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Chapter 04 The Changing American Society: Demographics and Social
Stratification Answer Key
Multiple Choice Questions
1.
Digital savvy consumers are leading-edge digital users who are early adopters and diffusers of
information related to technology in terms of ____.
2.
Which of the following describes a population in terms of its size, distribution, and structure?
3.
Harriett wants to describe the population of a new market in which her firm wishes to enter. She wants
to describe the population in terms of its size, distribution, and structure. Which of the following should
she use?
4.
Age, gender, education, occupation, and income are examples of _____ variables.
5.
What is the approximate population of the United States today?
6.
Which of the following is NOT a reason the population of the United States has grown steadily since
1960?
7.
Which of the following is TRUE regarding the size and distribution of the population of the United
States?
8.
Which of the following is the most widely applied single cue we use to initially evaluate and define
individuals we meet?
9.
Which of the following is strongly associated with occupation?
10.
Approximately what percentage of the U.S. population has a high school degree?
11.
Approximately what percentage of the U.S. population has completed college?
12.
Juan is interested in knowing occupational influences on purchases of satellite radio systems. Which of
the following occupations are most likely to purchase this type of product?
13.
Which of the following statements regarding education is FALSE?
14.
A household's purchasing power is a function of which of the following?
15.
When comparing income levels by education and gender, which of the following is TRUE?
16.
Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked
at education levels of beer consumers. What education level is the likely consumer of beer (that with
highest propensity to buy and consumer beer) to have attained?
17.
What is the movement called in which companies have expanded opportunities for less affluent
consumers to afford luxury?
18.
An estimate by the consumer of how much money he or she has available to spend on nonessentials is
known as _____.
19.
(p. 115)
The Martins' household income is $123,000 per year. However, this family estimates that they have
$45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000
represents the Martins' _____.
20.
Which of the following statements regarding age is TRUE?
21.
Which age category is expected to experience the largest percentage increase between 2010 and 2020?
22.
Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the
greatest opportunity for P&G in terms of growth between 2010 and 2020?
23.
One's perceived age, a part of one's self-concept, is known as _____.
24.
Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's
_____ age.
25.
Which of the following variables is associated with cognitive age?
26.
Sam is a healthy 75-year-old man. He is a retired attorney; has a substantial retirement income; and is a
member of several social groups that travel, help others, and encourage life-long learning. Which of the
following is most likely true about Sam?
Topic: Age
27.
A(n) _____ is a group of persons who have experienced a common social, political, historical, and
economic environment.
28.
_____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as
well as predicting its future attitudes, values, and behaviors.
29.
Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and
behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a _____
analysis.
30.
_____ deals with the mature market and is based on the theory that people change their outlook on life
when they experience major life events such as becoming a grandparent, retiring, losing a spouse, or
developing chronic health conditions.
31.
Individuals born before 1930 belong to which generation?
32.
Harold was born in 1923. He entered young adulthood during World War II and served in the Navy
during that war. He has witnessed radical social, economic, and technological change in his lifetime. To
which generation does he belong?
33.
Consumers 55 years of age and over constitute the _____ market.
34.
Elsie and her two sisters are all in their mid- to late- 60s. They are part of the _____ market.
35.
Which generation is NOT part of the mature market?
36.
Which of the following is a segmentation approach to the mature market that incorporates aging
processes and life events related to the physical health and mental outlook of older consumers?
37.
Which cohort was born between 1930 and 1945?
38.
Xavier was born in 1940. He was too young to remember World War II, and he matured during the
prosperous years of the 1950s and early 1960s. His favorite singer was, and still is, Elvis Presley. To
which generation does he belong?
39.
Which generation "invented" rock and roll and grew up with music and television as important parts of
their lives?
40.
Which of the following is a segment of mature consumers?
41.
Which segment of mature consumers is physically and mentally healthy and is thus active, independent,
and out to enjoy life?
42.
_____ have experienced health problems that limit their physical activities, but their positive outlook
means they remain active within physical constraints.
43.
People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced
their self-concept, and they become withdrawn.
44.
This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to
reflect reduced physical capabilities and social roles.
45.
Which of the following is true regarding the baby boom market?
46.
The largest, most diverse generational segment is ____.
47.
Which boomer segment, identified by Focalyst, is highly connected with friends and community, which
may explain their positive outlook?
Topic: Baby Boom Generation
48.
Which generational term refers to those individuals born during the dramatic increase of births (i.e.,
almost 80 million baby births) between the end of World War II and 1964?
49.
John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President
Kennedy was assassinated, primarily because his family purchased their first color television not long
after that event. While he remembers the Vietnam War, he was too young to be drafted. To which
generation does he belong?
50.
Which generation is considered to be more self-centered, individualistic, economically optimistic,
skeptical, suspicious of authority, and focused on the present than other generations?
51.
Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from
college soon, which is leaving them with increased discretionary income and time. To which generation
do Robert and Jan belong?
52.
Which of the following is a reason more baby boomers continue to work longer than previous
generations?
53.
Which generation was born between 1965 and 1976?
54.
Nick was born in 1972. As long as he can remember, his mother worked outside the home. When he
was 12, his parents divorced, which was hard on him, but the same thing happened to several of his
friends. When both of his parents remarried, his view of a family changed to include all of his
stepsisters and brothers. To which generation does he belong?
55.
Which generation is both cynical and sophisticated about products, ads, and shopping?
56.
Which generation was the first to gain a very broad view of a family, which may include parents,
siblings, stepparents, half-siblings, close friends, live-in lovers, and others?
