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Cluster analysis is a multivariate statistical technique used to classify a set of objects, individuals, observations, or variables into relatively homogeneous groups called clusters. The main objective is to ensure that objects within the same cluster are more similar to each other than to objects belonging to different clusters. In Research Methodology, cluster analysis is useful when the researcher wants to discover natural groupings or patterns in a large dataset without having predetermined groups. Cluster analysis is an exploratory technique because the groups are not usually known in advance. It is widely used in social sciences, marketing research, psychology, education, business research, ______ _____ ________ ____ ___.
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