In class we discussed different forms of primary research on the Internet. One of the examples discussed was the VALS Survey. This survey is a tool for marketers to help identify consumer types. It can give marketers a sense of target markets and how people will respond to certain products. With this tool marketers can find out more about the people buying their products and work towards marketing to this type of person. The groupings range from innovators to survivors. Innovators are people with high resources and are more likely to purchase new more innovative items. Survivors, on the other hand, are more cautious and therefore would be less likely to be receptive to new ideas.
I took the survey and my results were an innovator primarily and an achiever. How well this can really define a person is questionable, but it can be a helpful tool. It is a good way to give marketers a better idea and help them to target the proper market for their product.
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I took the VALS survey as well and got the same results. I'm sure we answered similarly to many of the questions but I'd be interested to see what differences the survey allows when awarding the same set of results. By that I mean how many questions could we answer differently to and still end up with the same results.
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