A grid-based approach to exploratory data analysis

IF 2.4 4区 管理学 Q3 BUSINESS
Steven D Elliott
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引用次数: 0

Abstract

A grid-based approach to exploratory data analysis is described wherein the size of a grid’s cells may be altered. The primary tool of exploratory data analysis described here is cluster analysis. Background information is provided regarding the different types of clustering algorithms and their effectiveness. A grid-based approach for exploratory and cluster analysis is then described. Both exploratory and cluster analyses are performed for a series of different sizes of grid cells. Two marketing data sets are utilized to illustrate research questions often faced by market researchers. The first is a cluster analysis of cities used to create strata for selecting a representative probability sample. The second example is a segmentation of customers into groups for the purpose of targeting advertising and product insight. These examples illustrate related issues such as the elimination of “background noise” observations, significance tests for departures from uniform density, and metrics for the shape of a cluster.
一种基于网格的探索性数据分析方法
描述了一种基于网格的探索性数据分析方法,其中可以改变网格单元的大小。这里描述的探索性数据分析的主要工具是聚类分析。提供了关于不同类型的聚类算法及其有效性的背景信息。然后描述了一种用于探索和聚类分析的基于网格的方法。对一系列不同大小的网格单元进行探索性分析和聚类分析。利用两个营销数据集来说明市场研究人员经常面临的研究问题。第一种是对用于创建地层的城市进行聚类分析,以选择具有代表性的概率样本。第二个例子是为了瞄准广告和产品洞察力,将客户分成小组。这些例子说明了相关问题,如消除“背景噪声”观测、偏离均匀密度的显著性测试以及聚类形状的度量。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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