Step by step process of cluster analysis in SPSS

1. PRESENTATION ON CLUSTER ANALYSIS Marketing Research Methods Presented by:

9. Agglomerative clustering

14. Defining the number of clusters: elbow rule (1) n

15. Elbow rule (2): the scree diagram

17. SPSS Example

19. Number of clusters: 10 – 6 = 4

22. The supermarkets.sav dataset

25. Analyse / Classify

26. Select the component scores Select from here Untick this

27. Select Ward’s algorithm Click here first Select method here

28. Output: Agglomeration schedule

29. Number of clusters Identify the step where the “distance coefficients” makes a bigger jump

30. The scree diagram (Excel needed)

33. K-means

34. K-means dialog box Specify number of clusters

35. Save cluster membership Click here first Thick here

36. Final output

37. Cluster membership

38. Component meaning (tutorial week 5) 1. “Old Rich Big Spender” 3. Vegetarian TV lover 4. Organic radio listener 2. Family shopper 5. Vegetarian TV and web hater

42. Representation of factors 1 and 4 (and cluster membership)