Research methods
Dendrogram
Also calledCluster tree
A tree diagram from card sort analysis that shows how items cluster, from pairs that almost everyone grouped together up to broad sections.
A dendrogram is built by repeatedly joining the two most similar items or clusters. Items joined low in the tree were grouped together by most people; items joined high were only loosely related.
Drawing a horizontal cut across the tree gives a set of groups. Moving the cut up gives fewer, broader groups; moving it down gives more, tighter ones.