A new clustering methodology for the analysis of sorted or categorized stimuli

Wayne S. Desarbo, Kamel Jedidi, Michael D. Johnson

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

This paper introduces a new stochastic clustering methodology devised for the analysis of categorized or sorted data. The methodology reveals consumers' common category knowledge as well as individual differences in using this knowledge for classifying brands in a designated product class. A small study involving the categorization of 28 brands of U.S. automobiles is presented where the results of the proposed methodology are compared with those obtained from KMEANS clustering. Finally, directions for future research are discussed.

Original languageEnglish (US)
Pages (from-to)267-279
Number of pages13
JournalMarketing Letters: A Journal of Research in Marketing
Volume2
Issue number3
DOIs
StatePublished - Aug 1991

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'A new clustering methodology for the analysis of sorted or categorized stimuli'. Together they form a unique fingerprint.

  • Cite this