Issues of robustness and high dimensionality in cluster analysis

Finite mixture models are being increasingly used to model the distributions of a wide variety of random phenomena. While normal mixture models are often used to cluster data sets of continuous multivariate data, a more robust clustering can be obtained by considering the t mixture model-based approach. Mixtures of factor analyzers enable model-based density estimation to be undertaken for high-dimensional data where the number of observations n is very large relative to their dimension p. As the approach using the multivariate normal family of distributions is sensitive to outliers, it is more robust to adopt the multivariate t family for the component error and factor distributions. The computational aspects associated with robustness and high dimensionality in these approaches to cluster analysis are discussed and illustrated.

A rough cluster analysis of shopping orientation data

This paper describes the application of a new technique, rough clustering, to the problem of market segmentation. Rough clustering produces different solutions to k-means analysis because of the possibility of multiple cluster membership of objects. Traditional clustering methods generate extensional descriptions of groups, that show which objects are members of each cluster. Clustering techniques based on rough sets theory generate intensional descriptions, which outline the main characteristics of each cluster. In this study, a rough cluster analysis was conducted on a sample of 437 responses from a larger study of the relationship between shopping orientation (the general predisposition of consumers toward the act of shopping) and intention to purchase products via the Internet. The cluster analysis was based on five measures of shopping orientation: enjoyment, personalization, convenience, loyalty, and price. The rough clusters obtained provide interpretations of different shopping orientations present in the data without the restriction of attempting to fit each object into only one segment. Such descriptions can be an aid to marketers attempting to identify potential segments of consumers.