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Babin and Harris (2022) stated that an instrument commonly used in lifestyle segmentation is the Values and Lifestyles (VALS) survey. There are eight different classifications based on financial, educational, and intellectual resources along with primary motivations (ideal, achievement, or self-expression).
Look at Exhibit 6.5 (p. 129) in our textbook at the descriptions for the eight VALS classifications. Address each of the three parts in your paper.
Part 1: Review the VALS Survey and its components available on the Strategic Business Insights website.https://www.strategicbusinessinsights.com/vals/
Part 2: Analyze the different classifications from the VALS survey and determine which of the classifications is an accurate description of you.
Part 3: Discuss how such a survey might be used by companies to more accurately segment the population group to target its marketing efforts.
Note: Please provide an example to illustrate your analysis and discussion.
Evaluation
This assignment will be graded using the M5 Short Paper rubric. Please review this rubric prior to beginning your work. All short paper assignments combined are worth 25% of your final course grade.
Requirements
Be between 1000 and 1250 words. Use headings and subheadings using the assignment questions as a guideline.
Do not include abstracts, bullets, headings and subheadings, cover and reference pages, and charts and graphs in your word count.
On your cover page, add the word count.
Supported by at least 1 reference other than the textbook.
Cite using the latest version of APA style. Justify your analysis by including in-text citations and your references as applicable.
Does not use blogs nor pedias, etc.
Follow the latest version of the APA Publication Manual. Use the following resources to properly cite your work:
APA StyleLinks to an external site.
Avoiding PlagiarismLinks to an external site.
Be in a Word document format, double-spaced, and use a 10- or 12-point Arial or Times New Roman font. The page margins on the top, bottom, left, and right should be 1 inch each.
Checked for spelling and grammatical errors.
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