Lawrence was monitoring the results of his demographic segmentation campaign for his mid-sized firm, and while it was doing okay, it felt it could be better. He was reluctant to go to psychographics as a basis for his segmentation effort because
A) he felt customers would feel this was an invasion of their privacy.
B) no one in the marketing area had a degree in psychology to support the segmentation.
C) psychographics works well with services but is not generally applicable to products.
D) he knew psychographics required sophisticated research to develop, which was beyond the capacity of his firm.

Question

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The Answer of Lawrence was monitoring the results of his demographic segmentation campaign for his mid-sized firm, and while it was doing okay, it felt it could be better. He was reluctant to go to psychographics as a basis for his segmentation effort because
A) he felt customers would feel this was an invasion of their privacy.
B) no one in the marketing area had a degree in psychology to support the segmentation.
C) psychographics works well with services but is not generally applicable to products.
D) he knew psychographics required sophisticated research to develop, which was beyond the capacity of his firm.

Lawrence Was Monitoring the Results of His Demographic Segmentation Campaign