Cluster analysis has been used in marketing for all of the purposes below except ________.
A) determining how strongly sales are related to advertising expenditures
B) identifying new product opportunities by clustering brands and products so that competitive sets within the market can be determined
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 used for determining the relationship between sales and advertising expenditures; this is typically done using regression analysis. Cluster analysis is used for identifying patterns and segmenting data, such as in options B, C, and D.

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