Question

As a marketer, you have many different tools at your disposal to gather the information necessary to develop targeted marketing programs. One of those tools is psychographic segmentation.

Select the type of information below that cannot be gathered using psychographic variables.

a. I want to know how many children under the age of 18 live in the households of my target market.
b. I want to know how much a consumer in my target market enjoys playing and watching sports.
c. I want to know how often my target market listens to the radio.
d. I want to gather data to indicate my target market's attitudes toward home schooling.

Answer 1

Psychographic segmentation is a marketing tool that gathers information about consumer values, attitudes, interests, and lifestyles. It cannot be used to determine the number of children in a household.

Step-by-step explanation:

Psychographic segmentation is a marketing tool used to gather information about consumer values, attitudes, interests, and lifestyles. It helps marketers understand the psychological and behavioral characteristics of their target market. Based on the options provided, the type of information that cannot be gathered using psychographic variables is option a: knowing how many children under the age of 18 live in the households of the target market. Psychographic variables focus on personal characteristics and preferences, rather than demographics such as the number of children in a household.