One benefit of using demographic segmentation is that it
a. incorporates the strengths of all the different segmentation methods.
b. makes the process of selecting media vehicles easier.
c. highlights the lifestyles of potential users.
d. gives you insight into the motivations behind the use of the product.
Question 2Which of the following is NOT a common marketing research job title?
a. Interviewer
b. Senior Analyst
c. Market Research Director
d. Clerical Supervisor
e. Computer Operator
Question 3Descriptors such as age, gender, race, and marital status are widely used in
a. demographic segmentation. c. soci-segmentation.
b. psychographic segmentation. d. geo-segmentation.
Question 4The U.S. Bureau of Labor reports that employment for marketing research analysts is expected to grow much faster than the average for all occupations. Why is this?
a. Because the economy is growing
b. Because of increasing competition from offshore manufacturers
c. Because the demand for information continues to grow
d. Both a and b are correct.
e. None of these are correct.
Question 5When segmenting markets based on consumers' usage patterns, variety seekers as a segment are characterized by
a. the lowest level of opportunity for a firm to cultivate sales.
b. buying what is on sale or choosing brands that offer discount coupons.
c. a high level of repeat purchasing of the same brand.
d. extra-enthusiastic purchasing behavior.
Question 6Which of the following currently uses market research?
a. Salespeople
b. Politicians
c. Clergy
d. Presidents of not-for-profit institutions
e. All of these are correct.
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