‘Non-users’ are not alike! . Using Intention to create finer segments. Problem Statement. We currently undertake segmentation based on behaviour We compare users as a group with non users as a group and identify determinants that are significantly different between the two groups.
Using Intention to create finer segments.
For each respondent we asked whether the statement applied to them or not. Conducted in Swaziland.
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Those who are positive but need some push- they need to be reassured of fears and QoC concerns regaridng the
QUICK CLUSTER @1582Thought @1583GoodIdea @1584NotGood @1585WillNever @1591TalkToFriend @1592TalkToNurse @1595Girlfriend
/CRITERIA=CLUSTER(4) MXITER(10) CONVERGE(0)
/SAVE CLUSTER DISTANCE
/PRINT INITIAL ANOVA CLUSTER DISTAN.
What is the right number of clusters? Usually it will be somewhere between 3 and 6. It depends a lot on the data. And getting the right number of clusters is an iterative process. First try with four clusters. Cross tab the cluster membership across the classifying variables and assess if the clusters seems distinct enough from each other. Then, try with 5 clusters, take cross tabs again and assess if five clusters seem more distinct from each other. Also check what is the size of the cluster. If the cluster size is too small 5% of sample or lower, it may not be worthwhile to keep that as a separate cluster (you may choose to merge with one of the clusters if they seem close to one of them. A better option could be to filter them out. Also look at the dist ance from cluster center. If the distance is too far off then you may want to filter some of the cases to get more distinct clusters.
If you have good data and if you have chosen the initial variables (on which the classification is done well) then you will find