to ‘match’ respondents across as many dimensions as possible. Thus if two
respondents completed the step 2 trade-off analysis in a similar way their impor-
tance scores on the various service dimensions would be similar and hence the
cluster analysis would assign them to the same group.
One study in an industrial market suggested that the traditional way of seg-
menting customers according to ‘Standard Industrial Classification’ (SIC) had
little relevance to purchasing behaviour. The classic categorisation of custom-
ers according to industry sector did not correlate with the ...
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