answer questions

mar interviews with analyzed later in the term when statistical analysis is covered (Team Exercise) Go to www.strategicbusinessinsights.com, click on VRS then "Take the VALS survey." 1. Explain the theory behind the creation of VALS. 2. Do you agree with your VALS classification? Learn more b going to "The VALS Types" link. 3. What kind of scale was used in the survey? Could other type of scales have been used? 6. Develop a purchase-intent scale for stud university's cafeteria. How might the reliability and validity of this scale be measured? Why do you think purchase-intent scales are so popular in commercial marketing research? 7. When might a researcher use a graphic rating scale rather than an itemized rating scale? Working the Net SBI (Strategic Business Insights) is a spinoff of the Stanford Research Institute. One of its most popular products is called VALS (Values and Life Style Survey). SBI uses VALS to segment the marketplace on the basis of personality traits that drive consumer behavior. VALS is used in all phases of the marketing mix. The sur- vey categorizes consumers into one of eight personality types. GEOVALS applies the power of VALS to local marketing efforts by identifying the concentration of the VALS consumer group resid- ing within a specific block group or zip code