These spreadsheet exhibits relate to the case TiVo Segmentation A

#KEL932.

©2016 by the Kellogg School of Management at Northwestern Univ

case was prepared by Professor Moran Cerf. Cases are developed
basis for class discussion. Cases are not intended to serve as endo
sources of primary data, or illustrations of effective or ineffective ma
order copies or request permission to reproduce materials, call 800
617-783-7600 outside the United States or Canada) or e-mail
custserv@hbsp.harvard.edu. No part of this publication may be rep
in a retrieval system, used in a spreadsheet, or transmitted in any fo
means—electronic, mechanical, photocopying, recording, or otherw
the permission of Kellogg Case Publishing.
Gender male
Marital Status married
Technology Adoption early

Monthly Electronics Sp (empty)

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

Err:502
Age Location Purchasing Decision-maker
30 Florida family
36 Alabama single
66 Massachusetts family
78 New York family
52 Montana single
72 New Jersey single
62 California single
30 New Hampshire single
60 Massachusetts family
59 Idaho family
25 Florida single
57 Florida family
80 New Jersey family
36 Nevada single
61 California family
54 Illinois family
58 Idaho single
30 Maine family
25 Alaska single
58 South Dakota family
75 Colorado family
47 New Hampshire single
52 Hawaii family
35 Washington family
25 Idaho single
74 Alaska family
75 Montana family
33 Idaho family
31 California family
35 Delaware family
46 Wyoming single
67 Rhode Island single
69 Pennsylvania family
44 Tennessee family
60 Hawaii family
64 Missouri single
61 Delaware single
24 Florida single
20 Hawaii single
66 Hawaii family
20 New York single
43 Vermont family
46 Idaho single
69 New Jersey single
38 New York single
40 Maine family
63 Vermont family
22 New York family
29 Oregon single
61 Massachusetts single
36 Vermont family
58 Connecticut family
70 New Jersey single
20 North Carolina single
45 California single
56 Rhode Island single
29 Illinois single
33 Nevada family
43 Hawaii family
22 Maryland family
51 Idaho family
52 Illinois family
50 Rhode Island family
25 Illinois family
25 Nebraska single
23 Georgia single
28 Arkansas single
74 Pennsylvania single
48 Maryland family
61 North Carolina family
63 Hawaii single
30 Connecticut family
65 Tennessee family
64 New York family
73 Delaware family
40 Florida family
68 Colorado single
41 Maine family
80 New Jersey family
19 Nevada single
64 Vermont family
80 Maine single
40 Illinois single
33 Colorado family
31 Idaho single
35 Arizona single
29 Georgia family
32 Illinois single
41 Massachusetts single
66 Pennsylvania family
55 New Hampshire family
50 Massachusetts single
56 Washington family
26 Colorado single
43 Washington family
54 Pennsylvania family
57 Wyoming single
26 Iowa single
58 Arizona family
57 Hawaii family
62 California single
79 Missouri single
47 Maine family
58 Illinois family
57 Nevada family
52 Maryland single
28 New Jersey single
55 Tennessee family
45 Maine family
63 Idaho single
25 Montana single
23 Georgia single
63 Florida family
32 Idaho single
73 Vermont single
73 Tennessee family
48 Maine family
67 Hawaii family
44 Washington single
42 Florida family
24 Maine single
48 Connecticut family
29 Pennsylvania single
47 California family
70 Georgia single
46 Hawaii family
49 Colorado family
67 Delaware family
72 Washington family
78 Kansas family
62 Colorado family
25 Idaho single
58 Washington single
39 California family
80 California family
66 Maryland family
41 Idaho single
51 Connecticut family
22 Washington family
72 California family
60 Illinois family
33 Connecticut family
64 Ohio family
30 Louisiana single
65 Vermont single
28 Maryland single
37 Pennsylvania family
43 Vermont family
77 Hawaii single
47 Illinois family
67 Rhode Island single
55 New York family
75 New Jersey family
59 Maine family
49 Massachusetts family
19 New Hampshire single
18 Tennessee single
78 Arizona family
22 Massachusetts family
72 North Dakota family
77 North Carolina single
78 Idaho family
23 Pennsylvania single
66 California single
62 Arizona family
45 Delaware family
31 Pennsylvania family
54 Colorado family
71 Pennsylvania single
69 Maryland family
48 Idaho family
45 Delaware family
50 Tennessee family
21 Kentucky single
37 Nevada family
61 Maine family
37 Connecticut family
50 Massachusetts single
64 Vermont family
29 New Mexico single
67 Maryland family
47 North Dakota family
78 Delaware family
54 Illinois single
27 Vermont single
70 New York single
49 Florida single
30 New York family
61 Vermont family
62 Tennessee family
25 Louisiana single
79 Pennsylvania family
24 Vermont single
19 Texas single
70 Massachusetts family
66 Delaware family
52 Hawaii family
65 Pennsylvania family
43 Vermont family
67 Vermont family
76 Colorado family
50 California family
63 Texas single
50 Tennessee family
37 Connecticut family
67 Colorado single
64 New York single
24 Vermont family
74 Connecticut family
74 Maryland single
19 Delaware single
38 Washington single
67 New Hampshire family
33 Idaho family
75 Missouri family
39 Nevada family
27 South Carolina single
57 Colorado family
70 Alabama single
26 Connecticut single
40 Pennsylvania family
69 New Jersey single
44 Washington single
53 Maryland single
67 Hawaii family
34 Washington single
58 Pennsylvania family
18 Utah single
29 Michigan single
47 Illinois family
22 New Mexico single
76 New York family
61 Arizona family
74 Pennsylvania family
23 Florida family
44 Illinois family
61 Maryland family
30 Kentucky single
50 Florida family
28 Maryland family
32 Arkansas family
51 New Hampshire single
23 New Hampshire family
56 Vermont family
68 New York single
51 West Virginia family
38 Idaho family
38 California single
36 Colorado family
31 Maryland single
29 Hawaii single
77 Vermont family
51 Colorado single
33 North Dakota single
59 Wisconsin family
24 Missouri single
26 Rhode Island family
72 Arizona family
60 Nevada family
30 New Hampshire family
50 North Dakota single
69 Delaware single
57 Indiana single
77 Rhode Island family
49 New York single
33 Massachusetts single
64 Delaware family
45 Maryland family
21 Nevada single
42 Rhode Island single
49 Hawaii family
54 Delaware family
60 Massachusetts single
34 Colorado family
40 Arkansas single
47 New York family
74 Georgia single
35 California family
76 Illinois family
56 Delaware family
42 Maryland single
67 North Dakota family
75 Massachusetts family
33 New Hampshire family
60 Tennessee family
41 Oregon single
76 Washington family
43 Pennsylvania family
47 Florida family
65 Connecticut family
48 Rhode Island family
76 Rhode Island single
34 Washington family
25 Virginia single
69 New Jersey single
27 New Hampshire single
27 Tennessee single
38 Maryland single
65 Arizona single
19 Connecticut single
77 Texas family
37 Maryland family
56 Massachusetts family
48 New Jersey family
41 Maine single
61 New Hampshire family
67 North Dakota family
58 Colorado single
71 Texas single
26 New Hampshire single
49 New Hampshire single
65 New York family
47 Washington single
27 Connecticut single
26 New York family
72 Maryland single
38 New York single
51 New Hampshire family
22 California single
76 Idaho family
50 Hawaii family
36 Pennsylvania family
44 Kentucky single
44 Massachusetts family
76 Washington family
27 Oregon single
79 Tennessee single
45 Arizona family
22 Nevada family
53 Georgia single
28 Oregon single
60 Colorado single
54 New Jersey single
63 New Jersey single
39 Mississippi single
25 Delaware single
37 Oregon single
64 Delaware family
51 Pennsylvania single
57 Maine family
26 Illinois family
25 Washington single
80 New York family
32 Vermont family
34 New Hampshire single
61 Pennsylvania family
32 Colorado single
55 Arizona single
71 New Hampshire single
23 Indiana single
60 Hawaii single
63 New York family
21 Utah single
64 Vermont family
51 California family
52 Alabama single
48 Vermont family
67 Idaho single
59 Georgia family
80 Maine family
69 New York single
66 Idaho family
20 Louisiana single
67 Arizona family
54 Tennessee single
73 Connecticut single
49 Colorado family
48 Connecticut family
72 California family
38 Vermont family
63 Maine family
25 Rhode Island single
40 Wisconsin family
72 Maryland family
24 New York family
21 Nevada single
21 South Carolina single
29 California single
48 Georgia single
26 Pennsylvania single
41 Colorado single
53 Delaware single
25 North Dakota single
33 Tennessee single
59 Montana single
43 Illinois family
60 Tennessee single
57 Missouri single
26 New Jersey single
47 Illinois family
25 Montana single
44 Illinois single
63 Hawaii family
62 California family
24 North Dakota single
35 Nevada single
28 Delaware family
68 California family
55 Maine single
64 Pennsylvania family
74 New Mexico single
27 Nevada single
35 Delaware family
41 Mississippi single
50 Tennessee family
24 Alabama single
20 Minnesota single
36 Georgia family
76 Maryland family
48 Colorado single
50 West Virginia single
47 Massachusetts single
39 California family
64 Arizona family
54 New York single
80 Washington family
43 Virginia single
77 Georgia family
33 New York family
22 New York family
56 Rhode Island single
56 Kansas family
50 Delaware family
65 Maine family
65 Pennsylvania single
19 New Jersey single
22 Idaho single
24 New Hampshire family
23 New Jersey single
53 Arizona family
55 Connecticut single
59 Pennsylvania family
26 Arizona single
55 Nevada single
33 Arizona family
28 Massachusetts family
53 Pennsylvania family
79 Tennessee family
75 California family
72 Massachusetts family
80 Nevada family
70 New York family
50 Florida family
71 Hawaii family
52 New York family
42 Idaho family
45 New Hampshire family
20 Michigan single
27 New York single
23 Colorado family
28 California family
63 Connecticut family
39 California single
26 Connecticut single
38 Pennsylvania family
32 Arizona family
22 Kentucky single
35 Rhode Island family
49 Delaware single
53 Washington single
56 Vermont single
27 North Carolina single
47 Arizona family
64 New Hampshire family
32 New Jersey family
62 New Hampshire family
36 Delaware family
80 Tennessee single
67 Minnesota family
69 Tennessee family
30 Washington single
67 Oklahoma single
55 Hawaii single
75 Rhode Island family
48 Maryland family
75 Tennessee family
23 Washington family
29 Montana single
40 California family
55 Maine family
78 Idaho single
28 Rhode Island family
56 Pennsylvania family
57 Maryland family
57 Pennsylvania family
24 Colorado single
62 Pennsylvania family
48 Washington family
22 West Virginia single
62 North Carolina single
31 Delaware family
67 Florida family
65 New Mexico single
34 Delaware family
39 Pennsylvania family
19 South Carolina single
42 Connecticut family
68 Massachusetts family
44 New Jersey family
46 Arizona family
58 Georgia single
56 Maine family
73 Colorado family
42 Idaho family
56 New Hampshire family
35 Massachusetts single
66 Texas single
59 New Hampshire family
54 Pennsylvania family
50 Arizona single
27 Illinois single
66 Iowa single
24 Tennessee family
31 Idaho single
18 Alabama single
30 Georgia family
60 Pennsylvania family
51 Colorado single
76 Illinois family
61 Maine family
38 Nevada family
74 New York family
72 Maine family
26 Virginia single
27 Connecticut single
54 Illinois single
41 Florida single
60 Vermont single
29 Kentucky single
52 Colorado family
23 Hawaii family
22 Louisiana single
62 Arizona family
37 Maryland family
69 Colorado family
78 Hawaii family
52 Washington family
57 Connecticut single
59 Florida family
34 New Jersey family
50 Wisconsin single
36 New York family
34 Florida family
76 Delaware single
33 Tennessee family
56 Florida family
41 Pennsylvania single
56 Idaho single
69 New Hampshire family
51 Washington single
77 Florida single
30 Oregon single
28 Massachusetts single
40 Texas single
72 Colorado family
22 New Mexico single
18 Florida single
50 Delaware family
21 Idaho single
69 California family
48 Hawaii single
61 Georgia family
55 Massachusetts family
75 Nevada single
64 California single
68 Hawaii family
29 Ohio single
35 Maine family
28 Hawaii family
42 Delaware family
75 Pennsylvania single
80 Massachusetts single
44 South Carolina family
48 Connecticut single
78 North Carolina single
49 Colorado family
23 Kentucky single
65 Idaho family
35 Tennessee family
52 Hawaii family
31 Washington family
32 Washington single
66 New Jersey family
68 California family
62 Colorado single
45 Florida family
73 Arizona family
69 California family
58 Oregon single
27 Illinois family
78 Maryland family
21 South Carolina single
49 Vermont single
69 New Jersey family
46 Florida single
76 Georgia family
70 Maryland family
32 Louisiana single
42 Delaware family
67 Hawaii single
67 Washington single
64 Florida family
24 Wyoming single
63 Tennessee single
38 Maryland family
69 Vermont single
25 Illinois family
53 New Hampshire family
21 Arizona single
80 Arizona family
66 Hawaii family
22 Vermont family
37 California family
43 Connecticut family
80 Florida family
54 Arizona single
53 Michigan family
66 Hawaii family
54 Idaho family
29 Arizona family
74 Idaho family
59 North Carolina single
44 Vermont family
52 Illinois family
63 Arizona single
48 Idaho family
34 Connecticut family
39 Washington single
60 Colorado single
28 Hawaii single
37 Hawaii single
21 California single
36 Vermont single
34 Tennessee family
63 Connecticut family
20 Arizona single
79 Pennsylvania family
42 Michigan family
44 Nevada single
63 Vermont family
24 Colorado single
79 Oregon family
25 Delaware single
37 Washington family
42 Nevada family
39 Maine family
51 Colorado family
22 Massachusetts family
48 New Jersey family
68 Delaware single
63 California family
48 Vermont family
61 Hawaii family
30 Illinois single
25 Texas single
53 Florida family
31 Tennessee single
21 New Jersey single
59 Washington single
54 Nevada family
75 Arizona family
55 Georgia family
37 Nevada family
67 California family
58 New York family
35 Vermont family
64 Massachusetts family
77 Washington family
51 Rhode Island single
46 Rhode Island family
56 Massachusetts family
47 Delaware single
76 Hawaii single
32 Washington family
76 Delaware family
76 Pennsylvania family
34 Alaska family
36 Georgia family
23 Maine single
31 Arizona family
69 Maryland family
34 Arizona family
26 Pennsylvania family
45 Massachusetts family
30 Maine single
61 Utah single
68 Nevada family
40 New Hampshire family
26 Illinois single
53 New York single
27 Massachusetts single
36 Colorado single
80 Kansas single
33 Pennsylvania single
80 Idaho family
26 New York single
42 Nevada family
70 South Dakota family
29 Massachusetts family
41 Hawaii family
41 Colorado family
61 Maine single
41 Maine family
48 Idaho single
52 Vermont family
79 Rhode Island single
70 Pennsylvania family
20 Washington single
30 Nevada single
72 Nevada family
58 Rhode Island family
69 Pennsylvania single
30 Oklahoma single
35 New Hampshire family
25 Rhode Island single
69 Connecticut family
44 New Jersey family
27 Montana single
74 Idaho single
37 Delaware single
55 Georgia family
80 Delaware family
32 Delaware family
32 New Jersey family
58 Massachusetts single
60 Hawaii family
76 Vermont single
44 Hawaii single
26 Wisconsin single
79 New Jersey single
67 Delaware family
36 Connecticut family
44 Massachusetts family
67 Nevada family
28 Hawaii family
40 Maryland single
28 Utah single
52 Illinois single
42 Illinois family
69 New Hampshire family
72 Pennsylvania family
28 Colorado family
59 New Jersey family
18 Massachusetts single
40 California family
21 West Virginia single
33 Arizona family
22 Massachusetts family
67 Hawaii family
45 Tennessee single
51 New Hampshire family
62 Hawaii family
25 Illinois family
29 Nevada single
56 California family
60 Hawaii family
23 Washington family
36 Indiana family
49 Maine family
27 Hawaii family
30 Pennsylvania single
20 North Carolina single
51 Washington family
55 Arizona family
65 Hawaii single
75 Pennsylvania single
28 Washington single
40 Georgia single
36 Massachusetts family
39 Nevada family
60 Pennsylvania family
26 California family
51 Missouri single
33 Maine family
22 Idaho family
54 Vermont family
65 Connecticut family
37 Utah single
59 Georgia family
65 Arizona family
40 Florida family
71 Nevada family
80 Tennessee single
61 Delaware family
20 Alaska single
26 Georgia family
38 Massachusetts family
52 Pennsylvania single
37 Rhode Island single
26 Indiana single
57 Oregon single
70 Maine single
40 New York family
75 Tennessee family
20 Virginia single
51 Florida family
39 North Dakota single
72 California single
55 Connecticut single
25 Washington single
30 California family
22 Missouri single
58 Rhode Island family
64 California single
46 Maine family
21 Indiana single
23 Delaware single
50 Pennsylvania single
66 Maryland family
20 Maine single
80 Washington family
56 Georgia family
32 Idaho family
23 South Dakota single
53 Washington family
76 Arizona single
60 Colorado single
64 Nevada family
58 Delaware family
64 Alaska family
77 Vermont family
62 Maine family
75 Washington family
41 Connecticut family
31 Florida family
29 Connecticut family
80 Connecticut family
39 Maine family
43 California family
31 Florida family
77 Maine family
51 Washington family
24 Utah single
27 Georgia single
47 Georgia single
69 Connecticut family
76 Maryland single
36 Idaho family
63 New York family
58 New Jersey single
52 New York single
51 New York single
72 Pennsylvania single
75 Idaho family
43 Utah single
18 Michigan single
49 Tennessee family
39 New York single
44 New Jersey family
28 Oregon family
53 Rhode Island family
67 Illinois family
72 West Virginia single
54 Maine single
38 Maryland single
76 New Hampshire single
34 Pennsylvania single
23 Kansas single
22 Washington family
54 Maryland single
54 Maine family
48 Arizona family
74 Arizona family
24 Massachusetts single
47 Massachusetts single
23 Vermont single
68 New Hampshire single
30 New Jersey family
29 California family
39 Florida family
32 Connecticut family
32 Maryland family
33 Vermont family
23 Florida single
27 Vermont single
31 New Jersey family
51 West Virginia single
33 North Dakota single
68 Maryland family
31 Hawaii family
55 Maine family
30 Michigan single
73 Arizona single
80 Vermont family
45 Pennsylvania single
67 Georgia family
35 Missouri single
19 Ohio single
67 Vermont family
23 Maryland single
76 Nevada family
33 Maryland family
25 Washington single
44 Nevada family
52 Nevada family
48 Florida family
57 Connecticut single
55 Maryland single
61 Delaware family
55 Massachusetts single
30 Idaho single
78 Utah single
50 Alabama single
63 New York single
36 Arizona family
26 Oklahoma single
46 Rhode Island family
58 New Jersey family
25 Wyoming single
48 Georgia family
61 Illinois single
28 West Virginia single
40 Rhode Island family
53 Arizona family
64 New York single
28 Colorado family
75 New Hampshire family
22 West Virginia single
33 Vermont family
65 New Jersey single
76 Idaho single
20 Nevada single
80 Connecticut family
36 Georgia family
25 Maine single
35 Connecticut single
26 Tennessee single
30 Rhode Island family
31 Maine family
60 Illinois family
78 Arizona single
26 Utah single
70 Hawaii family
76 Tennessee single
59 Idaho single
56 Washington family
26 Massachusetts family
25 Pennsylvania single
67 Connecticut family
55 Colorado family
38 Iowa family
37 Illinois family
72 Delaware family
52 Nevada family
75 Arizona single
29 Florida single
48 Hawaii single
59 New Hampshire family
58 Indiana family
40 South Dakota single
29 Kansas single
71 Pennsylvania family
47 Rhode Island single
79 Illinois single
38 Idaho family
27 New Hampshire single
43 Idaho family
70 Idaho single
52 Delaware single
52 New Jersey single
20 Delaware single
22 Delaware family
42 Illinois family
42 New Jersey family
43 Nevada family
73 Arizona single
19 Kansas single
34 California family
25 Idaho single
60 Rhode Island family
49 New Jersey family
37 Delaware family
63 Vermont family
61 Colorado single
26 Nevada single
60 Maryland family
32 Arizona family
26 Colorado single
24 South Carolina single
45 Arkansas single
74 Maryland family
56 Vermont family
23 Arizona single
44 New York single
33 Pennsylvania family
49 Delaware family
79 Florida family
22 Washington single
54 Vermont family
32 New Hampshire family
42 Hawaii family
50 Nevada family
20 Florida single
79 New Hampshire single
38 Maryland family
51 Florida family
73 Maine single
65 Georgia single
67 Maine family
58 Tennessee single

Err:502
 Purchasing Location Monthly Electronics Spend
mass-consumer electronics 35
mass-consumer electronics 35
specialty stores 64
mass-consumer electronics 33
mass-consumer electronics 45
retail 14
discount 18
retail 23
specialty stores 74
discount 16
discount 38
mass-consumer electronics 46
specialty stores 53
discount 16
retail 14
retail 14
discount 16
discount 14
retail 24
retail 17
mass-consumer electronics 47
discount 16
mass-consumer electronics 38
mass-consumer electronics 51
retail 31
discount 18
retail 14
discount 17
mass-consumer electronics 42
retail 15
specialty stores 67
retail 19
retail 18
retail 12
mass-consumer electronics 43
mass-consumer electronics 41
retail 13
retail 17
web (ebay) 30
retail 20
 web (ebay) 32
specialty stores 44
retail 19
discount 13
retail 12
discount 20
specialty stores 26
specialty stores 51
web (ebay) 35
retail 19
retail 14
discount 19
retail 16
discount 32
discount 19
retail 15
discount 19
retail 20
mass-consumer electronics 45
specialty stores 60
discount 13
mass-consumer electronics 44
mass-consumer electronics 35
retail 13
web (ebay) 27
web (ebay) 34
web (ebay) 36
discount 12
discount 10
retail 21
discount 18
retail 19
specialty stores 78
discount 22
mass-consumer electronics 44
mass-consumer electronics 46
specialty stores 50
retail 18
specialty stores 60
retail 34
retail 13
 discount 21
retail 17
specialty stores 60
retail 16
discount 16
mass-consumer electronics 47
retail 16
discount 21
retail 18
mass-consumer electronics 37
discount 19
retail 17
retail 34
specialty stores 75
mass-consumer electronics 45
mass-consumer electronics 47
discount 30
retail 20
mass-consumer electronics 39
specialty stores 53
mass-consumer electronics 41
specialty stores 65
discount 22
discount 20
discount 18
retail 12
discount 13
specialty stores 57
discount 18
retail 17
specialty stores 67
retail 20
discount 15
retail 18
mass-consumer electronics 51
mass-consumer electronics 34
specialty stores 41
discount 18
retail 16
retail 24
retail 18
 retail 30
mass-consumer electronics 35
discount 17
specialty stores 50
mass-consumer electronics 43
discount 16
discount 16
retail 20
discount 12
web (ebay) 31
retail 16
specialty stores 67
discount 19
mass-consumer electronics 34
discount 14
mass-consumer electronics 43
specialty stores 51
mass-consumer electronics 44
mass-consumer electronics 41
discount 16
discount 16
mass-consumer electronics 36
discount 22
retail 38
specialty stores 65
specialty stores 52
discount 17
discount 13
discount 18
specialty stores 55
mass-consumer electronics 45
mass-consumer electronics 42
specialty stores 47
retail 34
discount 36
mass-consumer electronics 35
specialty stores 54
discount 20
specialty stores 72
retail 14
discount 17
 retail 14
discount 16
specialty stores 79
mass-consumer electronics 43
mass-consumer electronics 48
discount 15
mass-consumer electronics 47
mass-consumer electronics 39
specialty stores 58
specialty stores 55
web (ebay) 38
retail 12
discount 13
mass-consumer electronics 40
retail 19
mass-consumer electronics 48
retail 35
retail 20
discount 20
mass-consumer electronics 40
discount 12
discount 30
retail 14
retail 16
specialty stores 48
specialty stores 67
discount 23
retail 33
mass-consumer electronics 44
retail 32
retail 27
retail 17
discount 15
retail 20
specialty stores 55
mass-consumer electronics 41
discount 13
mass-consumer electronics 37
retail 19
retail 21
specialty stores 57
 specialty stores 33
retail 18
retail 14
specialty stores 65
discount 22
retail 16
web (ebay) 39
discount 16
discount 15
retail 19
discount 22
mass-consumer electronics 45
retail 16
specialty stores 43
discount 13
retail 33
specialty stores 47
retail 18
retail 20
discount 15
specialty stores 74
discount 14
mass-consumer electronics 45
web (ebay) 29
mass-consumer electronics 44
mass-consumer electronics 44
web (ebay) 32
discount 13
mass-consumer electronics 35
mass-consumer electronics 41
retail 21
mass-consumer electronics 35
mass-consumer electronics 38
retail 32
discount 17
mass-consumer electronics 40
discount 16
retail 21
specialty stores 61
specialty stores 71
specialty stores 66
 discount 18
specialty stores 38
retail 17
mass-consumer electronics 50
retail 18
discount 34
mass-consumer electronics 45
discount 14
specialty stores 82
discount 12
web (ebay) 37
specialty stores 71
retail 20
mass-consumer electronics 38
specialty stores 76
specialty stores 46
specialty stores 84
retail 19
mass-consumer electronics 33
retail 14
discount 16
mass-consumer electronics 35
discount 18
web (ebay) 28
discount 17
specialty stores 49
discount 20
retail 15
retail 9
mass-consumer electronics 37
mass-consumer electronics 43
discount 19
retail 21
retail 24
specialty stores 71
retail 14
retail 15
mass-consumer electronics 31
retail 20
mass-consumer electronics 40
mass-consumer electronics 43
 discount 14
discount 18
mass-consumer electronics 47
retail 19
mass-consumer electronics 29
discount 19
specialty stores 67
specialty stores 25
retail 20
discount 33
retail 32
retail 19
discount 16
discount 26
retail 19
mass-consumer electronics 47
discount 10
mass-consumer electronics 34
specialty stores 88
specialty stores 52
retail 19
discount 23
specialty stores 51
retail 35
retail 16
mass-consumer electronics 43
retail 20
discount 26
discount 11
discount 16
discount 19
retail 14
retail 38
retail 13
mass-consumer electronics 36
retail 17
specialty stores 83
discount 17
mass-consumer electronics 35
mass-consumer electronics 37
retail 14
 discount 13
specialty stores 55
retail 20
discount 34
retail 16
retail 19
discount 15
specialty stores 39
discount 31
specialty stores 46
specialty stores 54
discount 21
mass-consumer electronics 50
retail 15
discount 35
specialty stores 72
discount 19
retail 15
mass-consumer electronics 47
retail 12
retail 18
specialty stores 60
retail 37
discount 18
specialty stores 58
discount 32
mass-consumer electronics 40
mass-consumer electronics 38
discount 14
specialty stores 42
discount 18
retail 17
specialty stores 67
discount 20
specialty stores 55
web (ebay) 34
discount 17
retail 19
retail 17
retail 20
specialty stores 45
mass-consumer electronics 34
specialty stores 54
discount 15
discount 15
retail 19
mass-consumer electronics 46
discount 16
web (ebay) 33
retail 35
retail 15
specialty stores 71
retail 28
retail 15
discount 15
retail 39
discount 17
specialty stores 69
specialty stores 71
retail 18
mass-consumer electronics 51
retail 18
specialty stores 58
discount 27
retail 20
retail 18
specialty stores 60
retail 36
retail 18
mass-consumer electronics 40
discount 18
retail 16
specialty stores 76
retail 16
web (ebay) 28
retail 22
mass-consumer electronics 36
mass-consumer electronics 43
retail 32
discount 31
retail 22
mass-consumer electronics 44
 discount 17
specialty stores 65
retail 17
retail 19
specialty stores 60
discount 16
mass-consumer electronics 35
specialty stores 39
discount 17
discount 16
specialty stores 73
discount 14
retail 17
retail 18
specialty stores 85
retail 13
web (ebay) 33
discount 35
specialty stores 54
discount 33
mass-consumer electronics 44
discount 17
discount 16
web (ebay) 34
retail 12
mass-consumer electronics 47
retail 21
mass-consumer electronics 37
retail 14
mass-consumer electronics 42
mass-consumer electronics 39
specialty stores 65
specialty stores 50
discount 16
mass-consumer electronics 46
specialty stores 63
discount 18
specialty stores 59
web (ebay) 31
discount 34
discount 18
mass-consumer electronics 40
retail 19
retail 19
retail 17
mass-consumer electronics 40
specialty stores 52
retail 35
mass-consumer electronics 50
retail 15
discount 14
discount 23
web (ebay) 32
mass-consumer electronics 47
mass-consumer electronics 39
specialty stores 48
mass-consumer electronics 38
specialty stores 60
retail 14
discount 22
specialty stores 61
discount 18
retail 18
retail 19
mass-consumer electronics 36
retail 19
discount 14
retail 21
web (ebay) 35
specialty stores 65
retail 15
retail 18
specialty stores 75
mass-consumer electronics 54
mass-consumer electronics 36
mass-consumer electronics 42
retail 13
retail 19
mass-consumer electronics 39
discount 34
mass-consumer electronics 43
retail 24
mass-consumer electronics 39
retail 15
retail 18
mass-consumer electronics 45
retail 40
specialty stores 57
discount 17
specialty stores 66
specialty stores 72
discount 21
retail 18
discount 19
discount 20
discount 18
retail 18
discount 15
specialty stores 61
mass-consumer electronics 46
discount 12
discount 29
discount 20
specialty stores 49
discount 22
discount 29
discount 17
mass-consumer electronics 34
specialty stores 54
discount 18
discount 21
retail 22
mass-consumer electronics 46
retail 17
specialty stores 75
retail 36
specialty stores 47
discount 23
discount 20
web (ebay) 31
specialty stores 44
discount 18
web (ebay) 34
 specialty stores 54
retail 18
discount 14
specialty stores 61
mass-consumer electronics 33
discount 15
discount 19
discount 17
retail 23
retail 18
mass-consumer electronics 39
retail 19
discount 15
mass-consumer electronics 36
retail 17
retail 16
mass-consumer electronics 47
retail 16
retail 16
retail 34
discount 18
discount 17
mass-consumer electronics 44
discount 37
discount 35
mass-consumer electronics 43
web (ebay) 35
specialty stores 47
discount 22
specialty stores 69
discount 15
discount 16
specialty stores 26
discount 21
retail 32
specialty stores 45
mass-consumer electronics 51
retail 15
specialty stores 55
retail 18
retail 18
 discount 14
discount 10
mass-consumer electronics 38
web (ebay) 35
mass-consumer electronics 40
retail 14
mass-consumer electronics 39
discount 10
discount 15
retail 18
mass-consumer electronics 43
discount 13
discount 13
mass-consumer electronics 42
specialty stores 60
retail 15
mass-consumer electronics 41
mass-consumer electronics 44
discount 33
discount 13
discount 18
retail 18
discount 14
specialty stores 66
mass-consumer electronics 40
discount 19
retail 16
retail 15
discount 14
discount 34
retail 15
discount 15
retail 17
discount 12
retail 17
web (ebay) 32
specialty stores 55
mass-consumer electronics 34
specialty stores 49
retail 19
retail 13
 specialty stores 77
discount 22
discount 18
retail 13
retail 14
specialty stores 51
retail 18
specialty stores 83
specialty stores 60
discount 16
discount 15
retail 17
mass-consumer electronics 37
discount 11
specialty stores 80
discount 17
discount 16
web (ebay) 28
discount 20
retail 14
mass-consumer electronics 31
discount 35
specialty stores 73
retail 21
discount 15
specialty stores 45
retail 28
retail 18
specialty stores 67
specialty stores 64
discount 18
mass-consumer electronics 45
mass-consumer electronics 34
specialty stores 43
mass-consumer electronics 45
discount 17
mass-consumer electronics 40
discount 16
mass-consumer electronics 59
retail 15
web (ebay) 33
 discount 18
discount 15
discount 32
discount 14
retail 18
retail 21
mass-consumer electronics 30
specialty stores 43
discount 16
mass-consumer electronics 44
mass-consumer electronics 31
discount 16
retail 15
discount 11
mass-consumer electronics 42
specialty stores 52
retail 11
discount 9
retail 19
specialty stores 55
mass-consumer electronics 32
retail 21
discount 20
retail 31
mass-consumer electronics 51
specialty stores 23
discount 19
discount 19
specialty stores 65
discount 14
mass-consumer electronics 38
discount 19
retail 14
discount 14
discount 19
discount 35
discount 14
mass-consumer electronics 50
retail 10
discount 20
discount 32
 discount 15
discount 15
discount 17
specialty stores 81
discount 19
specialty stores 43
retail 22
retail 16
specialty stores 64
retail 19
discount 17
discount 29
retail 21
mass-consumer electronics 42
specialty stores 67
discount 17
discount 36
retail 13
discount 18
discount 10
retail 16
web (ebay) 34
retail 27
retail 17
discount 16
mass-consumer electronics 30
retail 17
mass-consumer electronics 41
retail 20
retail 13
retail 19
discount 15
discount 32
retail 15
discount 23
specialty stores 61
mass-consumer electronics 48
mass-consumer electronics 37
mass-consumer electronics 46
retail 17
retail 34
 retail 17
mass-consumer electronics 44
specialty stores 31
mass-consumer electronics 36
discount 7
specialty stores 72
discount 35
mass-consumer electronics 36
discount 33
mass-consumer electronics 49
specialty stores 42
mass-consumer electronics 48
discount 18
retail 20
mass-consumer electronics 35
retail 12
retail 17
mass-consumer electronics 41
mass-consumer electronics 32
discount 16
discount 15
mass-consumer electronics 54
discount 19
retail 31
retail 35
mass-consumer electronics 55
mass-consumer electronics 35
discount 17
retail 14
discount 16
retail 24
mass-consumer electronics 52
mass-consumer electronics 36
discount 10
retail 18
specialty stores 54
retail 19
specialty stores 62
specialty stores 60
retail 13
mass-consumer electronics 37
 retail 19
mass-consumer electronics 52
retail 21
mass-consumer electronics 36
retail 20
specialty stores 60
discount 31
specialty stores 49
specialty stores 46
retail 16
discount 21
web (ebay) 37
specialty stores 27
retail 18
mass-consumer electronics 46
specialty stores 45
retail 31
retail 11
discount 18
specialty stores 59
discount 20
web (ebay) 35
specialty stores 43
retail 34
mass-consumer electronics 39
retail 16
retail 19
retail 34
retail 31
specialty stores 64
discount 13
web (ebay) 33
retail 15
mass-consumer electronics 44
mass-consumer electronics 40
retail 34
specialty stores 48
discount 25
retail 27
retail 15
retail 21
 retail 16
retail 21
discount 17
retail 12
discount 20
mass-consumer electronics 39
discount 19
specialty stores 65
mass-consumer electronics 36
mass-consumer electronics 48
mass-consumer electronics 48
mass-consumer electronics 39
specialty stores 70
retail 36
web (ebay) 35
specialty stores 46
retail 19
specialty stores 57
discount 21
specialty stores 62
discount 17
retail 18
retail 16
retail 12
retail 13
mass-consumer electronics 38
web (ebay) 37
mass-consumer electronics 47
discount 19
specialty stores 62
retail 18
mass-consumer electronics 43
mass-consumer electronics 40
retail 14
discount 15
discount 16
retail 14
discount 18
retail 33
specialty stores 35
discount 15
 retail 13
mass-consumer electronics 45
mass-consumer electronics 39
discount 15
discount 16
discount 32
specialty stores 84
specialty stores 54
discount 20
retail 17
mass-consumer electronics 43
mass-consumer electronics 28
mass-consumer electronics 47
retail 35
discount 35
retail 17
mass-consumer electronics 41
retail 14
mass-consumer electronics 35
specialty stores 52
mass-consumer electronics 44
web (ebay) 36
discount 15
specialty stores 58
specialty stores 62
mass-consumer electronics 43
retail 18
web (ebay) 33
specialty stores 85
retail 36
discount 15
mass-consumer electronics 50
web (ebay) 36
retail 14
mass-consumer electronics 42
mass-consumer electronics 36
retail 17
retail 19
specialty stores 57
specialty stores 47
discount 22
 discount 18
specialty stores 80
retail 11
specialty stores 69
retail 29
retail 14
retail 19
discount 32
retail 17
retail 17
web (ebay) 34
mass-consumer electronics 44
mass-consumer electronics 42
retail 19
mass-consumer electronics 51
discount 15
discount 33
discount 20
discount 19
discount 20
web (ebay) 32
specialty stores 55
mass-consumer electronics 47
retail 19
discount 12
web (ebay) 36
retail 17
specialty stores 60
discount 19
retail 18
web (ebay) 38
mass-consumer electronics 40
discount 22
discount 11
mass-consumer electronics 45
discount 18
retail 21
discount 15
retail 18
retail 20
specialty stores 77
mass-consumer electronics 37
discount 20
discount 16
retail 29
retail 16
discount 20
retail 17
mass-consumer electronics 45
discount 32
discount 15
discount 21
discount 20
mass-consumer electronics 40
web (ebay) 36
discount 21
discount 19
specialty stores 69
retail 14
retail 34
retail 17
specialty stores 60
specialty stores 36
discount 14
discount 13
discount 44
mass-consumer electronics 35
discount 32
retail 16
mass-consumer electronics 38
specialty stores 52
discount 15
discount 12
discount 15
mass-consumer electronics 50
mass-consumer electronics 42
discount 13
web (ebay) 36
discount 18
retail 13
retail 12
retail 20
 discount 12
discount 12
discount 15
mass-consumer electronics 37
discount 28
mass-consumer electronics 43
discount 16
retail 20
discount 19
discount 36
discount 12
specialty stores 40
retail 15
retail 15
discount 10
mass-consumer electronics 41
retail 23
Monthly Household Spend Purchasing Frequency (every x months)
150 13
163 26
103 13
154 22
161 47
21 32
40 41
75 9
358 1
78 25
66 2
225 20
257 10
48 8
60 39
24 16
44 14
66 8
101 11
83 16
172 17
20 15
168 37
242 43
117 16
73 29
56 32
45 44
154 43
27 8
259 1
24 17
40 5
16 47
64 22
177 34
50 38
40 31
145 45
25 34
 90 43
114 12
78 34
55 26
22 21
61 25
74 15
185 1
136 9
77 4
31 11
72 15
59 36
56 5
30 39
46 22
93 2
49 40
153 46
119 9
53 16
93 33
108 15
50 44
124 16
165 3
117 40
20 35
17 20
45 37
79 21
40 15
334 14
46 8
208 40
114 29
94 4
38 14
211 7
101 1
33 44
 92 28
58 41
195 7
75 11
36 7
191 36
65 18
55 22
60 30
52 43
25 8
54 21
141 38
356 7
73 33
156 28
88 47
23 8
95 18
92 3
173 43
151 6
70 30
35 48
63 30
26 34
48 18
216 7
73 4
49 17
96 8
40 16
70 45
31 37
221 37
109 27
205 9
26 6
46 16
37 38
88 28
 34 41
145 35
73 45
225 13
62 36
43 29
34 21
85 32
34 9
145 1
29 14
143 3
32 4
56 34
63 38
145 37
166 13
74 40
182 31
57 29
40 46
112 28
59 10
54 9
133 6
83 2
31 10
27 21
50 42
72 2
208 36
201 42
142 8
103 11
88 22
162 13
138 6
31 38
299 5
37 18
35 29
 38 22
24 41
128 11
206 36
232 28
51 30
63 37
79 20
144 5
237 11
45 24
16 39
23 3
146 33
76 11
175 46
101 10
65 43
46 7
161 43
23 3
114 30
26 11
41 19
170 2
278 3
33 19
156 2
182 14
96 16
76 22
49 43
35 33
62 26
171 3
176 41
55 40
134 22
49 12
90 9
182 15
 82 8
86 31
64 39
211 15
78 39
55 41
75 9
37 30
45 34
38 29
97 9
84 43
32 14
76 7
26 29
93 45
109 3
85 18
56 9
28 37
343 12
69 34
127 30
45 12
93 24
119 23
110 21
28 47
121 16
159 34
42 29
55 17
86 33
75 4
47 27
124 15
23 12
45 32
258 16
87 10
312 14
 72 46
115 16
58 11
102 42
53 11
166 36
146 43
44 9
165 15
37 44
131 23
267 11
53 27
97 23
377 9
58 11
383 7
89 40
139 26
21 17
34 2
85 21
68 3
46 37
67 47
75 7
73 8
46 12
38 19
144 18
199 30
87 6
51 47
92 40
133 11
18 19
61 16
95 21
60 35
186 30
150 21
 50 26
81 40
200 45
64 28
53 35
39 40
306 4
31 14
61 48
58 12
158 17
74 28
49 25
77 23
26 44
177 16
13 24
47 46
276 8
77 12
82 32
99 23
200 10
59 46
59 36
135 36
98 27
95 31
47 10
46 33
53 20
61 5
55 34
22 29
64 41
45 11
361 3
72 1
47 21
99 19
45 17
 36 26
202 3
71 42
77 39
45 25
23 7
75 40
69 14
47 6
118 6
102 5
64 31
122 13
73 23
165 48
94 14
76 46
33 39
130 46
39 43
86 5
164 13
183 30
41 40
223 8
119 5
129 37
146 28
52 44
76 10
29 12
85 10
119 11
25 13
181 14
155 13
64 14
36 18
44 4
58 34
222 12
 59 24
240 4
55 20
39 48
36 33
128 46
48 29
52 13
119 33
30 17
185 9
95 14
32 17
34 28
137 10
37 5
298 6
351 12
72 5
125 32
61 40
89 11
126 29
91 29
78 41
128 15
124 23
22 32
111 44
42 9
28 2
137 12
44 41
42 24
76 43
106 38
165 24
123 32
112 25
28 5
61 15
 40 7
207 12
63 46
52 27
258 2
63 18
171 42
124 7
41 39
25 35
255 3
58 24
47 14
27 34
182 9
23 16
73 42
99 24
171 7
96 38
199 27
54 3
77 34
122 2
59 41
96 34
79 33
83 30
53 1
161 13
54 14
137 14
99 5
60 19
203 41
154 2
75 16
221 12
35 44
118 24
47 4
187 18
21 31
56 27
47 11
116 33
214 4
83 8
209 46
45 26
18 45
42 21
126 17
139 14
67 40
117 3
132 24
111 7
56 17
46 21
286 14
39 46
74 25
35 17
80 35
28 44
47 24
80 31
114 17
180 14
55 46
66 41
282 5
194 17
173 26
81 47
51 37
39 10
62 27
118 27
123 37
70 38
144 21
62 39
45 44
166 37
109 21
250 15
74 8
139 10
252 14
71 2
58 20
86 30
43 40
43 18
29 29
72 43
221 14
137 17
44 36
94 46
73 46
158 16
87 3
91 43
85 10
67 32
82 9
28 17
29 11
59 34
132 23
43 17
306 5
128 9
194 1
109 38
98 20
58 22
73 2
69 20
50 32
171 7
58 34
63 19
183 4
87 19
56 41
76 12
54 31
57 24
31 19
133 17
41 10
20 37
146 33
35 29
46 35
178 31
41 6
64 2
90 6
68 41
66 35
125 17
44 45
84 27
119 36
76 32
88 4
95 8
192 12
69 31
43 43
107 13
56 3
137 20
183 7
132 27
30 11
231 2
87 5
43 25
 53 41
29 18
166 14
144 41
71 35
63 37
194 27
32 17
69 37
62 34
74 31
25 35
35 32
169 19
260 3
63 47
97 28
141 24
48 12
20 36
30 17
68 37
43 23
122 12
122 31
32 26
22 5
67 8
47 46
161 42
58 6
51 15
73 34
55 36
85 7
36 21
247 10
119 31
244 3
61 44
39 39
326 8
44 5
55 47
60 25
47 42
225 15
72 10
281 1
124 7
60 8
22 45
61 36
137 21
44 22
366 1
84 10
66 19
95 31
95 7
48 47
37 22
55 38
326 13
63 13
66 37
87 15
92 33
65 42
83 6
224 8
46 22
59 40
103 16
80 2
72 20
33 12
67 31
30 27
75 14
54 40
73 42
 58 45
58 29
98 46
45 2
52 33
34 39
91 25
191 5
73 5
95 23
60 24
53 12
54 36
30 16
80 43
250 6
16 27
14 4
32 2
97 12
113 26
71 27
27 3
147 19
202 26
92 7
26 19
85 26
309 10
70 15
170 48
80 32
44 44
26 21
51 43
57 10
18 20
239 39
23 4
46 23
77 16
 44 4
55 42
21 45
356 11
63 16
191 3
55 5
46 36
84 11
35 41
63 35
70 36
97 38
66 14
332 11
55 4
139 4
65 23
41 25
28 45
47 21
139 19
116 33
26 27
29 47
76 37
23 5
129 25
49 29
24 22
37 46
70 42
120 26
44 2
108 24
92 4
193 37
147 47
152 40
31 47
117 5
 39 41
72 22
60 4
166 38
10 9
148 7
46 17
102 32
39 29
226 31
79 2
71 36
42 25
58 39
53 43
60 5
41 22
93 40
43 41
37 45
20 40
166 27
78 10
111 44
51 43
78 37
145 13
79 48
45 20
25 41
104 8
126 24
81 41
41 5
21 27
70 15
71 44
215 9
190 9
52 17
143 20
 79 25
116 22
80 12
118 43
53 19
81 13
129 7
119 15
160 9
64 4
32 1
60 5
88 1
54 41
211 13
190 9
123 21
15 10
25 25
86 15
85 15
168 41
162 2
55 9
153 32
25 6
30 35
123 5
74 41
234 3
53 23
112 10
60 9
89 33
159 30
167 24
216 4
36 4
69 39
39 48
80 46
 55 23
88 48
44 2
23 4
29 33
161 28
37 33
170 1
118 47
96 18
173 12
117 21
119 13
150 4
53 26
104 15
39 19
181 12
31 12
167 9
26 45
28 6
67 25
27 1
45 36
185 35
104 48
180 18
78 33
173 11
66 17
66 42
190 30
26 41
33 21
68 32
43 41
74 45
88 23
76 12
19 30
 49 10
125 41
112 46
53 25
22 26
75 47
346 1
207 3
32 46
28 5
63 19
32 35
130 29
128 36
138 9
54 31
63 37
50 15
56 40
85 3
66 46
60 42
27 19
109 3
145 15
101 14
36 34
69 33
390 3
139 14
50 45
91 25
70 11
20 35
196 20
139 15
56 47
45 31
100 8
166 15
109 25
 32 31
169 13
30 30
96 10
110 22
38 2
94 18
86 27
60 11
29 45
88 46
77 18
171 25
86 10
126 46
57 21
75 20
64 32
83 5
69 26
78 9
125 2
135 34
53 12
31 17
118 33
68 36
166 2
53 6
29 19
46 38
90 17
52 8
41 15
218 45
86 45
61 47
31 15
74 21
82 19
308 14
149 23
31 23
61 35
85 19
31 26
30 34
74 13
81 33
56 39
56 23
97 30
63 31
154 40
62 39
102 13
61 10
259 2
18 20
145 37
69 8
95 10
114 10
34 7
43 35
117 39
96 29
58 20
34 39
45 43
245 8
55 12
57 26
27 35
235 24
177 30
44 4
102 48
38 15
53 4
24 43
28 47
 50 27
45 38
59 24
134 44
77 3
113 25
69 3
47 26
82 20
151 47
54 38
123 11
54 21
73 21
29 11
55 23
104 1
Technology Adoption TV Viewing (hours/day)
late 2
late 10
early 0
late 5
late 2
early 1
early 0
early 1
early 0
early 0
early 6
late 5
early 1
early 2
early 1
early 0
early 1
early 2
early 5
early 0
late 8
early 1
late 5
late 8
early 6
early 2
early 2
early 1
late 2
early 1
early 1
early 0
early 1
early 1
late 4
late 11
early 1
early 0
early 5
early 1
early 2
early 0
early 1
early 0
early 0
early 1
early 2
early 1
early 2
early 0
early 1
early 1
early 1
early 4
early 2
early 1
early 1
early 1
late 4
early 2
early 2
late 2
late 4
early 2
early 1
early 0
early 2
early 1
early 1
early 1
early 2
early 2
early 2
early 0
late 7
late 6
early 2
early 0
early 1
early 3
early 1
early 1
early 2
early 1
early 1
early 2
late 13
early 1
early 1
early 1
late 13
early 1
early 1
early 3
early 1
late 6
late 12
early 1
early 1
late 0
early 1
late 13
early 2
early 1
early 1
early 0
early 1
early 0
early 2
early 2
early 1
early 2
early 0
early 1
early 0
late 11
late 8
early 1
early 2
early 1
early 1
early 0
early 5
late 13
early 1
early 2
late 5
early 1
early 2
early 1
early 2
early 0
early 1
early 1
early 1
late 1
early 0
late 3
early 2
late 6
late 10
early 2
early 1
late 10
early 2
early 5
early 1
early 2
early 2
early 2
early 1
early 1
late 1
late 5
early 1
early 5
early 6
late 12
early 2
early 1
early 0
early 2
early 2
early 0
early 0
early 0
late 5
late 11
early 0
late 5
late 10
early 1
early 2
early 2
early 1
early 1
late 13
early 0
late 13
early 5
early 1
early 2
late 11
early 2
early 0
early 0
early 1
early 1
early 1
early 1
early 4
late 13
early 2
early 3
early 2
early 1
early 0
early 2
late 11
early 1
late 3
early 1
early 0
early 1
early 0
early 2
early 1
early 1
early 1
early 1
early 3
early 2
early 1
early 2
early 1
late 2
early 2
early 2
early 0
early 5
early 0
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 Favorite feature Annual spending on electronics
saving favorite shows to watch as a family 420
saving favorite shows to watch as a family 420
time shifting 768
saving favorite shows to watch as a family 396
saving favorite shows to watch as a family 540
time shifting 168
cool gadget 216
schedule control 276
schedule control 888
schedule control 192
programming/interactive features 456
saving favorite shows to watch as a family 552
cool gadget 636
schedule control 192
cool gadget 168
cool gadget 168
cool gadget 192
cool gadget 168
programming/interactive features 288
time shifting 204
saving favorite shows to watch as a family 564
cool gadget 192
saving favorite shows to watch as a family 456
saving favorite shows to watch as a family 612
programming/interactive features 372
schedule control 216
cool gadget 168
schedule control 204
saving favorite shows to watch as a family 504
time shifting 180
cool gadget 804
cool gadget 228
cool gadget 216
cool gadget 144
saving favorite shows to watch as a family 516
saving favorite shows to watch as a family 492
cool gadget 156
time shifting 204
programming/interactive features 360
schedule control 240
programming/interactive features 384
schedule control 528
time shifting 228
schedule control 156
schedule control 144
time shifting 240
cool gadget 312
cool gadget 612
programming/interactive features 420
cool gadget 228
schedule control 168
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cool gadget 192
programming/interactive features 384
schedule control 228
schedule control 180
cool gadget 228
time shifting 240
saving favorite shows to watch as a family 540
time shifting 720
cool gadget 156
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 420
cool gadget 156
programming/interactive features 324
programming/interactive features 408
programming/interactive features 432
time shifting 144
schedule control 120
schedule control 252
schedule control 216
cool gadget 228
time shifting 936
time shifting 264
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 552
time shifting 600
cool gadget 216
cool gadget 720
programming/interactive features 408
cool gadget 156
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schedule control 204
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time shifting 192
cool gadget 192
saving favorite shows to watch as a family 564
schedule control 192
cool gadget 252
schedule control 216
saving favorite shows to watch as a family 444
time shifting 228
cool gadget 204
programming/interactive features 408
time shifting 900
saving favorite shows to watch as a family 540
saving favorite shows to watch as a family 564
programming/interactive features 360
schedule control 240
saving favorite shows to watch as a family 468
time shifting 636
saving favorite shows to watch as a family 492
schedule control 780
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cool gadget 216
cool gadget 144
time shifting 156
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schedule control 216
schedule control 204
time shifting 804
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cool gadget 180
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saving favorite shows to watch as a family 612
saving favorite shows to watch as a family 408
schedule control 492
time shifting 216
schedule control 192
schedule control 288
time shifting 216
programming/interactive features 360
saving favorite shows to watch as a family 420
cool gadget 204
schedule control 600
saving favorite shows to watch as a family 516
time shifting 192
cool gadget 192
time shifting 240
schedule control 144
programming/interactive features 372
cool gadget 192
schedule control 804
schedule control 228
saving favorite shows to watch as a family 408
cool gadget 168
saving favorite shows to watch as a family 516
time shifting 612
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 492
schedule control 192
cool gadget 192
saving favorite shows to watch as a family 432
cool gadget 264
programming/interactive features 456
time shifting 780
schedule control 624
cool gadget 204
time shifting 156
cool gadget 216
schedule control 660
saving favorite shows to watch as a family 540
saving favorite shows to watch as a family 504
schedule control 564
programming/interactive features 408
programming/interactive features 432
saving favorite shows to watch as a family 420
cool gadget 648
cool gadget 240
schedule control 864
time shifting 168
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cool gadget 948
saving favorite shows to watch as a family 516
saving favorite shows to watch as a family 576
cool gadget 180
saving favorite shows to watch as a family 564
saving favorite shows to watch as a family 468
cool gadget 696
schedule control 660
programming/interactive features 456
cool gadget 144
time shifting 156
saving favorite shows to watch as a family 480
cool gadget 228
saving favorite shows to watch as a family 576
programming/interactive features 420
cool gadget 240
schedule control 240
saving favorite shows to watch as a family 480
schedule control 144
programming/interactive features 360
time shifting 168
cool gadget 192
time shifting 576
cool gadget 804
cool gadget 276
programming/interactive features 396
saving favorite shows to watch as a family 528
programming/interactive features 384
programming/interactive features 324
cool gadget 204
schedule control 180
schedule control 240
schedule control 660
saving favorite shows to watch as a family 492
schedule control 156
saving favorite shows to watch as a family 444
schedule control 228
time shifting 252
time shifting 684
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cool gadget 216
time shifting 168
cool gadget 780
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cool gadget 192
programming/interactive features 468
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cool gadget 228
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saving favorite shows to watch as a family 540
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time shifting 516
cool gadget 156
programming/interactive features 396
schedule control 564
time shifting 216
time shifting 240
cool gadget 180
cool gadget 888
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saving favorite shows to watch as a family 540
programming/interactive features 348
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 528
programming/interactive features 384
time shifting 156
saving favorite shows to watch as a family 420
saving favorite shows to watch as a family 492
schedule control 252
saving favorite shows to watch as a family 420
saving favorite shows to watch as a family 456
programming/interactive features 384
schedule control 204
saving favorite shows to watch as a family 480
time shifting 192
schedule control 252
time shifting 732
schedule control 852
time shifting 792
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schedule control 456
cool gadget 204
saving favorite shows to watch as a family 600
schedule control 216
programming/interactive features 408
saving favorite shows to watch as a family 540
schedule control 168
time shifting 984
time shifting 144
programming/interactive features 444
time shifting 852
time shifting 240
saving favorite shows to watch as a family 456
schedule control 912
cool gadget 552
schedule control 1008
schedule control 228
saving favorite shows to watch as a family 396
time shifting 168
time shifting 192
saving favorite shows to watch as a family 420
time shifting 216
programming/interactive features 336
cool gadget 204
cool gadget 588
time shifting 240
cool gadget 180
schedule control 108
saving favorite shows to watch as a family 444
saving favorite shows to watch as a family 516
time shifting 228
schedule control 252
schedule control 288
time shifting 852
schedule control 168
schedule control 180
saving favorite shows to watch as a family 372
time shifting 240
saving favorite shows to watch as a family 480
saving favorite shows to watch as a family 516
time shifting 168
schedule control 216
saving favorite shows to watch as a family 564
cool gadget 228
saving favorite shows to watch as a family 348
cool gadget 228
cool gadget 804
schedule control 300
cool gadget 240
programming/interactive features 396
programming/interactive features 384
schedule control 228
cool gadget 192
programming/interactive features 312
time shifting 228
saving favorite shows to watch as a family 564
cool gadget 120
saving favorite shows to watch as a family 408
cool gadget 1056
time shifting 624
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cool gadget 276
schedule control 612
programming/interactive features 420
schedule control 192
saving favorite shows to watch as a family 516
time shifting 240
cool gadget 312
time shifting 132
schedule control 192
schedule control 228
schedule control 168
programming/interactive features 456
time shifting 156
saving favorite shows to watch as a family 432
time shifting 204
cool gadget 996
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saving favorite shows to watch as a family 420
saving favorite shows to watch as a family 444
schedule control 168
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cool gadget 660
cool gadget 240
programming/interactive features 408
cool gadget 192
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time shifting 180
cool gadget 468
programming/interactive features 372
time shifting 552
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time shifting 252
saving favorite shows to watch as a family 600
cool gadget 180
programming/interactive features 420
schedule control 864
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saving favorite shows to watch as a family 564
time shifting 144
cool gadget 216
time shifting 720
programming/interactive features 444
cool gadget 216
cool gadget 696
programming/interactive features 384
saving favorite shows to watch as a family 480
saving favorite shows to watch as a family 456
schedule control 168
time shifting 504
cool gadget 216
cool gadget 204
schedule control 804
cool gadget 240
time shifting 660
programming/interactive features 408
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cool gadget 228
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time shifting 540
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schedule control 648
cool gadget 180
time shifting 180
time shifting 228
saving favorite shows to watch as a family 552
cool gadget 192
programming/interactive features 396
programming/interactive features 420
schedule control 180
cool gadget 852
programming/interactive features 336
time shifting 180
time shifting 180
programming/interactive features 468
cool gadget 204
time shifting 828
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schedule control 216
saving favorite shows to watch as a family 612
time shifting 216
time shifting 696
programming/interactive features 324
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cool gadget 720
programming/interactive features 432
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saving favorite shows to watch as a family 480
schedule control 216
cool gadget 192
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programming/interactive features 336
cool gadget 264
saving favorite shows to watch as a family 432
saving favorite shows to watch as a family 516
programming/interactive features 384
programming/interactive features 372
time shifting 264
saving favorite shows to watch as a family 528
schedule control 204
time shifting 780
cool gadget 204
schedule control 228
schedule control 720
schedule control 192
saving favorite shows to watch as a family 420
time shifting 468
cool gadget 204
schedule control 192
time shifting 876
schedule control 168
cool gadget 204
time shifting 216
schedule control 1020
schedule control 156
programming/interactive features 396
programming/interactive features 420
schedule control 648
programming/interactive features 396
saving favorite shows to watch as a family 528
time shifting 204
time shifting 192
programming/interactive features 408
schedule control 144
saving favorite shows to watch as a family 564
cool gadget 252
saving favorite shows to watch as a family 444
time shifting 168
saving favorite shows to watch as a family 504
saving favorite shows to watch as a family 468
schedule control 780
time shifting 600
cool gadget 192
saving favorite shows to watch as a family 552
cool gadget 756
cool gadget 216
schedule control 708
programming/interactive features 372
programming/interactive features 408
schedule control 216
saving favorite shows to watch as a family 480
schedule control 228
cool gadget 228
schedule control 204
saving favorite shows to watch as a family 480
time shifting 624
programming/interactive features 420
saving favorite shows to watch as a family 600
schedule control 180
cool gadget 168
schedule control 276
programming/interactive features 384
saving favorite shows to watch as a family 564
saving favorite shows to watch as a family 468
schedule control 576
saving favorite shows to watch as a family 456
schedule control 720
time shifting 168
cool gadget 264
cool gadget 732
time shifting 216
cool gadget 216
time shifting 228
saving favorite shows to watch as a family 432
time shifting 228
cool gadget 168
cool gadget 252
programming/interactive features 420
cool gadget 780
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cool gadget 216
cool gadget 900
saving favorite shows to watch as a family 648
saving favorite shows to watch as a family 432
saving favorite shows to watch as a family 504
cool gadget 156
schedule control 228
saving favorite shows to watch as a family 468
programming/interactive features 408
saving favorite shows to watch as a family 516
cool gadget 288
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cool gadget 180
time shifting 216
saving favorite shows to watch as a family 540
programming/interactive features 480
cool gadget 684
schedule control 204
cool gadget 792
schedule control 864
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time shifting 216
cool gadget 228
schedule control 240
cool gadget 216
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schedule control 732
saving favorite shows to watch as a family 552
time shifting 144
programming/interactive features 348
cool gadget 240
cool gadget 588
cool gadget 264
programming/interactive features 348
schedule control 204
saving favorite shows to watch as a family 408
time shifting 648
cool gadget 216
time shifting 252
cool gadget 264
saving favorite shows to watch as a family 552
time shifting 204
schedule control 900
programming/interactive features 432
time shifting 564
cool gadget 276
time shifting 240
programming/interactive features 372
time shifting 528
time shifting 216
programming/interactive features 408
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time shifting 216
cool gadget 168
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saving favorite shows to watch as a family 396
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cool gadget 228
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time shifting 276
time shifting 216
saving favorite shows to watch as a family 468
time shifting 228
time shifting 180
saving favorite shows to watch as a family 432
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cool gadget 192
saving favorite shows to watch as a family 564
schedule control 192
cool gadget 192
programming/interactive features 408
time shifting 216
time shifting 204
saving favorite shows to watch as a family 528
programming/interactive features 444
programming/interactive features 420
saving favorite shows to watch as a family 516
programming/interactive features 420
schedule control 564
cool gadget 264
time shifting 828
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time shifting 192
cool gadget 312
cool gadget 252
programming/interactive features 384
cool gadget 540
saving favorite shows to watch as a family 612
schedule control 180
schedule control 660
cool gadget 216
schedule control 216
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time shifting 120
saving favorite shows to watch as a family 456
programming/interactive features 420
saving favorite shows to watch as a family 480
time shifting 168
saving favorite shows to watch as a family 468
cool gadget 120
time shifting 180
time shifting 216
saving favorite shows to watch as a family 516
cool gadget 156
schedule control 156
saving favorite shows to watch as a family 504
schedule control 720
cool gadget 180
saving favorite shows to watch as a family 492
saving favorite shows to watch as a family 528
programming/interactive features 396
cool gadget 156
schedule control 216
time shifting 216
time shifting 168
cool gadget 792
saving favorite shows to watch as a family 480
cool gadget 228
cool gadget 192
time shifting 180
schedule control 168
programming/interactive features 408
cool gadget 180
schedule control 180
schedule control 204
time shifting 144
cool gadget 204
programming/interactive features 384
schedule control 660
saving favorite shows to watch as a family 408
cool gadget 588
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cool gadget 156
schedule control 924
cool gadget 264
cool gadget 216
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time shifting 168
cool gadget 612
schedule control 216
schedule control 996
cool gadget 720
cool gadget 192
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time shifting 204
saving favorite shows to watch as a family 444
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schedule control 960
cool gadget 204
time shifting 192
programming/interactive features 336
cool gadget 240
cool gadget 168
saving favorite shows to watch as a family 372
programming/interactive features 420
time shifting 876
time shifting 252
schedule control 180
schedule control 540
programming/interactive features 336
time shifting 216
cool gadget 804
cool gadget 768
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saving favorite shows to watch as a family 540
saving favorite shows to watch as a family 408
cool gadget 516
saving favorite shows to watch as a family 540
cool gadget 204
saving favorite shows to watch as a family 480
time shifting 192
saving favorite shows to watch as a family 708
schedule control 180
programming/interactive features 396
schedule control 216
time shifting 180
programming/interactive features 384
time shifting 168
cool gadget 216
schedule control 252
saving favorite shows to watch as a family 360
cool gadget 516
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saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 372
schedule control 192
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cool gadget 132
saving favorite shows to watch as a family 504
time shifting 624
cool gadget 132
schedule control 108
schedule control 228
time shifting 660
saving favorite shows to watch as a family 384
schedule control 252
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programming/interactive features 372
saving favorite shows to watch as a family 612
schedule control 276
cool gadget 228
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time shifting 780
cool gadget 168
saving favorite shows to watch as a family 456
cool gadget 228
cool gadget 168
schedule control 168
time shifting 228
programming/interactive features 420
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saving favorite shows to watch as a family 600
time shifting 120
time shifting 240
programming/interactive features 384
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cool gadget 180
time shifting 204
schedule control 972
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cool gadget 516
time shifting 264
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cool gadget 768
schedule control 228
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programming/interactive features 348
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saving favorite shows to watch as a family 504
schedule control 804
schedule control 204
programming/interactive features 432
schedule control 156
schedule control 216
schedule control 120
schedule control 192
programming/interactive features 408
cool gadget 324
schedule control 204
time shifting 192
saving favorite shows to watch as a family 360
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saving favorite shows to watch as a family 492
schedule control 240
schedule control 156
cool gadget 228
schedule control 180
programming/interactive features 384
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cool gadget 276
time shifting 732
saving favorite shows to watch as a family 576
saving favorite shows to watch as a family 444
saving favorite shows to watch as a family 552
time shifting 204
programming/interactive features 408
time shifting 204
saving favorite shows to watch as a family 528
schedule control 372
saving favorite shows to watch as a family 432
cool gadget 84
time shifting 864
programming/interactive features 420
saving favorite shows to watch as a family 432
programming/interactive features 396
saving favorite shows to watch as a family 588
time shifting 504
saving favorite shows to watch as a family 576
cool gadget 216
cool gadget 240
saving favorite shows to watch as a family 420
time shifting 144
cool gadget 204
saving favorite shows to watch as a family 492
saving favorite shows to watch as a family 384
cool gadget 192
cool gadget 180
saving favorite shows to watch as a family 648
time shifting 228
programming/interactive features 372
programming/interactive features 420
saving favorite shows to watch as a family 660
saving favorite shows to watch as a family 420
schedule control 204
schedule control 168
cool gadget 192
cool gadget 288
saving favorite shows to watch as a family 624
saving favorite shows to watch as a family 432
schedule control 120
schedule control 216
time shifting 648
time shifting 228
cool gadget 744
time shifting 720
time shifting 156
saving favorite shows to watch as a family 444
schedule control 228
saving favorite shows to watch as a family 624
schedule control 252
saving favorite shows to watch as a family 432
schedule control 240
schedule control 720
programming/interactive features 372
cool gadget 588
time shifting 552
time shifting 192
time shifting 252
programming/interactive features 444
schedule control 324
cool gadget 216
saving favorite shows to watch as a family 552
schedule control 540
programming/interactive features 372
cool gadget 132
time shifting 216
schedule control 708
schedule control 240
programming/interactive features 420
cool gadget 516
programming/interactive features 408
saving favorite shows to watch as a family 468
schedule control 192
cool gadget 228
programming/interactive features 408
programming/interactive features 372
cool gadget 768
cool gadget 156
programming/interactive features 396
time shifting 180
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 480
programming/interactive features 408
time shifting 576
time shifting 300
time shifting 324
time shifting 180
cool gadget 252
cool gadget 192
time shifting 252
cool gadget 204
time shifting 144
schedule control 240
saving favorite shows to watch as a family 468
cool gadget 228
cool gadget 780
saving favorite shows to watch as a family 432
saving favorite shows to watch as a family 576
saving favorite shows to watch as a family 576
saving favorite shows to watch as a family 468
cool gadget 840
programming/interactive features 432
programming/interactive features 420
cool gadget 552
schedule control 228
cool gadget 684
time shifting 252
time shifting 744
schedule control 204
time shifting 216
time shifting 192
schedule control 144
cool gadget 156
saving favorite shows to watch as a family 456
programming/interactive features 444
saving favorite shows to watch as a family 564
cool gadget 228
cool gadget 744
schedule control 216
saving favorite shows to watch as a family 516
saving favorite shows to watch as a family 480
time shifting 168
schedule control 180
schedule control 192
schedule control 168
schedule control 216
programming/interactive features 396
cool gadget 420
schedule control 180
time shifting 156
saving favorite shows to watch as a family 540
saving favorite shows to watch as a family 468
schedule control 180
cool gadget 192
programming/interactive features 384
time shifting 1008
schedule control 648
time shifting 240
schedule control 204
saving favorite shows to watch as a family 516
saving favorite shows to watch as a family 336
saving favorite shows to watch as a family 564
programming/interactive features 420
programming/interactive features 420
cool gadget 204
saving favorite shows to watch as a family 492
time shifting 168
saving favorite shows to watch as a family 420
schedule control 624
saving favorite shows to watch as a family 528
programming/interactive features 432
schedule control 180
time shifting 696
time shifting 744
saving favorite shows to watch as a family 516
schedule control 216
programming/interactive features 396
time shifting 1020
programming/interactive features 432
time shifting 180
saving favorite shows to watch as a family 600
programming/interactive features 432
schedule control 168
saving favorite shows to watch as a family 504
saving favorite shows to watch as a family 432
time shifting 204
schedule control 228
schedule control 684
schedule control 564
schedule control 264
cool gadget 216
cool gadget 960
time shifting 132
time shifting 828
programming/interactive features 348
cool gadget 168
schedule control 228
programming/interactive features 384
cool gadget 204
time shifting 204
programming/interactive features 408
saving favorite shows to watch as a family 528
saving favorite shows to watch as a family 504
schedule control 228
saving favorite shows to watch as a family 612
schedule control 180
programming/interactive features 396
time shifting 240
time shifting 228
cool gadget 240
programming/interactive features 384
cool gadget 660
saving favorite shows to watch as a family 564
time shifting 228
time shifting 144
programming/interactive features 432
cool gadget 204
time shifting 720
cool gadget 228
time shifting 216
programming/interactive features 456
saving favorite shows to watch as a family 480
time shifting 264
schedule control 132
saving favorite shows to watch as a family 540
time shifting 216
time shifting 252
schedule control 180
schedule control 216
time shifting 240
schedule control 924
saving favorite shows to watch as a family 444
time shifting 240
schedule control 192
programming/interactive features 348
time shifting 192
time shifting 240
cool gadget 204
saving favorite shows to watch as a family 540
programming/interactive features 384
time shifting 180
time shifting 252
schedule control 240
saving favorite shows to watch as a family 480
programming/interactive features 432
schedule control 252
schedule control 228
time shifting 828
time shifting 168
programming/interactive features 408
time shifting 204
cool gadget 720
time shifting 432
schedule control 168
schedule control 156
programming/interactive features 528
saving favorite shows to watch as a family 420
programming/interactive features 384
schedule control 192
saving favorite shows to watch as a family 456
cool gadget 624
cool gadget 180
cool gadget 144
time shifting 180
saving favorite shows to watch as a family 600
saving favorite shows to watch as a family 504
schedule control 156
programming/interactive features 432
schedule control 216
schedule control 156
schedule control 144
time shifting 240
time shifting 144
time shifting 144
schedule control 180
saving favorite shows to watch as a family 444
programming/interactive features 336
saving favorite shows to watch as a family 516
cool gadget 192
schedule control 240
schedule control 228
programming/interactive features 432
time shifting 144
cool gadget 480
schedule control 180
schedule control 180
schedule control 120
saving favorite shows to watch as a family 492
cool gadget 276
Spending as % income
0.86%
0.91%
1.32%
0.78%
1.17%
0.54%
0.65%
0.95%
1.56%
0.64%
1.57%
1.13%
0.99%
0.71%
0.62%
0.51%
0.62%
0.60%
0.99%
0.73%
1.13%
0.62%
0.93%
1.28%
1.43%
0.77%
0.48%
0.73%
1.10%
0.72%
1.44%
0.71%
0.65%
0.48%
1.23%
1.07%
0.65%
0.73%
1.24%
0.69%
1.28%
0.98%
0.95%
0.49%
0.55%
0.73%
0.53%
1.28%
1.50%
0.81%
0.65%
0.81%
0.62%
1.16%
0.74%
0.50%
0.79%
0.89%
1.10%
1.60%
0.54%
1.15%
0.79%
0.60%
1.20%
1.20%
1.54%
0.45%
0.43%
0.90%
0.74%
0.74%
1.77%
0.88%
0.96%
1.23%
1.09%
0.86%
1.13%
1.28%
0.50%
0.90%
0.62%
1.47%
0.64%
0.62%
1.11%
0.69%
0.84%
0.80%
0.91%
0.88%
0.64%
1.17%
1.67%
1.15%
1.15%
1.24%
0.80%
0.85%
1.14%
1.07%
1.42%
0.98%
0.80%
0.77%
0.48%
0.49%
1.27%
0.80%
0.66%
1.49%
0.89%
0.55%
0.68%
1.13%
0.87%
0.89%
0.74%
0.69%
0.93%
0.68%
1.09%
0.86%
0.64%
1.09%
1.12%
0.56%
0.74%
0.80%
0.45%
1.13%
0.66%
1.52%
0.88%
0.91%
0.70%
1.08%
1.25%
1.04%
0.91%
0.64%
0.62%
0.94%
0.78%
1.43%
1.50%
1.16%
0.76%
0.50%
0.64%
1.18%
1.23%
1.10%
1.03%
1.41%
1.49%
0.82%
1.35%
0.83%
1.57%
0.58%
0.64%
0.54%
0.71%
1.66%
0.94%
1.18%
0.62%
1.31%
1.00%
1.29%
1.20%
1.57%
0.50%
0.50%
0.94%
0.81%
1.15%
1.40%
0.75%
0.92%
0.96%
0.40%
1.00%
0.54%
0.52%
1.15%
1.41%
0.86%
1.37%
1.12%
1.28%
1.20%
0.76%
0.56%
0.96%
1.14%
1.09%
0.46%
0.87%
0.71%
1.01%
1.24%
0.76%
0.77%
0.58%
1.73%
0.98%
0.74%
1.67%
0.71%
0.58%
0.91%
0.94%
1.10%
0.69%
1.01%
0.49%
1.13%
1.03%
0.80%
0.86%
0.55%
1.53%
0.49%
1.15%
1.05%
1.12%
1.20%
1.48%
0.47%
0.89%
0.91%
0.87%
0.95%
0.93%
1.13%
0.62%
0.98%
0.55%
0.87%
1.33%
1.52%
1.39%
0.90%
0.83%
0.78%
1.18%
0.83%
1.20%
1.17%
0.58%
1.79%
0.55%
1.35%
1.70%
0.86%
0.93%
1.79%
1.02%
1.71%
0.76%
0.86%
0.49%
0.53%
0.79%
0.94%
1.12%
0.73%
1.07%
0.86%
0.62%
0.36%
0.87%
1.17%
0.63%
1.01%
0.99%
1.52%
0.56%
0.60%
0.66%
0.86%
0.98%
1.08%
0.51%
0.64%
1.13%
0.67%
0.77%
0.81%
1.55%
0.58%
0.73%
1.37%
1.60%
0.81%
0.66%
1.01%
0.76%
1.28%
0.44%
0.82%
1.96%
1.13%
1.09%
0.89%
1.11%
1.56%
0.55%
1.12%
0.65%
0.92%
0.47%
0.74%
0.81%
0.58%
1.52%
0.54%
0.86%
0.78%
1.88%
0.60%
0.86%
0.93%
0.60%
0.45%
1.38%
1.00%
1.32%
0.74%
0.84%
0.53%
0.88%
1.16%
0.99%
1.12%
0.70%
1.33%
0.51%
1.40%
1.44%
0.67%
0.72%
1.23%
0.48%
0.72%
1.33%
1.31%
0.83%
1.20%
1.28%
0.87%
1.09%
0.56%
0.84%
0.77%
0.73%
1.30%
0.89%
1.47%
1.41%
0.70%
0.65%
0.66%
0.86%
0.89%
0.80%
1.22%
0.58%
0.58%
0.69%
1.38%
0.71%
1.32%
1.40%
0.72%
1.55%
1.05%
0.69%
0.62%
1.51%
0.60%
1.59%
1.58%
0.60%
1.36%
0.80%
1.27%
1.16%
0.73%
0.62%
1.26%
1.54%
0.80%
0.98%
0.74%
0.74%
1.57%
0.53%
1.20%
1.10%
0.88%
1.10%
1.37%
1.38%
0.94%
1.10%
0.62%
1.30%
0.68%
0.67%
1.24%
0.83%
0.91%
0.78%
0.70%
0.55%
1.90%
0.51%
0.73%
0.70%
1.76%
0.50%
1.37%
1.35%
1.30%
1.41%
1.04%
0.73%
0.58%
1.20%
0.51%
1.13%
0.79%
0.81%
0.43%
1.17%
1.09%
0.11%
1.02%
0.60%
1.13%
1.35%
0.68%
1.31%
1.28%
1.24%
0.68%
0.91%
0.84%
0.76%
0.70%
0.94%
1.20%
1.45%
1.28%
0.56%
0.70%
0.95%
1.60%
1.15%
0.98%
0.94%
0.99%
1.38%
0.58%
1.02%
1.24%
0.74%
0.74%
0.76%
0.88%
0.71%
0.65%
0.87%
1.83%
1.47%
0.60%
0.65%
1.76%
1.41%
0.98%
1.03%
0.54%
0.74%
0.90%
1.20%
1.05%
0.96%
1.04%
0.64%
0.65%
1.17%
1.66%
1.32%
0.70%
1.47%
1.57%
0.84%
0.90%
0.79%
0.69%
0.70%
0.68%
0.51%
1.28%
1.10%
0.60%
1.16%
0.96%
1.20%
0.98%
1.09%
0.73%
0.87%
1.20%
0.80%
0.87%
0.78%
1.20%
0.60%
1.64%
1.60%
0.94%
0.86%
0.83%
1.20%
0.94%
0.77%
1.46%
1.12%
0.68%
0.54%
1.22%
0.79%
0.51%
0.84%
0.78%
1.02%
0.65%
0.98%
0.95%
0.67%
0.88%
0.60%
0.56%
1.15%
0.62%
0.74%
1.36%
0.65%
0.66%
1.17%
1.71%
1.20%
1.08%
1.50%
1.01%
0.88%
1.45%
0.64%
0.71%
0.58%
0.84%
1.20%
0.93%
1.28%
0.50%
1.18%
0.74%
0.94%
0.62%
0.44%
0.86%
1.35%
0.98%
0.54%
0.87%
0.41%
0.58%
0.72%
0.96%
0.50%
0.52%
0.97%
1.33%
0.55%
0.96%
1.17%
1.28%
0.52%
0.83%
0.72%
0.62%
1.34%
0.96%
0.69%
0.60%
0.55%
0.58%
1.36%
0.55%
0.56%
0.73%
0.39%
0.73%
1.16%
1.06%
0.89%
1.23%
0.81%
0.56%
1.47%
1.02%
0.60%
0.52%
0.51%
1.09%
0.64%
1.78%
1.33%
0.66%
0.67%
0.57%
0.87%
0.44%
1.75%
0.60%
0.77%
1.05%
0.75%
0.51%
0.81%
1.35%
1.46%
0.79%
0.58%
1.06%
0.99%
0.74%
1.55%
1.48%
0.62%
1.02%
0.89%
1.08%
1.23%
0.62%
0.92%
0.62%
1.65%
0.69%
1.41%
0.68%
0.60%
1.42%
0.70%
0.72%
0.81%
0.77%
0.99%
0.60%
1.08%
0.78%
0.55%
0.64%
0.49%
1.12%
1.11%
0.39%
0.42%
0.58%
1.10%
0.80%
0.79%
0.75%
1.55%
1.15%
0.49%
0.76%
0.76%
1.44%
0.76%
1.01%
0.84%
0.65%
0.62%
0.81%
1.45%
0.67%
1.33%
0.39%
0.75%
1.32%
0.60%
0.69%
0.66%
1.83%
0.71%
0.91%
0.94%
0.64%
1.40%
0.88%
0.73%
1.02%
0.79%
1.01%
1.44%
0.60%
1.31%
0.50%
0.74%
0.39%
0.64%
1.24%
1.25%
0.68%
0.69%
0.88%
0.58%
1.20%
0.80%
0.50%
0.74%
0.51%
1.32%
0.49%
0.99%
1.41%
1.18%
0.91%
1.13%
0.57%
1.36%
0.82%
1.12%
0.64%
0.82%
0.28%
1.54%
1.56%
0.94%
1.28%
1.11%
1.07%
1.20%
0.62%
1.09%
0.82%
0.48%
0.78%
0.96%
0.87%
0.62%
0.58%
1.30%
0.81%
1.24%
1.50%
1.47%
0.88%
0.73%
0.67%
0.60%
1.15%
1.39%
0.90%
0.36%
0.74%
1.20%
0.67%
1.58%
1.29%
0.46%
0.91%
0.76%
1.30%
0.72%
0.98%
0.80%
1.26%
1.55%
1.18%
0.99%
0.64%
0.93%
1.71%
0.58%
0.72%
1.04%
0.90%
1.16%
0.43%
0.83%
1.29%
0.83%
1.20%
0.99%
1.32%
0.96%
0.69%
0.71%
1.36%
1.38%
1.48%
0.52%
1.41%
0.64%
1.15%
1.07%
1.51%
1.03%
1.11%
1.25%
0.58%
0.84%
0.60%
0.81%
0.60%
0.48%
0.92%
0.98%
0.76%
1.24%
0.92%
1.11%
1.25%
0.92%
1.53%
1.60%
1.45%
1.02%
0.81%
1.37%
0.87%
1.28%
0.68%
0.72%
0.60%
0.53%
0.52%
1.01%
1.43%
1.15%
0.74%
1.38%
0.68%
1.23%
1.02%
0.70%
0.51%
0.60%
0.60%
0.70%
1.24%
0.89%
0.62%
0.60%
1.29%
1.00%
0.69%
0.62%
1.32%
1.94%
1.27%
0.73%
0.73%
1.15%
0.69%
1.20%
1.62%
1.40%
0.68%
1.09%
0.51%
0.82%
1.25%
1.08%
1.66%
0.53%
1.14%
1.43%
1.10%
0.58%
1.52%
1.76%
1.31%
0.56%
1.33%
1.60%
0.51%
1.10%
0.90%
0.66%
0.74%
1.27%
1.08%
0.83%
0.80%
1.63%
0.49%
1.59%
1.09%
0.62%
0.67%
1.37%
0.78%
0.73%
1.41%
1.15%
1.07%
0.69%
1.20%
0.60%
1.24%
0.77%
0.71%
0.86%
1.42%
0.10%
1.28%
0.84%
0.55%
1.49%
0.73%
1.36%
0.69%
0.62%
1.52%
0.94%
0.91%
0.44%
1.08%
0.62%
0.76%
0.60%
0.60%
0.73%
1.68%
0.93%
0.86%
0.60%
0.99%
0.60%
0.75%
0.85%
1.13%
1.13%
0.58%
0.87%
0.71%
1.00%
1.49%
0.70%
0.88%
1.53%
0.58%
1.51%
0.85%
1.33%
0.80%
0.56%
0.49%
1.76%
0.88%
1.37%
0.71%
0.86%
1.18%
0.62%
0.48%
0.67%
1.30%
1.07%
0.49%
1.35%
0.70%
0.52%
0.50%
0.77%
0.58%
0.55%
0.58%
0.87%
1.34%
1.17%
0.74%
0.71%
0.79%
1.44%
0.46%
0.91%
0.62%
0.56%
0.43%
1.00%
0.84%
Feature Segmentation parameters
Gender Demographic
Marital Status Demographicc
Work Status Demographic
Education Demographic
Annual Income (x1000 $) Demographic
Age Demographic
Location Geographical
Purchasing Decision-maker Purchasing
Purchasing Location Purchasing
Monthly Electronics Spend Purchasing
Monthly Household Spend Purchasing
Purchasing Frequency (every x months) Behavioural
Technology Adoption Attitude
TV Viewing (hours/day) Others - Geographical
Favorite feature Behavioural
Segmentation parameters
Demographicc
Purchasing
Behavioural
Attitude
Others
3. Create a table for each attribute (e.g., Gender) and record the percentage of responses for each a
% of respondents answering "male" and % answering “female”).

Gender Count - Gender Row Labels Count of Marital Status

female 46.45% married 72.00%
male 53.55% single 28.00%
Total Result 100.00% Grand Total 100.00%

Work Status Count - Work Status

none 35.04%
professional 64.96% Row Labels Count of Location
Total Result 100.00% Alabama 0.60%
Alaska 0.50%
Arizona 4.30%
Arkansas 0.40%
California 4.10%
Colorado 3.90%
Row Labels Count of Age Connecticut 3.70%
18-25 12.50% Delaware 4.50%
26-33 15.20% Florida 3.50%
34-41 11.70% Georgia 2.70%
42-49 11.70% Hawaii 4.50%
50-57 13.80% Idaho 4.30%
58-65 13.60% Illinois 3.40%
66-73 11.30% Indiana 0.60%
74-81 10.20% Iowa 0.30%
Grand Total 100.00% Kansas 0.60%
Kentucky 0.60%
Louisiana 0.50%
Maine 4.10%
Maryland 3.90%
Massachusetts 3.80%
Michigan 0.60%
Minnesota 0.20%
Mississippi 0.20%
Missouri 0.80%
Montana 0.70%
Nebraska 0.10%
Nevada 3.70%
New Hampshire 3.50%
New Jersey 3.50%
New Mexico 0.50%
New York 3.90%
North Carolina 0.80%
North Dakota 1.00%
Ohio 0.30%
Oklahoma 0.30%
Oregon 1.00%
Pennsylvania 5.00%
Rhode Island 2.70%
South Carolina 0.60%
South Dakota 0.40%
Tennessee 3.20%
Texas 0.70%
Utah 0.90%
Vermont 4.30%
Virginia 0.40%
Washington 4.30%
West Virginia 0.80%
Wisconsin 0.40%
Wyoming 0.40%
Grand Total 100.00%
age of responses for each answer (e.g.,

nt of Marital Status Row LabelsCount of Work Status

none 35.00%
professiona 65.00%
Grand Total 100.00%

Row LabelsCount of Annual Income (x1000 $)

26 9.33%
nt of Location 27 10.91%
28 14.88%
29 14.48%
30 15.87%
31 13.10%
32 12.30%
33 9.13%
Grand Total 100.00%

Row LabelsCount of Purchasing DRow LabelsCount of TV Viewing (hours/day)

family 56.00% 0 17.50%
single 44.00% 1 36.20%
Grand Total 100.00% 2 23.20%
3 3.20%
Row LabelsCount of Purchasing L 4 4.50%
discount 29.30% 5 4.40%
mass-consu 20.00% 6 2.20%
retail 29.40% 7 0.90%
specialty st 17.00% 8 1.00%
web (ebay) 4.30% 9 0.90%
Grand Total 100.00% 10 1.50%
11 2.00%
12 0.70%
Row LabelsCount of Technology A13 1.40%
early 800 14 0.40%
late 200 Grand Total 100.00%
Grand Total 1000
4. Answer the following questions. In Excel, you may sort, filter, or use pivot tables, or you may

a. How many married men who are early adopters can afford to purchase a TiVo for $499 and on
next two years ?

Answer 118

b. How many women with education of MA or PhD are making purchasing decisions for electron
or because they are making purchasing decisions without the involvement of their spouses?

Answer 55

c.  Among early adopters, how many purchase electronics at least once every year and do so in

Answer 132

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

Seniors watching > 6 hrs of TV 20 Using filter

Income range 41,000 - 55,000

Average annual income 48,600

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
tables, or you may use another method and record your answers.

iVo for $499 and on average have enough money to purchase another electronic gadget in the

cisions for electronics without discussing them with a spouse, either because they are single,
f their spouses?

y year and do so in stores that specialize in electronics?

watching TV? What is their income range? What is their average annual income?
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 husband’s 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
Education - multiple -
Purchasing Decision-maker single

Gender female

Count - ID
55
 55

132
 20

41,000 - 55,000

No

N/A
Marital Status married
Gender male

Annual spending on electronics - multiple -

Purchasing Frequency (every x months) - multiple -
Technology Adoption early

Count - ID

119
Purchasing Frequency (every x months) - multiple -
Technology Adoption early
Purchasing Location specialty stores

Count - ID
141
5. Correlate Annual income with Age. What is the correlation (or r squared)? If you use the CORRE
Analysis Toolpak add-in in Excel, they return r, which will need to be squared. You may also use an
calculate the correlation.

If you are unsure how correlation is calculated, check the formulas here:
http://onlinestatbook.com/2/describing_bivariate_data/calculation.html

Correlation 0.13246527589 0.01754704932

squared)? If you use the CORREL function or the
be squared. You may also use any other method to

s here:
6. For the attributes Gender and Annual income:

a. Code Gender as a number. What is the correlation between it and Annual

income?

Correlation 0.0674726227 0.004553

b. Explain why it makes no difference which numbers are used to code Gender or
other non-numeric attributes.
We first assigns a value to gender. As there are only 2 values for gender, excel correlates how those 2
numbers vary with annual income , It is the degree of variance of how the first number(male for ex)
varies with the second number annual income.

So for example we are checking with "9" and "7". We check how 9 and 7 varies with the values. The
value of 9 and 7 doesn't make a difference here as we just want to know the difference of variation
between the two values of 9 and 7
hose 2
or ex)

. The
ation
7. Repeat the correlation analysis for the following 4 pairs of attributes record
their correlation.

a. Age and Purchasing frequency 

Correlation -0.001293

b. Annual Income and TV Viewing 

Correlation 0.084335 0.007112

c. Education and Favorite Feature 

Correlation -0.174754 0.030539

d. Monthly Electronics Spend and Montly Household Spend

Correlation 0.803806 0.646104

e. Of the four correlations, are any high enough to make one of the attributes
redundant? In other words, you can explain any of the attributes by simply
saying "it behaves like attribute X?”

To a stretch you could say that monthly electronics spend Is directly related to monthly household
spend…However this depends on how strong you want the relationship to be. The above graph is an
approximate of what an R^2 of 0.6 looks like
 1 25
2 30
3 31
4 220

Chart Title
250

220
200

150 R² = 0.624878989700477

100
usehold
raph is an
50
25 30 31

0
0.5 1 1.5 2 2.5 3 3.5 4 4.5
8. Select one or more attributes to use as the basis for generating two segmentation schemes. For
the basis for creating segments based on age ranges. Or you could select two attributes that would
buy versus ability to pay.

As you generate segmentation schemes, Use the data in the "Survey Data" worksheet to fill each c
Remember to try to create segments that are homogenous internally and heterogeneous across se
segments. Not all attributes will be used.

a.   Segmentation Scheme A: Seven segments

Segmentation Scheme A: Seven Segments of TV-Involved Customers

Segment
Segment 2 Segment 3
1
18-26 27-35 36-44
Market size (% of TV-involved households) 15.54% 15.92% 14.13%
Average annual income 32.44 36.097402597 39.4962962963
Description of segment

Most appealing feature/benefit programm saving favorite

ing/intera shows to
ctive watch as a
features family time shifting
Stores shopped for electronics retail discount discount
Average electronics purchase ($) 32.866667 29.532467532 32.2962962963

b.   Segmentation Scheme B: Four segments

Segmentation Scheme B: Four Segments of TV-Involved Customers

Segment
Segment name Segment 2 Segment 3
1
Purchasing Frequency 1-12 13-24 25-36
Market size  (% of TV-involved households) 29.60% 25.60% 22.30%
Average annual income 42.976351 40.94921875 35.79820627803
Description of segment

saving favorite
time schedule
Most appealing feature/benefit shows to watch
shifting control
as a family

specialty
Stores shopped for electronics retail discount
stores
Average electronics purchase ($) 452.87838 375.28125 313.668161435
mentation schemes. For example, you could choose Age as
two attributes that would help you segment by willingness to

" worksheet to fill each cell in the tables shown below.

heterogeneous across segments for the indicated number of

Segment Segment Segment

Segment 4
5 6 7
45-53 54-62 63-71 72-80
13.90% 14.56% 12.94% 13.01%
40.1538461538462 38.741722 38.827338 48.914063

schedule schedule schedule

time shifting control control control
mass-consumer electronics retail discount retail
32.2657342657343 30.529801 29.582734 29.59375

Segment 4
37-48
22.50%
34.7555555555556

saving favorite shows to

watch as a family

retail
317.653333333333
Count - ID Purchasing Location
Age discount
18-26 4.80%
27-35 4.70%
36-44 3.60%

45-53 3.80%
54-62 4.30%
63-71 4.70%
72-80 3.40%
Total Result 29.30%

Favorite feature Marital Statu

cool gadget
married
 single
programming/interactive features
married
single
saving favorite shows to watch as a family
married
single
schedule control
married
single
time shifting
married
single
Total Result
urchasing Location
mass-consumer electronics retail specialty stores
4.90% 2.10%
3.30% 4.90% 1.40%
2.90% 3.80% 3.20%

3.80% 3.60% 3.10%

3.90% 4.40% 2.50%
2.50% 3.80% 2.90%
3.60% 4.00% 1.80%
20.00% 29.40% 17.00%

Data
Count - ID Average - Annual spending on electronAverage - TV Viewing (hours/da
228 328.947368421053 1.0526315789474
181 326.32044198895 1.0497237569061
 47 339.063829787234 1.0638297872341
130 398.861538461538 3.1076923076923
10 424.8 1.9
120 396.7 3.2083333333333
200 496.86 6.325
180 497.066666666667 6.1944444444445
20 495 7.5
221 326.117647058824 1.0497737556561
172 328.255813953488 1.0290697674419
49 318.612244897959 1.1224489795918
221 331.438914027149 1.0361990950226
177 316.610169491525 1.0282485875706
44 391.090909090909 1.0681818181818
1000 371.544 2.37
 web (ebay) Total Result
3.20% 15.00%
1.10% 15.40%
13.50%

14.30%
15.10%
13.90%
12.80%
4.30% 100.00%

e - TV Viewing (hours/day)
9. Write a 150-word summary of your selected segmentation scheme (from question 5) and how yo
the segmentation. Include descriptive names for your segments that would be understandable to th
marketing manager at TiVo.

When selecting segmentation schemes, one must select segmentation schemes based on similar factors i.e demographic fact
etc. I selected segments based on how closely they were related to each other such as how Annual income is closely related t
for example, I feel the most closely related terms to most appealing feature would depend on the age , how early or late one
adopt the the technology His education would play a vital role in him deciding which feature is important for him as well as th
customer
m question 5) and how you arrived at
d be understandable to the

milar factors i.e demographic factors like age gender

nnual income is closely related to Annual spend
n the age , how early or late one would be to
is important for him as well as the age of the