A research firm has conducted marketing research on the market for metal roofing for homes. The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs. These homeowners are generally married and between 25 and 54 years of age. They tend to live in suburban neighborhoods, and most subscribe to lifestyle magazines. If you were interpreting these results, you might suggest that the research firm:
a. conduct additional research because it has no idea about the measurability of its segments.
b. examine the research report again to see if it can determine segment accessibility.
c. conduct a follow-up analysis to determine if the segments it might choose would respond differently than other segments to its marketing strategy.
d. not segment the concrete siding market because the only market for siding is contractors who build the homes.
e. segment the concrete siding market based on the information provided and concentrate its efforts on suburban homeowners between ages 25 and 54 years who read lifestyle magazines.
ANSWER: c