Marketing TiVo

These spreadsheet exhibits relate to the case TiVo Segmentation Analytics, Case
#KEL932.
©2016 by the Kellogg School of Management at Northwestern University. This

case was prepared by Professor Moran Cerf. Cases are developed solely as the
basis for class discussion. Cases are not intended to serve as endorsements,
sources of primary data, or illustrations of effective or ineffective management. To
order copies or request permission to reproduce materials, call 800-545-7685 (or
617-783-7600 outside the United States or Canada) or e-mail
custserv@hbsp.harvard.edu. No part of this publication may be reproduced, stored
in a retrieval system, used in a spreadsheet, or transmitted in any form or by any
means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Kellogg Case Publishing.
ID Gender Gender as a number Marital Status Work Status Education
1 male 2212 married professional none
2 male 2212 single none none
3 male 2212 married professional BA
4 male 2212 married none PhD
5 female 2 single none none
6 female 2 married none BA
8 male 2212 married none none
10 female 2 married professional none
11 female 2 single professional PhD
12 female 2 married none none
15 male 2212 single professional none
21 female 2 married none MA
25 male 2212 single professional BA
31 female 2 single professional BA
39 male 2212 single professional PhD
41 female 2 single professional MA
42 female 2 married professional BA
56 female 2 single none MA
60 male 2212 married professional MA
61 female 2 single professional none
63 male 2212 married professional PhD
66 male 2212 single professional MA
71 male 2212 married none BA
76 female 2 married professional MA
97 female 2 single none MA
117 male 2212 married none MA
118 female 2 married professional PhD
154 female 2 married none PhD
279 female 2 single none BA
388 male 2212 single none BA
393 female 2 single none PhD
614 male 2212 single none BA
686 male 2212 single none PhD
822 male 2212 single none MA
Education as a number Annual Income (x1000 $) Age
1 49 30
1 46 36
2 58 66
3 51 78
1 46 52
2 31 72
1 33 62
1 29 30
1 57 60
1 30 59
3 29 25
1 49 57
2 64 80
1 27 36
1 27 61
1 33 54
2 31 58
1 28 30
3 29 25
1 28 58
5 50 75
1 31 47
1 49 52
1 48 35
2 26 25
1 28 74
1 35 75
1 28 33
1 46 31
1 25 35
2 56 46
1 32 67
2 33 69
1 30 44
1 42 60
3 46 64
1 24 61
1 28 24
3 29 20
1 35 66
5 30 20
2 54 43
1 24 46
1 32 69
1 26 38
1 33 40
2 59 63
2 48 22
2 28 29
1 28 61
1 26 36
1 28 58
1 31 70
1 33 20
2 31 45
5 36 56
1 29 29
2 27 33
2 49 43
5 45 22
1 29 51
3 46 52
3 53 50
1 26 25
2 27 25
5 34 23
1 28 28
3 32 74
1 28 48
1 28 61
2 29 63
1 31 30
1 53 65
1 30 64
1 55 73
5 45 40
2 55 68
1 25 41
2 64 80
2 32 19
1 31 64
1 28 80
1 33 40
2 49 33
1 30 31
5 31 35
5 51 29
1 28 32
1 30 41
1 27 66
2 49 55
1 26 50
1 32 56
3 35 26
3 54 43
2 47 54
5 49 57
1 29 26
1 30 58
2 55 57
2 56 62
5 46 79
1 55 47
1 27 58
1 30 57
1 28 52
2 30 28
1 32 55
2 54 45
1 27 63
1 31 25
2 54 23
1 27 63
2 33 32
1 32 73
1 54 73
5 47 48
3 55 67
1 29 44
1 28 42
5 31 24
1 32 48
3 33 29
1 49 47
1 32 70
2 55 46
5 46 49
1 34 67
1 26 72
1 30 78
1 32 62
1 33 25
1 29 58
2 53 39
1 26 80
5 45 66
1 24 41
5 48 51
1 49 22
2 51 72
5 54 60
1 30 33
1 31 64
2 46 30
1 34 65
3 32 28
2 52 37
2 54 43
1 27 77
1 31 47
1 34 67
2 56 55
1 44 75
3 46 59
2 55 49
3 29 19
1 29 18
3 51 78
2 48 22
1 29 72
1 55 77
1 29 78
1 32 23
1 31 66
1 27 62
1 57 45
1 55 31
2 49 54
1 29 71
5 43 69
5 47 48
1 54 45
2 55 50
2 29 21
2 29 37
1 31 61
1 51 37
1 28 50
2 50 64
3 30 29
1 32 67
5 26 47
1 50 78
1 36 54
1 36 27
1 31 70
2 37 49
2 50 30
2 57 61
2 32 62
5 29 25
1 47 79
3 30 24
5 27 19
1 27 70
1 32 66
1 25 52
5 58 65
5 45 43
1 34 67
5 51 76
1 32 50
1 25 63
5 55 50
2 52 37
1 28 67
1 29 64
5 45 24
1 27 74
1 26 74
3 28 19
1 27 38
1 31 67
2 25 33
1 28 75
2 49 39
1 28 27
2 51 57
1 32 70
3 35 26
2 55 40
1 27 69
1 28 44
1 33 53
5 58 67
2 34 34
1 47 58
1 33 18
2 47 29
2 44 47
2 26 22
1 33 76
2 47 61
2 54 74
1 29 23
2 44 44
1 49 61
5 34 30
1 33 50
5 49 28
1 35 32
1 29 51
2 55 23
2 56 56
2 57 68
1 24 51
5 55 38
1 26 38
2 51 36
1 26 31
2 34 29
1 46 77
1 29 51
5 55 33
1 26 59
1 33 24
2 50 26
1 28 72
2 49 60
1 51 30
3 54 50
2 59 69
1 30 57
1 46 77
1 34 49
1 36 33
1 53 64
2 23 45
5 30 21
1 28 42
2 55 49
2 28 54
1 29 60
1 30 34
2 51 40
3 44 47
1 36 74
1 25 35
2 29 76
2 56 56
1 30 42
1 30 67
1 56 75
1 28 33
1 49 60
5 48 41
1 33 76
2 34 43
5 50 47
2 34 65
3 45 48
1 28 76
3 52 34
3 52 25
1 33 69
1 29 27
1 24 27
1 28 38
3 29 65
2 31 19
1 30 77
3 44 37
1 27 56
5 50 48
5 54 41
5 55 61
1 21 67
1 31 58
2 55 71
2 27 26
1 35 49
2 46 65
1 37 47
1 34 27
1 28 26
3 26 72
1 28 38
1 29 51
5 30 22
2 29 76
1 50 50
1 26 36
2 53 44
5 34 44
2 49 76
5 48 27
1 28 79
1 35 45
5 48 22
1 24 53
1 31 28
1 26 60
1 27 54
1 34 63
2 53 39
2 32 25
2 56 37
1 58 64
1 36 51
1 45 57
1 35 26
2 30 25
1 60 80
2 34 32
1 25 34
2 46 61
1 30 32
1 30 55
1 54 71
1 34 23
2 26 60
1 58 63
2 30 21
3 55 64
1 42 51
1 30 52
2 60 48
1 28 67
2 28 59
2 62 80
1 27 69
5 45 66
1 29 20
1 29 67
1 35 54
1 31 73
2 28 49
5 61 48
3 51 72
2 53 38
1 31 63
1 31 25
1 33 40
1 40 72
1 27 24
5 30 21
2 30 21
2 25 29
2 55 48
5 32 26
2 26 41
2 29 53
2 31 25
1 34 33
1 52 59
2 54 43
1 36 60
2 45 57
1 27 26
2 55 47
5 28 25
2 33 44
3 35 63
2 57 62
2 28 24
2 27 35
2 49 28
1 29 68
1 26 55
5 58 64
1 36 74
3 28 27
1 24 35
1 49 41
3 47 50
2 28 24
5 27 20
3 28 36
3 48 76
2 33 48
2 60 50
1 30 47
1 34 39
2 58 64
1 23 54
1 46 80
2 60 43
1 29 77
2 35 33
3 46 22
1 33 56
1 28 56
1 31 50
3 58 65
1 31 65
3 29 19
5 31 22
2 50 24
5 28 23
5 51 53
1 28 55
1 33 59
2 34 26
1 28 55
1 50 33
1 32 28
5 55 53
1 39 79
1 43 75
2 43 72
2 730 80
1 59 70
1 32 50
5 49 71
2 56 52
1 32 42
2 54 45
5 29 20
3 33 27
1 32 23
2 53 28
2 27 63
5 30 39
2 29 26
3 51 38
2 52 32
2 29 22
5 47 35
1 32 49
1 24 53
1 29 56
2 24 27
5 49 47
3 48 64
1 61 32
2 46 62
5 52 36
1 29 80
1 26 67
2 59 69
1 29 30
3 29 67
2 30 55
3 49 75
1 32 48
1 26 75
1 29 23
1 23 29
2 53 40
1 30 55
2 33 78
2 51 28
3 46 56
2 44 57
2 49 57
1 29 24
1 31 62
2 52 48
3 34 22
3 49 62
1 30 31
3 45 67
2 28 65
3 33 34
2 46 39
3 29 19
2 52 42
1 29 68
2 54 44
5 55 46
1 30 58
1 24 56
5 29 73
1 35 42
2 31 56
1 32 35
1 35 66
1 57 59
5 50 54
1 24 50
1 30 27
2 25 66
1 49 24
1 27 31
1 32 18
1 28 30
1 47 60
2 54 51
1 27 76
1 29 61
1 34 38
5 46 74
1 34 72
2 55 26
3 27 27
2 60 54
2 32 41
1 29 60
3 31 29
5 56 52
2 28 23
1 28 22
2 58 62
2 32 37
1 31 69
1 60 78
1 50 52
1 35 57
1 27 59
1 26 34
1 27 50
1 33 36
1 48 34
1 24 76
1 27 33
3 49 56
1 34 41
1 34 56
5 49 69
1 31 51
2 26 77
2 30 30
5 33 28
1 31 40
1 45 72
3 26 22
5 35 18
5 48 50
1 28 21
2 56 69
1 30 48
2 57 61
1 28 55
1 27 75
1 54 64
1 30 68
1 32 29
2 58 35
3 48 28
1 36 42
5 56 75
1 29 80
1 23 44
1 27 48
1 27 78
1 53 49
5 31 23
5 49 65
1 31 35
5 54 52
1 29 31
1 31 32
2 30 66
1 54 68
5 31 62
2 30 45
5 52 73
2 54 69
1 33 58
5 51 27
1 45 78
1 31 21
1 30 49
1 26 69
1 30 46
1 27 76
2 59 70
3 50 32
5 33 42
1 32 67
1 33 67
2 29 64
2 30 24
1 33 63
1 32 38
2 28 69
1 37 25
1 28 53
2 33 21
2 62 80
1 46 66
5 48 22
1 28 37
2 28 43
2 63 80
1 26 54
1 36 53
1 30 66
1 33 54
2 56 29
1 34 74
1 56 59
2 54 44
1 29 52
1 27 63
2 36 48
1 51 34
1 30 39
5 55 60
1 34 28
1 25 37
5 32 21
1 32 36
1 33 34
3 46 63
2 31 20
1 60 79
2 32 42
1 31 44
2 51 63
3 34 24
1 29 79
5 52 25
2 52 37
1 35 42
2 53 39
5 46 51
3 48 22
1 44 48
1 33 68
5 52 63
1 31 48
2 43 61
1 26 30
3 28 25
1 32 53
2 30 31
5 27 21
1 24 59
1 30 54
1 31 75
1 47 55
2 52 37
2 32 67
5 49 58
5 48 35
1 35 64
2 28 77
1 27 51
2 45 46
2 56 56
1 34 47
1 26 76
2 39 32
2 60 76
3 48 76
1 32 34
1 32 36
5 24 23
2 53 31
3 56 69
3 30 34
1 30 26
2 54 45
1 22 30
3 45 61
1 27 68
1 26 40
1 27 26
2 28 53
2 29 27
1 25 36
5 45 80
1 31 33
1 32 80
3 29 26
1 30 42
1 26 70
2 31 29
2 53 41
1 32 41
3 57 61
1 28 41
1 30 48
2 55 52
1 26 79
1 28 70
1 34 20
1 32 30
3 50 72
2 56 58
1 34 69
5 33 30
1 31 35
1 29 25
1 31 69
1 30 44
1 33 27
1 26 74
2 30 37
1 28 55
1 41 80
1 35 32
3 41 32
1 30 58
1 31 60
1 31 76
1 35 44
1 29 26
2 37 79
2 28 67
3 52 36
2 49 44
5 49 67
5 49 28
2 36 40
5 30 28
1 25 52
3 47 42
2 58 69
3 53 72
1 30 28
3 56 59
3 27 18
1 46 40
2 31 21
1 53 33
3 47 22
1 48 67
2 35 45
2 22 51
3 51 62
1 30 25
1 26 29
2 51 56
3 44 60
1 31 23
3 31 36
3 50 49
2 28 27
2 30 30
3 28 20
3 45 51
2 48 55
2 28 65
1 25 75
1 32 28
1 25 40
5 45 36
2 48 39
1 33 60
1 29 26
2 54 51
1 34 33
2 47 22
2 56 54
1 34 65
1 49 37
5 30 59
3 48 65
1 35 40
3 44 71
1 30 80
2 57 61
3 24 20
5 50 26
1 56 38
5 30 52
1 27 37
5 26 26
5 56 57
1 30 70
2 53 40
3 60 75
3 32 20
1 31 51
1 26 39
2 55 72
1 29 55
3 35 25
1 52 30
3 31 22
3 49 58
1 28 64
2 32 46
5 30 21
1 27 23
2 52 50
2 30 66
3 28 20
1 28 80
3 46 56
3 45 32
3 27 23
2 56 53
1 27 76
3 26 60
1 31 64
1 30 58
1 32 64
1 31 77
5 34 62
1 30 75
1 26 41
3 48 31
1 30 29
5 63 80
5 47 39
5 52 43
3 46 31
3 51 77
2 55 51
2 27 24
2 29 27
3 54 47
2 28 69
2 50 76
1 29 36
2 58 63
1 30 58
1 30 52
1 32 51
2 27 72
1 30 75
3 45 43
5 31 18
5 49 49
1 31 39
2 54 44
1 32 28
5 42 53
3 47 67
1 24 72
1 35 54
2 32 38
1 28 76
1 31 34
5 32 23
5 47 22
1 29 54
2 26 54
2 42 48
2 47 74
1 26 24
1 31 47
1 29 23
2 52 68
2 51 30
1 33 29
1 28 39
2 45 32
2 49 32
2 47 33
3 26 23
1 30 27
1 30 31
2 45 51
1 33 33
5 51 68
2 50 31
5 49 55
5 26 30
1 34 73
2 61 80
2 52 45
3 47 67
1 37 35
1 26 19
2 58 67
2 33 23
1 32 76
3 45 33
2 27 25
1 33 44
1 46 52
1 48 48
1 31 57
2 31 55
5 54 61
2 52 55
1 32 30
1 27 78
2 59 50
1 27 63
2 52 36
1 32 26
1 27 46
1 34 58
3 28 25
1 26 48
1 28 61
5 29 28
2 46 40
3 47 53
1 33 64
5 51 28
1 30 75
5 32 22
1 31 33
1 32 65
1 28 76
5 27 20
1 640 80
2 44 36
1 27 25
1 26 35
2 29 26
1 28 30
3 53 31
1 33 60
1 35 78
1 30 26
3 51 70
1 29 76
1 30 59
2 50 56
1 35 26
1 33 25
2 30 67
1 36 55
2 33 38
5 55 37
3 48 72
1 28 52
1 32 75
5 35 29
2 32 48
1 32 59
1 24 58
1 48 40
3 34 29
1 31 71
5 29 47
1 34 79
2 48 38
2 29 27
1 36 43
1 26 70
1 54 52
1 29 52
1 27 20
1 24 22
2 54 42
2 54 42
1 30 43
1 32 73
2 30 19
3 48 34
5 28 25
1 27 60
5 53 49
3 53 37
2 29 63
1 30 61
1 27 26
5 46 60
3 47 32
1 32 26
5 32 24
1 31 45
2 30 74
1 29 56
1 31 23
1 25 44
1 26 33
1 31 49
2 51 79
5 25 22
5 44 54
1 26 32
1 34 42
2 29 50
1 30 20
1 31 79
2 53 38
1 29 51
5 32 73
1 28 65
2 49 67
1 33 58
Err:502 Err:502
Location Purchasing Decision-maker Purchasing Location
Florida family mass-consumer electronics
Alabama single mass-consumer electronics
Massachusetts family specialty stores
New York family mass-consumer electronics
Montana single mass-consumer electronics
New Jersey single retail
California single discount
New Hampshire single retail
Idaho family discount
Florida single discount
New Jersey family specialty stores
Nevada single discount
California family retail
Illinois family retail
Idaho single discount
Maine family discount
Alaska single retail
South Dakota family retail
Colorado family mass-consumer electronics
New Hampshire single discount
Hawaii family mass-consumer electronics
Washington family mass-consumer electronics
Idaho single retail
Alaska family discount
Montana family retail
California family mass-consumer electronics
Delaware family retail
Wyoming single specialty stores
Rhode Island single retail
Pennsylvania family retail
Tennessee family retail
Missouri single mass-consumer electronics
Delaware single retail
Florida single retail
Hawaii single web (ebay)
Hawaii family retail
New York single web (ebay)
Vermont family specialty stores
Idaho single retail
New Jersey single discount
New York single retail
New York family specialty stores
Oregon single web (ebay)
Massachusetts single retail
Vermont family retail
Connecticut family discount
North Carolina single discount
California single discount
Illinois single discount
Nevada family retail
Maryland family specialty stores
Illinois family mass-consumer electronics
Rhode Island family mass-consumer electronics
Nebraska single web (ebay)
Georgia single web (ebay)
Arkansas single web (ebay)
Pennsylvania single discount
Maryland family discount
North Carolina family retail
Hawaii single discount
Connecticut family retail
Tennessee family specialty stores
New York family discount
Delaware family mass-consumer electronics
Colorado single specialty stores
Maine family retail
Nevada single retail
Maine single discount
Illinois single retail
Colorado family specialty stores
Idaho single retail
Arizona single discount
Georgia family mass-consumer electronics
Massachusetts single discount
New Hampshire family mass-consumer electronics
Washington family retail
Colorado single retail
Washington family specialty stores
Pennsylvania family mass-consumer electronics
Wyoming single mass-consumer electronics
Iowa single discount
Arizona family retail
California single specialty stores
Maine family specialty stores
Illinois family discount
Nevada family discount
Maryland single discount
Tennessee family discount
Montana single retail
Georgia single specialty stores
Florida family retail
Vermont single retail
Tennessee family mass-consumer electronics
Maine family mass-consumer electronics
Hawaii family specialty stores
Washington single discount
Maine single retail
Pennsylvania single retail
Georgia single discount
Delaware family discount
Washington family discount
Kansas family retail
Colorado family discount
Idaho single web (ebay)
Washington single retail
California family specialty stores
California family discount
Maryland family mass-consumer electronics
Connecticut family mass-consumer electronics
Ohio family discount
Louisiana single mass-consumer electronics
Vermont single discount
Maryland single retail
Pennsylvania family specialty stores
Rhode Island single discount
New Jersey family mass-consumer electronics
Tennessee single discount
Arizona family mass-consumer electronics
North Dakota family discount
North Carolina single specialty stores
Idaho family retail
California single retail
Arizona family discount
Delaware family specialty stores
Idaho family mass-consumer electronics
Kentucky single web (ebay)
Vermont family mass-consumer electronics
New Mexico single retail
Maryland family retail
North Dakota family discount
Louisiana single retail
Texas single retail
Massachusetts family retail
Vermont family discount
Texas single retail
Connecticut family specialty stores
Delaware single web (ebay)
New Hampshire family discount
Idaho family retail
Missouri family discount
Nevada family mass-consumer electronics
South Carolina single retail
Alabama single discount
Connecticut single retail
Utah single web (ebay)
Michigan single mass-consumer electronics
New Mexico single web (ebay)
Kentucky single retail
Florida family discount
Arkansas family discount
New Hampshire family specialty stores
New York single specialty stores
West Virginia family discount
Idaho family specialty stores
Colorado single discount
North Dakota single specialty stores
Wisconsin family discount
Missouri single web (ebay)
Rhode Island family specialty stores
North Dakota single specialty stores
Delaware single specialty stores
Indiana single retail
Nevada single web (ebay)
Colorado family retail
Arkansas single mass-consumer electronics
North Dakota family retail
Massachusetts family mass-consumer electronics
New Hampshire family retail
Oregon single mass-consumer electronics
Pennsylvania family discount
Virginia single specialty stores
Tennessee single retail
Connecticut single discount
Texas family retail
Massachusetts family discount
Maine single specialty stores
North Dakota family retail
Texas single specialty stores
New York single discount
Idaho family retail
Kentucky single specialty stores
Oregon single mass-consumer electronics
Nevada family specialty stores
Georgia single retail
Oregon single discount
Mississippi single specialty stores
Delaware single discount
Oregon single specialty stores
Arizona single retail
New Hampshire single specialty stores
Utah single discount
Georgia family retail
Louisiana single web (ebay)
Wisconsin family retail
North Dakota single retail
Montana single specialty stores
Illinois family specialty stores
Montana single discount
Maine single retail
Mississippi single mass-consumer electronics
Alabama single retail
Minnesota single discount
West Virginia single specialty stores
Arizona family specialty stores
Georgia family discount
Kansas family retail
New Jersey single web (ebay)
Arizona single web (ebay)
Massachusetts family retail
Michigan single web (ebay)
Kentucky single retail
North Carolina single web (ebay)
Minnesota family discount
Oklahoma single retail
Hawaii single retail
Montana single web (ebay)
Maine family retail
Idaho single retail
West Virginia single discount
North Carolina single mass-consumer electronics
Maine family retail
Texas single discount
Iowa single discount
Maine family retail
Illinois single specialty stores
Hawaii family discount
Louisiana single web (ebay)
New Jersey family discount
Wisconsin single retail
New York family retail
Idaho single retail
Oregon single retail
Texas single discount
New Mexico single discount
Idaho single web (ebay)
Georgia family specialty stores
Ohio single retail
Pennsylvania single specialty stores
South Carolina family retail
North Carolina single discount
New Jersey family retail
Oregon single retail
South Carolina single discount
New Jersey family discount
Louisiana single mass-consumer electronics
Wyoming single discount
Arizona single web (ebay)
Florida family specialty stores
Michigan family discount
Idaho family retail
Idaho family retail
North Carolina single specialty stores
Idaho family retail
California single web (ebay)
Michigan family retail
Oregon family retail
Texas single web (ebay)
Alaska family retail
Maine single retail
Utah single mass-consumer electronics
Kansas single mass-consumer electronics
South Dakota family discount
Maine single specialty stores
Maine family retail
Idaho single retail
Oklahoma single discount
Montana single web (ebay)
Idaho single retail
Wisconsin single discount
Utah single retail
Indiana family discount
North Carolina single retail
Georgia single retail
Missouri single specialty stores
Maine family retail
Alaska single discount
Georgia family specialty stores
Indiana single web (ebay)
Oregon single specialty stores
Maine single retail
Virginia single retail
North Dakota single discount
Washington single web (ebay)
Missouri single retail
Maine family retail
Maine single web (ebay)
South Dakota single retail
Alaska family retail
Utah single retail
Georgia single web (ebay)
Maryland single specialty stores
Idaho family retail
Oregon family retail
West Virginia single retail
Kansas single retail
Maine family retail
New Hampshire single specialty stores
West Virginia single mass-consumer electronics
Missouri single retail
Ohio single web (ebay)
Washington single web (ebay)
Massachusetts single specialty stores
Utah single discount
Alabama single specialty stores
Oklahoma single retail
Rhode Island family retail
Wyoming single discount
West Virginia single web (ebay)
Maine single retail
Tennessee single web (ebay)
Utah single web (ebay)
Iowa family retail
Indiana family retail
South Dakota single mass-consumer electronics
Kansas single discount
New Hampshire single web (ebay)
Kansas single discount
South Carolina single web (ebay)
Arkansas single discount
Maine single retail
Monthly Electronics Spend Monthly Household Spend
35 150
35 163
64 103
33 154
45 161
14 21
18 40
23 75
74 358
16 78
38 66
46 225
53 257
16 48
14 60
14 24
16 44
14 66
24 101
17 83
47 172
16 20
38 168
51 242
31 117
18 73
14 56
17 45
42 154
15 27
67 259
19 24
18 40
12 16
43 64
41 177
13 50
17 40
30 145
20 25
32 90
44 114
19 78
13 55
12 22
20 61
26 74
51 185
35 136
19 77
14 31
19 72
16 59
32 56
19 30
15 46
19 93
20 49
45 153
60 119
13 53
44 93
35 108
13 50
27 124
34 165
36 117
12 20
10 17
21 45
18 79
19 40
78 334
22 46
44 208
46 114
50 94
18 38
60 211
34 101
13 33
21 92
17 58
60 195
16 75
16 36
47 191
16 65
21 55
18 60
37 52
19 25
17 54
34 141
75 356
45 73
47 156
30 88
20 23
39 95
53 92
41 173
65 151
22 70
20 35
18 63
12 26
13 48
57 216
18 73
17 49
67 96
20 40
15 70
18 31
51 221
34 109
41 205
18 26
16 46
24 37
18 88
30 34
35 145
17 73
50 225
43 62
16 43
16 34
20 85
12 34
31 145
16 29
67 143
19 32
34 56
14 63
43 145
51 166
44 74
41 182
16 57
16 40
36 112
22 59
38 54
65 133
52 83
17 31
13 27
18 50
55 72
45 208
42 201
47 142
34 103
36 88
35 162
54 138
20 31
72 299
14 37
17 35
14 38
16 24
79 128
43 206
48 232
15 51
47 63
39 79
58 144
55 237
38 45
12 16
13 23
40 146
19 76
48 175
35 101
20 65
20 46
40 161
12 23
30 114
14 26
16 41
48 170
67 278
23 33
33 156
44 182
32 96
27 76
17 49
15 35
20 62
55 171
41 176
13 55
37 134
19 49
21 90
57 182
33 82
18 86
14 64
65 211
22 78
16 55
39 75
16 37
15 45
19 38
22 97
45 84
16 32
43 76
13 26
33 93
47 109
18 85
20 56
15 28
74 343
14 69
45 127
29 45
44 93
44 119
32 110
13 28
35 121
41 159
21 42
35 55
38 86
32 75
17 47
40 124
16 23
21 45
61 258
71 87
66 312
18 72
38 115
17 58
50 102
18 53
34 166
45 146
14 44
82 165
12 37
37 131
71 267
20 53
38 97
76 377
46 58
84 383
19 89
33 139
14 21
16 34
35 85
18 68
28 46
17 67
49 75
20 73
15 46
9 38
37 144
43 199
19 87
21 51
24 92
71 133
14 18
15 61
31 95
20 60
40 186
43 150
14 50
18 81
47 200
19 64
29 53
19 39
67 306
25 31
20 61
33 58
32 158
19 74
16 49
26 77
19 26
47 177
10 13
34 47
88 276
52 77
19 82
23 99
51 200
35 59
16 59
43 135
20 98
26 95
11 47
16 46
19 53
14 61
38 55
13 22
36 64
17 45
83 361
17 72
35 47
37 99
14 45
13 36
55 202
20 71
34 77
16 45
19 23
15 75
39 69
31 47
46 118
54 102
21 64
50 122
15 73
35 165
72 94
19 76
15 33
47 130
12 39
18 86
60 164
37 183
18 41
58 223
32 119
40 129
38 146
14 52
42 76
18 29
17 85
67 119
20 25
55 181
34 155
17 64
19 36
17 44
20 58
45 222
34 59
54 240
15 55
15 39
19 36
46 128
16 48
33 52
35 119
15 30
71 185
28 95
15 32
15 34
39 137
17 37
69 298
71 351
18 72
51 125
18 61
58 89
27 126
20 91
18 78
60 128
36 124
18 22
40 111
18 42
16 28
76 137
16 44
28 42
22 76
36 106
43 165
32 123
31 112
22 28
44 61
17 40
65 207
17 63
19 52
60 258
16 63
35 171
39 124
17 41
16 25
73 255
14 58
17 47
18 27
85 182
13 23
33 73
35 99
54 171
33 96
44 199
17 54
16 77
34 122
12 59
47 96
21 79
37 83
14 53
42 161
39 54
65 137
50 99
16 60
46 203
63 154
18 75
59 221
31 35
34 118
18 47
40 187
19 21
19 56
17 47
40 116
52 214
35 83
50 209
15 45
14 18
23 42
32 126
47 139
39 67
48 117
38 132
60 111
14 56
22 46
61 286
18 39
18 74
19 35
36 80
19 28
14 47
21 80
35 114
65 180
15 55
18 66
75 282
54 194
36 173
42 81
13 51
19 39
39 62
34 118
43 123
24 70
39 144
15 62
18 45
45 166
40 109
57 250
17 74
66 139
72 252
21 71
18 58
19 86
20 43
18 43
18 29
15 72
61 221
46 137
12 44
29 94
20 73
49 158
22 87
29 91
17 85
34 67
54 82
18 28
21 29
22 59
46 132
17 43
75 306
36 128
47 194
23 109
20 98
31 58
44 73
18 69
34 50
54 171
18 58
14 63
61 183
33 87
15 56
19 76
17 54
23 57
18 31
39 133
19 41
15 20
36 146
17 35
16 46
47 178
16 41
16 64
34 90
18 68
17 66
44 125
37 44
35 84
43 119
35 76
47 88
22 95
69 192
15 69
16 43
26 107
21 56
32 137
45 183
51 132
15 30
55 231
18 87
18 43
14 53
10 29
38 166
35 144
40 71
14 63
39 194
10 32
15 69
18 62
43 74
13 25
13 35
42 169
60 260
15 63
41 97
44 141
33 48
13 20
18 30
18 68
14 43
66 122
40 122
19 32
16 22
15 67
14 47
34 161
15 58
15 51
17 73
12 55
17 85
32 36
55 247
34 119
49 244
19 61
13 39
77 326
22 44
18 55
13 60
14 47
51 225
18 72
83 281
60 124
16 60
15 22
17 61
37 137
11 44
80 366
17 84
16 66
28 95
20 95
14 48
31 37
35 55
73 326
21 63
15 66
45 87
28 92
18 65
67 83
64 224
18 46
45 59
34 103
43 80
45 72
17 33
40 67
16 30
59 75
15 54
33 73
18 58
15 58
32 98
14 45
18 52
21 34
30 91
43 191
16 73
44 95
31 60
16 53
15 54
11 30
42 80
52 250
11 16
9 14
19 32
55 97
32 113
21 71
20 27
31 147
51 202
23 92
19 26
19 85
65 309
14 70
38 170
19 80
14 44
14 26
19 51
35 57
14 18
50 239
10 23
20 46
32 77
15 44
15 55
17 21
81 356
19 63
43 191
22 55
16 46
64 84
19 35
17 63
29 70
21 97
42 66
67 332
17 55
36 139
13 65
18 41
10 28
16 47
34 139
27 116
17 26
16 29
30 76
17 23
41 129
20 49
13 24
19 37
15 70
32 120
15 44
23 108
61 92
48 193
37 147
46 152
17 31
34 117
17 39
44 72
31 60
36 166
7 10
72 148
35 46
36 102
33 39
49 226
42 79
48 71
18 42
20 58
35 53
12 60
17 41
41 93
32 43
16 37
15 20
54 166
19 78
31 111
35 51
55 78
35 145
17 79
14 45
16 25
24 104
52 126
36 81
10 41
18 21
54 70
19 71
62 215
60 190
13 52
37 143
19 79
52 116
21 80
36 118
20 53
60 81
31 129
49 119
46 160
16 64
21 32
37 60
27 88
18 54
46 211
45 190
31 123
11 15
18 25
59 86
20 85
35 168
43 162
34 55
39 153
16 25
19 30
34 123
31 74
64 234
13 53
33 112
15 60
44 89
40 159
34 167
48 216
25 36
27 69
15 39
21 80
16 55
21 88
17 44
12 23
20 29
39 161
19 37
65 170
36 118
48 96
48 173
39 117
70 119
36 150
35 53
46 104
19 39
57 181
21 31
62 167
17 26
18 28
16 67
12 27
13 45
38 185
37 104
47 180
19 78
62 173
18 66
43 66
40 190
14 26
15 33
16 68
14 43
18 74
33 88
35 76
15 19
13 49
45 125
39 112
15 53
16 22
32 75
84 346
54 207
20 32
17 28
43 63
28 32
47 130
35 128
35 138
17 54
41 63
14 50
35 56
52 85
44 66
36 60
15 27
58 109
62 145
43 101
18 36
33 69
85 390
36 139
15 50
50 91
36 70
14 20
42 196
36 139
17 56
19 45
57 100
47 166
22 109
18 32
80 169
11 30
69 96
29 110
14 38
19 94
32 86
17 60
17 29
34 88
44 77
42 171
19 86
51 126
15 57
33 75
20 64
19 83
20 69
32 78
55 125
47 135
19 53
12 31
36 118
17 68
60 166
19 53
18 29
38 46
40 90
22 52
11 41
45 218
18 86
21 61
15 31
18 74
20 82
77 308
37 149
20 31
16 61
29 85
16 31
20 30
17 74
45 81
32 56
15 56
21 97
20 63
40 154
36 62
21 102
19 61
69 259
14 18
34 145
17 69
60 95
36 114
14 34
13 43
44 117
35 96
32 58
16 34
38 45
52 245
15 55
12 57
15 27
50 235
42 177
13 44
36 102
18 38
13 53
12 24
20 28
12 50
12 45
15 59
37 134
28 77
43 113
16 69
20 47
19 82
36 151
12 54
40 123
15 54
15 73
10 29
41 55
23 104
Purchasing Frequency (every x months) Column1
13 306
26 306
13 973
22 260
47 536
32 -177
41 -85
9 30
1 1203
25 -131
2 375
20 559
10 720
8 -131
39 -177
16 -177
14 -131
8 -177
11 53
16 -108
17 582
15 -131
37 375
43 674
16 214
29 -85
32 -177
44 -108
43 467
8 -154
1 1042
17 -62
5 -85
47 -223
22 490
34 444
38 -200
31 -108
45 191
34 -39
43 237
12 513
34 -62
26 -200
21 -223
25 -39
15 99
1 674
9 306
4 -62
11 -177
15 -62
36 -131
5 237
39 -62
22 -154
2 -62
40 -39
46 536
9 881
16 -200
33 513
15 306
44 -200
16 122
3 283
40 329
35 -223
20 -269
37 -16
21 -85
15 -62
14 1295
8 7
40 513
29 559
4 651
14 -85
7 881
1 283
44 -200
28 -16
41 -108
7 881
11 -131
7 -131
36 582
18 -131
22 -16
30 -85
43 352
8 -62
21 -108
38 283
7 1226
33 536
28 582
47 191
8 -39
18 398
3 720
43 444
6 996
30 7
48 -39
30 -85
34 -223
18 -200
7 812
4 -85
17 -108
8 1042
16 -39
45 -154
37 -85
37 674
27 283
9 444
6 -85
16 -131
38 53
28 -85
41 191
35 306
45 -108
13 651
36 490
29 -131
21 -131
32 -39
9 -223
1 214
14 -131
3 1042
4 -62
34 283
38 -177
37 490
13 674
40 513
31 444
29 -131
46 -131
28 329
10 7
9 375
6 996
2 697
10 -108
21 -200
42 -85
2 766
36 536
42 467
8 582
11 283
22 329
13 306
6 743
38 -39
5 1157
18 -177
29 -108
22 -177
41 -131
11 1318
36 490
28 605
30 -154
37 582
20 398
5 835
11 766
24 375
39 -223
3 -200
33 421
11 -62
46 605
10 306
43 -39
7 -39
43 421
3 -223
30 191
11 -177
19 -131
2 605
3 1042
19 30
2 260
14 513
16 237
22 122
43 -108
33 -154
26 -39
3 766
41 444
40 -200
22 352
12 -62
9 -16
15 812
8 260
31 -85
39 -177
15 996
39 7
41 -131
9 398
30 -131
34 -154
29 -62
9 7
43 536
14 -131
7 490
29 -200
45 260
3 582
18 -85
9 -39
37 -154
12 1203
34 -177
30 536
12 168
24 513
23 513
21 237
47 -200
16 306
34 444
29 -16
17 306
33 375
4 237
27 -108
15 421
12 -131
32 -16
16 904
10 1134
14 1019
46 -85
16 375
11 -108
42 651
11 -85
36 283
43 536
9 -177
15 1387
44 -223
23 352
11 1134
27 -39
23 375
9 1249
11 559
7 1433
40 -62
26 260
17 -177
2 -131
21 306
3 -85
37 145
47 -108
7 628
8 -39
12 -154
19 -292
18 352
30 490
6 -62
47 -16
40 53
11 1134
19 -177
16 -154
21 214
35 -39
30 421
21 490
26 -177
40 -85
45 582
28 -62
35 168
40 -62
4 1042
14 76
48 -39
12 260
17 237
28 -62
25 -131
23 99
44 -62
16 582
24 -269
46 283
8 1525
12 697
32 -62
23 30
10 674
46 306
36 -131
36 490
27 -39
31 99
10 -246
33 -131
20 -62
5 -177
34 375
29 -200
41 329
11 -108
3 1410
1 -108
21 306
19 352
17 -177
26 -200
3 766
42 -39
39 283
25 -131
7 -62
40 -154
14 398
6 214
6 559
5 743
31 -16
13 651
23 -154
48 306
14 1157
46 -62
39 -154
46 582
43 -223
5 -85
13 881
30 352
40 -85
8 835
5 237
37 421
28 375
44 -177
10 467
12 -85
10 -108
11 1042
13 -39
14 766
13 283
14 -108
18 -62
4 -108
34 -39
12 536
24 283
4 743
20 -154
48 -154
33 -62
46 559
29 -131
13 260
33 306
17 -154
9 1134
14 145
17 -154
28 -154
10 398
5 -108
6 1088
12 1134
5 -85
32 674
40 -85
11 835
29 122
29 -39
41 -85
15 881
23 329
32 -85
44 421
9 -85
2 -131
12 1249
41 -131
24 145
43 7
38 329
24 490
32 237
25 214
5 7
15 513
7 -108
12 996
46 -108
27 -62
2 881
18 -131
42 306
7 398
39 -108
35 -131
3 1180
24 -177
14 -108
34 -85
9 1456
16 -200
42 260
24 306
7 743
38 260
27 513
3 -108
34 -131
2 283
41 -223
34 582
33 -16
30 352
1 -177
13 467
14 398
14 996
5 651
19 -131
41 559
2 950
16 -85
12 858
44 214
24 283
4 -85
18 421
31 -62
27 -62
11 -108
33 421
4 697
8 306
46 651
26 -154
45 -177
21 30
17 237
14 582
40 398
3 605
24 375
7 881
17 -177
21 7
14 904
46 -85
25 -85
17 -62
35 329
44 -62
24 -177
31 -16
17 306
14 996
46 -154
41 -85
5 1226
17 743
26 329
47 467
37 -200
10 -62
27 398
27 283
37 490
38 53
21 398
39 -154
44 -85
37 536
21 421
15 812
8 -108
10 1019
14 1157
2 -16
20 -85
30 -62
40 -39
18 -85
29 -85
43 -154
14 904
17 559
36 -223
46 168
46 -39
16 628
3 7
43 168
10 -108
32 283
9 743
17 -85
11 -16
34 7
23 559
17 -108
5 1226
9 329
1 582
38 30
20 -39
22 214
2 513
20 -85
32 283
7 743
34 -85
19 -177
4 904
19 260
41 -154
12 -62
31 -108
24 30
19 -85
17 398
10 -62
37 -154
33 329
29 -108
35 -131
31 582
6 -131
2 -131
6 283
41 -85
35 -108
17 513
45 352
27 306
36 490
32 306
4 582
8 7
12 1088
31 -154
43 -131
13 99
3 -16
20 237
7 536
27 674
11 -154
2 766
5 -85
25 -85
41 -177
18 -269
14 375
41 306
35 421
37 -177
27 398
17 -269
37 -154
34 -85
31 490
35 -200
32 -200
19 467
3 881
47 -154
28 444
24 513
12 260
36 -200
17 -85
37 -85
23 -177
12 1019
31 421
26 -62
5 -131
8 -154
46 -177
42 283
6 -154
15 -154
34 -108
36 -223
7 -108
21 237
10 766
31 283
3 628
44 -62
39 -200
8 1272
5 7
47 -85
25 -200
42 -177
15 674
10 -85
1 1410
7 881
8 -131
45 -154
36 -108
21 352
22 -246
1 1341
10 -108
19 -131
31 145
7 -39
47 -177
22 214
38 306
13 1180
13 -16
37 -154
15 536
33 145
42 -85
6 1042
8 973
22 -85
40 536
16 283
2 490
20 536
12 -108
31 421
27 -131
14 858
40 -154
42 260
45 -85
29 -154
46 237
2 -177
33 -85
39 -16
25 191
5 490
5 -131
23 513
24 214
12 -131
36 -154
16 -246
43 467
6 697
27 -246
4 -292
2 -62
12 766
26 237
27 -16
3 -39
19 214
26 674
7 30
19 -62
26 -62
10 996
15 -177
48 375
32 -62
44 -177
21 -177
43 -62
10 306
20 -177
39 651
4 -269
23 -39
16 237
4 -154
42 -154
45 -108
11 1364
16 -62
3 490
5 7
36 -131
11 973
41 -62
35 -108
36 168
38 -16
14 467
11 1042
4 -108
4 329
23 -200
25 -85
45 -269
21 -131
19 283
33 122
27 -108
47 -131
37 191
5 -108
25 444
29 -39
22 -200
46 -62
42 -154
26 237
2 -154
24 30
4 904
37 605
47 352
40 559
47 -108
5 283
41 -108
22 513
4 214
38 329
9 -338
7 1157
17 306
32 329
29 260
31 628
2 467
36 605
25 -85
39 -39
43 306
5 -223
22 -108
40 444
41 237
45 -131
40 -154
27 743
10 -62
44 214
43 306
37 766
13 306
48 -108
20 -177
41 -131
8 53
24 697
41 329
5 -269
27 -85
15 743
44 -62
9 927
9 881
17 -200
20 352
25 -62
22 697
12 -16
43 329
19 -39
13 881
7 214
15 628
9 559
4 -131
1 -16
5 352
1 122
41 -85
13 559
9 536
21 214
10 -246
25 -85
15 858
15 -39
41 306
2 490
9 283
32 398
6 -131
35 -62
5 283
41 214
3 973
23 -200
10 260
9 -154
33 513
30 421
24 283
4 605
4 76
39 122
48 -154
46 -16
23 -131
48 -16
2 -108
4 -223
33 -39
28 398
33 -62
1 996
47 329
18 605
12 605
21 398
13 1111
4 329
26 306
15 559
19 -62
12 812
12 -16
9 927
45 -108
6 -85
25 -131
1 -223
36 -200
35 375
48 352
18 582
33 -62
11 927
17 -85
42 490
30 421
41 -177
21 -154
32 -131
41 -177
45 -85
23 260
12 306
30 -154
10 -200
41 536
46 398
25 -154
26 -131
47 237
1 1433
3 743
46 -39
5 -108
19 490
35 145
29 582
36 306
9 306
31 -108
37 444
15 -177
40 306
3 697
46 513
42 329
19 -154
3 835
15 927
14 490
34 -85
33 260
3 1456
14 329
45 -154
25 651
11 329
35 -177
20 467
15 329
47 -108
31 -62
8 812
15 582
25 7
31 -85
13 1341
30 -246
10 1088
22 168
2 -177
18 -62
27 237
11 -108
45 -108
46 283
18 513
25 467
10 -62
46 674
21 -154
20 260
32 -39
5 -62
26 -39
9 237
2 766
34 582
12 -62
17 -223
33 329
36 -108
2 881
6 -62
19 -85
38 375
17 421
8 7
15 -246
45 536
45 -85
47 -16
15 -154
21 -85
19 -39
14 1272
23 352
23 -39
35 -131
19 168
26 -131
34 -39
13 -108
33 536
39 237
23 -154
30 -16
31 -39
40 421
39 329
13 -16
10 -62
2 1088
20 -177
37 283
8 -108
10 881
10 329
7 -177
35 -200
39 513
29 306
20 237
39 -131
43 375
8 697
12 -154
26 -223
35 -154
24 651
30 467
4 -200
48 329
15 -85
4 -200
43 -223
47 -39
27 -223
38 -223
24 -154
44 352
3 145
25 490
3 -131
26 -39
20 -62
47 329
38 -223
11 421
21 -154
21 -154
11 -269
23 444
1 30
Technology Adoption TV Viewing (hours/day)
late 2
late 10
early 0
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late 2
early 1
early 0
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early 0
early 0
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early 1
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early 1
early 1
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early 1
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early 2
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early 1
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early 1
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early 2
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early 1
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early 1
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early 0
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early 0
late 13
early 5
early 1
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early 2
early 0
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late 13
early 2
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late 11
early 1
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early 1
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early 1
early 0
early 2
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early 1
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early 1
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early 0
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early 0
early 1
early 1
early 1
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early 1
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late 13
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early 0
late 10
late 7
early 1
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late 5
early 1
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late 9
early 1
early 1
early 1
early 1
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early 0
early 1
early 1
late 5
early 0
early 2
late 0
early 1
early 1
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early 4
early 2
early 1
late 11
early 1
early 0
early 0
early 2
late 1
early 1
early 2
late 12
early 1
early 3
early 1
early 1
early 0
early 1
early 2
late 7
late 4
early 0
early 0
early 0
early 2
early 1
early 0
late 2
early 1
late 2
late 9
early 1
early 2
late 8
early 2
late 2
early 1
early 1
early 1
early 1
early 5
early 3
early 2
early 1
early 2
early 2
late 9
early 1
late 2
early 0
early 2
early 1
early 1
early 0
early 6
early 0
late 2
early 0
early 1
early 1
early 2
early 2
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early 4
early 1
late 0
early 1
early 1
early 0
late 1
late 5
early 2
early 2
early 0
early 2
early 3
early 1
early 1
early 1
early 1
early 2
early 1
early 2
early 1
late 11
early 1
early 0
early 1
early 2
early 2
late 2
early 1
early 1
early 1
early 2
early 1
early 1
early 2
late 3
late 2
early 1
early 1
early 1
early 0
early 2
early 2
early 2
early 5
early 1
early 1
early 1
early 2
early 2
late 11
early 1
early 1
early 2
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late 1
early 0
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early 6
early 1
early 0
early 1
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early 0
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early 2
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late 11
early 0
early 1
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early 2
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early 5
early 1
late 11
early 1
early 2
early 0
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early 3
early 1
late 2
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early 1
early 5
early 1
late 11
early 2
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early 0
early 0
early 2
early 0
late 4
early 1
early 1
early 1
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early 1
early 0
early 1
early 1
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early 1
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early 6
late 1
early 1
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early 0
late 1
early 1
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early 1
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early 1
early 1
early 1
late 4
early 2
early 2
early 1
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early 3
early 2
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early 2
early 1
early 0
late 0
early 1
early 4
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early 0
early 1
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late 4
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early 1
late 0
early 1
early 1
early 2
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early 1
early 1
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early 1
early 1
early 0
early 3
early 2
early 2
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early 1
late 5
late 9
late 5
early 0
early 0
late 1
early 2
late 2
early 1
late 7
early 1
early 1
late 11
early 1
early 1
early 2
early 2
early 1
early 1
early 2
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early 0
early 0
early 2
early 1
early 1
late 10
early 2
early 4
early 0
early 2
early 0
early 1
early 2
late 1
early 1
early 0
early 1
early 1
late 9
early 2
early 0
early 1
early 1
early 0
early 0
early 5
early 2
early 2
early 4
early 0
early 1
early 1
early 0
late 8
early 0
early 1
early 0
early 0
early 1
late 5
early 1
early 2
late 10
early 1
early 1
late 3
early 1
early 1
early 5
early 0
early 1
late 0
early 4
early 0
late 11
early 4
early 1
early 1
early 1
early 1
early 2
early 2
early 2
early 3
early 1
late 6
early 1
early 1
early 2
early 0
early 2
early 1
late 5
early 4
late 11
early 1
late 4
early 2
early 1
early 1
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early 1
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early 0
early 1
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late 5
early 4
early 1
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early 1
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early 2
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early 1
early 2
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early 0
early 1
early 1
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early 1
late 2
early 1
early 0
early 1
early 1
early 1
early 0
early 1
early 2
early 0
early 2
early 1
early 1
early 0
early 1
early 1
late 3
early 2
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early 1
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early 1
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early 2
early 0
early 2
early 2
early 0
early 2
early 2
early 2
early 2
early 1
late 4
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early 2
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early 0
late 10
early 1
late 6
early 1
early 0
early 2
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early 1
early 0
early 1
late 0
early 1
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late 8
late 11
early 1
early 1
early 1
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early 1
early 0
early 2
early 0
early 2
late 13
early 1
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early 3
late 13
early 1
early 0
early 2
early 0
early 2
late 11
early 0
early 0
early 2
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early 0
early 2
late 3
early 1
early 1
early 1
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early 0
early 1
early 1
early 2
early 1
early 0
early 0
early 1
early 1
early 6
early 0
late 0
early 1
early 0
early 2
early 0
early 1
early 0
early 1
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early 2
early 0
early 1
late 11
early 1
late 2
early 2
early 0
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early 1
early 2
early 1
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early 0
late 1
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late 4
early 1
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early 0
late 6
early 0
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early 1
early 1
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late 5
early 2
late 3
early 2
late 3
early 0
early 1
late 8
early 2
early 1
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late 6
early 0
early 2
late 1
early 1
early 4
early 0
late 6
late 4
early 1
early 2
early 1
early 2
late 14
late 0
early 0
early 1
early 0
early 0
early 1
early 0
early 0
late 2
early 1
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early 1
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early 2
early 2
early 4
early 0
early 1
early 2
early 1
early 4
early 2
early 2
late 7
early 1
early 2
early 2
early 1
early 2
early 1
early 6
early 1
early 4
late 2
early 1
early 1
early 4
early 0
early 1
early 1
early 0
early 0
late 4
late 12
early 4
early 1
early 2
early 1
early 2
early 2
early 1
early 2
early 1
early 2
early 2
late 2
early 0
early 1
late 9
late 10
late 3
late 1
early 0
early 2
early 5
early 1
early 1
early 1
early 2
early 1
early 2
early 1
early 1
early 2
early 2
late 13
early 0
late 7
early 0
early 1
early 1
late 3
late 14
early 0
early 2
early 1
early 0
early 2
early 0
early 2
early 1
early 1
late 11
late 10
early 1
early 1
early 2
early 2
early 1
early 1
early 1
late 12
late 8
late 13
early 1
early 1
early 1
late 4
early 0
late 3
early 0
late 9
early 4
early 2
early 1
early 2
late 2
early 1
early 4
early 1
early 5
early 2
late 2
early 6
early 2
late 11
late 1
early 1
early 0
early 1
early 1
early 2
early 2
early 2
early 1
early 1
early 4
early 0
early 0
early 2
early 0
early 0
early 6
late 10
late 5
early 1
late 4
early 1
early 5
early 1
early 1
early 2
early 1
early 2
late 5
early 0
early 1
early 6
early 2
early 2
early 1
early 2
early 5
late 1
early 1
early 0
late 4
early 0
early 0
early 1
early 0
early 0
early 1
late 7
early 2
early 0
early 4
early 0
early 0
early 1
late 7
early 2
early 2
early 2
early 2
late 4
early 1
early 0
early 2
early 1
early 1
early 4
early 0
early 1
early 2
early 1
early 1
early 3
late 5
early 3
early 0
late 5
early 2
early 1
early 0
early 1
late 10
late 8
early 2
early 5
early 1
early 2
early 2
early 0
early 0
early 1
early 1
late 4
early 4
late 14
early 2
early 2
early 2
early 2
early 1
early 1
early 2
early 0
early 1
late 10
early 1
Favorite feature
saving favorite shows to watch as a family 1 saving favorite shows to watch as a fa
saving favorite shows to watch as a family 1 time shifting
time shifting 99 cool gadget
saving favorite shows to watch as a family 1 schedule control
saving favorite shows to watch as a family 1 programming/interactive features
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
programming/interactive features 4
saving favorite shows to watch as a family 1
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
time shifting 99
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
schedule control 3
schedule control 3
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
schedule control 3
time shifting 99
schedule control 3
time shifting 99
schedule control 3
time shifting 99
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
time shifting 99
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
schedule control 3
schedule control 3
time shifting 99
schedule control 3
schedule control 3
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
schedule control 3
schedule control 3
schedule control 3
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
time shifting 99
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
schedule control 3
time shifting 99
schedule control 3
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
time shifting 99
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
time shifting 99
time shifting 99
schedule control 3
time shifting 99
time shifting 99
schedule control 3
time shifting 99
schedule control 3
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
schedule control 3
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
cool gadget 2
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
time shifting 99
time shifting 99
schedule control 3
schedule control 3
time shifting 99
schedule control 3
time shifting 99
schedule control 3
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
time shifting 99
schedule control 3
schedule control 3
schedule control 3
time shifting 99
time shifting 99
time shifting 99
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
cool gadget 2
cool gadget 2
time shifting 99
schedule control 3
schedule control 3
schedule control 3
schedule control 3
time shifting 99
time shifting 99
time shifting 99
schedule control 3
cool gadget 2
schedule control 3
schedule control 3
time shifting 99
cool gadget 2
schedule control 3
schedule control 3
schedule control 3
cool gadget 2
ving favorite shows to watch as a family
hedule control
ogramming/interactive features
3. Create a table for each attribute (e.g., Gender) and record the percentage of responses for each a
and % answering “female”).
Gender Count - Gender Marital Status Count - Marital Status

female 46.50% married 72.00%
male 53.50% single 28.00%
Total Result 100.00% Total Result 100.00%
Work Status Count - Work Status

none 35.00%
professional 65.00% Location Count - Location
Total Result 100.00% Alabama 0.60%
Alaska 0.50%
Arizona 4.30%
Arkansas 0.40%
California 4.10%
Colorado 3.90%
Age Count - Age Connecticut 3.70%
18 0.60% Delaware 4.50%
19 0.90% Florida 3.50%
20 1.50% Georgia 2.70%
21 1.20% Hawaii 4.50%
22 2.20% Idaho 4.30%
23 2.00% Illinois 3.40%
24 1.60% Indiana 0.60%
25 2.50% Iowa 0.30%
26 2.50% Kansas 0.60%
27 1.80% Kentucky 0.60%
28 1.90% Louisiana 0.50%
29 1.80% Maine 4.10%
30 2.10% Maryland 3.90%
31 1.40% Massachusetts 3.80%
32 1.70% Michigan 0.60%
33 2.00% Minnesota 0.20%
34 1.30% Mississippi 0.20%
35 1.40% Missouri 0.80%
36 1.70% Montana 0.70%
37 1.60% Nebraska 0.10%
38 1.50% Nevada 3.70%
39 1.30% New Hampshire 3.50%
40 1.60% New Jersey 3.50%
41 1.30% New Mexico 0.50%
42 1.50% New York 3.90%
43 1.30% North Carolina 0.80%
44 1.70% North Dakota 1.00%
45 1.20% Ohio 0.30%
46 0.80% Oklahoma 0.30%
47 1.60% Oregon 1.00%
48 2.20% Pennsylvania 5.00%
49 1.40% Rhode Island 2.70%
50 1.90% South Carolina 0.60%
51 2.00% South Dakota 0.40%
52 1.90% Tennessee 3.20%
53 1.30% Texas 0.70%
54 1.80% Utah 0.90%
55 1.80% Vermont 4.30%
56 1.80% Virginia 0.40%
57 1.30% Washington 4.30%
58 1.90% West Virginia 0.80%
59 1.40% Wisconsin 0.40%
60 1.90% Wyoming 0.40%
61 1.90% Total Result 100.00%
62 1.30%
63 1.80%
64 1.90%
65 1.50%
66 1.30%
67 2.70%
68 1.00%
69 1.90%
70 1.20%
71 0.60%
72 1.70%
73 0.90%
74 1.20%
75 1.70%
76 2.10%
77 1.00%
78 1.10%
79 1.10%
80 2.00%
Total Result 100.00%
ntage of responses for each answer (e.g., % of respondents answering "male"
Marital Status Work Status Count - Work Status

none 35.00%
professional 65.00%
Annual Income (x1000 $) Count - Annual Income (x1000 $)

21 0.10%
22 0.20%
23 0.40%
24 1.80%
25 1.60%
26 4.70%
27 5.50%
28 7.50%
29 7.30%
30 8.00%
31 6.60%
32 6.20%
33 4.60%
34 3.80%
35 2.60%
36 1.40%
37 0.50%
39 0.20%
40 0.10%
41 0.20%
42 0.40%
43 0.40%
44 1.10%
45 2.20%
46 2.80%
47 2.20%
48 2.60%
49 3.70%
50 1.90%
51 2.50%
52 2.20%
53 2.00%
54 2.90%
55 2.90%
56 2.10%
57 0.90%
58 1.30%
59 0.60%
60 0.90%
61 0.30%
62 0.20%
63 0.20%
64 0.20%
640 0.10%
730 0.10%
me (x1000 $)
TV Viewing (ho Count - TV Viewing (hours/day)

0 17.50%
1 36.20%
2 23.20%
3 3.20%
4 4.50%
5 4.40%
6 2.20%
7 0.90%
8 1.00%
9 0.90%
10 1.50%
11 2.00%
12 0.70%
13 1.40%
14 0.40%
a. How many married men
who are early adopters can
afford to purchase a TiVo for
4. Answer
$499 theaverage
and on following questions. In Excel, you may sort, filter, or use pivot tables, or you may use
have
enough money to purchase
another electronic gadget in
the next two years ?
Answer 44
Count - Column1
Gender Marital Status
male
b. How many women with
education of MA or PhD are
making purchasing married
decisions for electronics
without discussing them Total Result
with a spouse, either
because they are single, or
because they are making
purchasing decisions
without the involvement of
their spouses? Answer
Gender
female
Total Result
c. Among early adopters, how many purchase electronics at least once every year and do so in sto
Answer 0 Technology Ado

Total Result
d. How many seniors (above
the age of 65) spend more
than six hours a day
watching TV? What is their
income range? What is their
average annual income?
Seniors watching > 6 hrs of TV 10
Income range 24 45.42857143
Average annual income 31.209154351396

Gender Education Marital status
female MA married
single
MA Result
PhD married
single
PhD Result
female Result
(empty)
Annual income (x1000 $) Age Count - Age

21 67 1
21 Result 1
24 72 1
76 1
24 Result 2
25 66 1
75 1
25 Result 2
26 67 1
69 1
70 2
72 2
74 2
75 1
76 1
77 1
79 1
80 1
26 Result 13
27 66 1
68 1
69 2
70 1
72 1
74 1
75 1
76 3
77 1
78 2
27 Result 14
28 67 3
69 2
70 1
72 1
74 1
75 1
76 3
77 1
79 1
80 2
28 Result 16
29 67 2
68 2
71 1
72 1
73 1
76 3
77 1
78 1
79 1
80 2
29 Result 15
30 66 3
67 2
68 1
70 1
74 1
75 3
77 1
78 1
80 1
30 Result 14
31 66 1
67 1
69 2
70 2
71 1
72 1
73 1
75 1
76 1
77 1
79 1
31 Result 13
32 66 1
67 4
69 1
70 2
73 3
74 1
75 1
76 1
80 1
32 Result 15
33 67 1
68 1
69 2
76 2
78 1
33 Result 7
34 67 3
69 1
72 1
73 1
74 1
79 1
34 Result 8
35 66 2
75 1
78 1
35 Result 4
36 74 2
36 Result 2
37 79 1
37 Result 1
39 79 1
39 Result 1
40 72 1
40 Result 1
41 80 1
41 Result 1
43 69 1
72 1
75 1
43 Result 3
44 71 1
75 1
44 Result 2
45 66 2
67 1
72 1
78 1
80 1
45 Result 6
46 66 1
74 1
77 2
79 1
80 1
46 Result 6
47 67 2
74 1
79 1
47 Result 4
48 67 1
72 1
76 2
48 Result 4
49 67 2
69 1
71 1
75 1
76 1
49 Result 6
50 72 1
75 1
76 1
78 1
50 Result 4
51 68 1
70 1
72 2
76 1
77 1
78 2
79 1
51 Result 9
52 68 1
73 1
52 Result 2
53 72 1
53 Result 1
54 68 1
69 1
71 1
73 1
74 1
54 Result 5
55 67 1
68 1
71 1
72 1
73 1
77 1
55 Result 6
56 69 2
75 2
56 Result 4
57 68 1
57 Result 1
58 66 1
67 2
69 1
58 Result 4
59 69 2
70 2
59 Result 4
60 75 1
76 1
78 1
79 1
80 1
60 Result 5
61 80 1
61 Result 1
62 80 2
62 Result 2
63 80 2
63 Result 2
64 80 2
64 Result 2
640 80 1
640 Result 1
730 80 1
730 Result 1
Total Result 215
ay sort, filter, or use pivot tables, or you may use another method and record your answers.
Column1
Technology Adoption -292 ######-223 -200 ###
1 2 4 6 12 16
1 2 4 6 12 16
early 1 2 4 6 12 16
1 2 4 6 12 16
Education Purchasing Decisio Count - Gender

###
MA 65
family 31
single 34
PhD 47
family 26
single 21
### 55
ctronics at least once every year and do so in stores that specialize in electronics?
(empty)
Average - Annual Income (x1000 $) TV Viewing (hours/day)
Age 0 1 2 3 4 5
18 33 32 33 27
19 29 31 29.2 26 29
20 28 27 30 28 28
21 31 30 29.6 30
22 36 44 45 28.166666667 29
23 30.666666666667 37 35 24 29 33
24 28 36 34 33 30
25 30.2 35 32 28 29 29
26 39.2 30 34 35 30.666666667 33
27 32.5 30 28 28.4 30 35
28 33 34 28 30.5 50 32
29 39 28 32 27.5 35 31
30 32 40 31 28 30
31 34.333333333333 30 44 46 55
32 39 38 34 50
33 33.666666666667 36 33 53
34 28 37 29 51 48
35 28 33 32
36 52 36 29 48
37 36.666666666667 41 51
38 36.666666666667 43 28 48
39 37.666666666667 38 40 53
40 38 34 37 46
41 33.75 35 34
42 35 38 36
43 45 43 47 49
44 27.333333333333 42 36 44
45 48.666666666667 38 43
46 27 42 43
47 33.666666666667 43 35 46.5
48 35 40 43
49 33.5 42 28 51
50 37.166666666667 39 45 53
51 40.5 33 33 48 45
52 32.4 36 44 54 49
53 36 37 28 42 47
54 34 34 35
55 34.8 36 29 48
56 31 38 34 48 49
57 45 31 46 49
58 31 32 37
59 34.4 42 30 46
60 35.4 32 52 42
61 28.666666666667 38 54 49
62 39 42 41
63 34.333333333333 37 35
64 44 31 50 55
65 34 33 45 48
66 38 33 46
67 35.2 34 40 48
68 30 43 42 51 54
69 40.25 38 43 49 43
70 31.5 41 28
71 42 54 31 49 44
72 39.666666666667 32 34 53
73 32 32 32
74 36 28 30
75 32 40 34
76 29.6 34 35 51
77 50.5 36 29
78 60 29 31 48
79 60 33 30 51
80 28###### 45 46
Total Result 35.634285714286 39 39 37.21875 37.644444444 39
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
?
55
Count - Gender
37
28
65
26
21
47
112
c.
Among early
adopters,
how many
purchase
electronics
at least once
every year
and do so in
stores that
specialize in
electronics?
132
d. How
many
seniors
(above the
age of 65)
spend more
than six
hours a day
watching
TV?
20
What is their 41,000 - 55,000

Can they be dNo
If so, what is N/A

-154 ###-108 -85 -62 -39 -16
24 25 23 23 27 15 13
24 25 23 23 27 15 13
24 25 23 23 27 15 13
24 25 23 23 27 15 13
6 7 8 9 10 11 12
29
34
30
28
29.6
28
51
43.33 49 49
46
48 45
47 48 48
46
44
47 46
45 51 46
48
47
52 45
50 44
47 47 42
49
47.5
45 46
50 46
55
47 50 49
49
49
44 45 49
49
44 50 49
43 47 45
51
46 52
48 46 53
49
45 49
51 48 51
55 52 54
54 46 47
49 50
48
50 51
41
37.55 50 49.6 46.555555555556 48.733333333333 47.15 48.285714285714
7 30 53 122 260
9 2 1 3 1
9 2 1 3 1
9 2 1 3 1
9 2 1 3 1
13 14 Total Result
31.166666666667
29
29.2
30.083333333333
38.045454545455
32.3
32.9375
31.52
32.84
31.666666666667
38.052631578947
49 33.777777777778
35.095238095238
53 39.5
40.058823529412
47 36.2
36.384615384615
35
45 37.117647058824
51 42.9375
38.8
40.615384615385
40.5625
35.461538461539
37.333333333333
45 45.769230769231
37.588235294118
42.5
45 40.5
49 40.5625
44 40.363636363636
42
41.842105263158
36.85
40.315789473684
37.307692307692
44 37.055555555556
49 36.5
39.611111111111
43.769230769231
34.157894736842
37.642857142857
38.894736842105
41.684210526316
41.307692307692
37.5
50 41.526315789474
39.333333333333
36.076923076923
47 37
41.7
40.21052631579
36
43.666666666667
43 38.882352941177
39
35.166666666667
38.352941176471
48 35.095238095238
36.9
39.818181818182
46.5 38.909090909091
110.15
47.928571428572 45 39.007
283 306 329 352 375
1 1 2 1 1
1 1 2 1 1
1 1 2 1 1
1 1 2 1 1
421 467 490 513 536
2 1 3 1 1
2 1 3 1 1
2 1 3 1 1
2 1 3 1 1
582 605 628 651 674
1 2 4 2 2
1 2 4 2 2
1 2 4 2 2
1 2 4 2 2
697 720 743 766 812
4 1 6 8 2
4 1 6 8 2
4 1 6 8 2
4 1 6 8 2
835 858 881 904 927
4 1 9 4 3
4 1 9 4 3
4 1 9 4 3
4 1 9 4 3
950 973 996 1019 1042
1 3 6 2 5
1 3 6 2 5
1 3 6 2 5
1 3 6 2 5
1088 1111 1134 1157 1180
2 1 4 3 2
2 1 4 3 2
2 1 4 3 2
2 1 4 3 2
1203 1226 1249 1272 1364
2 1 2 1 1
2 1 2 1 1
2 1 2 1 1
2 1 2 1 1
1456 Total Result
2 312
2 312
2 312
2 312
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
Char
Correlation 0.13246527589 0.01754704932
18
16 R² = 0.93620253164557
14
12
1 4 10
2 8
8 8
3 15
6
4 16
4 4
2
0.967575594796 0
0.5 1 1.5 2 2
0.936202531646
squared)? If you use the CORREL function or the
be squared. You may also use any other method to
s here:
Chart Title
18
16 R² = 0.93620253164557 16
15
14
12
10
8 8
6
4 4
2
0
0.5 1 1.5 2 2.5 3 3.5 4 4.5
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 0.004552555
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
relates
the first
h the
ow the
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
to
the 50
looks 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
could select two attributes that would help you segment by willingness to buy versus ability to pay
As you generate segmentation schemes, Use the data in the "Survey Data" worksheet to fill each c
internally and heterogeneous across segments for the indicated number of segments. Not all attrib
a. Segmentation Scheme A: Seven segments
Segmentation Scheme A: Seven Segments of TV-Involved Customers

Segment 1 Segment 2
Market size (% of TV-involved households) Gender Marital Status
Average annual income Age Marital Status
Description of segment Gender Marital Status
Most appealing feature/benefit Gender Age
Stores shopped for electronics Gender Marital Status
Average electronics purchase ($) Age Marital Status
Purchasing Decision-maker
Purchasing Location
b. Segmentation Scheme B: Four segments
Segmentation Scheme B: Four Segments of TV-Involved Customers

Segment name Segment 1 Segment 2
Purchasing
Market size (% of TV-involved households) Martial Status
Decision Maker
Monthly electronic Monthly household
Average annual income
spend spend
Description of segment Age Gender
Purchasing
Most appealing feature/benefit Age
Decision Maker
Monthly electronic Monthly household
Stores shopped for electronics
spend spend
Purchasing Technology
Average electronics purchase ($)
Decision Maker Adopted
mentation schemes. For example, you could choose Age as the basis for creating segments based on age ra
buy versus ability to pay.
" worksheet to fill each cell in the tables shown below. Remember to try to create segments that are homoge
of segments. Not all attributes will be used.
Segment 3 Segment 4 Segment 5

Work status Education Annual income
Work status Education Purchasing Decision maker
Purchasing
Decision Monthly electronic Spend Monthly Household Spend
maker
Work status Monthly electronic Spend Annual income
Monthly Electronics Spend

Monthly Household Spend
Purchasing Frequency (every x months)
Segment 3 Segment 4
Education Annual Income
Age Work Status

Work status Education
Technology
Education
Adopted
Annual income Purchasing Location
Annual income Favourite feature

sis for creating segments based on age ranges. Or you
o try to create segments that are homogenous
Segment 6 Segment 7
Technology Adopted Location
Monthly electronic Spend Location
Technology Adopted Favourite feature
Technology Adopted Favourite feature
very x months)
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
demographic factors like age gender etc. I selected segments based on how closely they were related to
such as how Annual income is closely related to Annual spend
for example, I feel the most closely related terms to most appealing feature would depend on the age , h
late one would be to adopt the the technology His education would play a vital role in him deciding which
important for him as well as the age of the customer
Descriptive names that could be used are
1) Demographic Segments - Market share (Age, Gender, Marital Status)
2)Psychographic Segments - Most appealing feature /benefit(Latest technology adopted,Favourite viewin
3) Transactional Segments - Average electronic purchase (Average annual income, monthly spend)
m question 5) and how you arrived at
d be understandable to the
es based on similar factors i.e

losely they were related to each other
would depend on the age , how early or

role in him deciding which feature is
y adopted,Favourite viewing feature)

ome, monthly spend)

Marketing TiVo

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These spreadsheet exhibits relate to the case TiVo Segmentation Analytics, Case

©2016 by the Kellogg School of Management at Northwestern University. This

Gender Count - Gender Marital Status Count - Marital Status

Work Status Count - Work Status

Marital Status Work Status Count - Work Status

Annual Income (x1000 $) Count - Annual Income (x1000 $)

TV Viewing (ho Count - TV Viewing (hours/day)

Answer 0 Technology Ado

Seniors watching > 6 hrs of TV 10

Income range 24 45.42857143

Average annual income 31.209154351396

Annual income (x1000 $) Age Count - Age

Education Purchasing Decisio Count - Gender

What is their 41,000 - 55,000

If so, what is N/A

Correlation 0.0674726227 0.004552555

a. Age and Purchasing frequency

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

a. Segmentation Scheme A: Seven segments

Segmentation Scheme A: Seven Segments of TV-Involved Customers

Segmentation Scheme B: Four Segments of TV-Involved Customers

Segment 3 Segment 4 Segment 5

Monthly Electronics Spend

Age Work Status

Annual income Favourite feature

o try to create segments that are homogenous

es based on similar factors i.e

would depend on the age , how early or

y adopted,Favourite viewing feature)

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