Certain Electric Power Tools, Battery Cartridges, and ... - USITC

(Sorensen, Tr. 2175, 2041-42).287. Relevant marketing data on gender, geographic sales distributionpatterns, Makita advertising, age, and types of nilrchasers and users (e.g.,professionals, do-it-yourselfers), were available in-house at Makita and inthe public domain, but this data was not provided to Sorensen.(SorensenTr. 2161-2170, 3614, 3639-3644, 2231-2232; CXA 10, Sorensen W.S., at 9).This data shows significantly different quota figures for gender, age,demographics,cetera than was chosen by Sorensen for his universe. Id.288. In utilizing the 9 to 1 gender ratio, Dr. Sorensen failed to takeinto account ( c 1( C )( C '(RXF-3558, Jacoby W.S., pp. 12-13).This was material that had been utilized by complsinants' advertisingagency in framing an advertising program for Makita. (RXP 463).289. Complainants' own witness, Mr. McHale, a former institutional buyerof power tools, testified that in general, power tools are often sold toboth women and men. (McHale, Tr. 1274).290. According to Dr. Jacoby, Media Mark Research, Inc. (**MRI") is anorganization which prepares, intar a, demographics for power tools, andhas no axe to grind.It sells reports to various industries.It is one oftwo magazine demographic research organizations which are the standards of- -the field. (Jacoby, Tr. 2904-2905). According to Dr, Jacoby, MRI conductssurveys to find out what products are used and bases its figures on largescale samples.MRI uses approximately seventy or eighty million Americanrespondents for its surveys. (Jacoby, Tr. 2905).88