Cluster analysis gets complicated

Article Abstract:

Segmentation studies of market research use cluster analysis widely. But, in cluster analysis, there is the problem of collinearity affecting the data under consideration. Collinearity is a high level of correlation between two variables, where it is not possible to treat them equally and one variable might get an advantage over the other. This results in inaccurate predictions.

Cluster analysis, Multicollinearity

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Brands that get noticed

Article Abstract:

Product differentiation and brand identification are difficult tasks in marketing research. Understanding consumers' behavior from their point of view is most important in enhancing consumer's opinion of a brand and to incorporate brand engineering.

Measurement, Consumer preferences

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An integrated approach

Article Abstract:

The distinct forms of market definition, market segmentation, and brand positioning are analyzed. The advantages that are derived from the combination of these forms are examined.

Canada

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