Date:         Fri, 22 May 2009 08:33:51 +0200
Reply-To:     Mark Webb <targetlk@iafrica.com>
Sender:       "SPSSX(r) Discussion" <SPSSX-L@LISTSERV.UGA.EDU>
From:         Mark Webb <targetlk@iafrica.com>
Subject:      Attitudinal Segmentation methodology advice
Content-Type: text/plain; charset=ISO-8859-1; format=flowed

Can group members comment on the pro & cons of these 2 methods for
segment on attitudinal statements.

When is it best use each method?
Do any have glaring strengths or weaknesses vs the other.

Method 1
Factor analysis and then chose the highest factor score [P factor analysis].
This essentially clusters variables.

Method 2
Factor analysis & then some cluster analysis based on the factor scores.
This essentially clusters respondents.

Regards

--
Mark Webb

+27 21 786 4379
+27 72 199 1000
Skype - webbmark
targetlink@iafrica.com

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