I am doing a segmentation project and am struggling with cluster analysis in spss right now. Could you please help me get this answered:
How do I determine the quality of the clustering in spss?
In many articles/ tutorials I've read it's advisable to run a hierarchical clustering to determine the number of clusters based on agglomeration schedule and a dendogram - and then to do k-means clustering. Let's say the 1st step results are not clear and I am hesitant between 4 and 5 cluster-solutions. I can try both with k-means method - but how do I see which one's best? Same goes for any re-running of k-means clustering procedure, since every time the output is slightly different.
Thanks a lot for any info! I would also be grateful for link to any good ready tutorials on cluster analysis in spss. What I've found so far is very random and limited... Articles on cluster analysis are not enough for me, because then I don't know how to run the tests mentioned in them in spss :-[