I am conducting a CBC and also want to cluster the different target groups. Does it make more sense to...
1. run latent class?
2. analyze the data with HB and the SMRT market simulator, define as many clusters as there are competing products and assign respondents to the product/cluster with the highest purchase probability?
Option #2 seems better to interpret, however it is not "true" clustering but rather describing which respondent would buy which product...
Which option is more advisable?
Do I have to make any configurations when exporting the data to SPSS for cluster description?