Abstract

RUEDA VARON, Milton Januario; MOYA MOYA, Luz Marina  and  ARANDA SILVA, Moisés. Use of multivariate statistical techniques in profling and segmentation. Univ. Sci. [online]. 2011, vol.16, n.3, pp.254-262. ISSN 0122-7483.

Objective. To use the information about the factors identifed, by means of correspondence analyses to determine the behavior of the variables to be used to then make a natural segmentation, thus facilitating the interpretation and presentation of results. Materials and methods. We present a new profling and segmentation approach by using correspondence analyses and classifcation. Results. By using this methodology we can optimize the determination of segments and the profling of a set of variables. This procedure allows researchers of different disciplines to present and interpret the results of their research effciently. Conclusions. The procedure here described enables a simple and quick interpretation of the analysis on many variables, rendering its use and implementation easy.

Keywords : profling; segmentation; multivariate techniques; correspondences.

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