1. Studie životního stylu VALS www.sric-bi.com/VALS/

2. VALS™ Survey Having trouble with the survey? Check out the Survey Help / VALS™ FAQ page!Survey Help / VALS™ FAQ Have you taken this survey before? Yes No 36. Sex: Male Female 37. Age: 18-24 25-29 30-34 35-44 45-54 55-64 65 or over 38. What is the highest level of formal education you have completed? Grade 8 or less Grades 9-11 High School 1-3 years of college College (4 years) Attended or completed graduate school 39. What was your total household income before taxes for the past calendar year (January through December)? (Please include income from all sources, including salaries, pensions, interest, dividends, bonuses, capital gains, profits, other.) less than $10,000 $10,000 - $14,999 $15,000 - $19,999 $20,000 - $24,999 $25,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $199,999 $200,000 or more VALS™ Survey Having trouble with the survey? Check out the Survey Help / VALS™ FAQ page!Survey Help / VALS™ FAQ Have you taken this survey before? Yes No 1. I am often interested in theories. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 2. I like outrageous people and things. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 3. I like a lot of variety in my life. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 4. I love to make things I can use everyday. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 5. I follow the latest trends and fashions. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 6. Just as the Bible says, the world literally was created in six days. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 7. I like being in charge of a group. Mostly disagree Somewhat disagree Somewhat agree Mostly agree 8. I like to learn about art, culture, and history. Mostly disagree Somewhat disagree Somewhat agree Mostly agree

3. 36. Sex: Male Female 37. Age: 18-24 25-29 30-34 35-44 45-54 55-64 65 or over 38. What is the highest level of formal education you have completed? Grade 8 or less Grades 9-11 High School 1-3 years of college College (4 years) Attended or completed graduate school 39. What was your total household income before taxes for the past calendar year (January through December)? (Please include income from all sources, including salaries, pensions, interest, dividends, bonuses, capital gains, profits, other.) less than $10,000 $10,000 - $14,999 $15,000 - $19,999 $20,000 - $24,999 $25,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $199,999 $200,000 or more

5. Innovators (formerly Actualizers) Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

6. Survivors (formerly Strugglers) Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.