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Top Market Strategy by Elizabeth Rush Kruger

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A2.2 Psychographics (Items 7–11)

The respondents in the target market and other respondents rated their agreement with the following descriptive statements on a 5-point Likert rating scale. For each item, we compared the average rating of the two groups using the t-test of the difference between group means. An asterisk (*) indicates a statistically significant difference between these two groups.

Personality. My personality is …extraverted,* rather than competitive,* playful,* nurturing, or technical* (Chart 16).

Activities. I love tosocialize in groups* and share activities, rather than play with my family, improve engines,* or compete in extreme sports* (Chart 17).

Reputation. People who know me say I am asocial climber,* rather than a ...

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