To identify a gap in the products offered to a market, the best quantitative market research tool to use is any appropriate multivariate technique. Multivariate techniques, such as cluster analysis, factor analysis, and multidimensional scaling, are used to analyze data that involves multiple variables. These techniques can help identify distinct segments within the market and highlight gaps in the current product offerings by revealing unmet needs or preferences within those segments.
References:
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation. Pearson.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. Pearson Prentice Hall.
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