CLEP Marketing

Answer: A - To be useful in influencing consumers’ future purchasing behavior, the gathered psychographic and demographic information should be predictive. Marketing communications rely on the strength of data collected from a target audience. This ensures that integrated communications and promotions campaigns are geared toward measurable changes in consumer behavior. Information gathered should be predictive of these changes. For instance, specific questions about the likelihood of purchasing new software should be correlated highly with the actual purchase of the software. The predictability of information often relies on how well the marketers understand the target audience and how detailed the questions are.