Notebook PMB 2007 Part 2


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Research Report 2

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Notebook PMB 2007 Part 2

  1. 1. Societal Views Delving deeper into our target markets was a look into the questions that directly related to their social views. With the question of ‘The father of the family must be master in his house’ those ages 18-49 with an income of $50 000, who strongly disagreed, had a significance of i100 and increased when education and then salary were added, with respective indexes at i107 and i113. This lends to a more liberal stance, which moves away from the patriarchal family paradigm. Also, questions on acceptance pertaining to immigrants and same-sex relationships give fascinating insight onto this more liberal trend. The respondents who completely disagreed with ‘too much immigration threatens the purity of our country’ show indexes of i103, i113 and i117. For those who answered strongly agreed in relative to ‘society should regard people same sex couples that live together as married’ the column with just the target 18-49 with an income of $50, 000 actual shows a below index of i98. However, once education and occupation is added, there is an improvement with above indexes of i103 and i107. Our target group essentially would take social issues seriously, have an open-mind and display a genuine tolerance to alternative lifestyles. Further examinations into notable indexes were question’s conveying issues on the environment. Take ‘environmental problems in distant countries doesn’t really affect our environment’ the rising indexes for the respondents who totally disagreed were i100, i104, and i106. Also ‘overpopulation in 3rd world countries doesn’t really affect our country’ showed opposed respondents have escalating indexes of i102, i105 and i107. These computer users would be environmentally conscious and thus, in theory, be more
  2. 2. willing to pay more for environmentally friendly products. In the inquiries regarding home office or business, the most significant indexes increase was observable in the looking at the base demographics that responded ‘yes’. With this segment making up 1, 170, 000 of our main target group 18-49, the increase it is shown from i118 for those who make $50, 000, then with adding education it reflects i145 and layered with occupation it ascends to i183. A closer look may also support this growing trend by way of considering the reverse answer and acknowledging those who responded ‘no’. This actually contains the largest group with 2, 978, 000 from our target group and above indexing with i110, i113 and i119. Followed by a specified type, a question of separate business or extension of ones regular job, gives even more information on the purpose of the target’s computer usage. When’s asked if it is a home office or business– type have in home – separate business, the indexes showed striking jumps from i116, to i140 and reaching i175. Home office or business – type have in home – extension of regular job has the greatest increase with it indexes trailing higher and higher with i121, i151 and i195. It isn’t a surprise that there is a direct correlation with computer usage and business. In any case, these further considerations into the base demographics purpose and reasons provide a better focus. A look into entrepreneur’s, small to medium business owners, employees who work from home can all be better targeted just because of their propensity in using computers in such a setting. These people will be the trendsetter’s who are computer literate and will be on the forefront of developing technology if not just for themselves but in support of their business or employers business.