Cluster Analysis in Marketing Research: Review and Suggestions for Application
回顾了聚类分析在营销问题中的应用，评估了不同方法的性能，推荐先使用Ward最小方差法或简单平均连接法初步识别聚类，再通过迭代划分法优化聚类结果。
Applications of cluster analysis to marketing problems are reviewed. Alternative methods of cluster analysis are presented and evaluated in terms of recent empirical work on their performance characteristics. A two-stage cluster analysis methodology is recommended: preliminary identification of clusters via Ward's minimum variance method or simple average linkage, followed by cluster refinement by an iterative partitioning procedure. Issues and problems related to the use and validation of cluster analytic methods are discussed.