Describe the VALS framework.
What will be an ideal response?
The VALS framework is a tool used to measure psychographics. VALS™ segments U.S. adults age 18 and older into eight consumer groups on the basis of a standardized questionnaire and proprietary algorithm. According to SBI (Strategic Business Insights, the owner and operator of VALS), "Each of us is an individual. Yet each of us also has personality traits, attitudes, or needs that are similar to those of other people. VALS™ measures the underlying psychological motivations and resources that groups of consumers share that explain and predict each group's most likely choices as consumers." VALS™ has shown consistently strong evidence of reliability and validity. Participants are grouped into categories based on low resources (survivors) and high resources (innovators) and ideals, achievement, and self-expression. These categories include: thinkers, achievers, experiencers, believers, strivers, and makers.
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Discuss the differences between the minor-points close and the alternative-choice close.
What will be an ideal response?
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What will be an ideal response?