7. In order to develop psychographic segments, the marketer must understand consumers': A. age, income, and education. B. gender, race, and religion. C. disposable personal income, benefit perceptions, and alternative egos. D. self-values, self-concept, and lifestyles. E, all of these 8. Ella was considering a new shampoo to try. She was surprised to see ads for Procter & Gamble's Head and Shoulders, which was being promoted as a glamorous health-oriented product. She has always thought of Head and Shoulders as an anti-dandruff shampoo. Head & Shoulders has been_ A. repositioned B. reformulated C. substitution-positioned D. extended as a brand E. cobranded 9. The major advantage of primary research data is: A. it can be easily accessed through syndicated data bases. B. it can be tailored to meet the specific research needs. C. it takes less time to collect than secondary data. D. it is general enough to meet many different researchers' needs. E. all of the above are advantages of primary research data. 10. Market research includes all of the following except: A. collecting data B. creating data C. recording data D. interpreting data E. analyzing data 11. Market research begins with: A. designing the research project. B. analyzing data. C. defining the objectives and research needs. D. presenting results. E. creating the data collection process. 12. Commercial research firms like AC Nielsen, J. D. Power, and Simmons Market Research Bureau are sources of: A. primary data. B. tertiary data. C. data mining D. syndicated data. E. all of the above. 13. Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data. A True B. False