Behavioural market segmentation using the bagged clustering approach based on binary guest survey data: exploring and visualizing unobserved heterogeneity.

Abstract

Binary survey data from the Austrian National Guest Survey conducted in the summer of 1997 are used to identify behavioural market segments on the basis of vacation activity information. Behavioural variables are chosen and the bagged clustering methodology is introduced and illustrated. This approach overcomes a number of difficulties typically encountered when clustering algorithms are applied to large binary data-sets. Besides rendering more stable results, the bagged clustering approach eases interpretation of segment profiles.

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