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

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Definitions:

Interests

Personal preferences or areas of curiosity that draw an individual's attention and motivate exploration or learning.

Wilhelm Wundt

A psychologist often regarded as the father of experimental psychology, he founded the first formal laboratory for psychological research in Leipzig, Germany.

Introspection

The act of observing and examining one's own psychological and emotional states.

Naturalistic Observation

An observational research method wherein subjects are observed in their natural environment without any manipulation by the observer.