In a comprehensive study evaluating the effectiveness of different marketing strategies, researchers need to use advanced data analysis software to handle large datasets and perform complex statistical analyses. Which of the following scenarios best exemplifies the use of widely recognized data analysis software in marketing research, and which software is best employed in this approach?

Question $12$Answer

a$.$

Researchers use Python to automate data collection processes and run sentiment analysis on customer reviews, integrating the results into a predictive model for future sales.

b$.$

Researchers utilize R to perform a series of multivariate regressions and cluster analyses to identify distinct customer segments based on purchasing behavior and demographic variables.

c$.$

Researchers employ SPSS to create detailed visualizations and dashboards for real$-$time tracking of key performance indicators $($KPIs$)$ related to marketing campaigns.

d$.$

Researchers apply SAS to perform exploratory inferential analysis and structural equation modeling to understand the underlying constructs influencing consumer attitudes.

e$.$

Researchers use Tableau to conduct hypothesis testing and regression analysis, enabling them to draw inferences about the impact of various marketing strategies.