Cluster Analysis for Researchers

This book explains and illustrates the most frequently used methods of hierarchical cluster analysis so that they can be understood and practiced by researchers with limited backgrounds in mathematics and statistics. Widely applicable in research, these methods are used to determine clusters of similar objects. For example, ecologists use cluster analysis to determine which plots (i.e. objects) in a forest are similar with respect to vegetation growing on them; medical researchers use cluster analysis to determine which brands of products the public perceives similarly. In all fields of research, there exists this basic and recurring need to determine clusters of objects. This book will ground you in the basic methods of cluster analysis and guide you in all phases of their use. You will learn how to recognize when you have a research problem that requires cluster analysis, how to decide upon the most appropriate kind of data to collect, how to choose the best method of cluster analysi