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The objective of cluster analysis is to group observations (e.g., individuals) in such a way that the groups formed are as homogeneous as possible within each group and as different as possible across groups.
KeywordsCluster Analysis Cluster Solution Group Observation Centroid Method Group Centroid
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Basic Technical Readings
- Kale, S. H. (1995). Grouping euroconsumers: A culture-based clustering approach. Journal of International Marketing, 3(3), 35–48.Google Scholar
- Oliver, R. L., & Anderson, E. (1995). Behavior- and outcome-based sales control systems: Evidence and consequences of pure-form and hybrid governance. Journal of Personal Selling & Sales Management, 15(4), 1–15.Google Scholar
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