Selected Problems Arising within Cluster Analysis Usage for Market Segmentation
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F14%3A39898276" target="_blank" >RIV/00216275:25310/14:39898276 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Selected Problems Arising within Cluster Analysis Usage for Market Segmentation
Original language description
Modern market segmentation methods are based on combinations of various segmentation criteria. These combinations can be identified by a detailed analysis of the customers' behaviour, particularly of the fact what the customers buy and why. Subsequently,it is necessary to compile a profile of the defined market segments to be able, within the cooperation of the value network entities, to apply a differentiated market strategy towards these markets. The paper deals with the cluster analysis as the mostwidely used method for customer segmentation and the problems arising within standardization of the ordinal scales used for measurement of the customers' preferences. It is because the commonly used standardization by conversion to the normal standardized distribution might lead to confusing outcomes. The paper analyses such outcomes and also specifies how to face these problems.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
<a href="/en/project/GAP403%2F12%2F1279" target="_blank" >GAP403/12/1279: Tools for strengthening the long-term relationships with customers based on integration and cooperation of value network subjects</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
METAL 2014: 23rd International Conference on Metallurgy and Materials
ISBN
978-80-87294-54-3
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
1932-1939
Publisher name
TANGER, spol. s r.o.
Place of publication
Ostrava
Event location
Brno
Event date
May 21, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000350641700319