2022 | OriginalPaper | Chapter
Cluster Analysis in Marketing Research
Authors : Thomas Reutterer, Daniel Dan
Published in: Handbook of Market Research
Publisher: Springer International Publishing
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Abstract
R
ecosystem for statistical computing. A substantial part of this chapter is devoted to the illustration of applying different clustering procedures to a reference data set of shopping basket data. We briefly outline the general approach of the considered techniques, provide a walk-through for the corresponding R
code required to perform the analyses, and offer some interpretation of the results.