Figure 8-6B
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.If you wanted to target a heavy-use market segment based on the results presented,which would you select?
A)45 and older
B)once a week or more
C)25 to 44
D)once a month or less
E)under 25

Question

Figure 8-6B 
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.If you wanted to target a heavy-use market segment based on the results presented,which would you select?
A)45 and older 
B)once a week or more 
C)25 to 44 
D)once a month or less 
E)under 25

Quizplus · Accepted Answer

Figure 8-6B shows that there are three response options for "age of head of household (years)," which are depicted horizontally in the rows of the cross tabulation.The largest percentage frequency relative to the three "age of head of household" segments is the cell represented by the "under 25" head of householder who patronizes a fast-food restaurant "once a week or more." Two-thirds of this segment patronizes a fast-food restaurant at least once a week,the highest of any cell (age vs.frequency combination).This segment should be selected since they seem to be the "heavy use" fast-food segment relative to the other two segments.

Figure 8-6B -Consider Figure 8-6B Above.Suppose You Are an Owner of a Owner