Of the 500 households selected that subscribe to cable television service from Ashland, 82 households either refused to participate, could not be contacted after repeated attempts, or had telephone numbers that were not in service. The summary results for the 418 households that were contacted are as follows:

Smartphone Service Frequency Yes 83 No 335

Household Has AMS Internet Service Frequency Yes 262 No 156

Streams Video Frequency Every day 170 Most days 166 Occasionally or never 82

Type of Cable Service Frequency Basic or none 164 Enhanced 254

Watches Premium Content Frequency Almost every day 16 Several times a week 40 Almost never 179 Never 183

Method Used to Obtain Subscription Frequency AMS email/text offer 70 AMS toll-free number 64 AMS website 236 In-store signup 36

MyTVLab promotion 12 Would Consider Discounted Trial Offer Frequency Yes 40 No 378

Trial Monthly Rate ($) Willing to Pay 100 79 114 50 91 106 67 110 70 113 90 115 98 75 119 100 90 60 89 105 65 91 86 91 84 92 95 85 80 108 90 97 79 91 125 99 98 50 77 85

Uses Another Cellphone Provider Frequency Yes 369 No 49

Voucher for Two-Year Agreement Frequency Yes 38 No 380

Analyze the results of the survey of Ashland households that receive AMS cable television service. Write a report that discusses the marketing implications of the survey results for Ashland MultiComm Services.