“Mission Possible” is a non-profit retail store that sells gift items made by artisans from over thirty
different underdeveloped countries. This store provides employment to impoverished third world
craftspeople and markets their handiwork at a fair price. The store defines its market segment as people
who believe in helping others and who feel good about helping others whenever possible. The store uses
____ segmentation.
Select one:
a.
demographic
b.
psychographic
Correct
c.
geodemographic
d.
ethnic
e.
geographic
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The correct answer is:
psychographic
Question 2
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A common use of demographic and socioeconomic data in marketing is
Select one:
a.
delineating market segments.
Correct
b.
investigating intentions to purchase.
c.
relating attitudes to opinions.
d.
discovering motivations.
e.
determining brand awareness.
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The correct answer is:
delineating market segments.
Question 3
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A longitudinal study is characterized by each of the following statements EXCEPT:
Select one:
a.
It involves a panel, which is a fixed sample of elements.
b.
Elements may be stores, individuals or other entities.
c.
The panel remains relatively constant through time.
d.
Characteristics of the elements, or sample members, are measured only once.
Correct
e.
Members may be added to replace dropouts or to keep the panel representative.
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The correct answer is:
Characteristics of the elements, or sample members, are measured only once.
Question 4
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A person’s ideas, convictions, or liking with respect to a particular object or idea are
Select one:
a.
Wants.
b.
Attitudes.
Correct
c.
Motives.
d.
Needs.
e.
Intentions.
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The correct answer is:
Attitudes.
Question 5
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Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes,
preferences and intentions regarding buying custom clubs. This is an example of a(n)
Select one:
a.
cross-sectional study.
Correct
b.
exploratory research.
c.
causal research.
d.
field experiment.
e.
laboratory experiment.
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The correct answer is:
cross-sectional study.
Question 6
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Demographic and socioeconomic characteristics
Select one:
a.
are easily gathered by researchers.
b.
represent attributes of people.
Correct
c.
are all easily verifiable.
d.
define consumer personality types.
e.
correlate highly with purchase intentions for specific brands.
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The correct answer is:
represent attributes of people.
Question 7
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Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household
income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation
variables are grouped under the broader classification(s) of
Select one:
