Using Cluster Analysis to Improve Marketing Experiments
Open Access
- 1 August 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (3) , 340-347
- https://doi.org/10.1177/002224377100800310
Abstract
When the selection of a sample of stores or cities requires a high degree of similarity among the test units in order to ensure a sensitive experiment, the sample may no longer represent the market. These conflicting requirements can be satisfied by choosing the sample from clusters displayed in a reduced space representation of the market.Keywords
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