Blinded By Science
The managerial consequences of inadequately validated cluster analysis solutions
Paul Bottomley Cardiff UniversityAgnes Nairn University of Bath
Introduction
Over 30 years ago Inglis and Johnson (1970, 1996) noted an increase in the use of statistical data processing commensurate with the contemporary popularity of segmentation studies. Recall, Haley's seminal work on benefit segmentation was published in 1968 and the early 1970s was a time when psychographics and lifestyle studies began to take off (Kassarijan & Sheffet 1971; Wells 1975). With the growth in computeraided consumer studies, Inglis and Johnson (1970) felt compelled...