For which of the following segmentation variables is it more likely to be difficult to measure and obtain accurate data?
A) Demographic variables.
B) Organisational size.
C) Psychographic variables.
D) Geographic variables.
E) All of the options listed are difficult to measure.

Question

Quizplus · Accepted Answer

identify market segmentation variables for consumer and business markets, and develop market segment profiles. To ensure that segmentation is effective, segments should be checked against the following criteria: measurability, accessibility, substantiality and practicability. More abstract variables, such as personality (a psychological trait that is identified with psychographic segmentation), and motives, are particularly difficult to measure. It can be more challenging for marketers to obtain accurate data on such variables than on other, more easily measured variables (such as demographic and geographic variables).

For Which of the Following Segmentation Variables Is It More