Rethinking Museum Visitors: Using K-means Cluster Analysis to Explore a Museum's Audience

Autor:	Margaret Menninger, Amanda Krantz, Randi Korn
Rok vydání:	2009
Předmět:	Unpacking Multimedia Museology k-means clustering Conservation Sociology Disease cluster computer.software_genre Data science computer
Zdroj:	Curator: The Museum Journal. 52:363-374
ISSN:	2151-6952 0011-3069
DOI:	10.1111/j.2151-6952.2009.tb00358.x
Popis:	Understanding visitors is a necessary and complex undertaking. In this article, we present K-means cluster analysis as one strategy that is particularly useful in unpacking the complex nature of museum visitors. Three questions organize the article and are as follows: 1) What is K-means cluster analysis? 2) How is K-means cluster analysis conducted? 3) Most importantly: What are the applications of K-means cluster analysis for museum practitioners? To answer these questions, we present five steps that are vital to conducting a K-means cluster analysis. We also present three cases studies to demonstrate differences among the results of three K-means cluster analyses and provide practical applications of the findings.
Databáze:	OpenAIRE
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