Companies want to learn about consumer psychographic characteristics as these often relate directly to purchase activity. However, unlike demographic characteristics that are often observable or available through sources such as the census, psychographic information is more difficult to obtain. The most common method of gathering psychographic information is through:
A) large-scale surveys asking consumers to agree or disagree with a collection of statements describing various activities, interests, and opinions.
B) observation of consumer shopping behavior in a natural setting.
C) Nielsen company data regarding television viewership.
D) Credit card information regarding purchase activity.

Question

Quizplus · Accepted Answer

Large-scale surveys that ask consumers to agree or disagree with statements about activities, interests, and opinions are the most common method for gathering psychographic information. This approach allows researchers to understand the attitudes, values, and lifestyles of consumers, which are not easily observable or available through other data sources like demographics.

Companies Want to Learn About Consumer Psychographic Characteristics as These