Market Segmentation Using SPSS
CHAPTER 1 MARKET SEGMENTATION METHODS INTRODUCTION CLUSTER ANALYSIS FOR MARKET SEGMENTATION FACTOR ANALYSIS FOR DATA REDUCTION RESPONSEBASED MARKET SEGMENTATION MODEL DEPLOYMENT EXTENSIONS CHAPTER 2 CLUSTER ANALYSIS FOR MARKET SEGMENTATION: PRINCIPLES INTRODUCTION CLUSTER ANALYSIS AND MARKET SEGMENTATION Data Types in Clustering WHAT TO LOOK AT WHEN CLUSTERING? METHODS Hierarchical Methods NonHierarchical Method: KMeans Clustering NonHierarchical Method: TwoStep Clustering DISTANCE AND STANDARDIZATION CHAPTER 3 CLUSTER ANALYSIS FOR MARKET SEGMENTATION: PRACTICE INTRODUCTION SPSS Option Settings A LOOK AT THE DATA RUNNING A HIERARCHICAL CLUSTER ANALYSIS How Many Clusters to Consider? SUPPLEMENTARY ANALYSES CLUSTERING USING THE KMEANS METHOD CLUSTERING WITH THE TWOSTEP ALGORITHM How Many Segments have we Found? CHAPTER 4 FACTOR ANALYSIS INTRODUCTION USE OF FACTOR ANALYSIS IN MARKET SEGMENTATION STUDIES WHAT TO LOOK FOR WHEN RUNNING FACTOR ANALYSIS PRINCIPLES Factor Analysis and Principal Component Analysis NUMBER OF FACTORS ROTATIONS FACTOR SCORES SAMPLE SIZE METHODS Overall Recommendations AN EXAMPLE: IMPORTANCE OF BENEFITS Looking at Correlations Running Principal Components Analysis Extraction and Rotation Reviewing the Principal Components Analysis Clustering Based on Components Creating Factor Score Variables KMeans Clustering of Component Scores CHAPTER 5 RESPONSEBASED SEGMENTATION I: DISCRIMINANT AND LOGISTIC REGRESSION INTRODUCTION WHAT IS RESPONSEBASED SEGMENTATION? COMPARISON OF DISCRIMINANT AND LOGISTIC REGRESSION Recommendations WHAT TO LOOK FOR IN DISCRIMINANT ANALYSIS? AN EXAMPLE: DISCRIMINANT Stepwise Results WHAT TO LOOK FOR IN LOGISTIC REGRESSION AN EXAMPLE: LOGISTIC REGRESSION GAINS TABLES AND CHARTS CHAPTER 6 RESPONSEBASED SEGMENTATION II: CHAID ANALYSIS INTRODUCTION WHAT IS CHAID? WHAT TO LOOK FOR WHEN RUNNING CHAID PRINCIPLES AND CONSIDERATIONS Exhaustive CHAID Bonferroni Adjustments Variable Types Overall Recommendations AN EXAMPLE: CUSTOMER SATISFACTION (INTENTION TO CHURN) Market Segmentation Using SPSS
OVERALL RECOMMENDATIONS EXTENSIONS
Hierarchical Cluster Results
Obtaining Mean Profiles of Segments
Relating Clusters to Other Variables
Summary of First Cluster Attempt
Running CHAID Analysis in Classification Tree
Output from Classification Tree
Alternative Tree Displays
Tree for Test Sample
Segments and Gains Table
Gains and Response Charts
Model Accuracy
Rules for Classifying Cases
CHAID AND LOGISTIC REGRESSION
Extensions
