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Chapter 9
Learning Objective 1
List the kinds of demographic and socioeconomic characteristics that interest
marketers.
Marketers are interested in such socioeconomic and demographic characteristics as age,
education, occupation, marital status, sex, income, and social class.
Learning Objective 2
Discuss the rationale for lifestyle analysis.
Lifestyle analysis rests on the premise that a company can plan more effective strategies
to reach its target market if it knows more about its customers in terms of how they live,
what interests them, and what they like.
Learning Objective 3
Cite the three main approaches used to measure the effectiveness of magazine ads.
The three main approaches used to measure awareness of magazine ads are (1) unaided
recall, in which the consumer is given no clues at all; (2) aided recall, in which the
consumer is given some prompting; and (3) recognition, in which the consumer is
actually shown an advertisement and asked whether or not he or she remembers seeing it.
Learning Objective 4
Give two reasons why researchers are interested in people’s motives.
First, researchers believe that motives tend to be more stable than behavior and therefore
offer a better basis for predicting future behavior. Second, researchers believe that by
understanding what drives a person’s behavior, it is easier to understand the behavior
itself.
Learning Objective 5
Describe the two basic means of obtaining primary data.
The two basic means of obtaining primary data are communication and observation.
Communication involves questioning respondents to secure the desired information,
using a data collection instrument called a questionnaire. Observation involves
scrutinizing the situation of interest and recording the relevant facts, actions, or
behaviors.
Learning Objective 6
State the specific advantages of each method of data collection.
In general, the communication method of data collection has the advantages of versatility,
speed, and cost, whereas observation data are typically more objective and accurate.