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Exhibit 5.23 Age and income category extension
that contain the cross-tabulations for comparison of all the products and respon-
dents in our study. All four products are combined in Exhibit 5.23, beginning with
Product 1 in the Northwest corner and Product 4 in the Southeast—note the titles in
the column ﬁeld identifying the four products. One common characteristic of data
in each cross-tabulation is the number of individuals that populate each combination
of demographic/ﬁnancial categories—e.g. there are 8 individuals in the combination
of the 18–37 Age range and 0-$38,000 Income category; there are 6 that are in the
18–37 and $38,001–above categories, etc. These numbers are in the Grand Totals
column in each PivotTable .
To facilitate the formal analysis, let us introduce a shorthand designation for
identifying categories: AgeCategory
IncomeCategory . We will use the category
values introduced earlier to shorten and simplify the Age-Income combinations.
1 is the 18–37 Age and the 0-$38,000 Income combination. Now here are
some observations that can be reached by examining Exhibit 5.23:
1. Category 1
1 has strong opinions about products. They are positive to very pos-
itive regarding Products 1, 2, and 3 and they strongly dislike Product 4 .For
example, for Product 1 , category 1
1 rated it bad and good , 2 and 6, respectively.
2. Category 1
2 is neutral about Products 1, 2, and 3 , but strongly negative on
Product 4 . It may be argued that they are not neutral on Product 2 .Thisisan
important category due to their higher income and therefore their higher potential
for spending. For example, for Product 4 , category 1
2 rated it bad and good ,5
and 1, respectively.
3. Category 2
2, and they are only posi-
tive about Product 1 . They also take opposite positions than 1
1 takes slightly stronger positions than 1
1on Products 2
and 3 , but agree on Products 1 and 4 .
4. Category 2
2 is relatively neutral on Product 1 and 2 and negative on Product 3
and 4 .Thus,2
2 is not particularly impressed with any of the products, but the
category is certainly unimpressed with Products 3 and 4.
5. Clearly, there is universal disapproval for Product 4 , and the disapproval is quite
strong. Ratings by 1
2 are far more negative than positive: 24 out
29 respondents rated it bad .