Geodemographics utilize _____ and ______ in creating segments.

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a

Geography and benefits desired

b

Geography and usage rate

c

Geography and income

d

Geography and psychographics

Question 11

The motivation for segmenting based on usage rate is:

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a

It is easy to determine an individuals usage rate

b

Non-users are often a great segment to target

c

In general, a relatively small percentage of heavy users account for a disproportionately large percentage of product usage

d

All of the above

Question 12

A segmentation method that puts consumers into groups based on their personality, lifestyle, values, attitudes and opinionsis:

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a

Demographic segmentation

b

Household life cycle segmentation

c

Behavioral segmentation

d

Psychographic segmentation

e

Benefit segmentation

f

All of the above

g

None of the above

Question 13

In a benefit segmentation project, the researcher creates a table that includes the segments in columns, and a row showing principle benefits sought by each segment. The additional rows showing demographic characteristics, psychographic characteristics, and usage rates for each segment are:

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a

The other segmentation methods used in the analysis to create the segments.

b

The secondary attributes that the clustering analysis used to segment the market.

c

The profiling variables that provide a richer description of each segment.

d

All of the above.

e

None of the above.