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Question: Respond to your Discussion topics after you have completed your reading.
As one of the more popular tools in marketing research, surveys have become automated. These on-line surveys address various types of data needed by the marketer. There are simple survey tools that are free like SurveyMonkey®, and the more professional use surveys. In this Discussion you will take one of the survey instruments that are free from a professional consumer research company, Strategic Business Insights (SBI). The survey instrument VALS uses psychological traits to predict consumer behavior.
Topic 1: VALS
VALS strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Visit the VALS web site, take the survey, and find out in which psychographic group you fall.
• Would you have guessed that you would have been in this group?
• How would you rate VALS in terms of market segmentation?
• Why it is important for marketers to know VALS?
• How and when should this information be used?
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