If a marketing researcher uses such names (categories) as Young Degerati, Mini Van &Vin Rouge, Lunch at Tim's, and Park Bench Seniors, when doing segmentation research, the marketing researcher is using ________ clusters.
A) psychographic
B) behavioral
C) PRIZM
D) demographic
E) VALS

Question

Quizplus · Accepted Answer

The categories mentioned correspond to PRIZM clusters, which are a commonly used segmentation tool in marketing research. These clusters are based on demographic, behavioral, and psychographic factors and are used to identify groups of consumers with similar characteristics and preferences.

If a Marketing Researcher Uses Such Names (Categories) as Young