Cluster Analysis Has Been Used in Marketing for All of the Purposes

question 9

Multiple Choice

Cluster analysis has been used in marketing for all of the purposes below except .

• A) identifying new product opportunities by clustering brands and products so that competitive sets within the market can be determined
• B) determining how strongly sales are related to advertising expenditures
• C) segmenting the market based on benefits sought from the purchase of a product
• D) selecting test markets

---

Definitions:

Perceptual Set

A mental predisposition to perceive one thing and not another, influenced by expectations, emotions, and experiences.

Gestalt Psychologist

A psychologist who studies how people perceive and experience objects as whole patterns or configurations, not just as simple sums of their parts.

Negative Afterimages

A visual phenomenon where an image continues to appear in one's vision after the exposure to the original image has ceased.

Opponent-Process Theory

A psychological and neurological model that accounts for a wide range of behaviors, including color vision. This theory suggests that emotions are paired in a way that when one is activated, the other is suppressed.