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Iterative Partitioning Methods: The use of Mapping Theory as a Clustering Technique

Terence A. Oliva, R. Eric Reidenbach

Journal of Marketing Research · 1985 · Volume 22 · Issue 1

DOI: 10.1177/002224378502200108

Abstract

This article supplements the Punj and Stewart review article on cluster analysis that appeared in the May 1983 issue of the JMR. In particular, the authors look at the use of mapping theory as an iterative partitioning method of clustering. Both a numerical example and an empirical application are presented to help explain and demonstrate the technique.

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