“…Cluster analysis is a very commonly used approach in analysing research data collected in sociological, marketing or psychological research to group specific phenomena or objects, such as consumers, clients, and managers (e.g., Khan, Bakkappa, Metri, & Sahay, 2009;Saunders, 1980). Accounting, including management accounting (e.g., Ingram & Margetis, 2010;Nimtrakoon & Tayles, 2015) may also be subjected to grouping. In addition to cluster analysis, descriptive statistics (occurrence frequency of the phenomenon, mean standard deviation, variance) were used in the presentation of the findings.…”