Examining data from a customer survey, the researcher analyzes groups of customers by the number of times they've visited and again by the number of times the customers ate out at all. This is called:
A) factor analysis
B) perceptual mapping
C) cluster analysis
D) conjoint analysis

Question

Quizplus · Accepted Answer

The researcher is using cluster analysis to group customers based on the number of times they've visited and how often they eat out. Factor analysis is used to identify underlying factors that explain patterns of correlation between variables. Perceptual mapping is used to understand customers' perceptions of brands or products. Conjoint analysis is used to analyze customer preferences for different features or attributes of a product or service.

Examining Data from a Customer Survey, the Researcher Analyzes Groups