9 as Head of the Household, Please Answer the Following $\quad$

question 1

Multiple Choice

9. As head of the household, please answer the following questions about you and your household. [Check only one for each item.]
a. What is your gender? $\quad$$\square$ Male $\quad$ $\square$ Female
b. What is your marital status? $\quad$$\square$ Single $\quad$$\square$ Married $\quad$$\square$ Other (widowed, divorced, etc.)
c. How many children under age 18 live in your home? $\quad$$\square$ 0 $\quad$$\square$ 1 $\quad$ $\square$ 2 $\quad$ $\square$ 3 $\text { or more }$
d. What is your age? $\quad$ $\square$ Under 25 $\quad$ $\square$ 25 - 44 $\quad$ $\square$ 45or older
e. What is your total annual individual or household income?
$\quad$ $\square$ Less than $ 15,000 $\quad$ $\square$ $ 15,000 - 49,000 $\quad$ $\square$ Over $\$ 49,000$
-Consider Figure 7-4: Question 9 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements most likely explains why Question 9 was included in the questionnaire?

• A)Wendy's wanted to know if children eat at its restaurants.
• B)Wendy's wanted to know why people have children under age 18 living at home.
• C)Wendy's can use these personal and household demographic characteristics to segment the fast-food market.
• D)Wendy's wants to know how much people earn so it knows whether it should take credit cards for purchases.
• E)Wendy's wanted to send these respondents coupons for the products that would appeal to them most.

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