Final answer:
It is true that psychographic variables are difficult to measure accurately due to the subjective nature of data and issues with survey reliability.
Step-by-step explanation:
The statement that one problem with using psychographic variables for segmentation purposes is that they are difficult to measure accurately is True. Psychographic segmentation involves categorizing consumers based on their personality traits, values, interests, lifestyles, and other psychological criteria. While these factors can provide a deep understanding of consumer behavior, there are inherent challenges in measuring them precisely.
Surveys, which are often used to gather psychographic data, can be time-consuming and may not always result in truthful responses. Individuals might misremember, lie, or answer in socially desirable ways rather than truthfully. Furthermore, psychographic segmentation captures what people think and believe, which may not always align with their actual behavior in real life.
Because of these issues, psychographic segmentation requires careful consideration and methodology to ensure the accuracy and usefulness of the resulting data.