Applied Marketing (Market Research Methods) Eduson Cluster analysis in SPSS

To perform cluster analysis in SPSS using hierarchical clustering, proceed as follows: Analyze > Classify > Hierarchical Cluster.... Move the relevant variables into the Variables box. In the Cluster box, check Cases (default option). In the Display box, check Statistics and Plots(default options). Click on Statistics.... In the pop-up window, check Agglomeration schedule. In the Cluster Membership box check Range of solutions with sensible values for the minimum and maximum number of clusters. Click Continue. Click on Plots.... In the pop-up window, check Dendrogram. In the Icicle box check All clusters (default). In the Orientation box check Vertical. Click Continue. Click on Method.... For Cluster Method select Wards method. In the Measure box check Interval and select Squared Euclidean distance. Click Continue. Click OK.

To perform cluster analysis in SPSS using k -means clustering, proceed as follows: Analyze > Classify > K-Means Cluster.... Move the relevant variables into the Variables box. For Number of Clusters select an appropriate number. 1

 Click on Options.... In the pop-up window, in the Statistics box check Initial cluster centers (default option) and Cluster information for each case. Click Continue. Click OK.

To perform cluster analysis in SPSS using two-step clustering, proceed as follows: Analyze > Classify > TwoStep Cluster.... Move the relevant variables into the Categorical Variables: and/or Continuous Variables: boxes as appropriate. For Distance Measure select Euclidean. For Number of Clusters select Determine automatically. For Clustering Criterion select Akaikes Information Criterion (AIC). Click OK. Now experiment with other options!