This article supplements the Punj and Stewart review article on cluster analysis that appeared in the May 1983 issue of the JMR. In particular, the authors look at the use of mapping theory as an iterative partitioning method of clustering. Both a numerical example and an empirical application are presented to help explain and demonstrate the technique.
Get full access to this article
View all access options for this article.
References
1.
HuntS. (1976), “The Nature and Scope of Marketing,”Journal of Marketing, 40(3), 17–28.
2.
HuntS. (1983), Marketing Theory: The Philosophy of Marketing Science.Homewood, IL: Richard D. Irwin, Inc.
3.
KassarjianHarold (1977), “Content Analysis in Consumer Research,”Journal of Consumer Research, 4, 8–18.
4.
McCarthyJ. (1960), Basic Marketing.Homewood, IL: Richard D. Irwin, Inc.
5.
PunjG., and StewartD. (1983), “Cluster Analsis in Marketing Research: Review and Suggestions for Application,”Journal of Marketing Research, 20(May), 134–48.
6.
ShethJ., and GardnerD. (1982), “History of Marketing Thought, An Update,” in Marketing Theory: Philosophy of Science Perspectives, Proceedings of the AMA Special Conference on Marketing Theory. Chicago: American Marketing Association, 52–8.
7.
WarfieldJ. (1979), “Some Principles of Knowledge Organization,”IEEE Transactions on Systems, Man, and Cybernetics, 9, 317–25.