In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:
A)attribute analysis.
B)cluster analysis.
C)factor analysis.
D)function analysis.

Question

Quizplus · Accepted Answer

Cluster analysis is a technique used in market research to group respondents who have similar preferences or needs. In AR perceptual gap mapping, this technique can be used to cluster individual respondents based on their preferences and create benefit segments. Attribute analysis, factor analysis, and function analysis are statistical techniques used for data reduction and identifying underlying relationships between variables, but they are not effective in creating benefit segments.

In AR Perceptual Gap Mapping,individual Respondents Can Be Grouped Together