Assignment

Question:

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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