Segmentation/Cluster Analysis
Example
| MEAN SCORES | |||||||
|---|---|---|---|---|---|---|---|
| SEGMENT | |||||||
| Total | "CC" | "DH" | "BJ" | "OM" | "MA" | ||
| n | 2552 | 420 | 441 | 496 | 614 | 581 | |
| % | 16% | 17% | 19% | 24% | 23% | ||
| s1 | I always/almost always … | 3.52 | 3.81 | 3.99 | 3.19 | 3.16 | 3.63 |
| s2 | I tend to feel guilty if … | 2.45 | 2.30 | 2.15 | 2.86 | 2.59 | 2.28 |
| s3 | Taking care of my appearance is … | 4.09 | 4.35 | 4.15 | 3.85 | 4.02 | 4.13 |
| s4 | I am organized when it comes to … | 3.40 | 3.82 | 3.89 | 2.92 | 2.94 | 3.60 |
| s5 | I am confident about … | 3.23 | 3.94 | 3.66 | 2.40 | 3.13 | 3.22 |
| s6 | I get a real buzz out of … | 4.23 | 4.15 | 4.51 | 4.27 | 4.00 | 4.31 |
| s7 | Sometimes, my … is a disaster! | 3.04 | 2.19 | 2.56 | 3.84 | 3.45 | 2.93 |
| s8 | I am interested in … | 3.91 | 4.00 | 4.41 | 3.83 | 3.45 | 4.00 |
| s9 | It is difficult to plan … | 2.73 | 2.36 | 2.38 | 3.96 | 2.54 | 2.42 |
| s10 | My current priority is to … | 2.70 | 2.35 | 2.50 | 3.90 | 2.28 | 2.50 |
| s11 | I tend to … | 3.67 | 3.29 | 3.39 | 4.08 | 3.88 | 3.59 |
| s12 | I don’t get particularly upset when … | 2.67 | 2.89 | 2.64 | 2.46 | 2.70 | 2.71 |
| s13 | I enjoy having … | 3.86 | 3.93 | 4.08 | 3.64 | 3.81 | 3.89 |
| s14 | I don’t like to … | 2.69 | 2.44 | 2.82 | 2.95 | 2.52 | 2.75 |
| s15 | There are certain people … | 2.50 | 2.08 | 2.66 | 3.05 | 2.32 | 2.44 |
| s16 | Some of the most important … | 2.23 | 1.90 | 3.05 | 2.45 | 1.80 | 2.13 |
| s17 | The things I own say … | 2.67 | 2.20 | 3.25 | 3.17 | 2.18 | 2.69 |
| s18 | I usually only … | 3.20 | 3.27 | 2.89 | 3.07 | 3.51 | 3.17 |
| s19 | I like a lot of … in my life | 2.94 | 2.43 | 3.82 | 3.34 | 2.35 | 2.92 |
| s20 | I have all the things I need to … | 3.16 | 3.84 | 2.96 | 2.54 | 3.41 | 3.09 |
| s21 | I’d be happier if I could … | 3.40 | 2.84 | 3.69 | 3.87 | 3.17 | 3.41 |
| s22 | I regard … as an extravagance | 3.26 | 3.54 | 2.37 | 3.40 | 3.78 | 3.06 |
| s23 | I regard … as an extravagance | 3.20 | 3.39 | 2.44 | 3.32 | 3.75 | 3.00 |
| s24 | I am cautious about … | 4.17 | 4.23 | 3.73 | 4.16 | 4.41 | 4.25 |
| s25 | I am cautious about … | 4.10 | 4.19 | 3.79 | 4.05 | 4.32 | 4.10 |
| s26 | I know where to find out about … | 3.36 | 3.51 | 3.72 | 3.08 | 3.35 | 3.25 |
| s27 | I know where to find out about … | 3.30 | 3.46 | 3.57 | 3.05 | 3.28 | 3.23 |
| s28 | I’m worried about the toxic effects of … | 4.14 | 4.24 | 3.74 | 4.12 | 4.33 | 4.20 |
| s29 | I’m worried about the effects of … | 4.09 | 4.06 | 3.81 | 4.10 | 4.27 | 4.12 |
| s30 | I would only have … if … | 2.06 | 1.97 | 2.05 | 2.29 | 1.90 | 2.08 |
| s31 | I would only have … if … | 2.08 | 1.99 | 2.08 | 2.31 | 1.91 | 2.13 |
| Factor 1 | - | +0.03 | -0.31 | -0.00 | +0.13 | +0.07 | |
| Factor 2 | - | +0.31 | +0.47 | -0.27 | -0.45 | +0.13 | |
| Factor 3 | - | -0.46 | -0.37 | +0.99 | -0.05 | -0.18 | |
| Factor 4 | - | -0.58 | +0.23 | +0.40 | -0.14 | +0.05 | |
| Factor 5 | - | +0.03 | +0.18 | -0.11 | +0.02 | -0.09 | |
| Factor 6 | - | +0.04 | -0.01 | +0.06 | -0.12 | +0.05 | |
| Factor 7 | - | +0.14 | -0.52 | +0.02 | +0.42 | -0.17 | |
| Factor 8 | - | -0.27 | +0.71 | +0.27 | -0.49 | -0.07 | |
| Factor 9 | - | +0.22 | -0.29 | -0.13 | +0.21 | -0.05 | |
| Factor 10 | - | +0.08 | +0.05 | -0.14 | +0.05 | -0.03 | |