This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website). One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be run using special statistical software (such as SPSS).
Type of Material:
Assignment
Recommended Uses:
In-class, homework, individual or team
Technical Requirements:
Browser
Identify Major Learning Goals:
To understand consumer behavior and attitudes using cluster analysis.
- Practice cluster analysis
- Demonstrate an understanding of how analytical tools are used in Marketing
- Understand market segments and their formation
Target Student Population:
College Lower Division, College Upper Division
Prerequisite Knowledge or Skills:
General knowledge of Excel and market research.
Content Quality
Rating:
Strengths:
Very comprehensive module with good questions and exercises. This is a fun exercise that could get students thinking about market segments. It can be incorporated within a class or as an outside assignment. It include good depth in the concepts.
Concerns:
This module does require context about market research and consumer behavior. There are lots of tabs that students need to navigate to get basics of the concept. It could be confusing for students with little knowledge in excel or marketing.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
This is a very good tool for teaching cluster analysis, an important market research tool. It would be easy to include as an activity/assignment within a class (f2f or online), and it is a creative and fun way to engage students in real-world application of material.
Concerns:
It could be more explicit about pre-requisite knowledge and learning objectives.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
This is a very easy-to-use module.
Fairly easy to use, especially if you have some experience in excel.
Directions are fairly clear.
Engaging and interactive, but could be difficult for less experienced students.
Videos could help with some of the more complex material.
Concerns:
Excel template may need to be checked for accessibility.
Creative Commons:
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