Cluster analysis groups individuals or objects into clusters objects in the same cluster are more similar to one another than they are to objects in other clusters. The attempt is to maximize the homogeneity of objects within the clusters while also maximizing the heterogeneity between the clusters. Like factor analysis, cluster analysis is also an inter-dependence technique.

A Simple Example

Suppose, you have done a pilot marketing of a candy on a randomly selected sample of consumers. Each of the consumers was given a candy and was asked whether they liked it and whether they will buy it. …

Sabyasachi D Choudhury


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