Cluster analysis is an important tool for identifying market segments.
Indicate whether the statement is true or false
Question 2Researchers have an obligation to respect the participant's right to ____.
a. honest reporting
b. responsible participation
c. open discussion
d. privacy
Question 3To perform this task, Jerrilyn needs to understand the differences among current customers, non-users, and ideal customers. What task is she performing?
a. segmenting
b. targeting
c. positioning
d. collaborating
Question 4Cluster analysis identifies objects or individuals that are similar to one another in some respect.
Indicate whether the statement is true or false
Question 5A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct?
a. push poll
b. advocacy research
c. confidentiality research
d. deceptive research
Question 6Cluster analysis helps us with which of the following?
a. segmentation
b. targeting
c. positioning
d. the 4Ps
Question 7Cross-loadings exist in a solution with simple structure.
Indicate whether the statement is true or false
Question 8Another term for the sponsoring client in research studies is the ____.
a. researcher
b. user
c. subject
d. respondent
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