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Purpose – Academic researchers love multi‐category answer formats, especially five‐ and seven‐point formats. More than a decade ago Josef Mazanec concluded that these formats may not the best choice, and that simple binary‐answer options are preferable in some empirical survey...
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This paper introduces bagged clustering as a new exploratory approach in the field of market segmentation research which offers a few major advantages over both hierarchical and partitioning algorithms, especially when dealing with large binary data sets.
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