论文信息 - Using Cluster Analysis to Improve Marketing Experiments

Using Cluster Analysis to Improve Marketing Experiments

When the selection of a sample of stores or cities requires a high degree of similarity among the test units in order to ensure a sensitive experiment, the sample may no longer represent the market. These conflicting requirements can be satisfied by choosing the sample from clusters displayed in a reduced space representation of the market.

George S. Day | Roger M. Heeler | G. Day | R. Heeler

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