The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 1 IX. Psychographic Batteries Designed by Third Party Partners B. GfK Roper Values (continued): • Duty: fulfilling obligations to family, community and country • Respecting ancestors: showing respect for those who came before us • Traditional gender roles: following traditional roles for men and women • Faith: holding to religious faith and belief • Learning: continuing to learn throughout my life • Helpfulness: making the effort to assist others • Friendship: having close, supportive friends • Power: having control over people and resources • Open-mindedness: being broad-minded • Social tolerance: respecting ethnic, religious, and racial differences • Authenticity: being true to myself • Self-reliance: being self reliant, choosing my own goals • Tradition: preserving time-honored customs • Being youthful: feeling young • Excitement: having stimulating experiences • Self-interest: putting my interests ahead of others • Knowledge: being well educated • Simplicity: keeping your life and mind as uncluttered as possible • Cultural purity: keeping my culture free from outside influences • Working hard: always giving my best effort • Modesty: being modest, self-effacing • Thrift: being economical or careful with money and avoiding excess continued on next page>> 38
Survey of the American Consumer: Part 1 IX. Psychographic Batteries Designed by Third Party Partners B. GfK Roper Values (continued): Questions – Activities: About how many hours per week do you typically spend at each of these activities? • With kids or grandkids at home or outside the home • With your spouse or significant other • Watching television or movies at home • At your personal computer, including the Internet • Reading • Doing fun and exciting things • Learning new things or expanding your knowledge • Gardening or yard work • Housework (cleaning, washing, etc.) • Cooking • Working on your automobile • Alone • Commuting to and from work • At schools or any organizations other than church • Socializing/doing things with friends around town • Working at a paid job outside of home • Working at a paid job at home • Exercising • On average, about how many hours of sleep do you get each night? 39
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The GfK MRI Psychographic Sourcebook

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