Journal of Consumer Research 1984
On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities
open access
Abstract
Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure. We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and describe an application and comparison of the various approaches.
- DOI
- 10.1086/208996
- Sources
- openalex