Zmienne jakościowe w segmentacji rynku - miary powiązań a wyniki grupowania
Qualitative variables in market segmentation - Similarity coefficients and clustering results

Summary/Abstract: There are a lot of categorical variables used for market segmentation. The purpose of this paper is to indicate to what extent measures of similarity affect results of clustering based on qualitative variables. Five similarity coefficients were used in cluster analysis: Jaccard’s, Sokal and Michener’s, Russel and Rao’s, Czekanowski and Rogers’ and Tanimoto’s. Adjusted Rand index and four cluster validity indexes were used to compare clustering results. The analyses showed that similarity coefficient can modify the results of clustering and affect the usefulness of quantitative cluster separation indexes.

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