ENBIS: European Network for Business and Industrial Statistics

The use of factor and cluster analysis in marketing research.

Abstract

Submitted by

Athanasios Poulis

Authors

Antigone G. Kyrousi, Athanasios G. Poulis

Abstract

Factor and cluster analysis have become common tools for the marketing researcher. Both of them are the most frequently employed methods of research in a marketing context.

In this paper, a distinction is made between exploratory and confirmatory factor analysis while the existing literature is being reviewed. Recent trends, such as the increasing emphasis placed upon confirmatory rather than exploratory factor analysis, as well as the use of factor analysis along with conjoint analysis, are further identified.

In addition, cluster analysis, which is a set of methodologies, is being identified as the most common tool for classification in the marketing field. However, its problematic use especially in qualitative research has been observed and thus, suggestions have been proposed for the marketing researcher.

Furthermore, some recent applications of factor and cluster analysis in marketing problems are being displayed in order to illustrate the problems at hand. Finally, conclusions are drawn, regarding the misapplications of cluster and factor analysis in marketing research.

Return to programme