Question: 1. (12 points) Consider segmenting import beer drinkers using generic importance ratings collected through traditional survey (i.e., Stated preferences). a. How many clusters would you

1. (12 points) Consider segmenting import beer drinkers using generic importance ratings collected through traditional survey (i.e., Stated preferences). a. How many clusters would you recommend? Justify your choice. (2 points) b. Which segment would you consider to fit with the proposed "Kirin New" beer concept? Explain why. (5 points) c. Would you agree that the import beer market could be segmented in a useful way using the traditional stated preferences data? Explain why or why not.

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