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Know-How Exchange

Topic: Customer Behavior

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This question has been answered, and points have been awarded.

Multi-domain Segmentation

Posted by pradip_sa on 250 Points
Could any one please help me to understand on how to perform a Multi-Domain Segmentation (MDS)?
Let's say we have consumer survey data for an FMCG Brand, and we have details for following Domain (each domain will have 20 questions)
1) Demographic
2) Usage
3) Attitude
4) Loyalty
5) Lifestyle

While it is easy to do a segmentation based on only one of the domain (using k-means/two step cluster analysis). how to do a multi domain segmentation using all above mentioned domains? what statistical methodologies should be used to perform the same and what should be the sequence?

Many Thanks

  • Posted by Moriarty on Member
    Button Bounce?

    M xx

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