my company have asked me to do a market segmentation using spss statistics 23 on windows 7 enterprise.
The good thing is that now I know [due to my incredible searching skills, like using google]: the best way is clustering. Or something clusterish. [i'm not sure]
The bad thing is at the university they only taught me how to use ANOVA and crosstabs and cronbach's alpha and etc. But nothing about this. [sorry for the ryhme, just watched 8 mile - sorry again]
Our data is quite enormous [at least for me], it contains 27603 items. I created 13 categories, so like within price income we have 1$-2$; 3$-4$, 5$-6$ and so on, with staff as well.
Our goal is to separate these companies into subsegments [we already have 2 groups for our companies - large and medium] but they asked me if I see any new patterns.
Thanks in advance for your time and effort,