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Multivariate statistics and Market segmentation: Principal Components Analysis Cluster Analysis

Further readings. Further readings:MalhotraChapter 19, 20 Churchill, IacobucciChapters 17Aaker et al.Chapter 21. Lecture outline. Basic statistical conceptsFactor analysis and Principal Components AnalysisData reduction and summarisationCluster AnalysisGrouping similar statistical un

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Multivariate statistics and Market segmentation: Principal Components Analysis Cluster Analysis

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    1. Multivariate statistics and Market segmentation: Principal Components Analysis Cluster Analysis AE 802 - Week 7 – 19 February 2003 MM

    2. Further readings Further readings: Malhotra Chapter 19, 20 Churchill, Iacobucci Chapters 17 Aaker et al. Chapter 21

    3. Lecture outline Basic statistical concepts Factor analysis and Principal Components Analysis Data reduction and summarisation Cluster Analysis Grouping similar statistical units Joint application of PCA and CA SPSS application

    4. Basic statistical concepts Variance Covariance Correlation and covariance Standardisation

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