This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-UV0745

発行日：2007/3/22

登録日：2014/8/20