Much of the data gathered by the media research company Arbitron, has determined that one radio station has a strong listener base composed of males between the ages of 18 and 25, while another has its strongest appeal to females between the ages of 25 and 40. The company is using which of the following segmentation bases?
A) Person/situation
B) Demographics
C) Psychographics
D) Social

Question

Quizplus · Accepted Answer

The segmentation bases being used here are demographics, specifically age and gender. This is evident in the fact that Arbitron is identifying the strongest listener base for each radio station based on these factors.

Much of the Data Gathered by the Media Research Company