Date:         Thu, 3 Apr 1997 16:40:12 EST
Reply-To:     "Jerry Vogt, Z4, ex. 4945 VOGTJ1 - AAL" <usaal66c@IBMMAIL.COM>
Sender:       "SPSSX(r) Discussion" <SPSSX-L@UGA.CC.UGA.EDU>
From:         "Jerry Vogt, Z4, ex. 4945 VOGTJ1 - AAL" <usaal66c@IBMMAIL.COM>
Subject:      cluster analysis question
Content-Type: text/plain; charset=US-ASCII

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As a part of a market segmentation study, we are
doing cluster analysis on about 3000 consumers
who responded to a mail survey. We are analyzing
about 50 of the variables in the survey.  Most
of these variables involved a 1-10 preference
rating about an attribute and thus could be considered
interval data.  However, a few of the variables are
nominal. In my background reading on cluster analysis,
this problem of different levels of measurement
is not extensively discussed (Churchill's
"Marketing Research" 6th ed. does devote a few
pages to the topic).  My questions are:
 1) how would you recommend I deal with this
issue within SPSS using the K-means quick cluster?
(standardize or transform the data, etc.)
 2) what good background sources are recommended
for cluster analysis, especially in the context
of market segmentation work?
 
Thanks in advance
 
Jerry Vogt       usaal66c@ibmmail.com
Market Research
Aid Association for Lutherans
Appleton, WI  54919