Paul loves opera. He listens to the radio broadcasts of the Metropolitan Opera every Saturday afternoon, attends the simulcasts of Met live performances at his local movie theater, and is a member of the Metropolitan Opera Guild. The Met sends Paul emails weekly about upcoming online performances and items for sale at the Met gift shop. By collecting data about Paul's preferences and behavior, marketers at the Met have put Paul into the group of Met opera buffs. This example of _________ consists in grouping customers who share similar values and seek similar attributes. Opera lovers are more similar to each other than to jazz lovers or ballet lovers. a. cluster analysis b. scanner data c. surveys d. conjoint