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Top Market Strategy by Elizabeth Rush Kruger

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A5.1 Calculate Percentages for Nonmetric Items for Both Groups

Throughout the report on JetSpray's top market segment (Appendix 2), target market refers to the 30 respondents in the top market segment (i.e., rows 2–31), while others refers to the 120 other respondents (i.e., rows 32–151). To calculate percentages for item 1.1 in column F, we clicked on an empty cell; selected “Format,” “Number,” and “Percentage” and entered “=COUNTIF(F2:F31,1)/30” for the percentage of target market responses and entered “=COUNTIF(F32:F151,1)/120” for the percentage of other responses. We revised this formula to calculate the percentages of positive responses for both groups to all nonmetric questions (items S-4, 1.1–3.3, and 12–14 in columns E–R and BG–BI). ...

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