Rundle-Thiele, Sharyn; Kubacki, Krzysztof; Tkaczynski, Aaron - In: Marketing Intelligence & Planning 33 (2015) 4, pp. 522-537
Purpose – The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis … start a new physical activity, demographics, place of residence and self-reported physical activity. Two-step cluster … analysis using the log-likelihood measure was used to reveal natural groupings in the data set. Findings – This research has …