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The Use of Factor and Cluster Analysis in Marketing
![The Use of Factor and Cluster Analysis in Marketing](/new/images/fabrik/events/logos/OSS_small_2_6.png)
Presenter(s) Dr. Konstantinos Alexandris, Aristotle University of Thessaloniki
Seminar type Open Seminar Series
Location SEERC Seminar Room
Date and time 15/03/2007, 16:00 – 18:00
Website http://
While factor analysis is a well established technique in marketing, the use of cluster analysis has not been widely used. It is a useful technique in order to create profile of customers and determine segmentation strategies. The current paper will present results for a survey conducted among customers of skiing resorts in Greece. Both factor and cluster analyses were run. The marketing implications will be presented.