Binaroperationen markt demographics
Segmentation approaches can range from throwing darts binaroperationen markt demographics the data to human judgment and to advanced cluster modeling. We will explore four such methods: Factor segmentation is based on factor analysis. The first step is to factor-analyze or form groups of attributes that express some binaroperationen markt demographics of common theme. The number of factors is determined using a combination of statistics and knowledge of the category.
Once the number of factors has been determined, each respondent receives a score for each of the factors. Respondents binaroperationen markt demographics then assigned to the factor that has the highest score. This method attempts to identify similar groups of respondents based on selected characteristics.
Like most segmentation techniques, k-means clustering requires that the analyst specifies the desired number of clusters or segments. During the procedure the distances of each respondent from the cluster centers are calculated. The procedure repeats until the distance between cluster centers is maximized or other specified criterion is reached.
Respondents are assigned to the cluster with the nearest center. The procedure provides some statistics that can provide information on the ability of each variable to differentiate the segments. K-means is simple to binaroperationen markt demographics because most statistical software packages include this procedure, and it can be used with a binaroperationen markt demographics number of respondents or data records.
The algorithm identifies binaroperationen markt demographics of cases that exhibit similar response patterns.
Typically, cases are assigned to the cluster with the nearest center. The analyst can specify a noise percentage cases that do not belong to any cluster however. Segment membership is then determined by the distance of the respondent to the closest nonnoise cluster and to the noise cluster.
Respondents who are nearest to the noise cluster are considered outliers. The algorithm contains two stages: The precluster stage groups the respondents into several small clusters. The cluster stage uses the small clusters as input and groups them into larger clusters. Based on well-defined statistics, the binaroperationen markt demographics can automatically select the optimal number of clusters given the input variables.
The algorithm is able to handle both continuous and categorical segmentation variables. Latent class cluster analysis uses probability modeling to maximize the overall fit of the model to the data.
The model can identify patterns in multiple dependent variables such as attitudes and needs and quantify correlation of dependent variables with related variables such as buying behaviors. For each survey respondent, the analysis delivers the probability of belonging to each cluster segment. Respondents are assigned to the cluster to which they have the highest probability of belonging. This method includes statistics to guide the analyst in selecting the optimal number of clusters, and it can incorporate segmentation variables of mixed metrics.
Latent class cluster analysis can include respondents who have missing values for some of the dependent variables, which reduces the rate of misclassification assigning consumers or businesses to the wrong segment. A head-to-head comparison was devised to more fully understand advantages and disadvantages of each segmentation approach discussed: The data were collected online in using a U. We selected an attribute battery containing 29 items plus an additional four items overall physical health, overall emotional health, level of stress, and overall quality of diet.
The four additional items were rated on either 4-point or 5-point categorical scales. The segmentation items appear in Table 1. Attribute Battery binaroperationen markt demographics satisfied are you currently with each of the following things in your life?
Each item was rated on a three-point scale: A factor score was computed for each respondent for each of the five factors from Table 2 on page 4 using the regression method.
Factor scores are standardized values with a mean of zero and a standard deviation of one. Higher factor scores indicate that the respondents are more satisfied with the items in the factor or have rated the items in the factor more positively. Each respondent was then assigned to the factor for which he or she had the highest and most positive score.
The results of the factor segmentation classification are shown in Table 2. An advantage of this segmentation method is that the results are very clear. A similar pattern emerges across all segments. Another plus is that it is relatively simple to execute, as most statistical software packages perform factor analysis. As an artifact of the method, respondents tend to have a high score on the one factor that describes the segment binaroperationen markt demographics which they have been assigned and low scores on the other factors.
This may not be realistic. For example, we can probably think binaroperationen markt demographics people we know who are satisfied with both "Fitness" and "Social Support" or both "Diet" and "Health" or perhaps who are dissatisfied with all five factors. Factor segmentation might fail to capture the multifaceted nature of consumers. This method can use as input the factor scores such as those developed using factor analysisthe individual attributes, or a combination.
In this paper, the 33 individual attributes were used as the segmentation variables. Because k-means does not handle variables of different scales very well, the individual attributes were transformed into a common metric—a z-score. These standardized scores have a mean of zero and a standard deviation of one. These standardized attributes were then used as input into a k-means binaroperationen markt demographics. The algorithm is affected by order of the records in the binaroperationen markt demographics set; thus, various seed numbers and sorting schemes were explored.
To aid interpretation, the clusters segments were named. Unlike factor segmentation, k-means clustering will often reveal segments of respondents who are highly satisfied or dissatisfied on more than binaroperationen markt demographics attribute dimension. To further illustrate, factor scores were calculated for each of the k-means clusters. Members of the "Ultra Satisfied With Life" segment are satisfied with everything, but especially satisfied by their "Fitness" and "Diet.
K-means cluster analysis overcomes one of the potential shortfalls of binaroperationen markt demographics segmentation by describing the multidimensionality of attitudes and behaviors. Consumers can be satisfied or dissatisfied with more than one lifestyle area, for example. These statistics can be used to simplify the segmentation by allowing the analyst to omit attributes that have a small impact on binaroperationen markt demographics cluster solution.
K-means, though, assumes that all underlying variables are continuous interval level data. Segmentation inputs that are count, ordinal, or ranked variables are not appropriate. Transformations of such attributes to a common metric must be accomplished before clustering. Binaroperationen markt demographics disadvantage to k-means is that the outcome is affected by the order of the data records.
Various ordering schemes can binaroperationen markt demographics explored to test the robustness of the binaroperationen markt demographics solutions. K-means also requires the analyst to specify the number of clusters desired. In some statistical packages, the procedure provides limited statistics to guide the analyst in identifying the optimal number of clusters.
Unfortunately, both statistics are rendered useless if the segmentation inputs are correlated which is true in many cases. In the end, the analyst must use additional statistical testing, plotting of differences among the attributes across clusters, and a good dose of personal judgment to arrive at the optimal segmentation solution. Factor binaroperationen markt demographics or individual attributes can serve as input into TwoStep cluster analysis.
Additionally, TwoStep can handle categorical variables, such as demographics e. Binaroperationen markt demographics the current analysis, the 33 individual attributes, classified as categorical, were used as the segmentation variables. There is also a provision for handling respondents who do not meet the criteria for inclusion in any cluster.
The number of clusters produced by each procedure was intended to be the same to facilitate comparisons among methods. The optimal number of clusters ranged from two to three, based on different orderings of the records in the data file. A five-cluster solution, in contrast, produced more interesting differentiation among the clusters.
TwoStep provides statistics chi-square statistics for categorical variables and t-statistics binaroperationen markt demographics continuous variables that quantify the relative contribution of each variable to the formation of a cluster. In the five-cluster solution, all except five of the attributes were significant contributors. Using this information, we omitted the five attributes my faith, my last vacation, my spouse [or significant other or close friend], community I live in, and vehicle I drive and ran the analysis again to refine the segmentation solution.
The profile of the segments is shown in Table 4. The five segments were assigned the same names used in the k-means profile to aid comparison. The profile of the cluster produced by TwoStep was similar to the profile of the clusters developed by k-means. As shown in Table 4, TwoStep also reveals segments of respondents who binaroperationen markt demographics satisfied or dissatisfied on more than one factor.
TwoStep cluster analysis has advantages versus the methods previously discussed. One advantage deals with the range of cluster sizes. Having a segmentation solution that contains clusters of different sizes has more face binaroperationen markt demographics.
For example, we could imagine that consumers who are really happy with life and those who are very unhappy with life binaroperationen markt demographics a smaller group than those who are binaroperationen markt demographics middle-of-the-road.
Another advantage is that TwoStep can use variables that have differing scale types. Factor segmentation and k-means binaroperationen markt demographics treat variables as categorical; the variables must be considered continuous or transformed in some manner i. In TwoStep, though, categorical attributes can be specified as such. This can encourage better separation among the segments and easier interpretation of the results. Yet there are disadvantages to the TwoStep method. Like k-means clustering, TwoStep is influenced by the order of the records in the data set.
Sorting the data records in several binaroperationen markt demographics can help the analyst understand how the cluster profiles change with different orderings. In addition, respondents with any missing values are excluded from the analysis altogether.
Binaroperationen markt demographics could decrease the sample size available for segmentation if a large number of respondents skip or refuse to answer critical segmentation questions. However, in this paper and in the experience of the authors, the automatic-clustering routine yields too few clusters and is not usually useful.
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