SBI (Strategic Business Insights) is a spinoff of the Stanford Research Institute. One of its most popular
Question:
a. Explain the theory behind the creation of VALS.
b. Do you agree with your VALS classification? Learn more by going to the “VALS Types” link.
c. What kind of scale was used in the survey? Could other types of scales have been used?
d. Explain how a marketer could use GOEVALS.
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Related Book For
Marketing Research Essentials
ISBN: 978-1118249321
8th edition
Authors: Carl McDaniel Jr., Roger Gates
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