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Cluster Analysis: An Example Analysis On Personality And Dysfunctional Customer Behaviour

In: Quantitative Modelling In Marketing And Management

Author

Listed:
  • Malcolm J. Beynon

    (Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, UK)

  • Kate L. Daunt

    (Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, UK)

Abstract

Cluster analysis provides insights into data, such that objects in an identified cluster are more similar to each other that to objects in other clusters. This chapter offers a background to the general approach termed cluster analysis, including an illustrative cluster analysis of a real world problem. One feature of this chatper is the comparison approach to cluster analysis based research, with two different clustering techniques employed in a real application, namely Ward’s method and K-means. The issue of cluster analysis is demonstrated here through the analysis of a pertinent marketing problem, namely the investigation of the relationship between personality and dysfunctional customer behaviour.

Suggested Citation

  • Malcolm J. Beynon & Kate L. Daunt, 2012. "Cluster Analysis: An Example Analysis On Personality And Dysfunctional Customer Behaviour," World Scientific Book Chapters, in: Luiz Moutinho & Kun-Huang Huarng (ed.), Quantitative Modelling In Marketing And Management, chapter 14, pages 359-378, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814407724_0014
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