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Cluster analysis
Lecture / Tutorial outline Cluster analysis Example of cluster analysis Work on the assignment
Cluster Analysis
It is a class of techniques used to classify cases into groups that are relatively homogeneous within themselves and heterogeneous between each other, on the basis of a defined set of variables. These groups are called clusters.
Market segmentation. E.g. clustering of consumers according to their attribute preferences Understanding buyers behaviours. Consumers with similar behaviours/characteristics are clustered Identifying new product opportunities. Clusters of similar brands/products can help identifying competitors / market opportunities Reducing data. E.g. in preference mapping
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n k 1
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xkj
Dij distance between cases i and j xki value of variable Xk for case j Problems: Different measures = different weights Correlation between variables (double counting) Solution: Principal component analysis
Clustering procedures
Hierarchical procedures
Agglomerative (start from n clusters, to get to 1 cluster) Divisive (start from 1 cluster, to get to n cluster)
Agglomerative clustering
Agglomerative clustering
Linkage methods
Single linkage (minimum distance) Complete linkage (maximum distance) Average linkage
Wards method
1. 2. Compute sum of squared distances within clusters Aggregate clusters with the minimum increase in the overall sum of squares The distance between two clusters is defined as the difference between the centroids (cluster averages)
Centroid method
1. 2.
The number k of cluster is fixed An initial set of k seeds (aggregation centres) is provided
First k elements Other seeds
K-means clustering
3.
Given a certain treshold, all units are assigned to the nearest cluster seed 4. New seeds are computed 5. Go back to step 3 until no reclassification is necessary Units can be reassigned in successive steps (optimising partioning)
Suggested approach
1. First perform a hierarchical method to define the number of clusters 2. Then use the k-means procedure to actually form the clusters
Distance
6 4 2 0 11 10 9 8 7 6 5 4 3 2 1 Number of clusters
SPSS Example
MATTHEW
LUCY JENNIFER
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NICOLE
Component2
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-1.5
FRED
Component1
Stage 1 2 3 4 5 6 7 8 9
Coefficients .026 .078 .224 .409 .849 1.456 4.503 9.878 18.000
Next Stage 8 7 5 6 8 7 9 9 0
Number of clusters: 10 6 = 4
1.5
1.0
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NICOLE
Cluster Number of Ca
4 3
Component1
Analyse / Classify
Untick this
Number of clusters
Identify the step where the distance coefficients makes a bigger jump
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Step
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Number of clusters
Number of cases 150 Step of elbow 144 __________________________________ Number of clusters 6
K-means
Thick here
Final output
Cluster membership
Monthly amount spent Meat expenditure Fish expenditure .525 Vegetables expenditure .192 % spent in own-brand .646 product Own a car .536 % spent in organic food .492 Vegetarian 1.784E-02 Household Size .649 Number of kids .369 Weekly TV watching .124 (hours) Weekly Radio listening 2.989E-02 (hours) Surf the web .443 Yearly household income .908 Age of respondent .891
Component 3. Vegetarian TV 1 2 3 4 lover .810 -.294 -4.26E-02 .183 2. Family shopper .480 -.152 .347 .334 -.206 -.345 -.281 .619 -.186 -9.24E-02 .612 .663 -9.53E-02 .406 -.271 -4.75E-02 -5.64E-02 -.475 -.127 -.134 -.102 .190 .647 .135 .247 .462 -.349 .182 -7.46E-02 -6.73E-02 -4.35E-02 .383 -.239
-.172 6.008E-02 .460 .342 -.287 .507 -6.12E-02 -3.29E-03 .184 1.694E-02 .232 .559 -.529 -8.14E-02
Final Cluster Centers Cluster 1 REGR factor score 1 for analysis 1 REGR factor score 2 for analysis 1 REGR factor score 3 for analysis 1 REGR factor score 4 for analysis 1 REGR factor score 5 for analysis 1 -1.34392 .38724 -.22215 .15052 .04886 2 .21758 -.57755 -.09743 -.28837 -.93375 3 .13646 -1.12759 1.41343 -.30786 1.23631 4 .77126 .84536 .17812 1.09055 -.11108 5 .40776 .57109 1.05295 -1.34106 .31902 6 .72711 -.58943 -1.39335 .04972 .87815
Cluster Number of Ca
0 6 5 -1 4 -2 3 2 -3 -3 -2 -1 0 1 2 1