Cluster Analysis

Cluster Analysis is a class of techniques that are used to classify objects or cases into relative
groups called clusters
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 K
-Means
It is a tool designed to assign cases to a
fixed number of groups (clusters) whose
characteristics are not yet known but are
Use to form based on a set of specified variables
clusters specially used when we have large data.
 Determining which
Respondent belongs to
Cluster which cluster can be
Membership stated as by this method

Creating segment profiles for

Final Cluster each cluster based on the scores
on the distinguishing variable
Centers

Identifying the variables that distinguishes the

ANOVA
segments at 99% confidence level, it can be
Table done through this ANOVAs table and also it
indicates which variables contribute the most
to your cluster solution.
 Cluster 2
Cluster 1 Neutrally balanced
Cluster 3
Optimistic towards towards the Strong optimism
the approach approach towards the topic.

Cluster 4
Neutrally balanced
towards all the
opinions