Create Groups/Segments

Create Groups/Segments is conducted by selecting Insert > Analysis > Groups/Segments.

A tutorial video is available as well as a walkthrough on our blog.

The analysis that is conducted is known as latent class analysis, and it identifies groups of respondents in the data that have given similar responses (i.e., are homogeneous).  

The number of groups is automatically selected using the Bayesian Information Criterion (BIC).

Please refer to http://mktresearch.org/wiki/Latent_Class_Analysis for a general discussion of latent class analysis which includes: an explanation of how the number of groups/segments are selected and a discussion of how to interpret the outputs produced by DataCracker.


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