SCENARIOS Sav-More Supermarkets

Multiple Choice

SCENARIOS
Sav-More Supermarkets
Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in its stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses barcode scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free standing insert (FSI) coupons.
-Refer to Digital Divide.Included in the survey by Forrester Research was information on income and education.The income question asked the respondent if they earned less than $20,000,between $20,001 and $30,000,between $30,001 and $40,000,between $40,001 and $50,000,or more than $50,000.This is an example of a(n) _____ question.

A) scaled-response
B) Likert scale
C) open-ended
D) dichotomous