The data preparation technique used in market segmentation to divide consumers into different homogeneous groups is

a. data visualization
b. cluster analysis
c. market analysis
d. supervised learning

b. Cluster Analysis

Explanation:

This is an example of cluster analysis. In this data preparation technique, groups of objects are identified with similar characteristics and are arranged in what is called clusters. In this case different consumers form different clusters. This is sometimes also referred to as a classification analysis.

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