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A Survey of the Challenges and Pifalls of Cluster Analysis Application in Market Segmentation
Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in whichExpand
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Finite Mixture Models in Market Segmentation: A Review and Suggestions for Best Practices
TLDR
We present an up-to-date review of clustering and segmentation methods in segmenting markets using FMMs. Expand
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Online reviews as a source of marketing research data: a literature analysis
TLDR
A systematic scanning of the current online review research literature was carried out in order to identify onlinereview research applications. Expand
  • 4
  • 1
The Application of Cluster Analysis in Marketing Research: A Literature Analysis
Market segmentation is a widely accepted concept in marketing research and planning (Myers, 1996), and cluster analysis provides a plentitude of techniques frequently employed in determining theExpand
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