You Have Just Completed an Extensive Marketing Research Project Designed

Multiple Choice

You have just completed an extensive marketing research project designed to determine the potential of a new service your company is considering launching. Using surveys, polling, face-to-face interviews, and mail-in questionnaires, you have determined that the consumers who are most inclined to use this new service live in densely populated urban areas within certain zip codes. What approach to market segmentation should you use?

A) Use psychographic variables to segment the market
B) Use demographic variables to segment the market
C) Use behavior variables to segment the market
D) Use geographic variables to segment the market
E) Use sociocultural variables to segment the market