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Segmenting Student Markets with a Student Satisfaction and Priorities Survey. AIR 1994 Annual Forum Paper.
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Borden, Victor M. H. – 1994
A market segmentation analysis was conducted on students at a large midwestern urban university using two forms of hierarchical cluster analysis on student characteristics: an agglomerative procedure using a matching-type association measure and a divisive chi-square based automatic interaction detection (CHAID) procedure. Data were extracted from…
Descriptors: Chi Square, Cluster Analysis, Higher Education, Institutional Research