Using statistical methods for marketing researches (Q2740099)

This article deals with clustering analysis of cigarette markets in the Ukraine. The technique is illustrated by an example where the author groups different cigarette brands, present at the Ukrainian market, by two parameters into five homogeneous segments. The author uses the following formula for computation of the distance between multidimensional objects: NEWLINE\[NEWLINER_{A,B}=\left(\sum_{j=1}^{n}w_{j}(z_{Aj}- z_{Bj})^2\right)^{1/2},NEWLINE\]NEWLINE where \(w_{j},\;j=1,\ldots,n\) are weights, \(z_{ij}=(x_{ij}-\bar x_{j})/\sigma_{j}\), where \(x_{ij}\) is the initial value of dimension \(j\) for object \(i\), and NEWLINE\[NEWLINE\bar x_{j}=m^{-1}\sum_{i=1}^{m}x_{ij},\quad \sigma_{j}=\left(m^{-1}\sum_{j=1}^{m}(x_{ij}-\bar x_{j})^2\right)^{1/2}.NEWLINE\]