Cluster analysis has been used in marketing for all of the purposes below except ________.
A)segmenting the market based on benefits sought from the purchase of a product
B)identifying new product opportunities by clustering brands and products so that competitive sets within the market can be determined
C)selecting test markets
D)determining how strongly sales are related to advertising expenditures

Question

Quizplus · Accepted Answer

Cluster analysis is primarily used for grouping objects (such as customers, products, etc.) based on their characteristics or behaviors. It is not designed to directly measure the strength of relationships between variables, such as sales and advertising expenditures, which is more the domain of techniques like regression analysis.

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