Modeling and Multivariate Methods - SAS

Chapter 16 Performing Choice Modeling 425
Segmentation
Figure 16.30 Dendrogram of Subject Clusters for Pizza Data
Now, select the number of clusters desired by moving the diamond indicator at the top or bottom of the
dendrogram. Alternatively, you can select Number of Clusters in the platform drop-down menu and enter
a number. You can save the cluster IDs by clicking on the drop-down menu of Hierarchical Clustering and
selecting Save Clusters. A new column called Cluster is created in the data table containing the gradients.
Each subject has been assigned a Cluster value that is associated with other subjects having similar gradient
forces. Refer to “Hierarchical Clustering” on page 463 in the “Clustering Data” chapter for a discussion of
other available options of Hierarchical Clustering. The gradient columns can be deleted since they were
used only to obtain the clusters. Your data table then contains only Subject and Cluster variables.
If you click on Run Script under the Merge Data Back menu, as shown in the partial gradient-by-subject
table in Figure 16.31, the cluster information becomes a part of the Subject data table.