On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities

11 Pages Posted: 14 May 2016

Date Written: June 1984

Abstract

Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure. We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and describe an application and comparison of the various approaches.

Suggested Citation

DeSarbo, Wayne S., On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities (June 1984). The Journal of Consumer Research, Vol. 11, No. 1, pp. 601-610, Available at SSRN: https://ssrn.com/abstract=2779753

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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