A new clustering methodology for the analysis of sorted or categorized stimuli

This paper introduces a new stochastic clustering methodology devised for the analysis of categorized or sorted data. The methodology reveals consumers' common category knowledge as well as individual differences in using this knowledge for classifying brands in a designated product class. A small study involving the categorization of 28 brands of U.S. automobiles is presented where the results of the proposed methodology are compared with those obtained from KMEANS clustering. Finally, directions for future research are discussed. Wayne S. DeSarbo is the S. S. Kresge Distinguished Professor of Marketing and Statistics, and Michael D. Johnson is Associate Professor of Marketing, both at the University of Michigan's School of Business Administration. Kamel Jedidi is Assistant Professor of Marketing at Columbia University's Graduate School of Business. The authors gratefully acknowledge DuPont Incorporated for providing financial support for this research.