A Consumer Research Group Is Interested in How Older Drivers

question 14

Multiple Choice

A consumer research group is interested in how older drivers view hybrid cars. Specifically, they wish to assess the percentage of drivers in the U.S. 50 years of age or
Older who intend to purchase a hybrid in the next two years. They selected a systematic
Sample from a list of AARP (American Association of Retired Persons) members.
Based on this sample, they estimated the percentage to be 17%. The sampling frame for
This study is

• A) all drivers in the U.S. 50 years of age or older
• B) 17%
• C) the list of AARP members
• D) how older drivers view hybrid cars
• E) none of the above

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Definitions:

Brand Awareness

The degree to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

Individual Branding

A marketing strategy whereby different products are given different brand names, allowing each to be positioned and marketed distinctively.

Brand Names

names given to products or services by companies to distinguish them from similar offerings, often associated with a specific quality or image.

Market Segment

A market segment is a group of individuals or organizations sharing one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.