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Cluster Analysis Using Rough Clustering and k-Means Clustering

Cluster analysis is a fundamental data reduction technique used in the physical and social sciences. It is of potential interest to managers in Information Science, as it can be used to identify user needs though segmenting users such as Web site visitors. In addition, the theory of Rough sets is the subject of intense interest in computational intelligence research. The extension of this theory into rough clustering provides an important and potentially useful addition to the range of cluster analysis techniques available to the manager.Cluster analysis is defined as the grouping of “individuals or objects into clusters so that objects in the same cluster are more similar to one another than they are to objects in other clusters” (Hair, Black, Babin, Anderson, & Tatham, 2006). There are a number of comprehensive introductions to cluster analysis (Abonyi & Feil, 2007; Arabie, Hubert, & De Soete, 1994; Cramer, 2003; Everitt, Landau, & Leese, 2001; Gan, Ma, & Wu, 2007; Hardle & Hlavka, 2007). Techniques are often classified as hierarchical or nonhierarchical (Hair et al., 2006), and the most commonly used nonhierarchical technique is the