Since Hispanics are concentrated in urban areas and share a common language, they
a. have more homogenous characteristics than the rest of the population.
b. have less homogenous characteristics than the rest of the population.
c. have a higher ability to process media messages.
d. can be targeted through the use of Spanish-language media.
e. have a higher feeling of personal relevance of commonly purchased products than the population as a whole.
Question 2Interviewers are told to select a fixed number of men and a fixed number of women from certain city blocks,
although the choice of which men and which women is left up to them. This is a
a. simple random sample.
b. quota sample.
c. stratified sample.
d. cluster sample.
e. probability sample.
Question 3General Mills recently introduced a new cereal called Bunuelitos specifically for Hispanic consumers. This is best thought of as an example of
a. marketing communications that are targeted to the Hispanic consumer.
b. an appeal to the husband-dominated decision making of the Hispanic consumer.
c. product development to satisfy the needs of the Hispanic consumer.
d. a brand name that will increase central-route processing of Hispanic consumers.
e. an appeal to the wife-dominated decision making of the Hispanic consumer.
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