文档介绍：European Journal of Operational Research 114 (1999) 346±353
Theory and Methodology
Comparing performance of feedforward s and K-means
for cluster-based market segmentation
Harald Hruschka a,*, Martin Natter b
a Department of Marketing, University of Regensburg, Universitatsstraûe 31, D-93053 Regensburg, Germany
b Department of Industrial Information Processing, University of Economics, A-1200 Vienna, Austria
Received 12 June 1997; accepted 28 April 1998
Abstract
pare the performance of a speci®cally designed feedforward arti®cial work with one layer of
hidden units to the K-means clustering technique in solving the problem of cluster-based market segmentation. The
data set analyzed consists of usages of brands (product category: household cleaners) in dierent usage situations. The
proposed feedforward work model results in a two segment solution that is con®rmed by appropriate tests.
On the other hand, the K-means algorithm fails in discovering any somewhat stronger cluster structure. Classi®cation
of respondents on the basis of external criteria is better for the work solution. We also demonstrate the
managerial interpretability of work results. Ó 1999 Elsevier Science . All rights reserved.
Keywords: works; Marketing; K-means; Cluster analysis; Market segmentation
1. Introduction pare the performance of two ap-
proaches to cluster analysis using