On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities

1 June 1984

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 11 (1) , 601-610
https://doi.org/10.1086/208996

Abstract

Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure. We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and describe an application and comparison of the various approaches.

Keywords

STRUCTURE
MARKET
HIERARCHICAL CLUSTERING
SWITCHING
COMPETITIVE
RAO
SUITED
ANALYSIS OF SUCH NONSYMMETRIC
SABAVALA

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