Question 1

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,PRIZM stands for ____.
A) Personal Rating Information by ZIP Markets 
B) Potential Rank Index by ZIP Markets 
C) Personal Rank Index by ZIP Markets 
D) Personal Rating Index by ZIP Markets 
E) Potential Rating Index by ZIP Markets

Accepted Answer

PRIZM stands for "Potential Rating Index by ZIP Markets," which is a system used for geodemographic profiling to categorize neighborhoods into segments based on various socioeconomic factors.

Question 2

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.
A) Psychographics 
B) Topographics 
C) Geodemographics 
D) Behaviorgraphics 
E) Cosmographics

Accepted Answer

Geodemographics combines demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas. Psychographics refers to personality traits, values, attitudes, and interests of consumers. Topographics and cosmographics are not commonly used terms in marketing research. Behaviorgraphics refers to consumer behavior and purchasing habits.

Question 3

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong? 
A) Innovators 
B) Bohemian Mix 
C) White Picket Fences 
D) Upper Crust 
E) Big Fish, Small Pond

Accepted Answer

The "Bohemian Mix" cluster in PRIZM NE is characterized by young, urban professionals who are trendsetters and enjoy the latest in entertainment and technology, aligning with Terron's lifestyle.

Question 4

Jessica is 10 years old.To marketers,she is classified as a _____.
A) child 
B) teenager 
C) toddler 
D) buster 
E) tween

Accepted Answer

Jessica is 10 years old, which is the age range for tweens.

Question 5

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster? 
A) inner-ring suburbanites 
B) individuals earning around $57,000 
C) blue-collar workers 
D) aging homes 
E) single parents

Accepted Answer

The answer of Which of the following would you NOT...

Question 6

Nielsen Claritas' PRIZM NE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents? 
A) early adopters of products and services 
B) urbanites 
C) blue-collar workers 
D) students 
E) liberal people

Accepted Answer

The "Bohemian Mix" cluster is characterized by young, liberal, urban-dwelling residents who are likely to be early adopters of products and services and include students. However, blue-collar workers do not fit into this cluster's demographics.

Question 7

Leslie was born in 1957.To which generation does she belong? 
A) Generation X 
B) Generation Y 
C) Baby Boom 
D) Yup & Comers 
E) Traditionalists

Accepted Answer

Leslie was born after World War II, between 1946 and 1964, which is the time when Baby Boomers were born. Therefore, Leslie belongs to the Baby Boom generation.

Question 8

A national sample of nearly 1,000 youths between the ages of 9 and 14 revealed all of the following EXCEPT what? 
A) Girls are more materialistic than boys. 
B) Youths from lower-income households are more materialistic. 
C) Highly materialistic youths shop more frequently. 
D) Highly materialistic youths show a greater interest in new products. 
E) Highly materialistic youths are more likely to watch TV commercials.

Accepted Answer

The statement that girls are more materialistic than boys is not supported by general research findings on materialism among youths. Materialism can be influenced by various factors such as culture, family income, and media exposure, but it does not inherently differ by gender.

Question 9

Which PRIZM NE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles,recently divorced and single parents who have moved into older,inner-ring suburbs? 
A) White Picket Fences 
B) Suburban Pioneers 
C) Bohemian Mix 
D) Up & Comers 
E) Non-traditionalists

Accepted Answer

The answer of Which PRIZM NE cluster includes neighborhoods where...

Question 10

Which VALS group is the most likely to structure their social lives around their family and work? 
A) Innovators 
B) Experiencers 
C) Achievers 
D) Strivers 
E) Makers

Accepted Answer

Achievers are the VALS group that place a high value on working hard to achieve their goals and prioritize family above socializing with peers.

Question 11

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.
A) new evolution 
B) new edition 
C) next evolution 
D) neo-edition 
E) need edition

Accepted Answer

The answer of In Nielsen Claritas' PRIZM NE system of...

Question 12

Which VALS group is the most likely to drink domestic,rather than imported,beer? 
A) Experiencers 
B) Believers 
C) Innovators 
D) Survivors 
E) Strivers

Accepted Answer

Believers are more likely to drink domestic beer because they tend to have conservative, conventional, and traditional values, which often include a preference for domestic products.

Question 13

In the U.S.,"olders" (ages 55 to 64)have _____ in recent years.
A) stayed the same in number 
B) decreased in number 
C) increased in number 
D) become less affluent 
E) become more affluent

Accepted Answer

According to the U.S. Census Bureau, the population of people ages 55 to 64 has increased in recent years.

Question 14

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners? 
A) geographic distribution of consumers 
B) age structure of the population 
C) changing household composition 
D) ethnic population developments 
E) All of these are major demographic aspects.

Accepted Answer

The answer of Which of the following is NOT a...

Question 15

There are proportionately _____ younger,middle-aged adults (ages 35 to 49)than there were in prior generations.
A) the same number of 
B) more 
C) fewer 
D) dramatically more 
E) fewer middle-agers than

Accepted Answer

This fact is supported by demographic studies that show a decrease in birth rates and an increase in life expectancy, resulting in a smaller proportion of middle-aged adults in the population compared to previous generations.

Question 16

Which VALS group is the most likely to buy hand tools? 
A) Innovators 
B) Thinkers 
C) Believers 
D) Makers 
E) Survivors

Accepted Answer

Makers are practical and value self-sufficiency, so they may be more likely to buy hand tools for DIY projects or home repairs. Other groups may also purchase hand tools, but Makers are the best fit for this category. Innovators may prefer more advanced technology, Thinkers may overanalyze their decision to purchase, Believers may trust a higher power to handle repairs, and Survivors may not have the means to purchase hand tools.

Question 17

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.
A) are in the same income category 
B) reside in similar areas 
C) are of the same age 
D) are of the same gender 
E) are of the same ethnic group

Accepted Answer

Geodemographic targeting is based on the idea that people who live in the same geographic areas also share similar demographic and lifestyle characteristics. This allows marketers to target specific areas with tailored messages and offers based on the shared characteristics of the residents. While income, age, gender, and ethnicity may all be factors in geodemographic targeting, the key premise is that people who reside in similar areas will have similar characteristics.

Question 18

Someone who views his or her work as just a job,rather than a career,is likely in which VALS group? 
A) Innovators 
B) Strivers 
C) Survivors 
D) Experiencers 
E) Believers

Accepted Answer

The answer of Someone who views his or her work...

Question 19

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS framework,Joan is a(n)_____.
A) Believer 
B) Achiever 
C) Innovator 
D) Maker 
E) Shaker

Accepted Answer

Innovators in the VALS framework are individuals with high resources and self-esteem who are often the first to adopt new ideas and trends. They are highly influential among their social circle and are viewed as being on the cutting edge of fashion, technology, and other fields. Joan's strong self-esteem and abundance of resources, combined with her reputation as an idea person, make her an ideal fit for the Innovator category.

Question 20

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.
A) tweens 
B) toddlers 
C) teenagers 
D) kids 
E) busters

Accepted Answer

The answer of Marketers typically refer to children aged 4...

Quiz 5: Segmentation, Targeting, and Positioning

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,PRIZM stands for ____.

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong?

Jessica is 10 years old.To marketers,she is classified as a _____.

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?

Nielsen Claritas' PRIZM NE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents?

Leslie was born in 1957.To which generation does she belong?

A national sample of nearly 1,000 youths between the ages of 9 and 14 revealed all of the following EXCEPT what?

Which PRIZM NE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles,recently divorced and single parents who have moved into older,inner-ring suburbs?

Which VALS group is the most likely to structure their social lives around their family and work?

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.

Which VALS group is the most likely to drink domestic,rather than imported,beer?

In the U.S.,"olders" (ages 55 to 64) have _____ in recent years.

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?

There are proportionately _____ younger,middle-aged adults (ages 35 to 49) than there were in prior generations.

Which VALS group is the most likely to buy hand tools?

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.

Someone who views his or her work as just a job,rather than a career,is likely in which VALS group?

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS framework,Joan is a(n) _____.

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.