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

Question

Quizplus · Accepted Answer

Cluster analysis is not typically used to determine the relationship between sales and advertising expenditures; this is more suited for regression analysis. Cluster analysis is used for grouping similar items, such as identifying market segments or competitive sets.

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