Resumen de Behavioral Market Segmentation Using the Bagged Clustering Approach Based on Binary Guest Survey Data: Exploring and Visualizing Unobserved Heterogeneity
Sara Dolnicar, Friedrich Leisch
Binary survey data from the Austrian National Guest Survey conducted in the summer season of 1997 were used to identify behavioral market segments on the basis of vacation activity information. The bagged clustering methodology applied overcomes a number of difficulties typically encountered when partitioning clustering algorithms are applied to large binary data sets. Besides rendering more stable results in the sense of reproducibility and making the yet unsolved question of the correct number of clusters to choose less important by a hierarchical step of analysis at the end of the procedure, the bagged clustering approach eases interpretation of segment profiles as classically given by the mean variable values per segment and thus markedly improves the investigation and visualization of unobserved heterogeneity within the field of exploratory market segmentation.
