Josh is convinced that subgroups exist within his company’s current customer base. Further, he believes that these different groups of customers opt to purchase his company’s brand for different reasons, and he feels this information is critical if he is to effectively target these customers and potential customers like them. Which type of market research analysis should Josh look into conducting in order to address his concerns

The options are given below:

A. clustering

B. segmenting

C. positioning

D. customer lifetime value

the correct option is A.

Explanation:

Clustering, or cluster analysis, is a process which refers to the organization of objects or items into groups who have members with similar traits with respect to a particular criterion. In other words, a cluster refers to a collection of similar objects which are different from the objects of other clusters.

In the scenario presented above, we can see that different groups of customers exist, who have different reasons for purchasing the company's brand. These reasons are different from one group to another group, this is why a cluster analysis is the best option.

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