Ordinal variables in the segmentation of advertisement receivers

Abstract

The paper presents segmentation study, which employs methods of classification to single out the segments. The variables measured on the ordinal scale were used as the criteria of market segmentation. Variables used reflected students’ attitude towards 20 statements about advertising. Ordinal character of the data required application of specific measure (1) of object’s distance. This measure was used in order to evaluate the similarities of objects, which were based on numbers of relations “equal to”, “greater than” and “smaller than”.