cluster analysis spreadsheet

8/18/2019 Cluster Analysis Spreadsheet

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lcome to Cluster Analysis for Mars is a Excel template designed to help students segment a market using clus

INSTRUCTIONS and INFORMATION You may input up to 100 responses using up to eight variables

e you have entered your data, please click on the "Output Clusters" orkshe

by entering te name of your !ariables " Ty#e $"% &ords to de

Ten enter your data " use numerical data only

lease type over the sample data and variables listed

nter data for at least t&o !ariables and sould enter

Material Monthly Income Variable 5

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eting ter analysis

t tab belo

cribe te !ariable'column

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Variable 6 Variable 7 Variable


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uster Analysis ,Segmentation- Ouutput worksheet only - please do NOT enter any data - use the input

r more assistance" please review the #$ow to interpret# wor%

Out#ut for TWO Clusters'Segments


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Type in this column only

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ntation maps 2or the 3rst to variables used ino variables to sho di4erent ones on the 2ollo


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ore maps

ore maps

Click on any map tocopy5paste it

"input data"* You caning maps*

Click tis bo= to !isit >erce#tual Ma#s fora free #erce#tual ma##ing tem#late6


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ore maps


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,entral Means ,hart (or the overall mar%et -no se'me

,entral Means ,hart (or ) &e'ments

This orksheet contains the central means graphcentroid 2or e

The graphs use the 3rst to v You can change these 3rst to variables

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ts.

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* They sho all consumers by segment and thech segment*

riables used in "input data"*to sho di4erent variables, i2 re9uired*

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$ $ # #

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! % $

#00,000*00

1,000,000*00

1,#00,000*00

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Total SS0 by number of segments

Number of Market Segments

! % $ #

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1,000,000*00

1,#00,000*00

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SS0 #er segment

)eg 1 )eg ! )eg % )eg $ )eg #

Number of Market Segments


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#


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)eg 1 )eg ! )eg % )eg $ )eg #

::: :::

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1*00

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! :::

% :::

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/OW TO US0 and INT0R>R0T2

1 You need to select OE o2 the cluster options only that is, t

You generally should OT use more than one approach*

! The results o2 the cluster analysis are statistically derived* Thi

;o not attempt to analyse the segments across the outputs

% =hich one is best to use>

-*.ook 2or a good distribution o2 respondents across t

@* .ook 2or an output ith a loer ))E Adoesn?t

C* ost importantly, look 2or means

NOTE: This is example data only

$ 2 the segmentation output Ameans5averages o2 each variable

your input variables try a di4erent mix o2 variables*

OTED Trial and error is a normal part o2 analysis plus it ill help y


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o, three, 2our or 3ve segments5clusters*

s means that there is no connection beteen segment 1 across the 2our outputs


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they are unrelated*

veloping a strategy*

cluster analysis spreadsheet

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