I want to identify distinct consumer segments from my survey data. I have read articles using cluster analysis for consumer segmentation. Which method of clustering should I employ for the above analysis?
, Thank you for your response. I wish to segment my sample based on one attribute that I measured using a survey. I found articles using k-means clustering or hierarchical or non-hierarchical clustering for segmentation. I am confused about which clustering method to use and why?
P.S. I have don't have expertise in statistics or machine learning.