Running the analysis

  1. To run a Cluster Analysis, from the menus choose:

    Direct Marketing > Choose Technique

    Figure 1. Direct Marketing dialog
    Direct Marketing dialog
  2. Select Segment my contacts into clusters and click Continue.

    In this example file, there are no fields with an unknown measurement level, and all fields have the correct measurement level; so the measurement level alert should not appear.

    Figure 2. Cluster Analysis, Fields tab
    Cluster Analysis, Fields tab
  3. Select the following fields to create segments: Age, Income category, Education, Years at current residence, Gender, Married, and Children.
  4. Click Run to run the procedure.

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