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...

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.