Got to http://strategicbusinessinsights.com/, then click on the VALS SURVEY link.

Next, click on "Take the survey."

1. Explain the theory behind the creation of VALS.

2. Do you agree with your VALS classification? Learn more by going to "The VALS Types" link.

3. What kind of scale was used in the survey? Could other types of scales have been used?

4. Explain how a marketer could use GEOVALS.