Database Reference
In-Depth Information
Table 6.1
Data for Five Groups Evaluating “Sophistication” on the 1-5 Likert
Scale—cont'd
Age Bracket 1
Age Bracket 2
Age Bracket 3
Age Bracket 4
Age Bracket 5
3
4
4
3
3
1
5
5
4
3
3
4
5
4
3
1
5
5
3
2
1
4
4
3
3
4
5
5
2
2
3
5
5
3
3
2
4
4
4
2
2
5
5
3
3
3
4
4
3
3
1
5
5
4
2
1
5
5
3
3
2
5
5
3
4
2
4
4
3
3
2
4
4
2
2
1
5
5
2
2
2
4
5
2
3
3
5
5
2
2
3
4
4
3
3
3
5
2
3
5
5
4
5
5
2
1
Mean = 2.25
n
= 28
4.38
26
4.50
26
3.04
23
2.74
23
18-25
Gen Z
26-35
Gen Y
36-45
Gen X
46-55
Younger
boomers
56-66
Older boomers
Agreement with statement: “This page makes Mademoiselle La La seem sophisticated.”
1 = Strongly disagree, 5 = strongly agree.
Staring at the numbers, you're glad to see higher ratings for part of Made-
moiselle La La's target audience of 36-45 years. But you're not sure what the
other numbers mean. Is there really a statistical difference in sophistication ratings
between the older and younger boomers? And what about those “punks,” as Bittle
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