MA-A-2

Which of the following is NOT a common basis for market segmentation?

• Demographic segmentation

• Psychological segmentation

• Behavioral segmentation

• Technological segmentation

What is the primary objective of cluster analysis?

• To predict a dependent variable

• To group objects that are similar to each other within the same cluster

• To find the correlation between variables

• To perform hypothesis testing

Which function in R is used to perform clustering?

• hclust()

• clust()

• lm()

• glm()

In hierarchical clustering, which method is used to calculate the distance between clusters?

• Single Linkage

• Pure Linkage

• Cost Linkage

• Double Linkage

What does the “k” in K-means clustering represent?

• The number of variables

• The number of clusters

• The number of rows in the dataset

• The number of iterations