MA-B-2

When performing segmentation using hierarchical clustering in R, which function is used to generate a hierarchical cluster object?

• hclust()

• kmeans()

• dendrogram()

• cutree()

Which method is used in hierarchical clustering to minimize the total within-cluster variance?

• Single Linkage

• Complete Linkage

• Ward’s Method

• Average Linkage

Hierarchical clustering helps in exploring

• Number of Cluster

• Price of Cluster

• Value of Cluster

• Charecteristics of Cluster

What is the main advantage of using segmentation in marketing?

• Reducing production costs

• Tailoring marketing efforts to specific customer groups

• Maximizing inventory turnover

• Standardizing product offerings

Which of the following is NOT a type of market segmentation?

• Demographic segmentation

• Geographic segmentation

• Behavioural segmentation

• Technological segmentation