VALS is a marketing and consulting tool whereby consumer behavior is linked to individual personality traits. The module includes a description of VALS, a discussion of VALS types, examples of how VALS has helped businesses, and a survey to determine ones VALS category. Users can also purchase GeoVALS for assistance in determining the best location for their business, as well as obtain information on Japan-VALS, a segmentation tool specifically for the Japanese market.
Type of Material:
Reference material.
Recommended Uses:
The material can be used both in and out of the classroom. Material can be used as the basis for class discussion, independent assignments and study, and team work.
Technical Requirements:
Internet Access
Identify Major Learning Goals:
Via this module, users explore the concepts of survey research, consumer behavior, market segmentation and research design. Additionally, students can create a mock profile to discover how consumers make choices and explore the factors that influence decision making. The goal of the module is to provide information on this valuable segmentation tool, and to highlight the importance of using personality as the basis to predict current or future consumer behavior.
Target Student Population:
This material would be appropriate for undergraduate and graduate students in a variety of courses such as management, marketing, psychology and other social science courses.
Prerequisite Knowledge or Skills:
While the module provides a discussion of VALS, the user should have had some exposure to the concept for maximum understanding and appreciation. A Principles of Marketing course would be an appropriate introduction.
Content Quality
Rating:
Strengths:
This website has been designed as a sample of an instrument developed and applied by a consulting firm to assist organizations in identifying consumer behavior and possibly developing consumer segments to which a variety of products or services may be tailored.
Students usually find this exercise interesting and are curious to see how marketers would apply such information collected from this instrument. The information provided is current and is also available in more than one language (international use, which can be related to a number of topics on globalization and cultural research as well!). he module is very well-written and understandable. Users can not only read about the VALS topic and practical examples, they can also learn their own VALS type. The applicability of this tool to marketing is discussed fairly extensively, and the amount of information provided is more than adequate for an introduction and/or review of this topic. The site is sponsored by a valid and reliable source, further lending to the credibility of the module.
Concerns:
The most significant disadvantage to this site is the fact that it is a small component of the actual instrument developed and applied by SRI. Although it can provide users with initial exposure to such an instrument, and launch discussion or exploration of topics such as marketing research and design, segmentation and consumer behavior, users will need to investigate and review other information to fully grasp these concepts.
There is no detailed explanation of how the instrument was developed nor is there discussion regarding the research implications of the instrument. Because the site is an independent module, instructors using the material in a class will need to supplement this instrument with lecture material on theory and application of such an instrument.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
This site is designed to enable students to independently complete an instrument designed to identify profiles of consumers which may lead to market segmentation. Students typically enjoy reviewing the questions and attempting to understand how and why these particular questions can identify certain consumer traits and preferences.
The survey itself is thought-provoking and fun and can be applied in a variety of courses such as management, marketing, consumer behavior, research, etc
Concerns:
The site is somewhat informative regarding the development of the instrument and its application, however, instructors must be prepared to fill-in-the-blanks and be able to field questions relative to the types of questions asked, how they might be analyzed, and the number of items in the actual survey. he module is very well-written and understandable. Users can not only read about the VALS topic and practical examples, they can also learn their own VALS type. The applicability of this tool to marketing is discussed fairly extensively, and the amount of information provided is more than adequate for an introduction and/or review of this topic. The site is sponsored by a valid and reliable source, further lending to the credibility of the module.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The site is quite easy to use (although several times we were unable to access the website or it froze midstream in the survey). Students enjoy the immediate feedback and the fact that they can very quickly identify their segment based on the responses.
Although the site is not high-tech or flashy, its purpose is to collect data.
Concerns:
One of the major concerns with the site is the fact that users must pay for some of the reports that the authors claim provide more background information on important consumer behavior concepts. Although some information is provided to users interested in learning more about research, consumers and segmentation, it is brief; instructors must be prepared to supplement information regarding these concepts and their application in VALS
Creative Commons:
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