The Circulation Manager of the Daily Advocate newspaper commissions a market research study to determine what factors underlie the circulation attrition. Specifically, the survey is designed to compare current Daily Advocate subscribers with those who have dropped their subscriptions in the past year. A telephone survey is conducted with both sets of individuals. Below is a summary of the key findings from the study.

*Based on a 7-point scale where 1 = very dissatisfied and 7 = very satisfied
Interpret these findings for the Circulation Manager.

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Item Curenit Lost Significance 20.1 yrs 5.4 vrs Length of residence in the Length of time as a subscriber Watch local TV news program (s) Watch national news programis) Obtain news from the Internet Satisfaction* with cit 000 272 vrS 87% 72% 13% 1.3 vrs 70% 23% 372 540 025 Deivery of newspaper Coverage of local news Coverage of national news Coverage of local sports Coverage of national sports Coverage of tocal social neWs Editorial stance of the newspaper Value for subscription price 4.9 5.8 2.3 5.9 3.2 5.2 4.0 4.8 450 248 031 462 001 650 001 4б8 6.1 6.3 5.7 5.8 5.2