These spreadsheet exhibits relate to the case TiVo Segmentation Analytics, Case

#KEL932.

2016 by the Kellogg School of Management at Northwestern University. This case

was prepared by Professor Moran Cerf. Cases are developed solely as the basis for
class discussion. Cases are not intended to serve as endorsements, sources of
primary data, or illustrations of effective or ineffective management. To order copies
or request permission to reproduce materials, call 800-545-7685 (or 617-783-7600
outside the United States or Canada) or e-mail custserv@hbsp.harvard.edu. No part
of this publication may be reproduced, stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any meanselectronic, mechanical,
photocopying, recording, or otherwisewithout the permission of Kellogg Case
Publishing.
ID Gender Marital Status Work Status Education
1 male married professional none
2 male single none none
3 male married professional BA
4 male married none PhD
5 female single none none
6 female married none BA
7 male married professional none
8 male married none none
9 male married professional none
10 female married professional none
11 female single professional PhD
12 female married none none
13 male married professional BA
14 female married none none
15 male single professional none
16 female married professional none
17 male married professional BA
18 female married professional none
19 female single professional PhD
20 female married professional none
21 female married none MA
22 male single professional none
23 female married none none
24 male married none none
25 male single professional BA
26 male single none none
27 male single none none
28 male married professional none
29 female married professional none
30 female married none none
31 female single professional BA
32 female married none none
33 male single professional BA
34 female married professional none
35 male married professional none
36 female single professional PhD
37 male married none none
38 female married professional none
39 male single professional PhD
40 male married none none
41 female single professional MA
42 female married professional BA
43 female married none none
44 female single none none
45 female married professional none
46 male single none none
47 female married professional BA
48 male married professional BA
49 female single professional BA
50 male married none none
51 male married none none
52 male married none none
53 male married none none
54 male single professional none
55 female married none BA
56 female single none MA
57 male single none none
58 female married none BA
59 male married professional BA
60 male married professional MA
61 female single professional none
62 male married none PhD
63 male married professional PhD
64 female married none none
65 male single professional BA
66 male single professional MA
67 female single professional none
68 male married professional PhD
69 female married professional none
70 male married professional none
71 male married none BA
72 female married none none
73 female married professional none
74 male married professional none
75 female married none none
76 female married professional MA
77 male single professional BA
78 male single none none
79 male married professional BA
80 female single professional BA
81 male single professional none
82 male married none none
83 male married professional none
84 female married professional BA
85 female married none none
86 female married professional MA
87 male married professional MA
88 male married none none
89 female single professional none
90 female single none none
91 female married none BA
92 male single none none
93 male single professional none
94 female single professional PhD
95 male married professional PhD
96 male married none BA
97 female single none MA
98 male single professional none
99 male married professional none
100 male married none BA
101 male single professional BA
102 female single professional MA
103 male married professional none
104 female married professional none
105 male married none none
106 male single none none
107 female married professional BA
108 male married none none
109 male married professional BA
110 female single none none
111 male married none none
112 male single professional BA
113 female married none none
114 male married professional BA
115 male married none none
116 female married none none
117 male married none MA
118 female married professional PhD
119 male married none none
120 female married none none
121 female married professional MA
122 male married none none
123 female single professional PhD
124 female married none none
125 female married professional none
126 male married professional BA
127 male married none MA
128 male married none none
129 female single none none
130 male married professional none
131 female single none none
132 female single professional none
133 male married none none
134 male married professional BA
135 male married none none
136 female married none MA
137 female married none none
138 male married professional MA
139 male married professional none
140 male married professional BA
141 male married none MA
142 female married professional none
143 female married professional none
144 male single professional BA
145 male married professional none
146 male single professional PhD
147 female married professional BA
148 male married professional BA
149 female single none none
150 female married professional none
151 male single none none
152 male married professional BA
153 female married professional none
154 female married none PhD
155 male married professional BA
156 female single professional PhD
157 female single professional none
158 female married professional PhD
159 male married professional BA
160 female married professional none
161 female single professional none
162 female married none none
163 female married none none
164 male married none none
165 male single none none
166 female married professional none
167 female married none none
168 male married none BA
169 male married none none
170 male married none MA
171 male married professional MA
172 male married professional none
173 male married professional BA
174 male married professional BA
175 female married professional BA
176 male married none none
177 female married none none
178 male married none none
179 male married none BA
180 male single professional PhD
181 female married none none
182 female married professional MA
183 female married professional none
184 female married professional none
185 male single professional none
186 female single none none
187 male married none BA
188 male married professional BA
189 male married professional BA
190 female married none BA
191 female single professional MA
192 female married none none
193 female single professional PhD
194 female single professional MA
195 female married none none
196 male single none none
197 female married professional none
198 male married professional MA
199 female married none MA
200 female married professional none
201 male married professional MA
202 male married none none
203 female married professional none
204 male married professional MA
205 female married professional BA
206 female married professional none
207 male married professional none
208 male married professional MA
209 male married none none
210 male married none none
211 male single professional PhD
212 female married professional none
213 male single professional none
214 male married none BA
215 male single professional none
216 female married none BA
217 female married none none
218 female married professional BA
219 female single professional none
220 male single professional PhD
221 female married professional BA
222 male married professional none
223 female married none none
224 female married professional none
225 male married professional MA
226 female married none BA
227 female married none none
228 female single professional none
229 female single professional BA
230 male married professional BA
231 male single professional BA
232 male married professional none
233 female married professional BA
234 female married professional BA
235 female married none none
236 male married professional BA
237 female married none none
238 female single professional MA
239 male married professional none
240 female married none MA
241 male married none none
242 female single none none
243 female married professional BA
244 male married professional BA
245 male single professional BA
246 female married none none
247 female married professional MA
248 female married none none
249 male married none BA
250 female married none none
251 female single professional BA
252 male married professional none
253 female married professional none
254 female single professional MA
255 female married none none
256 male single professional none
257 male married professional BA
258 female married professional none
259 male married none BA
260 male married professional none
261 female single professional PhD
262 male single professional BA
263 male married professional none
264 female married none none
265 female married none none
266 male married professional none
267 female married professional none
268 female married professional BA
269 female single professional MA
270 male married professional none
271 male married professional BA
272 female married none BA
273 female married professional none
274 female married professional none
275 male single professional BA
276 female married professional PhD
277 female married professional none
278 female married professional none
279 female single none BA
280 male married professional BA
281 female single none none
282 female married none none
283 female married professional none
284 male married none none
285 male married none none
286 male single professional MA
287 male married professional none
288 female married none BA
289 female married none MA
290 male married professional BA
291 male married professional PhD
292 male married professional none
293 male married professional PhD
294 female single professional PhD
295 female single none none
296 male single professional none
297 female single professional none
298 male married professional none
299 male married professional PhD
300 female single professional BA
301 male single professional none
302 female married none PhD
303 female married none none
304 female married professional MA
305 male single professional MA
306 female married professional MA
307 male married none none
308 female married professional none
309 female single professional BA
310 female single professional BA
311 male married professional none
312 female married none BA
313 female married professional none
314 female married professional none
315 female married none none
316 male married professional PhD
317 female married none none
318 female single professional none
319 male single professional MA
320 female single professional BA
321 female married none none
322 male married none none
323 female single professional BA
324 female married professional MA
325 male married none BA
326 male single professional MA
327 male single none none
328 male married none none
329 male married professional MA
330 female married professional none
331 male single professional none
332 female married professional none
333 male single professional none
334 male single none none
335 female single professional BA
336 male single professional BA
337 female single professional BA
338 male married professional none
339 female married none none
340 female married none none
341 female married professional none
342 male single professional BA
343 male married professional none
344 female single professional BA
345 male married none none
346 male married professional BA
347 male single professional none
348 male married none none
349 male single professional none
350 female single professional none
351 male married professional BA
352 male married professional none
353 male single professional BA
354 female married none PhD
355 female married professional none
356 male single professional none
357 female married professional BA
358 male married professional none
359 male married professional BA
360 male married professional BA
361 female married professional none
362 male married professional MA
363 male single professional none
364 female married professional none
365 female single professional none
366 male single professional none
367 male married professional BA
368 female married professional MA
369 male married professional PhD
370 male married professional BA
371 female married professional none
372 female married none none
373 female single none none
374 male married none none
375 female single professional none
376 female single professional MA
377 male single professional BA
378 male married professional BA
379 female single professional BA
380 male single professional MA
381 female married professional BA
382 male married none BA
383 female single professional BA
384 male married none none
385 female single professional none
386 male married professional BA
387 male married none none
388 male single none BA
389 female married professional none
390 male married professional BA
391 male married professional MA
392 female married professional BA
393 female single none PhD
394 male married professional BA
395 male single professional BA
396 male married none BA
397 female married professional BA
398 female married professional none
399 female married professional none
400 male married professional MA
401 female married professional none
402 female single professional PhD
403 male married none none
404 female single none none
405 male married professional PhD
406 male single professional BA
407 female single professional MA
408 male married professional PhD
409 male married professional PhD
410 female single none BA
411 female single professional BA
412 male single none none
413 male married none none
414 male married professional BA
415 female married none none
416 female married professional none
417 female single professional BA
418 female married professional none
419 male married professional BA
420 male married professional PhD
421 female married professional none
422 male married professional none
423 female married professional none
424 male married professional PhD
425 male married professional none
426 female single professional PhD
427 female single professional MA
428 male married professional BA
429 female single professional MA
430 female married none MA
431 male married professional none
432 male married none none
433 female single professional BA
434 female married none none
435 male married professional none
436 female married none none
437 male married professional MA
438 male married professional none
439 female married none none
440 female married none BA
441 male married professional BA
442 male married professional none
443 male married professional none
444 female married professional MA
445 male married professional BA
446 female married professional none
447 male married professional BA
448 female single professional MA
449 male single professional PhD
450 female single professional none
451 female married professional BA
452 male single professional BA
453 male single professional MA
454 female married none BA
455 male married professional PhD
456 male married professional BA
457 female single professional BA
458 female married professional MA
459 male married none none
460 male married professional none
461 male single none none
462 male single professional BA
463 female married none MA
464 male married none PhD
465 female married professional none
466 female married professional BA
467 male married professional MA
468 male single professional none
469 male single none none
470 male married professional BA
471 male single professional none
472 male married professional PhD
473 male married professional BA
474 female married none PhD
475 male married professional none
476 male married none none
477 female married professional none
478 male single professional none
479 male married professional BA
480 female single professional none
481 male married professional BA
482 female married professional BA
483 male married professional PhD
484 female married none BA
485 female married none BA
486 male married professional none
487 female married professional none
488 male married none BA
489 male single professional PhD
490 female single professional PhD
491 female married professional none
492 female married professional PhD
493 female married none BA
494 female married none PhD
495 male married professional BA
496 male married professional PhD
497 female married professional BA
498 female married professional none
499 male married professional BA
500 male married professional MA
501 female single none none
502 male single professional none
503 male married none MA
504 female married none none
505 female married professional BA
506 female married professional none
507 male single professional none
508 male married professional none
509 female married none MA
510 male married professional none
511 male single professional none
512 male married none BA
513 male married professional none
514 male married none none
515 female single professional none
516 male married none none
517 female married none none
518 male single professional BA
519 male married professional none
520 male married none none
521 male married professional none
522 female married none MA
523 male married none none
524 female single professional BA
525 male single professional PhD
526 female single professional BA
527 female married none BA
528 female married none none
529 male single professional PhD
530 male married professional MA
531 male single professional BA
532 female single professional none
533 male married professional BA
534 male married none BA
535 female married none none
536 male married professional none
537 female married none none
538 male married none none
539 male married professional none
540 female married none none
541 male married professional none
542 female married professional none
543 female married none none
544 male married professional none
545 female single professional none
546 male married professional PhD
547 female married none none
548 male married professional none
549 male married none MA
550 female married professional none
551 male single professional BA
552 female single professional BA
553 female married none MA
554 male married none none
555 female married professional none
556 female single professional PhD
557 female single professional MA
558 female married professional MA
559 male single professional none
560 female married professional BA
561 female married professional none
562 male married professional BA
563 female single none none
564 female married professional none
565 male single professional none
566 male married professional none
567 female married professional none
568 female married professional BA
569 male married professional PhD
570 female married none none
571 male single professional MA
572 female married professional none
573 female married none none
574 male married none none
575 female married professional none
576 female married none none
577 female single professional MA
578 male married none MA
579 female married none none
580 male married professional MA
581 female married none none
582 male married professional none
583 female married professional BA
584 male married professional none
585 female married none MA
586 female single professional BA
587 female married professional MA
588 female married professional BA
589 male married none none
590 female married professional MA
591 male married none none
592 female single professional none
593 male single none none
594 male married none none
595 female single none none
596 male married professional none
597 male married professional BA
598 female single professional PhD
599 female married professional MA
600 female married none none
601 female married professional none
602 male married professional BA
603 female single professional BA
604 male married professional none
605 female married none none
606 female married professional BA
607 female married none none
608 female married none none
609 female single professional BA
610 male married professional BA
611 female married none none
612 male married professional MA
613 female married professional none
614 male single none BA
615 male married professional BA
616 male married professional none
617 female married none none
618 male married professional none
619 female married none none
620 female married professional BA
621 male single professional none
622 female single professional none
623 male married professional BA
624 male married none none
625 male married none none
626 male married none BA
627 female married none none
628 male married professional none
629 female single professional MA
630 male single professional none
631 male married none none
632 female single professional MA
633 female married professional none
634 female married professional none
635 female married professional PhD
636 female single professional BA
637 male married professional none
638 male married none BA
639 female single none none
640 female married professional BA
641 female single professional PhD
642 male married none none
643 male single professional MA
644 male married professional BA
645 male married professional none
646 male married professional BA
647 female married professional MA
648 male married professional PhD
649 male married none none
650 male married professional none
651 male married professional MA
652 male married none none
653 female married professional BA
654 male married none none
655 female married professional PhD
656 male single professional none
657 male married professional BA
658 female single professional MA
659 female married none none
660 male married professional none
661 male married professional none
662 male married none none
663 male married professional BA
664 female married none BA
665 male married professional MA
666 male married professional MA
667 male single none none
668 male married none BA
669 female married none none
670 female married none BA
671 male married professional BA
672 male married professional none
673 male married professional none
674 male married professional BA
675 male married professional BA
676 female married professional PhD
677 male married none none
678 male married none none
679 male single professional MA
680 male married professional BA
681 female married professional PhD
682 female married none PhD
683 female married none none
684 male married professional BA
685 female married none none
686 male single none PhD
687 female married professional none
688 female single professional none
689 male married professional none
690 female married none BA
691 male single professional BA
692 male married none none
693 female single professional MA
694 male married none none
695 male married professional none
696 female single professional PhD
697 female married none none
698 male married professional none
699 male married none BA
700 male married professional BA
701 male married professional none
702 male single professional PhD
703 female married none none
704 female married professional none
705 male married professional BA
706 male married none none
707 female single professional none
708 female single professional none
709 female married professional none
710 female married professional PhD
711 male married professional BA
712 male married professional none
713 male married professional MA
714 female married professional none
715 female married professional none
716 female married none none
717 male married none none
718 female single professional none
719 male married none none
720 female single none BA
721 female married none none
722 female married professional none
723 female married none none
724 male married none PhD
725 female married none none
726 male single none none
727 male married professional none
728 male married professional none
729 female single professional none
730 female married professional BA
731 female married none BA
732 male married professional PhD
733 female married professional BA
734 male married professional MA
735 female married professional MA
736 male married none BA
737 female single professional MA
738 female single none none
739 female married none PhD
740 female married professional BA
741 male married professional PhD
742 female single none none
743 male married professional PhD
744 male single professional PhD
745 female married professional none
746 male married professional BA
747 male married professional none
748 male married professional PhD
749 female married professional none
750 male married none BA
751 female married professional BA
752 male married professional PhD
753 female married professional none
754 female married professional none
755 male married professional BA
756 female married professional PhD
757 female married professional none
758 female married none PhD
759 male married none PhD
760 male married professional BA
761 male single professional BA
762 male single professional PhD
763 female married none PhD
764 female married none BA
765 male married none BA
766 male married none none
767 female married professional none
768 male married none none
769 female married none MA
770 female married professional BA
771 male single professional none
772 female married professional none
773 female single professional BA
774 female married none none
775 male married professional BA
776 male married professional BA
777 female single none none
778 male single professional none
779 male married none MA
780 male married none PhD
781 male single professional none
782 male married none PhD
783 female married professional none
784 male married professional BA
785 female single professional PhD
786 male married professional MA
787 female married professional none
788 female married professional MA
789 male married none none
790 male single professional MA
791 female single professional MA
792 male married professional none
793 female married professional BA
794 male married professional PhD
795 female single professional PhD
796 female married none none
797 female single professional none
798 male single professional BA
799 male married none none
800 male single professional PhD
801 male married professional none
802 male single professional PhD
803 male married professional PhD
804 male married none none
805 female married professional BA
806 male single professional MA
807 female single professional none
808 male single professional BA
809 male married none BA
810 female single professional PhD
811 male married professional none
812 male married professional PhD
813 male married none PhD
814 male married professional PhD
815 male married professional BA
816 female married none none
817 male married professional PhD
818 male married none none
819 male married none none
820 male married professional none
821 male married none none
822 male single none MA
823 male single none none
824 male single professional none
825 male married professional PhD
826 female married professional none
827 male married professional MA
828 male married professional MA
829 male married none MA
830 female married professional PhD
831 male married professional PhD
832 male married professional BA
833 male single professional BA
834 female single professional BA
835 male single professional PhD
836 female single professional BA
837 male single professional BA
838 male married professional none
839 male married professional BA
840 female married professional none
841 male single professional none
842 female single none none
843 female married none BA
844 male married professional none
845 female single professional PhD
846 male married professional MA
847 male married none MA
848 male married none none
849 male married professional BA
850 female married professional none
851 male married professional MA
852 male married none PhD
853 male married none none
854 male married none none
855 male married professional BA
856 female married professional none
857 male married none none
858 female single professional MA
859 male married professional MA
860 male married none none
861 male married professional BA
862 female married none BA
863 female married professional BA
864 female married none none
865 female married professional none
866 male single professional none
867 male single professional BA
868 male married professional BA
869 male single none none
870 female married professional none
871 female married none BA
872 female married professional BA
873 male married professional BA
874 male single professional PhD
875 male single professional none
876 female married none none
877 female single none BA
878 female married none none
879 female married professional MA
880 female married professional BA
881 male married none MA
882 male single professional MA
883 male married none none
884 male married professional BA
885 male single professional BA
886 female married professional PhD
887 male single none none
888 male single professional none
889 male married professional BA
890 female single professional BA
891 female married none none
892 female married none PhD
893 male single professional BA
894 male married professional none
895 male married none none
896 male married none none
897 female single professional none
898 female married none BA
899 female married professional MA
900 male single professional BA
901 male married professional none
902 female single professional none
903 female single professional BA
904 male married professional none
905 male married professional BA
906 male single professional none
907 male single none none
908 female single professional none
909 male single professional PhD
910 female married none none
911 male married none none
912 female single professional MA
913 male married none BA
914 female married none PhD
915 female married none none
916 female married professional MA
917 female married professional none
918 female single professional MA
919 male married professional none
920 female married none none
921 male married none none
922 male single professional MA
923 male married professional none
924 male married professional BA
925 male married none none
926 female married none none
927 female single professional BA
928 male married none none
929 female married professional PhD
930 male married professional none
931 female married professional none
932 female single professional none
933 male married none PhD
934 female married professional none
935 male married professional none
936 male married professional BA
937 female married none none
938 male married none none
939 female married professional BA
940 male married none none
941 female single none BA
942 female married professional MA
943 male married none PhD
944 male married none none
945 female married professional none
946 female single professional MA
947 male married none BA
948 male married professional none
949 male married none none
950 male single none none
951 male single professional PhD
952 male married professional none
953 female married professional MA
954 female married professional none
955 female married professional BA
956 male single professional BA
957 male married none none
958 male married none none
959 male single professional none
960 male married none none
961 male single professional none
962 male married professional none
963 male married professional BA
964 male married professional BA
965 male single professional none
966 female married professional none
967 female married professional BA
968 female married none PhD
969 female single professional MA
970 male married none none
971 female married none MA
972 male married professional PhD
973 male married none BA
974 male married none none
975 female married none none
976 female married none MA
977 female married none PhD
978 male married professional none
979 female single professional MA
980 male single none none
981 female married none BA
982 female married professional none
983 female married professional none
 984 male married none none
985 male married none none
986 female single professional none
987 male married none BA
988 male single professional MA
989 male married none MA
990 male single professional none
991 male married professional none
992 female married none BA
993 female single professional none
994 male married professional none
995 male married professional BA
996 female single professional none
997 male married professional MA
998 male married professional none
999 male married none BA
1000 female married professional none
Annual Income (x1000 $) Age Location
49 30 Florida
46 36 Alabama
58 66 Massachusetts
51 78 New York
46 52 Montana
31 72 New Jersey
33 62 California
29 30 New Hampshire
57 60 Massachusetts
30 59 Idaho
29 25 Florida
49 57 Florida
64 80 New Jersey
27 36 Nevada
27 61 California
33 54 Illinois
31 58 Idaho
28 30 Maine
29 25 Alaska
28 58 South Dakota
50 75 Colorado
31 47 New Hampshire
49 52 Hawaii
48 35 Washington
26 25 Idaho
28 74 Alaska
35 75 Montana
28 33 Idaho
46 31 California
25 35 Delaware
56 46 Wyoming
32 67 Rhode Island
33 69 Pennsylvania
30 44 Tennessee
42 60 Hawaii
46 64 Missouri
24 61 Delaware
28 24 Florida
29 20 Hawaii
35 66 Hawaii
30 20 New York
54 43 Vermont
24 46 Idaho
32 69 New Jersey
26 38 New York
33 40 Maine
59 63 Vermont
48 22 New York
28 29 Oregon
28 61 Massachusetts
26 36 Vermont
28 58 Connecticut
31 70 New Jersey
33 20 North Carolina
31 45 California
36 56 Rhode Island
29 29 Illinois
27 33 Nevada
49 43 Hawaii
45 22 Maryland
29 51 Idaho
46 52 Illinois
53 50 Rhode Island
26 25 Illinois
27 25 Nebraska
34 23 Georgia
28 28 Arkansas
32 74 Pennsylvania
28 48 Maryland
28 61 North Carolina
29 63 Hawaii
31 30 Connecticut
53 65 Tennessee
30 64 New York
55 73 Delaware
45 40 Florida
55 68 Colorado
25 41 Maine
64 80 New Jersey
32 19 Nevada
31 64 Vermont
28 80 Maine
33 40 Illinois
49 33 Colorado
30 31 Idaho
31 35 Arizona
51 29 Georgia
28 32 Illinois
30 41 Massachusetts
27 66 Pennsylvania
49 55 New Hampshire
26 50 Massachusetts
32 56 Washington
35 26 Colorado
54 43 Washington
47 54 Pennsylvania
49 57 Wyoming
29 26 Iowa
30 58 Arizona
55 57 Hawaii
56 62 California
46 79 Missouri
55 47 Maine
27 58 Illinois
30 57 Nevada
28 52 Maryland
30 28 New Jersey
32 55 Tennessee
54 45 Maine
27 63 Idaho
31 25 Montana
54 23 Georgia
27 63 Florida
33 32 Idaho
32 73 Vermont
54 73 Tennessee
47 48 Maine
55 67 Hawaii
29 44 Washington
28 42 Florida
31 24 Maine
32 48 Connecticut
33 29 Pennsylvania
49 47 California
32 70 Georgia
55 46 Hawaii
46 49 Colorado
34 67 Delaware
26 72 Washington
30 78 Kansas
32 62 Colorado
33 25 Idaho
29 58 Washington
53 39 California
26 80 California
45 66 Maryland
24 41 Idaho
48 51 Connecticut
49 22 Washington
51 72 California
54 60 Illinois
30 33 Connecticut
31 64 Ohio
46 30 Louisiana
34 65 Vermont
32 28 Maryland
52 37 Pennsylvania
54 43 Vermont
27 77 Hawaii
31 47 Illinois
34 67 Rhode Island
56 55 New York
44 75 New Jersey
46 59 Maine
55 49 Massachusetts
29 19 New Hampshire
29 18 Tennessee
51 78 Arizona
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Err:502 Err:502
Purchasing Decision-maker Purchasing Location
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single retail
single retail
family mass-consumer electronics
family mass-consumer electronics
single discount
single retail
single discount
single retail
family mass-consumer electronics
family mass-consumer electronics
family discount
family retail
single specialty stores
family retail
family specialty stores
family specialty stores
family retail
single mass-consumer electronics
family retail
family mass-consumer electronics
family retail
family mass-consumer electronics
single retail
family specialty stores
single discount
family specialty stores
family specialty stores
single retail
single discount
single web (ebay)
single specialty stores
single retail
family mass-consumer electronics
family specialty stores
single retail
family retail
single discount
single specialty stores
single discount
single web (ebay)
family specialty stores
single retail
family mass-consumer electronics
single retail
family retail
single retail
single retail
single specialty stores
family discount
single web (ebay)
family retail
family mass-consumer electronics
family mass-consumer electronics
single retail
family specialty stores
single discount
single retail
family retail
family retail
family retail
family retail
family discount
family retail
family discount
family mass-consumer electronics
family discount
family specialty stores
family mass-consumer electronics
family mass-consumer electronics
family mass-consumer electronics
family mass-consumer electronics
family specialty stores
single retail
single web (ebay)
single specialty stores
family retail
single specialty stores
family discount
family specialty stores
single discount
single retail
single retail
single retail
family retail
single mass-consumer electronics
single web (ebay)
family mass-consumer electronics
single discount
family specialty stores
family retail
family mass-consumer electronics
family mass-consumer electronics
single retail
single discount
single discount
single retail
single discount
single retail
family specialty stores
single discount
family retail
family mass-consumer electronics
family mass-consumer electronics
single discount
single discount
single discount
single specialty stores
family specialty stores
family discount
family retail
family mass-consumer electronics
family mass-consumer electronics
family mass-consumer electronics
single retail
single discount
family retail
single mass-consumer electronics
single retail
family mass-consumer electronics
family specialty stores
family mass-consumer electronics
single web (ebay)
single discount
family specialty stores
single specialty stores
family mass-consumer electronics
single retail
single web (ebay)
family specialty stores
single retail
family discount
family mass-consumer electronics
single web (ebay)
family retail
family mass-consumer electronics
family mass-consumer electronics
single retail
single retail
family specialty stores
single specialty stores
single discount
single discount
single specialty stores
single retail
family specialty stores
single retail
family retail
family retail
single discount
family retail
single retail
single web (ebay)
family mass-consumer electronics
family mass-consumer electronics
single retail
family mass-consumer electronics
family discount
single discount
family discount
single discount
single discount
single web (ebay)
family specialty stores
family mass-consumer electronics
single retail
single discount
single web (ebay)
family retail
family specialty stores
family discount
single retail
single web (ebay)
family mass-consumer electronics
single discount
single discount
family mass-consumer electronics
family discount
single retail
family discount
family retail
family retail
family specialty stores
family mass-consumer electronics
family discount
single discount
single retail
single retail
family discount
family retail
single mass-consumer electronics
single discount
family discount
single discount
single discount
family mass-consumer electronics
single web (ebay)
family discount
single discount
single specialty stores
single retail
single retail
family retail
family specialty stores
family specialty stores
family discount
single discount
single discount
family mass-consumer electronics
single discount
family retail
family mass-consumer electronics
family specialty stores
family discount
single discount
single discount
family mass-consumer electronics
family mass-consumer electronics
single discount
single web (ebay)
single discount
family retail
family retail
single retail
single discount
family discount
family discount
family mass-consumer electronics
single discount
family mass-consumer electronics
family discount
family retail
family discount
single discount
single discount
family specialty stores
family retail
single retail
single discount
family mass-consumer electronics
single retail
Monthly Electronics Spend Monthly Household Spend
35 150
35 163
64 103
33 154
45 161
14 21
18 40
23 75
74 358
16 78
38 66
46 225
53 257
16 48
14 60
14 24
16 44
14 66
24 101
17 83
47 172
16 20
38 168
51 242
31 117
18 73
14 56
17 45
42 154
15 27
67 259
19 24
18 40
12 16
43 64
41 177
13 50
17 40
30 145
20 25
32 90
44 114
19 78
13 55
12 22
20 61
26 74
51 185
35 136
19 77
14 31
19 72
16 59
32 56
19 30
15 46
19 93
20 49
45 153
60 119
13 53
44 93
35 108
13 50
27 124
34 165
36 117
12 20
10 17
21 45
18 79
19 40
78 334
22 46
44 208
46 114
50 94
18 38
60 211
34 101
13 33
21 92
17 58
60 195
16 75
16 36
47 191
16 65
21 55
18 60
37 52
19 25
17 54
34 141
75 356
45 73
47 156
30 88
20 23
39 95
53 92
41 173
65 151
22 70
20 35
18 63
12 26
13 48
57 216
18 73
17 49
67 96
20 40
15 70
18 31
51 221
34 109
41 205
18 26
16 46
24 37
18 88
30 34
35 145
17 73
50 225
43 62
16 43
16 34
20 85
12 34
31 145
16 29
67 143
19 32
34 56
14 63
43 145
51 166
44 74
41 182
16 57
16 40
36 112
22 59
38 54
65 133
52 83
17 31
13 27
18 50
55 72
45 208
42 201
47 142
34 103
36 88
35 162
54 138
20 31
72 299
14 37
17 35
14 38
16 24
79 128
43 206
48 232
15 51
47 63
39 79
58 144
55 237
38 45
12 16
13 23
40 146
19 76
48 175
35 101
20 65
20 46
40 161
12 23
30 114
14 26
16 41
48 170
67 278
23 33
33 156
44 182
32 96
27 76
17 49
15 35
20 62
55 171
41 176
13 55
37 134
19 49
21 90
57 182
33 82
18 86
14 64
65 211
22 78
16 55
39 75
16 37
15 45
19 38
22 97
45 84
16 32
43 76
13 26
33 93
47 109
18 85
20 56
15 28
74 343
14 69
45 127
29 45
44 93
44 119
32 110
13 28
35 121
41 159
21 42
35 55
38 86
32 75
17 47
40 124
16 23
21 45
61 258
71 87
66 312
18 72
38 115
17 58
50 102
18 53
34 166
45 146
14 44
82 165
12 37
37 131
71 267
20 53
38 97
76 377
46 58
84 383
19 89
33 139
14 21
16 34
35 85
18 68
28 46
17 67
49 75
20 73
15 46
9 38
37 144
43 199
19 87
21 51
24 92
71 133
14 18
15 61
31 95
20 60
40 186
43 150
14 50
18 81
47 200
19 64
29 53
19 39
67 306
25 31
20 61
33 58
32 158
19 74
16 49
26 77
19 26
47 177
10 13
34 47
88 276
52 77
19 82
23 99
51 200
35 59
16 59
43 135
20 98
26 95
11 47
16 46
19 53
14 61
38 55
13 22
36 64
17 45
83 361
17 72
35 47
37 99
14 45
13 36
55 202
20 71
34 77
16 45
19 23
15 75
39 69
31 47
46 118
54 102
21 64
50 122
15 73
35 165
72 94
19 76
15 33
47 130
12 39
18 86
60 164
37 183
18 41
58 223
32 119
40 129
38 146
14 52
42 76
18 29
17 85
67 119
20 25
55 181
34 155
17 64
19 36
17 44
20 58
45 222
34 59
54 240
15 55
15 39
19 36
46 128
16 48
33 52
35 119
15 30
71 185
28 95
15 32
15 34
39 137
17 37
69 298
71 351
18 72
51 125
18 61
58 89
27 126
20 91
18 78
60 128
36 124
18 22
40 111
18 42
16 28
76 137
16 44
28 42
22 76
36 106
43 165
32 123
31 112
22 28
44 61
17 40
65 207
17 63
19 52
60 258
16 63
35 171
39 124
17 41
16 25
73 255
14 58
17 47
18 27
85 182
13 23
33 73
35 99
54 171
33 96
44 199
17 54
16 77
34 122
12 59
47 96
21 79
37 83
14 53
42 161
39 54
65 137
50 99
16 60
46 203
63 154
18 75
59 221
31 35
34 118
18 47
40 187
19 21
19 56
17 47
40 116
52 214
35 83
50 209
15 45
14 18
23 42
32 126
47 139
39 67
48 117
38 132
60 111
14 56
22 46
61 286
18 39
18 74
19 35
36 80
19 28
14 47
21 80
35 114
65 180
15 55
18 66
75 282
54 194
36 173
42 81
13 51
19 39
39 62
34 118
43 123
24 70
39 144
15 62
18 45
45 166
40 109
57 250
17 74
66 139
72 252
21 71
18 58
19 86
20 43
18 43
18 29
15 72
61 221
46 137
12 44
29 94
20 73
49 158
22 87
29 91
17 85
34 67
54 82
18 28
21 29
22 59
46 132
17 43
75 306
36 128
47 194
23 109
20 98
31 58
44 73
18 69
34 50
54 171
18 58
14 63
61 183
33 87
15 56
19 76
17 54
23 57
18 31
39 133
19 41
15 20
36 146
17 35
16 46
47 178
16 41
16 64
34 90
18 68
17 66
44 125
37 44
35 84
43 119
35 76
47 88
22 95
69 192
15 69
16 43
26 107
21 56
32 137
45 183
51 132
15 30
55 231
18 87
18 43
14 53
10 29
38 166
35 144
40 71
14 63
39 194
10 32
15 69
18 62
43 74
13 25
13 35
42 169
60 260
15 63
41 97
44 141
33 48
13 20
18 30
18 68
14 43
66 122
40 122
19 32
16 22
15 67
14 47
34 161
15 58
15 51
17 73
12 55
17 85
32 36
55 247
34 119
49 244
19 61
13 39
77 326
22 44
18 55
13 60
14 47
51 225
18 72
83 281
60 124
16 60
15 22
17 61
37 137
11 44
80 366
17 84
16 66
28 95
20 95
14 48
31 37
35 55
73 326
21 63
15 66
45 87
28 92
18 65
67 83
64 224
18 46
45 59
34 103
43 80
45 72
17 33
40 67
16 30
59 75
15 54
33 73
18 58
15 58
32 98
14 45
18 52
21 34
30 91
43 191
16 73
44 95
31 60
16 53
15 54
11 30
42 80
52 250
11 16
9 14
19 32
55 97
32 113
21 71
20 27
31 147
51 202
23 92
19 26
19 85
65 309
14 70
38 170
19 80
14 44
14 26
19 51
35 57
14 18
50 239
10 23
20 46
32 77
15 44
15 55
17 21
81 356
19 63
43 191
22 55
16 46
64 84
19 35
17 63
29 70
21 97
42 66
67 332
17 55
36 139
13 65
18 41
10 28
16 47
34 139
27 116
17 26
16 29
30 76
17 23
41 129
20 49
13 24
19 37
15 70
32 120
15 44
23 108
61 92
48 193
37 147
46 152
17 31
34 117
17 39
44 72
31 60
36 166
7 10
72 148
35 46
36 102
33 39
49 226
42 79
48 71
18 42
20 58
35 53
12 60
17 41
41 93
32 43
16 37
15 20
54 166
19 78
31 111
35 51
55 78
35 145
17 79
14 45
16 25
24 104
52 126
36 81
10 41
18 21
54 70
19 71
62 215
60 190
13 52
37 143
19 79
52 116
21 80
36 118
20 53
60 81
31 129
49 119
46 160
16 64
21 32
37 60
27 88
18 54
46 211
45 190
31 123
11 15
18 25
59 86
20 85
35 168
43 162
34 55
39 153
16 25
19 30
34 123
31 74
64 234
13 53
33 112
15 60
44 89
40 159
34 167
48 216
25 36
27 69
15 39
21 80
16 55
21 88
17 44
12 23
20 29
39 161
19 37
65 170
36 118
48 96
48 173
39 117
70 119
36 150
35 53
46 104
19 39
57 181
21 31
62 167
17 26
18 28
16 67
12 27
13 45
38 185
37 104
47 180
19 78
62 173
18 66
43 66
40 190
14 26
15 33
16 68
14 43
18 74
33 88
35 76
15 19
13 49
45 125
39 112
15 53
16 22
32 75
84 346
54 207
20 32
17 28
43 63
28 32
47 130
35 128
35 138
17 54
41 63
14 50
35 56
52 85
44 66
36 60
15 27
58 109
62 145
43 101
18 36
33 69
85 390
36 139
15 50
50 91
36 70
14 20
42 196
36 139
17 56
19 45
57 100
47 166
22 109
18 32
80 169
11 30
69 96
29 110
14 38
19 94
32 86
17 60
17 29
34 88
44 77
42 171
19 86
51 126
15 57
33 75
20 64
19 83
20 69
32 78
55 125
47 135
19 53
12 31
36 118
17 68
60 166
19 53
18 29
38 46
40 90
22 52
11 41
45 218
18 86
21 61
15 31
18 74
20 82
77 308
37 149
20 31
16 61
29 85
16 31
20 30
17 74
45 81
32 56
15 56
21 97
20 63
40 154
36 62
21 102
19 61
69 259
14 18
34 145
17 69
60 95
36 114
14 34
13 43
44 117
35 96
32 58
16 34
38 45
52 245
15 55
12 57
15 27
50 235
42 177
13 44
36 102
18 38
13 53
12 24
20 28
12 50
12 45
15 59
37 134
28 77
43 113
16 69
20 47
19 82
36 151
12 54
40 123
15 54
15 73
10 29
41 55
23 104
Purchasing Frequency (every x months) Technology Adoption TV Viewing (hours/day)
13 late 2
26 late 10
13 early 0
22 late 5
47 late 2
32 early 1
41 early 0
9 early 1
1 early 0
25 early 0
2 early 6
20 late 5
10 early 1
8 early 2
39 early 1
16 early 0
14 early 1
8 early 2
11 early 5
16 early 0
17 late 8
15 early 1
37 late 5
43 late 8
16 early 6
29 early 2
32 early 2
44 early 1
43 late 2
8 early 1
1 early 1
17 early 0
5 early 1
47 early 1
22 late 4
34 late 11
38 early 1
31 early 0
45 early 5
34 early 1
43 early 2
12 early 0
34 early 1
26 early 0
21 early 0
25 early 1
15 early 2
1 early 1
9 early 2
4 early 0
11 early 1
15 early 1
36 early 1
5 early 4
39 early 2
22 early 1
2 early 1
40 early 1
46 late 4
9 early 2
16 early 2
33 late 2
15 late 4
44 early 2
16 early 1
3 early 0
40 early 2
35 early 1
20 early 1
37 early 1
21 early 2
15 early 2
14 early 2
8 early 0
40 late 7
29 late 6
4 early 2
14 early 0
7 early 1
1 early 3
44 early 1
28 early 1
41 early 2
7 early 1
11 early 1
7 early 2
36 late 13
18 early 1
22 early 1
30 early 1
43 late 13
8 early 1
21 early 1
38 early 3
7 early 1
33 late 6
28 late 12
47 early 1
8 early 1
18 late 0
3 early 1
43 late 13
6 early 2
30 early 1
48 early 1
30 early 0
34 early 1
18 early 0
7 early 2
4 early 2
17 early 1
8 early 2
16 early 0
45 early 1
37 early 0
37 late 11
27 late 8
9 early 1
6 early 2
16 early 1
38 early 1
28 early 0
41 early 5
35 late 13
45 early 1
13 early 2
36 late 5
29 early 1
21 early 2
32 early 1
9 early 2
1 early 0
14 early 1
3 early 1
4 early 1
34 late 1
38 early 0
37 late 3
13 early 2
40 late 6
31 late 10
29 early 2
46 early 1
28 late 10
10 early 2
9 early 5
6 early 1
2 early 2
10 early 2
21 early 2
42 early 1
2 early 1
36 late 1
42 late 5
8 early 1
11 early 5
22 early 6
13 late 12
6 early 2
38 early 1
5 early 0
18 early 2
29 early 2
22 early 0
41 early 0
11 early 0
36 late 5
28 late 11
30 early 0
37 late 5
20 late 10
5 early 1
11 early 2
24 early 2
39 early 1
3 early 1
33 late 13
11 early 0
46 late 13
10 early 5
43 early 1
7 early 2
43 late 11
3 early 2
30 early 0
11 early 0
19 early 1
2 early 1
3 early 1
19 early 1
2 early 4
14 late 13
16 early 2
22 early 3
43 early 2
33 early 1
26 early 0
3 early 2
41 late 11
40 early 1
22 late 3
12 early 1
9 early 0
15 early 1
8 early 0
31 early 2
39 early 1
15 early 1
39 early 1
41 early 1
9 early 3
30 early 2
34 early 1
29 early 2
9 early 1
43 late 2
14 early 2
7 early 2
29 early 0
45 early 5
3 early 0
18 early 1
9 early 1
37 early 1
12 early 2
34 early 1
30 late 2
12 early 3
24 late 13
23 late 12
21 early 5
47 early 0
16 late 10
34 late 7
29 early 1
17 late 5
33 late 5
4 early 1
27 early 0
15 late 9
12 early 1
32 early 1
16 early 1
10 early 1
14 early 1
46 early 0
16 early 1
11 early 1
42 late 5
11 early 0
36 early 2
43 late 0
9 early 1
15 early 1
44 early 2
23 early 4
11 early 2
27 early 1
23 late 11
9 early 1
11 early 0
7 early 0
40 early 2
26 late 1
17 early 1
2 early 2
21 late 12
3 early 1
37 early 3
47 early 1
7 early 1
8 early 0
12 early 1
19 early 2
18 late 7
30 late 4
6 early 0
47 early 0
40 early 0
11 early 2
19 early 1
16 early 0
21 late 2
35 early 1
30 late 2
21 late 9
26 early 1
40 early 2
45 late 8
28 early 2
35 late 2
40 early 1
4 early 1
14 early 1
48 early 1
12 early 5
17 early 3
28 early 2
25 early 1
23 early 2
44 early 2
16 late 9
24 early 1
46 late 2
8 early 0
12 early 2
32 early 1
23 early 1
10 early 0
46 early 6
36 early 0
36 late 2
27 early 0
31 early 1
10 early 1
33 early 2
20 early 2
5 early 0
34 early 4
29 early 1
41 late 0
11 early 1
3 early 1
1 early 0
21 late 1
19 late 5
17 early 2
26 early 2
3 early 0
42 early 2
39 early 3
25 early 1
7 early 1
40 early 1
14 early 1
6 early 2
6 early 1
5 early 2
31 early 1
13 late 11
23 early 1
48 early 0
14 early 1
46 early 2
39 early 2
46 late 2
43 early 1
5 early 1
13 early 1
30 early 2
40 early 1
8 early 1
5 early 2
37 late 3
28 late 2
44 early 1
10 early 1
12 early 1
10 early 0
11 early 2
13 early 2
14 early 2
13 early 5
14 early 1
18 early 1
4 early 1
34 early 2
12 early 2
24 late 11
4 early 1
20 early 1
48 early 2
33 early 0
46 late 1
29 early 0
13 early 5
33 early 6
17 early 1
9 early 0
14 early 1
17 early 2
28 early 1
10 early 6
5 early 0
6 early 0
12 early 2
5 early 1
32 late 11
40 early 0
11 early 1
29 early 2
29 early 2
41 early 2
15 early 1
23 early 5
32 early 1
44 late 11
9 early 1
2 early 2
12 early 0
41 early 0
24 early 3
43 early 1
38 late 2
24 late 11
32 early 1
25 early 5
5 early 1
15 late 11
7 early 2
12 early 2
46 early 0
27 early 0
2 early 2
18 early 0
42 late 4
7 early 1
39 early 1
35 early 1
3 early 1
24 early 2
14 early 1
34 early 0
9 early 1
16 early 1
42 early 3
24 early 1
7 early 1
38 early 6
27 late 1
3 early 1
34 early 2
2 early 4
41 early 0
34 late 1
33 early 1
30 late 8
1 early 1
13 late 1
14 late 13
14 early 1
5 early 1
19 early 1
41 late 4
2 early 2
16 early 2
12 early 1
44 early 2
24 early 3
4 early 2
18 late 6
31 early 2
27 early 1
11 early 0
33 late 0
4 early 1
8 early 4
46 late 7
26 early 0
45 early 1
21 early 2
17 early 3
14 late 4
40 late 10
3 early 1
24 late 0
7 early 1
17 early 1
21 early 2
14 early 2
46 early 1
25 early 1
17 early 2
35 late 6
44 early 1
24 early 1
31 early 0
17 early 3
14 early 2
46 early 2
41 early 2
5 early 1
17 late 5
26 late 9
47 late 5
37 early 0
10 early 0
27 late 1
27 early 2
37 late 2
38 early 1
21 late 7
39 early 1
44 early 1
37 late 11
21 early 1
15 early 1
8 early 2
10 early 2
14 early 1
2 early 1
20 early 2
30 early 2
40 early 0
18 early 0
29 early 2
43 early 1
14 early 1
17 late 10
36 early 2
46 early 4
46 early 0
16 early 2
3 early 0
43 early 1
10 early 2
32 late 1
9 early 1
17 early 0
11 early 1
34 early 1
23 late 9
17 early 2
5 early 0
9 early 1
1 early 1
38 early 0
20 early 0
22 early 5
2 early 2
20 early 2
32 early 4
7 early 0
34 early 1
19 early 1
4 early 0
19 late 8
41 early 0
12 early 1
31 early 0
24 early 0
19 early 1
17 late 5
10 early 1
37 early 2
33 late 10
29 early 1
35 early 1
31 late 3
6 early 1
2 early 1
6 early 5
41 early 0
35 early 1
17 late 0
45 early 4
27 early 0
36 late 11
32 early 4
4 early 1
8 early 1
12 early 1
31 early 1
43 early 2
13 early 2
3 early 2
20 early 3
7 early 1
27 late 6
11 early 1
2 early 1
5 early 2
25 early 0
41 early 2
18 early 1
14 late 5
41 early 4
35 late 11
37 early 1
27 late 4
17 early 2
37 early 1
34 early 1
31 late 4
35 early 1
32 early 1
19 late 10
3 early 0
47 early 1
28 late 12
24 late 5
12 early 4
36 early 1
17 early 0
37 early 2
23 early 1
12 early 1
31 late 3
26 early 2
5 early 1
8 early 0
46 early 1
42 early 2
6 early 1
15 early 1
34 early 0
36 early 1
7 early 1
21 early 2
10 early 1
31 late 2
3 early 1
44 early 0
39 early 1
8 early 1
5 early 1
47 early 0
25 early 1
42 early 2
15 early 0
10 early 2
1 early 1
7 early 1
8 early 0
45 early 1
36 early 1
21 late 3
22 early 2
1 early 2
10 early 1
19 early 1
31 early 4
7 early 1
47 early 1
22 late 9
38 early 2
13 early 0
13 early 2
37 early 2
15 early 0
33 early 2
42 early 2
6 early 2
8 early 2
22 early 1
40 late 4
16 late 9
2 early 2
20 late 14
12 early 0
31 late 10
27 early 1
14 late 6
40 early 1
42 early 0
45 early 2
29 early 1
46 early 4
2 early 1
33 early 0
39 early 1
25 late 0
5 early 1
5 early 0
23 late 8
24 late 11
12 early 1
36 early 1
16 early 1
43 late 13
6 early 1
27 early 0
4 early 2
2 early 0
12 early 2
26 late 13
27 early 1
3 early 2
19 early 3
26 late 13
7 early 1
19 early 0
26 early 2
10 early 0
15 early 2
48 late 11
32 early 0
44 early 0
21 early 2
43 early 2
10 early 0
20 early 2
39 late 3
4 early 1
23 early 1
16 early 1
4 early 2
42 early 1
45 early 0
11 early 1
16 early 1
3 early 2
5 early 1
36 early 0
11 early 0
41 early 1
35 early 1
36 early 6
38 early 0
14 late 0
11 early 1
4 early 0
4 early 2
23 early 0
25 early 1
45 early 0
21 early 1
19 early 3
33 early 2
27 early 0
47 early 1
37 late 11
5 early 1
25 late 2
29 early 2
22 early 0
46 early 0
42 early 1
26 early 2
2 early 1
24 early 1
4 early 0
37 late 1
47 late 0
40 late 4
47 early 1
5 early 3
41 early 0
22 late 6
4 early 0
38 late 4
9 early 1
7 early 1
17 early 5
32 late 5
29 early 2
31 late 3
2 early 2
36 late 3
25 early 0
39 early 1
43 late 8
5 early 2
22 early 1
40 late 5
41 late 6
45 early 0
40 early 2
27 late 1
10 early 1
44 early 4
43 early 0
37 late 6
13 late 4
48 early 1
20 early 2
41 early 1
8 early 2
24 late 14
41 late 0
5 early 0
27 early 1
15 early 0
44 early 0
9 early 1
9 early 0
17 early 0
20 late 2
25 early 1
22 late 3
12 early 1
43 late 5
19 early 2
13 early 2
7 early 4
15 early 0
9 early 1
4 early 2
1 early 1
5 early 4
1 early 2
41 early 2
13 late 7
9 early 1
21 early 2
10 early 2
25 early 1
15 early 2
15 early 1
41 early 6
2 early 1
9 early 4
32 late 2
6 early 1
35 early 1
5 early 4
41 early 0
3 early 1
23 early 1
10 early 0
9 early 0
33 late 4
30 late 12
24 early 4
4 early 1
4 early 2
39 early 1
48 early 2
46 early 2
23 early 1
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2 early 1
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33 early 2
28 late 2
33 early 0
1 early 1
47 late 9
18 late 10
12 late 3
21 late 1
13 early 0
4 early 2
26 early 5
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19 early 1
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12 early 2
9 early 1
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6 early 1
25 early 1
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36 early 2
35 late 13
48 early 0
18 late 7
33 early 0
11 early 1
17 early 1
42 late 3
30 late 14
41 early 0
21 early 2
32 early 1
41 early 0
45 early 2
23 early 0
12 early 2
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41 late 11
46 late 10
25 early 1
26 early 1
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1 early 2
3 early 1
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5 early 1
19 late 12
35 late 8
29 late 13
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9 early 1
31 early 1
37 late 4
15 early 0
40 late 3
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46 late 9
42 early 4
19 early 2
3 early 1
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14 late 2
34 early 1
33 early 4
3 early 1
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45 early 2
25 late 2
11 early 6
35 early 2
20 late 11
15 late 1
47 early 1
31 early 0
8 early 1
15 early 1
25 early 2
31 early 2
13 early 2
30 early 1
10 early 1
22 early 4
2 early 0
18 early 0
27 early 2
11 early 0
45 early 0
46 early 6
18 late 10
25 late 5
10 early 1
46 late 4
21 early 1
20 early 5
32 early 1
5 early 1
26 early 2
9 early 1
2 early 2
34 late 5
12 early 0
17 early 1
33 early 6
36 early 2
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6 early 1
19 early 2
38 early 5
17 late 1
8 early 1
15 early 0
45 late 4
45 early 0
47 early 0
15 early 1
21 early 0
19 early 0
14 early 1
23 late 7
23 early 2
35 early 0
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26 early 0
34 early 0
13 early 1
33 late 7
39 early 2
23 early 2
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31 early 2
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29 late 5
20 early 3
39 early 0
43 late 5
8 early 2
12 early 1
26 early 0
35 early 1
24 late 10
30 late 8
4 early 2
48 early 5
15 early 1
4 early 2
43 early 2
47 early 0
27 early 0
38 early 1
24 early 1
44 late 4
3 early 4
25 late 14
3 early 2
26 early 2
20 early 2
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38 early 1
11 early 1
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1 early 1
 Favorite feature
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
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saving favorite shows to watch as a family
time shifting
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programming/interactive features
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saving favorite shows to watch as a family
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saving favorite shows to watch as a family
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programming/interactive features
saving favorite shows to watch as a family
cool gadget
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saving favorite shows to watch as a family
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saving favorite shows to watch as a family
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programming/interactive features
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time shifting
time shifting
schedule control
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
saving favorite shows to watch as a family
cool gadget
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cool gadget
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cool gadget
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saving favorite shows to watch as a family
schedule control
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programming/interactive features
programming/interactive features
cool gadget
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schedule control
schedule control
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
schedule control
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schedule control
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saving favorite shows to watch as a family
schedule control
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saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
saving favorite shows to watch as a family
programming/interactive features
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
saving favorite shows to watch as a family
programming/interactive features
schedule control
saving favorite shows to watch as a family
time shifting
schedule control
time shifting
schedule control
time shifting
schedule control
schedule control
cool gadget
saving favorite shows to watch as a family
schedule control
programming/interactive features
saving favorite shows to watch as a family
schedule control
time shifting
time shifting
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time shifting
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saving favorite shows to watch as a family
schedule control
cool gadget
schedule control
schedule control
saving favorite shows to watch as a family
time shifting
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saving favorite shows to watch as a family
time shifting
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cool gadget
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schedule control
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
schedule control
schedule control
time shifting
schedule control
schedule control
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
schedule control
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
cool gadget
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schedule control
cool gadget
programming/interactive features
programming/interactive features
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saving favorite shows to watch as a family
cool gadget
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cool gadget
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cool gadget
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schedule control
saving favorite shows to watch as a family
time shifting
cool gadget
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schedule control
programming/interactive features
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saving favorite shows to watch as a family
time shifting
cool gadget
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
schedule control
cool gadget
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cool gadget
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saving favorite shows to watch as a family
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time shifting
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
time shifting
cool gadget
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cool gadget
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programming/interactive features
time shifting
cool gadget
schedule control
time shifting
time shifting
saving favorite shows to watch as a family
schedule control
cool gadget
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time shifting
saving favorite shows to watch as a family
cool gadget
programming/interactive features
programming/interactive features
schedule control
cool gadget
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cool gadget
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schedule control
saving favorite shows to watch as a family
time shifting
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cool gadget
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schedule control
cool gadget
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programming/interactive features
cool gadget
saving favorite shows to watch as a family
saving favorite shows to watch as a family
programming/interactive features
programming/interactive features
time shifting
saving favorite shows to watch as a family
schedule control
time shifting
cool gadget
schedule control
schedule control
schedule control
saving favorite shows to watch as a family
time shifting
cool gadget
schedule control
time shifting
schedule control
cool gadget
time shifting
schedule control
schedule control
programming/interactive features
programming/interactive features
schedule control
programming/interactive features
saving favorite shows to watch as a family
time shifting
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schedule control
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
time shifting
cool gadget
saving favorite shows to watch as a family
cool gadget
cool gadget
schedule control
programming/interactive features
programming/interactive features
schedule control
saving favorite shows to watch as a family
schedule control
cool gadget
schedule control
saving favorite shows to watch as a family
time shifting
programming/interactive features
saving favorite shows to watch as a family
schedule control
cool gadget
schedule control
programming/interactive features
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
schedule control
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cool gadget
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saving favorite shows to watch as a family
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cool gadget
schedule control
saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
cool gadget
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saving favorite shows to watch as a family
programming/interactive features
cool gadget
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cool gadget
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cool gadget
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schedule control
cool gadget
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programming/interactive features
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cool gadget
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cool gadget
saving favorite shows to watch as a family
schedule control
schedule control
cool gadget
schedule control
schedule control
time shifting
saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
cool gadget
time shifting
time shifting
saving favorite shows to watch as a family
cool gadget
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saving favorite shows to watch as a family
schedule control
cool gadget
saving favorite shows to watch as a family
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programming/interactive features
cool gadget
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saving favorite shows to watch as a family
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
cool gadget
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
schedule control
programming/interactive features
schedule control
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programming/interactive features
time shifting
cool gadget
schedule control
saving favorite shows to watch as a family
cool gadget
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
cool gadget
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schedule control
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cool gadget
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saving favorite shows to watch as a family
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time shifting
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saving favorite shows to watch as a family
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cool gadget
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saving favorite shows to watch as a family
time shifting
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schedule control
schedule control
cool gadget
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programming/interactive features
cool gadget
cool gadget
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
programming/interactive features
time shifting
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
cool gadget
time shifting
programming/interactive features
saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
cool gadget
cool gadget
saving favorite shows to watch as a family
time shifting
cool gadget
saving favorite shows to watch as a family
saving favorite shows to watch as a family
cool gadget
cool gadget
saving favorite shows to watch as a family
time shifting
programming/interactive features
programming/interactive features
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
schedule control
cool gadget
cool gadget
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
schedule control
time shifting
time shifting
cool gadget
time shifting
time shifting
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
schedule control
schedule control
programming/interactive features
cool gadget
time shifting
time shifting
time shifting
programming/interactive features
schedule control
cool gadget
saving favorite shows to watch as a family
schedule control
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cool gadget
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cool gadget
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saving favorite shows to watch as a family
schedule control
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programming/interactive features
cool gadget
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
programming/interactive features
time shifting
time shifting
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cool gadget
cool gadget
time shifting
cool gadget
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schedule control
saving favorite shows to watch as a family
cool gadget
cool gadget
saving favorite shows to watch as a family
saving favorite shows to watch as a family
saving favorite shows to watch as a family
saving favorite shows to watch as a family
cool gadget
programming/interactive features
programming/interactive features
cool gadget
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cool gadget
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time shifting
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cool gadget
saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
cool gadget
cool gadget
schedule control
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
schedule control
schedule control
schedule control
schedule control
programming/interactive features
cool gadget
schedule control
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
cool gadget
programming/interactive features
time shifting
schedule control
time shifting
schedule control
saving favorite shows to watch as a family
saving favorite shows to watch as a family
saving favorite shows to watch as a family
programming/interactive features
programming/interactive features
cool gadget
saving favorite shows to watch as a family
time shifting
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
programming/interactive features
schedule control
time shifting
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saving favorite shows to watch as a family
schedule control
programming/interactive features
time shifting
programming/interactive features
time shifting
saving favorite shows to watch as a family
programming/interactive features
schedule control
saving favorite shows to watch as a family
saving favorite shows to watch as a family
time shifting
schedule control
schedule control
schedule control
schedule control
cool gadget
cool gadget
time shifting
time shifting
programming/interactive features
cool gadget
schedule control
programming/interactive features
cool gadget
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saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
saving favorite shows to watch as a family
schedule control
programming/interactive features
time shifting
time shifting
cool gadget
programming/interactive features
cool gadget
saving favorite shows to watch as a family
time shifting
time shifting
programming/interactive features
cool gadget
time shifting
cool gadget
time shifting
programming/interactive features
saving favorite shows to watch as a family
time shifting
schedule control
saving favorite shows to watch as a family
time shifting
time shifting
schedule control
schedule control
time shifting
schedule control
saving favorite shows to watch as a family
time shifting
schedule control
programming/interactive features
time shifting
time shifting
cool gadget
saving favorite shows to watch as a family
programming/interactive features
time shifting
time shifting
schedule control
saving favorite shows to watch as a family
programming/interactive features
schedule control
schedule control
time shifting
time shifting
programming/interactive features
time shifting
cool gadget
time shifting
schedule control
schedule control
programming/interactive features
saving favorite shows to watch as a family
programming/interactive features
schedule control
saving favorite shows to watch as a family
cool gadget
cool gadget
cool gadget
time shifting
saving favorite shows to watch as a family
saving favorite shows to watch as a family
schedule control
programming/interactive features
schedule control
schedule control
schedule control
time shifting
time shifting
time shifting
schedule control
saving favorite shows to watch as a family
programming/interactive features
saving favorite shows to watch as a family
cool gadget
schedule control
schedule control
programming/interactive features
time shifting
cool gadget
schedule control
schedule control
schedule control
saving favorite shows to watch as a family
cool gadget
3.Createatableforeachattribute(e.g.,Gender)andrecordthepercentageofresponsesforeacha
ecordthepercentageofresponsesforeachanswer(e.g.,%ofrespondentsanswering"male"and%answer
"male"and%answeringfemale).
4.Answerthefollowingquestions.InExcel,youmaysort,filter,orusepivottables,oryoumayuse

a.HowmanymarriedmenwhoareearlyadopterscanaffordtopurchaseaTiVofor$499andonav
twoyears?

Answer

b.HowmanywomenwitheducationofMAorPhDaremakingpurchasingdecisionsforelectronics
becausetheyaremakingpurchasingdecisionswithouttheinvolvementoftheirspouses?

Answer

c.Amongearlyadopters,howmanypurchaseelectronicsatleastonceeveryyearanddosoinsto

Answer

d.Howmanyseniors(abovetheageof65)spendmorethansixhoursadaywatchingTV?Whatis

Seniors watching > 6 hrs of TV

Income range

Average annual income

Gender Age Education Count - Gender
female 18 MA 1
18 Result 1
19 MA 1
PhD 2
19 Result 3
20 MA 3
PhD 3
20 Result 6
21 MA 4
21 Result 4
22 MA 2
PhD 1
22 Result 3
23 MA 3
23 Result 3

24 MA 2
PhD 2
24 Result 4
25 MA 2
PhD 4
25 Result 6
26 PhD 2
26 Result 2
27 MA 1
PhD 1
27 Result 2
28 MA 6
28 Result 6
29 MA 1
PhD 1
29 Result 2
30 MA 1
30 Result 1
31 PhD 2
31 Result 2

32 PhD 2
32 Result 2
33 MA 1
PhD 1
33 Result 2
34 PhD 3
34 Result 3
35 MA 2
35 Result 2
36 MA 1
PhD 1
36 Result 2
37 MA 1
PhD 1
37 Result 2
38 MA 1
38 Result 1
40 MA 1
40 Result 1
42 MA 1
PhD 1
42 Result 2
43 MA 1
PhD 1
43 Result 2
44 MA 1
44 Result 1
47 MA 4
PhD 1
47 Result 5
48 MA 2
48 Result 2
49 MA 1
49 Result 1
50 MA 1
PhD 1
50 Result 2
51 MA 1
PhD 1
51 Result 2
52 MA 1
52 Result 1
53 MA 1
PhD 1
53 Result 2
54 MA 1
54 Result 1
56 MA 1
56 Result 1
57 MA 2
57 Result 2
59 PhD 1
59 Result 1
60 MA 2
PhD 1
60 Result 3
61 MA 2
61 Result 2
62 MA 1
PhD 1
62 Result 2
63 PhD 2
63 Result 2
64 PhD 2
64 Result 2
66 MA 1
 66 Result 1
67 PhD 3
67 Result 3
68 MA 1
68 Result 1
69 PhD 1
69 Result 1
71 MA 1
71 Result 1
72 PhD 1
72 Result 1
73 MA 1
73 Result 1
74 MA 1
74 Result 1
75 MA 1
PhD 1
75 Result 2
76 PhD 1
76 Result 1
78 PhD 1
78 Result 1
79 MA 1
79 Result 1
80 MA 1
80 Result 1
female Result 112
26 1
28 1
30 1
31 1
33 1
34 1
35 1
36 1
37 1
38 1
39 1
42 1
43 1
46 1
Colorado Result 39
Connecticut 1 1
2 1
3 1
 4 2
8 1
9 1
11 1
12 1
15 5
17 2
19 2
21 1
22 1
23 1
28 2
29 1
31 2
33 3
37 1
39 2
41 2
45 2
47 1
Connecticut Result 37
Delaware 2 1
5 3
6 2
7 2
8 5
9 1
10 1
11 3
12 2
13 1
21 1
23 1
24 2
26 2
27 2
28 1
29 1
33 1
34 1
36 1
37 2
38 2
40 1
41 1
 43 2
44 2
46 1
Delaware Result 45
Florida 2 2
5 1
8 1
10 1
12 3
13 1
15 1
16 2
17 1
19 3
20 1
21 2
27 2
28 1
29 2
31 1
32 1
33 1
36 1
37 1
38 1
44 1
45 2
46 1
47 1
Florida Result 35
Georgia 2 1
3 2
5 1
6 1
8 2
9 1
10 2
11 2
12 1
14 1
15 2
23 1
25 2
26 1
33 1
 34 1
36 1
39 1
42 1
45 1
47 1
Georgia Result 27
Hawaii 3 2
4 2
5 1
7 1
8 1
9 1
10 3
11 1
12 1
13 1
14 1
17 2
18 1
19 1
20 1
21 1
22 2
25 1
26 3
27 2
31 1
34 1
36 2
37 1
40 2
41 4
42 1
43 1
45 1
46 1
48 1
Hawaii Result 45
Idaho 1 1
3 1
4 1
9 1
10 2
11 1
 12 2
13 1
14 2
15 1
16 4
18 1
20 2
23 1
24 1
25 2
26 1
29 2
30 1
32 1
33 1
34 1
35 2
36 3
38 1
40 2
41 1
42 1
44 1
45 1
Idaho Result 43
Illinois 1 1
2 1
3 1
5 1
6 1
8 1
10 1
11 1
12 1
14 1
16 1
17 2
18 1
21 2
22 1
23 2
28 1
29 1
30 2
31 2
 33 1
36 1
40 2
41 2
44 1
45 1
46 1
Illinois Result 34
Indiana 5 2
13 1
30 1
40 2
Indiana Result 6
Iowa 19 1
46 1
47 1
Iowa Result 3
Kansas 14 1
23 1
32 1
39 3
Kansas Result 6
Kentucky 3 1
4 1
8 1
22 1
24 1
41 1
Kentucky Result 6
Louisiana 2 1
13 1
28 1
31 1
32 1
Louisiana Result 5
Maine 2 3
3 2
5 1
6 1
7 2
8 2
9 1
10 2
11 2
12 1
 13 1
14 1
15 1
17 1
19 1
20 2
21 3
23 1
25 1
27 2
28 1
35 1
38 1
40 1
41 1
42 1
44 1
46 2
47 1
Maine Result 41
Maryland 3 1
4 1
7 1
9 2
11 2
12 2
14 1
15 3
16 1
19 1
20 1
23 1
24 2
25 1
26 1
28 1
30 2
31 1
32 1
33 2
34 2
35 1
37 2
40 1
41 1
 43 1
44 1
46 1
47 1
Maryland Result 39
Massachusetts 1 2
2 3
4 1
5 1
6 2
8 3
9 1
10 2
11 1
12 2
13 1
14 1
15 1
17 1
21 1
22 1
24 2
25 1
26 1
29 2
31 1
33 1
37 1
41 1
43 1
45 2
46 1
Massachusetts Result 38
Michigan 13 1
24 1
42 1
44 1
47 1
48 1
Michigan Result 6
Minnesota 21 1
25 1
Minnesota Result 2
Mississippi 14 1
38 1
Mississippi Result 2
Missouri 9 2
15 1
23 1
32 1
34 2
43 1
Missouri Result 8
Montana 6 1
17 2
19 1
29 1
32 1
47 1
Montana Result 7
Nebraska 16 1
Nebraska Result 1
Nevada 1 1
3 1
4 1
5 1
7 1
8 1
9 1
13 1
14 2
20 2
22 2
23 2
24 1
32 2
33 1
34 1
35 2
37 2
38 1
39 1
40 1
41 2
43 3
45 1
47 1
48 2
Nevada Result 37
New Hampshire 1 1
 3 1
4 1
5 1
7 2
9 2
11 1
12 3
13 1
14 1
15 1
16 1
18 1
21 1
23 1
24 1
31 1
32 1
34 2
35 1
36 1
38 1
39 3
40 1
41 1
43 1
44 1
46 1
New Hampshire Result 35
New Jersey 2 1
3 2
5 1
7 3
10 3
11 1
17 1
18 2
20 2
21 1
25 1
26 1
31 2
32 1
34 2
36 2
38 1
 40 2
42 1
43 1
45 1
46 2
48 1
New Jersey Result 35
New Mexico 10 1
21 1
39 1
41 1
45 1
New Mexico Result 5
New York 1 1
2 3
3 1
5 1
6 1
8 2
9 1
10 2
11 1
13 2
14 2
16 1
17 1
18 1
19 1
20 1
21 1
22 1
23 2
24 1
25 1
27 1
29 1
30 2
33 1
35 1
36 1
39 1
43 2
47 1
New York Result 39
North Carolina 1 1
 5 2
17 1
18 1
37 2
43 1
North Carolina Result 8
North Dakota 7 1
10 1
11 1
15 2
16 1
23 1
25 1
32 1
38 1
North Dakota Result 10
Ohio 20 1
33 1
46 1
Ohio Result 3
Oklahoma 4 1
22 1
25 1
Oklahoma Result 3
Oregon 1 1
6 2
9 1
17 1
19 1
21 1
39 1
42 1
47 1
Oregon Result 10
Pennsylvania 1 1
2 1
3 3
4 3
5 2
6 1
10 1
11 1
12 1
13 1
14 2
 15 1
16 1
17 2
20 1
23 1
26 2
29 2
30 4
31 1
32 1
33 2
34 2
35 2
36 1
37 1
38 2
40 1
41 1
44 1
45 1
46 1
47 2
Pennsylvania Result 50
Rhode Island 1 1
2 1
5 1
11 2
15 1
16 1
17 1
18 1
22 1
24 1
25 1
26 1
30 1
32 1
35 2
36 1
39 1
40 1
41 1
42 2
43 1
46 1
 47 1
48 1
Rhode Island Result 27
South Carolina 12 1
14 1
21 1
25 1
33 1
48 1
South Carolina Result 6
South Dakota 16 1
24 1
33 1
42 1
South Dakota Result 4
Tennessee 1 2
5 2
6 1
8 1
9 1
11 1
14 2
15 1
16 1
17 3
18 3
19 2
22 1
24 2
25 1
29 1
30 1
33 1
37 3
47 2
Tennessee Result 32
Texas 9 1
10 1
22 1
35 1
42 1
43 1
44 1
Texas Result 7
Utah 4 1
 5 2
12 1
20 1
31 1
35 1
38 1
48 1
Utah Result 9
Vermont 2 1
3 4
4 1
7 2
9 2
10 3
11 2
12 2
15 3
16 1
20 1
21 1
24 1
25 1
27 1
29 1
30 1
32 1
34 1
36 1
37 2
40 1
41 1
43 2
44 1
46 3
47 1
48 1
Vermont Result 43
Virginia 5 1
7 1
14 1
21 1
Virginia Result 4
Washington 2 2
3 1
4 3
 6 2
7 1
8 2
9 2
11 1
12 1
13 2
14 1
17 1
19 1
21 3
22 1
26 1
27 2
30 1
31 1
34 1
36 2
37 2
41 2
42 1
43 1
45 3
46 1
48 1
Washington Result 43
West Virginia 12 1
20 1
27 1
29 1
37 1
41 1
46 2
West Virginia Result 8
Wisconsin 24 1
26 1
33 1
44 1
Wisconsin Result 4
Wyoming 1 1
27 1
28 1
42 1
Wyoming Result 4
Total Result 1000
bles,oryoumayuseanothermethodandrecordyouranswers.

ofor$499andonaveragehaveenoughmoneytopurchaseanotherelectronicgadgetinthenext

ionsforelectronicswithoutdiscussingthemwithaspouse,eitherbecausetheyaresingle,or
rspouses?

earanddosoinstoresthatspecializeinelectronics?

tchingTV?Whatistheirincomerange?Whatistheiraverageannualincome?
b. How many women with education of MA or PhD are making purchasing
decisions for electronics without discussing it with a spouse, either because
they are single, or because they are making purchasing decisions without their
husbands involvement?
c. Among early adopters, how many purchase electronics at least once
every year and do so in stores that specialize in electronics?

d. How many seniors (above the age of 65) spend more than six hours a
day watching TV?

What is their income range?

Can they be divided into high- and low-income groups?

If so, what is the average annual income of the low income group and that of t
55
 132

20

41,000 - 55,000

No

N/A
5.CorrelateAnnualincomewithAge.Whatisthecorrelation(orrsquared)?IfyouusetheCORRE
AnalysisToolpakadd-ininExcel,theyreturnr,whichwillneedtobesquared.Youmayalsousean
calculatethecorrelation.

Ifyouareunsurehowcorrelationiscalculated,checktheformulashere:
http://onlinestatbook.com/2/describing_bivariate_data/calculation.html

Correlation
 uared)?IfyouusetheCORRELfunctionorthe
squared.Youmayalsouseanyothermethodto

ere:
6.FortheattributesGenderandAnnualincome:

a.CodeGenderasanumber.WhatisthecorrelationbetweenitandAnnualincome?

Correlation

b.ExplainwhyitmakesnodifferencewhichnumbersareusedtocodeGenderor
othernon-numericattributes.
7.Repeatthecorrelationanalysisforthefollowing4pairsofattributesrecord
theircorrelation.

a.AgeandPurchasingfrequency

Correlation

b.AnnualIncomeandTVViewing

Correlation

c.EducationandFavoriteFeature

Correlation

d.MonthlyElectronicsSpendandMontlyHouseholdSpend

Correlation

e.Ofthefourcorrelations,areanyhighenoughtomakeoneoftheattributes
redundant?Inotherwords,youcanexplainanyoftheattributesbysimplysaying
"itbehaveslikeattributeX?
8.Selectoneormoreattributestouseasthebasisforgeneratingtwosegmentationschemes.For
couldchooseAgeasthebasisforcreatingsegmentsbasedonageranges.Oryoucouldselecttwo
wouldhelpyousegmentbywillingnesstobuyversusabilitytopay.

Asyougeneratesegmentationschemes,Usethedatainthe"SurveyData"worksheettofilleachc
shownbelow.Remembertotrytocreatesegmentsthatarehomogenousinternallyandheterogene
segmentsfortheindicatednumberofsegments.Notallattributeswillbeused.

a.SegmentationSchemeA:Sevensegments

Segmentation Scheme A: Seven Segments of TV-Involved Customers

Segment Segment Segment Segment
1 2 3 4
Market size (% of TV-involved households)
Average annual income
Description of segment
Most appealing feature/benefit
Stores shopped for electronics
Average electronics purchase ($)

b.SegmentationSchemeB:Foursegments

Segmentation Scheme B: Four Segments of TV-Involved Customers

Segment Segment Segment Segment
Segment name
1 2 3 4
Market size (% of TV-involved households)
Average annual income
Description of segment
Most appealing feature/benefit
Stores shopped for electronics
Average electronics purchase ($)
entationschemes.Forexample,you
Oryoucouldselecttwoattributesthat

worksheettofilleachcellinthetables
ernallyandheterogeneousacross
ed.

Segment Segment Segment

5 6 7
9.Writea150-wordsummaryofyourselectedsegmentationscheme(fromquestion5)andhowyou
thesegmentation.Includedescriptivenamesforyoursegmentsthatwouldbeunderstandabletoth
manageratTiVo.
question5)andhowyouarrivedat
beunderstandabletothemarketing