journal :: Krantz, A., Korn, R., Menninger, M. (2009). Rethinking Museum Visitors: Using K-means Cluster Analysis to Explore a Museum’s Audience. Curator, 52(4).

last updated: 2010-01-28 01:39:11

Abstract

Three questions organize the article and are as follows:

1. What is K-means cluster analysis?
2. How is K-means cluster analysis conducted?
3. Most importantly: What are the applications of K-means cluster analysis for museum practitioners?

To answer these questions, we present five steps that are vital to conducting a K-means cluster analysis.

We also present three cases studies to demonstrate differences among the results of three K-means cluster analyses and provide practical applications of the findings.

Keywords	analysis,Audience research,K-means Cluster Analysis,museum audiences,museums,research,visitor research
Publisher URL	http://curatorjournal.org/archives/95

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