SPSS - Training

Market Segmentation

This one-day course is for those who wish to segment their database according to similarity of cases and identify underlying themes behind related variables.

Prerequisites
Experience with running software in a Windows environment. Knowledge of the basics of SPSS equivalent to the level of the Introduction to SPSS course.

Overview
This course will show you how to reduce the number of variables you need to use in your analyses by creating a new set of variables which retain much of the information inherent in the larger set of variables. Segment your database so that individuals with similar characteristics are grouped together and thus able to be targeted more effectively.

The course covers

Data reduction through principal component analysis (PCA)
Running PCA and interpreting the results
Cluster analysis techniques
Running a cluster analysis and interpreting the output
Using cluster analysis to isolate unusual cases
Relating clusters back to other information in the data file - profiling each segment

SPSS Products Used
SPSS Base