Question 1

AIO statements consist of consumer responses identifying their:

Accepted Answer

AIO statements consist of information about consumer activities, interests, and opinions. They do not include "outcomes" which is a potential term but not a standard one in AIO research. "Attention" is also not typically included as it does not provide information about consumer behavior or preferences.

Question 2

Doug comes from a family background where a strong ethical code was developed at an early age. He has little money,but he still tends to favour brands that are tried and true. According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

Believers are characterized by strong religious and moral values, and a preference for familiar and traditional brands. They are also typically lower on the income and education scale, which aligns with Doug's little money.

Question 3

Explain the concept of psychographics and why this is important to marketers.

Accepted Answer

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Question 4

What do marketers mean by the term "AIOs"?

Accepted Answer

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Question 5

The use of psychological,sociological,and anthropological factors combined with demographic information to identify potential markets is called:

Accepted Answer

Psychographic segmentation involves using psychological, sociological, and anthropological factors along with demographic information to identify potential markets. Therefore, Option D is the correct answer. Option A is not a valid term. Option B refers to a data analysis technique. Option C only accounts for cultural factors and does not include other factors like psychological and sociological.

Question 6

Explain geodemography and how it relates to single-source data.

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Question 7

There are eight categories listed in the VALS system. List and briefly describe four of the categories.

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Question 8

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking risky activities,such as trying to climb to the summit of Everest. According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

Experiencers are described as impulsive and seeking risky activities. They are young, enthusiastic, and impulsive consumers who become excited about new possibilities but are equally quick to cool. They often seek adventure and new experiences, such as extreme sports or travel to exotic destinations. Therefore, Jeremy's impulsive nature and desire for risky activities make him an experiencer.

Question 9

Erin likes to be self-sufficient. She grows her own vegetables,mows her own lawn,does her own repairs,and even painted her house. According to the VALS typology,she can fit into in which of the following groups?

Accepted Answer

Makers are described as self-sufficient individuals who enjoy working with their hands and creating things. Erin's preference for growing her own vegetables, doing her own repairs, and painting her house aligns with the characteristics of makers.

Question 10

Beth is highly motivated to advance her career,but does not like uncertainty. She is also highly concerned about the approval of others. According to the VALS system,Beth would most likely be categorized as a Striver.

Accepted Answer

Strivers are motivated by the approval of others and seek upward mobility in their careers, but also prefer stability and are risk averse. Beth's characteristics align with this segment, thus she would be classified as a Striver.

Question 11

The study of demographics allows us to describe who buys,but psychographics allows us to understand why they do.

Accepted Answer

Demographics provide information about the characteristics of a population, such as age, gender, income, education, etc. Psychographics, on the other hand, focuses on understanding the attitudes, values, beliefs, and interests of individuals that drive their behavior and decision-making. This information can be useful for developing more targeted marketing strategies and communication messages that resonate with specific segments of the population.

Question 12

Shopping,club memberships,sports,and social events are all illustrations of which of the following lifestyle dimensions?

Accepted Answer

The lifestyle dimension being illustrated by shopping, club memberships, sports, and social events is activities, as they all involve actively participating in some form of leisure or recreational pursuit. Interests may be a part of this, but are not as encompassing as the various types of activities listed. Demographics and outcomes are not relevant to the question at hand.

Question 13

Conrad,a student on scholarship at a prestigious university,constantly meets with his professors to have a one-on-one evaluation of how his performance is in each class. Conrad is a/n:

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Question 14

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food,the media,fashion,and recreation. Which of the AIO categories does Norma seem to be working on now?

Accepted Answer

AIO stands for activities, interests, and opinions. Norma is researching her target audience's views on food, the media, fashion, and recreation, which fall under interests.

Question 15

You are a personal image designer. The goal of your job is to provide people with product recommendations for create a positive image. A man comes to you saying he wants a consumption constellation that reflects a more affluent lifestyle. What theory does your job rely on and what do you recommend?

Accepted Answer

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Question 16

Which of the following statements about psychographics is true?

Accepted Answer

Psychographics was needed because the usual large-scale qualitative survey research yielded only a little information about a lot of people. Psychographics is a research methodology that aims to create detailed profiles of individuals or groups, exploring their attitudes, beliefs, values, personalities, lifestyles, and interests. It is based on the assumption that people's behaviors are influenced not just by their demographics or socio-economic status, but also by their psychographics. Unlike demographic information, psychographics cannot be observed directly, but must be inferred from the way people respond to questions designed to uncover their motivations, values, and attitudes. Psychographics uses standard psychological scales and is a useful tool in marketing research, but it does not definitively explain purchase behaviors.

Question 17

VALS divides people into eight groups according to both psychological characteristics and resources,which include such factors as income,education,energy levels,and eagerness to buy.

Accepted Answer

VALS does indeed divide people into eight groups based on psychological characteristics and resources.

Question 18

A psychographic study of men aged 18-24 who drink and drive found four different groups:

Accepted Answer

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Question 19

The acronym VALS stands for:

Accepted Answer

The acronym VALS stands for "values and lifestyles." It is a psychographic segmentation tool developed by SRI International to classify and understand consumer behavior based on their values, desires, and motivations.

Question 20

Genevieve's main focus at the moment is her career,choosing a government position over a private-sector company or entrepreneurial endeavour. According to the VALS typology,she can fit into which of the following groups?

Accepted Answer

Achievers are described as career-focused individuals who value stability, prestige, and status. They prioritize their work and are often found in management and high-level positions. This aligns with Genevieve's focus on her career and choosing a government position over other options. The other options do not specifically address career focus and values.

Quiz 6: Personality, Lifestyles, and Values