Deck 3: Planning: Background Research

Question 1

Which of the following demographic categories displays these characteristics: recently established in their careers and/or recently started families; limited leisure time; consume large quantities of entertainment and news media.

A) seniors
B) baby boomers
C) mid-lifers or thirty-somethings
D) Generation X
E) Generation Y

Answer 1

C

Question 2

Which of the following demographic categories displays these characteristics: prefers daily newspapers and lifestyle magazines over television and radio, have more leisure time, travel more, perform more volunteer work, brand loyal, resistant to change, less likely than those in other categories to buy on impulse.

A) seniors
B) baby boomers
C) mid-lifers or thirty-somethings
D) Generation X
E) Generation Y

Answer 2

A

Question 3

Formerly titled Editorial Research Reports, this popular source of background information on controversial public issues is now known as

A) Time
B) Newsweek
C) The Wall Street Journal
D) CQ Researcher
E) The Rush Limbaugh Newsletter

Answer 3

D

Question 4

A form of research that consists of examining documents such as newsletters, annual reports, correspondence, board meeting minutes and the results of previous campaigns is called

A) quantitative research
B) focus group research
C) field observation
D) archival research
E) depth interviews

Question 5

Which of the following demographic categories displays these characteristics: highly sought after by advertisers; consume more entertainment media than other groups; some employers complain that employees in this group do not think well in the long-term.

A) seniors
B) baby boomers
C) mid-lifers or thirty-somethings
D) Generation X
E) Generation Y

Question 6

Which of the following demographic categories displays these characteristics: previously know mostly for their influence on popular culture but now also influencing politics; vote in large numbers; beginning to think about health care and financial security; most were born in the 1950s and early 1960s

A) seniors
B) baby boomers
C) mid-lifers or thirty-somethings
D) Generation X
E) Generation Y

Question 7

Which of the following demographic categories displays these characteristics: mostly teenagers and pre-teens; spend their money on clothing and entertain-ment; easily influenced by advertising; consumes news media to a lesser degree than other categories.

A) seniors
B) baby boomers
C) mid-lifers or thirty-somethings
D) Generation X
E) Generation Y