Case Study 8.3: A Market Research Study --------------------------------------------------------------------- V0 ID Number V1 Subgroup Description V2 Subgroup Population Total Percentage of V2 Subgroup Who Bought ... V3 Clothing V4 Electronics V5 Home Furnishings V6 Houseware Products V7 Sporting Goods V8 Toys and Games --------------------------------------------------------------------- c83.dat: Types of Merchandise Bought from Catalogues in the last 12 Months by Demographic Variables and the TV Shows as a Percentage of the Group --------------------------------------------------------------------- V0 V1 V2 V3 V4 V5 V6 V7 V8 1 18--24 23965 15.68 2.34 5.05 4.21 4.19 5.27 2 25--34 42832 22.57 3.98 7.99 5.74 4.20 8.99 3 35--44 39908 31.02 4.94 11.63 6.85 6.12 10.97 4 45--54 27327 31.10 5.72 9.43 8.39 4.99 6.54 5 55--64 21238 28.26 3.22 9.83 8.39 4.17 7.40 6 65--over 30552 24.36 3.09 7.27 4.66 1.43 4.07 7 College_Grad. 36463 36.34 5.97 10.16 6.39 6.24 10.41 8 Attend_College 44294 29.08 4.55 10.92 6.86 4.37 8.28 9 High_School 66741 23.70 3.27 8.10 7.02 4.20 7.32 10 No_High_Sch. 38324 15.14 2.75 5.77 4.30 2.38 4.56 11 Total_Male 88956 18.91 4.76 5.38 4.34 4.99 6.00 12 Total_Female 96866 31.93 3.30 11.74 8.09 3.60 9.04 13 Employed_Male 65500 19.46 4.93 5.42 4.25 5.51 6.45 14 Employed_Fem. 55910 36.42 3.62 14.02 9.01 4.54 10.51 15 Full_Time 110363 26.65 4.46 9.20 6.31 8.00 5.03 16 Part_Time 11047 33.51 2.98 10.74 7.78 5.47 11.51 17 Unemployed 64412 22.73 3.37 7.41 6.01 2.76 6.20 18 Single 41284 16.86 3.60 5.17 4.24 3.60 3.75 19 Married 109023 29.94 4.51 10.65 7.23 5.12 9.61 20 Div/Sep/Wid 35515 22.95 2.90 6.79 5.83 2.41 5.84 21 Parents 62342 29.22 4.76 10.75 6.40 5.65 12.37 22 75K--more 24165 35.59 4.42 11.09 8.03 5.00 11.19 23 60K--more 40979 32.80 4.85 9.87 7.20 5.12 9.80 24 50K--more 57996 32.66 4.57 10.46 7.07 5.55 9.59 25 40K--more 80078 31.56 4.65 10.54 6.94 5.60 9.27 26 30K--more 106838 30.62 4.64 10.15 6.71 5.45 8.97 27 20K--29K 30669 21.32 3.91 8.14 6.01 3.14 6.10 28 10K--20K 29083 19.23 2.39 6.17 6.36 2.65 5.84 29 under_10K 19232 15.12 2.96 5.35 4.37 1.94 4.92 30 ER 19640 31.65 4.22 10.65 7.22 4.97 9.58 31 Friends 16000 23.92 3.52 7.54 5.86 4.50 5.64 32 Frasier 14840 31.03 3.98 10.51 8.25 4.66 8.51 33 Jesse 13550 19.14 3.77 6.49 4.97 4.24 5.28 34 Ally_McBeal 10190 21.80 2.40 6.42 6.32 4.58 6.67