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Cluster Analysis

Hi. I am writing my Master Thesis this spring and I am in the middle of analysing on the data I’ve collected from my survey about loyalty and loyalty programmes.


I have stated 4 scenarios in my survey, where the respondents have answered on a 7-point Likert scale, whether, they are interested in joining the scenarios’ loyalty programme. I have created 3 clusters, but my CCC is higher with 4 clusters. Is it always better to choose the clusters with the highest CCC?


Furthermore, I would like to hear if anyone think, that other things in my survey could be made a cluster analysis from. Is it appropriate to make clusters based on demographics?


I have also made the respondents rate different advantages for joining a loyalty programme and rated them on a 7-point Likert scale. Is it appropriate to make clusters based on their rating of the different advantages?

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