Description
A link to the TiVo case, Read the case carefully and complete exercises 3-9 at the end of the case. Ignore the prompt in Question 9, instead analyze the entire market research process outlined in the case, and comment on your segmentation schemes in the Excel file. Make sure to explain what your results mean to managers.As you write your analysis, focus on what value TiVo provides to its customers and how you might best measure that. Think about the following: Does the study presented in the case do a good job of evaluating consumer attitudes? What are the strengths and weaknesses of the present approach? Would you have done anything differently in the market research project? If so, what would you have done and what would you expect to find? Why would you want to segment your market in the first place; what is the best way to do so? How do the different kinds of research you might do relate to each other? What was your rationale for choosing the segments you chose, and how do you think TiVo can approach those segments/customers?You must turn in your answers and calculations for questions 3-9; you may use whatever analysis program you are comfortable with (python, r, Google Sheets, and Microsoft Excel are all acceptable). Your submission will be the completed Microsoft Excel file.The analysis part will be assessed with #MarketAnalytics and your narratives with #CustomerCentricity.Hint: If you are unfamiliar with wrangling data, pivot tables will be your friend. You may want to check out chapter 1 of “Marketing analytics: Data-driven techniques with Excel”
Unformatted Attachment Preview
These spreadsheet exhibits relate to the case TiVo Segmentation Analytics, Case
#KEL932.
©2016 by the Kellogg School of Management at Northwestern University. This case
was prepared by Professor Moran Cerf. Cases are developed solely as the basis for
class discussion. Cases are not intended to serve as endorsements, sources of
primary data, or illustrations of effective or ineffective management. To order copies or
request permission to reproduce materials, call 800-545-7685 (or 617-783-7600
outside the United States or Canada) or e-mail [email protected]. No part of
this publication may be reproduced, stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any means—electronic, mechanical,
photocopying, recording, or otherwise—without the permission of Kellogg Case
Publishing.
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Annual Income (x1000 $)
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31
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64
27
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30
54
24
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59
48
28
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33
31
36
29
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49
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53
26
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32
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25
64
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31
27
57
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49
29
43
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29
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31
51
28
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30
32
26
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36
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57
32
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30
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27
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58
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24
55
26
51
26
34
46
29
55
26
33
50
28
49
51
54
59
30
46
34
36
53
23
30
28
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30
51
44
36
25
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33
34
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34
45
28
52
52
33
29
24
28
29
31
30
44
27
50
54
55
21
31
55
27
35
46
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34
28
26
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26
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328
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35
48
24
31
26
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34
53
32
56
58
36
45
35
30
60
34
25
46
30
30
54
34
26
58
30
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42
30
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28
28
62
27
45
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35
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61
369
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51
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31
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27
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female
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BA
BA
none
none
BA
none
none
BA
none
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none
none
none
PhD
none
PhD
MA
BA
MA
MA
none
none
BA
none
none
none
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none
none
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BA
none
none
MA
BA
none
BA
MA
PhD
none
33
60
30
34
58
23
46
60
29
35
46
33
28
31
58
31
29
31
50
28
51
28
33
34
28
50
32
55
39
43
43
730
59
32
49
56
32
54
29
33
32
451
452
453
454
455
456
457
458
459
460
461
462
463
464
465
466
467
468
469
470
471
472
473
474
475
476
477
478
479
480
481
482
483
484
485
486
487
488
489
490
491
female
male
male
female
male
male
female
female
male
male
male
male
female
male
female
female
male
male
male
male
male
male
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none
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none
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none
none
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none
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BA
BA
MA
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none
none
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none
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none
none
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none
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none
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none
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none
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53
27
30
29
51
52
29
47
32
24
29
24
49
48
61
46
52
29
26
59
29
29
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32
26
29
23
53
30
33
51
46
44
49
29
31
52
34
49
30
492
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495
496
497
498
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500
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502
503
504
505
506
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508
509
510
511
512
513
514
515
516
517
518
519
520
521
522
523
524
525
526
527
528
529
530
531
532
female
female
female
male
male
female
female
male
male
female
male
male
female
female
female
male
male
female
male
male
male
male
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single
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single
married
single
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professional
none
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none
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none
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none
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none
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none
none
professional
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professional
none
none
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professional
professional
PhD
BA
PhD
BA
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BA
none
BA
MA
none
none
MA
none
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none
none
none
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none
none
BA
none
none
none
none
none
BA
none
none
none
MA
none
BA
PhD
BA
BA
none
PhD
MA
BA
none
45
28
33
46
29
52
29
54
55
30
24
29
35
31
32
35
57
50
24
30
25
49
27
32
28
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54
27
29
34
46
34
55
27
60
32
29
31
56
28
28
533
534
535
536
537
538
539
540
541
542
543
544
545
546
547
548
549
550
551
552
553
554
555
556
557
558
559
560
561
562
563
564
565
566
567
568
569
570
571
572
573
male
male
female
male
female
male
male
female
male
female
female
male
female
male
female
male
male
female
male
female
female
male
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none
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none
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none
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none
professional
professional
none
BA
BA
none
none
none
none
none
none
none
none
none
none
none
PhD
none
none
MA
none
BA
BA
MA
none
none
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MA
MA
none
BA
none
BA
none
none
none
none
none
BA
PhD
none
MA
none
none
58
32
31
60
50
35
27
26
27
33
48
24
27
49
34
34
49
31
26
30
33
31
45
26
35
48
28
56
30
57
28
27
54
30
32
58
48
36
56
29
23
574
575
576
577
578
579
580
581
582
583
584
585
586
587
588
589
590
591
592
593
594
595
596
597
598
599
600
601
602
603
604
605
606
607
608
609
610
611
612
613
614
male
female
female
female
male
female
male
female
male
female
male
female
female
female
female
male
female
male
female
male
male
female
male
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female
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female
male
female
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none
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none
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none
none
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none
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none
none
none
none
MA
MA
none
MA
none
none
BA
none
MA
BA
MA
BA
none
MA
none
none
none
none
none
none
BA
PhD
MA
none
none
BA
BA
none
none
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none
none
BA
BA
none
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none
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27
27
53
31
49
31
54
29
31
30
54
31
30
52
54
33
51
45
31
30
26
30
27
59
50
33
32
33
29
30
33
32
28
37
28
33
62
46
48
28
28
615
616
617
618
619
620
621
622
623
624
625
626
627
628
629
630
631
632
633
634
635
636
637
638
639
640
641
642
643
644
645
646
647
648
649
650
651
652
653
654
655
male
male
female
male
female
female
male
female
male
male
male
male
female
male
female
male
male
female
female
female
female
female
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professional
professional
none
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none
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none
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none
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none
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none
professional
professional
none
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none
professional
BA
none
none
none
none
BA
none
none
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none
none
BA
none
none
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none
none
MA
none
none
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BA
none
BA
none
BA
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none
MA
BA
none
BA
MA
PhD
none
none
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none
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none
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63
26
36
30
33
56
34
56
54
29
27
36
51
30
55
34
25
32
32
33
46
31
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32
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29
52
52
35
53
46
48
44
33
52
31
43
26
28
656
657
658
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660
661
662
663
664
665
666
667
668
669
670
671
672
673
674
675
676
677
678
679
680
681
682
683
684
685
686
687
688
689
690
691
692
693
694
695
696
male
male
female
female
male
male
male
male
female
male
male
male
male
female
female
male
male
male
male
male
female
male
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male
female
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male
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male
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female
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single
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married
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single
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single
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single
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professional
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none
professional
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none
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none
professional
professional
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none
none
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none
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none
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professional
none
BA
MA
none
none
none
none
BA
BA
MA
MA
none
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none
BA
BA
none
none
BA
BA
PhD
none
none
MA
BA
PhD
PhD
none
BA
none
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none
none
none
BA
BA
none
MA
none
none
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32
30
27
24
30
31
47
52
32
49
48
35
28
27
45
56
34
26
39
60
48
32
32
24
53
56
30
30
54
22
45
27
26
27
28
29
25
45
31
32
29
697
698
699
700
701
702
703
704
705
706
707
708
709
710
711
712
713
714
715
716
717
718
719
720
721
722
723
724
725
726
727
728
729
730
731
732
733
734
735
736
737
female
male
male
male
male
male
female
female
male
male
female
female
female
female
male
male
male
female
female
female
male
female
male
female
female
female
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male
female
male
male
male
female
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male
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male
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married
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single
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married
married
single
married
married
single
married
married
married
married
married
married
married
single
none
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none
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none
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none
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none
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none
none
none
professional
none
none
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professional
none
professional
none
none
BA
BA
none
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none
none
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none
none
none
none
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none
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none
none
none
none
none
none
BA
none
none
none
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none
none
none
none
none
BA
BA
PhD
BA
MA
MA
BA
MA
30
26
31
53
32
57
28
30
55
26
28
34
32
50
56
34
33
31
29
31
30
33
26
30
28
41
35
41
30
31
31
35
29
37
28
52
49
49
49
36
30
738
739
740
741
742
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744
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746
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748
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750
751
752
753
754
755
756
757
758
759
760
761
762
763
764
765
766
767
768
769
770
771
772
773
774
775
776
777
778
female
female
female
male
female
male
male
female
male
male
male
female
male
female
male
female
female
male
female
female
female
male
male
male
male
female
female
male
male
female
male
female
female
male
female
female
female
male
male
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single
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single
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married
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married
married
married
married
married
single
single
married
married
married
married
married
married
married
married
single
married
single
married
married
married
single
single
none
none
professional
professional
none
professional
professional
professional
professional
professional
professional
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none
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none
none
professional
professional
professional
none
none
none
none
professional
none
none
professional
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professional
none
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none
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none
PhD
BA
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none
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none
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none
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none
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none
none
BA
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none
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PhD
BA
BA
PhD
PhD
BA
BA
none
none
none
MA
BA
none
none
BA
none
BA
BA
none
none
25
47
58
53
30
56
27
46
31
53
47
48
35
22
51
30
26
51
44
31
31
50
28
30
28
45
48
28
25
32
25
45
48
33
29
54
34
47
56
34
49
779
780
781
782
783
784
785
786
787
788
789
790
791
792
793
794
795
796
797
798
799
800
801
802
803
804
805
806
807
808
809
810
811
812
813
814
815
816
817
818
819
male
male
male
male
female
male
female
male
female
female
male
male
female
male
female
male
female
female
female
male
male
male
male
male
male
male
female
male
female
male
male
female
male
male
male
male
male
female
male
male
male
married
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single
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single
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single
single
married
single
married
single
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married
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single
single
single
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single
married
married
married
married
married
married
married
married
married
none
none
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none
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professional
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professional
none
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none
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none
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professional
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none
professional
professional
professional
professional
none
professional
professional
professional
none
professional
professional
none
professional
none
none
MA
PhD
none
PhD
none
BA
PhD
MA
none
MA
none
MA
MA
none
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none
none
BA
none
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none
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none
BA
MA
none
BA
BA
PhD
none
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PhD
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none
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none
none
30
48
35
44
30
57
24
50
56
30
27
26
56
30
53
60
32
31
26
55
29
35
52
31
49
28
32
30
27
52
30
28
28
46
45
27
56
27
26
31
30
820
821
822
823
824
825
826
827
828
829
830
831
832
833
834
835
836
837
838
839
840
841
842
843
844
845
846
847
848
849
850
851
852
853
854
855
856
857
858
859
860
male
male
male
male
male
male
female
male
male
male
female
male
male
male
female
male
female
male
male
male
female
male
female
female
male
female
male
male
male
male
female
male
male
male
male
male
female
male
female
male
male
married
married
single
single
single
married
married
married
married
married
married
married
married
single
single
single
single
single
married
married
married
single
single
married
married
single
married
married
married
married
married
married
married
married
married
married
married
married
single
married
married
professional
none
none
none
professional
professional
professional
professional
professional
none
professional
professional
professional
professional
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professional
professional
professional
professional
professional
professional
none
none
professional
professional
professional
none
none
professional
professional
professional
none
none
none
professional
professional
none
professional
professional
none
none
none
MA
none
none
PhD
none
MA
MA
MA
PhD
PhD
BA
BA
BA
PhD
BA
BA
none
BA
none
none
none
BA
none
PhD
MA
MA
none
BA
none
MA
PhD
none
none
BA
none
none
MA
MA
none
32
31
34
30
26
48
30
63
47
52
46
51
55
27
29
54
28
50
29
58
30
30
32
27
30
45
31
49
31
54
32
42
47
24
35
32
28
31
32
47
29
861
862
863
864
865
866
867
868
869
870
871
872
873
874
875
876
877
878
879
880
881
882
883
884
885
886
887
888
889
890
891
892
893
894
895
896
897
898
899
900
901
male
female
female
female
female
male
male
male
male
female
female
female
male
male
male
female
female
female
female
female
male
male
male
male
male
female
male
male
male
female
female
female
male
male
male
male
female
female
female
male
male
married
married
married
married
married
single
single
married
single
married
married
married
married
single
single
married
single
married
married
married
married
single
married
married
single
married
single
single
married
single
married
married
single
married
married
married
single
married
married
single
married
professional
none
professional
none
professional
professional
professional
professional
none
professional
none
professional
professional
professional
professional
none
none
none
professional
professional
none
professional
none
professional
professional
professional
none
professional
professional
professional
none
none
professional
professional
none
none
professional
none
professional
professional
professional
BA
BA
BA
none
none
none
BA
BA
none
none
BA
BA
BA
PhD
none
none
BA
none
MA
BA
MA
MA
none
BA
BA
PhD
none
none
BA
BA
none
PhD
BA
none
none
none
none
BA
MA
BA
none
26
42
47
26
31
29
52
51
33
28
45
49
47
26
30
30
45
33
51
50
49
26
34
61
52
47
37
26
58
33
32
45
27
33
46
48
31
31
54
52
32
902
903
904
905
906
907
908
909
910
911
912
913
914
915
916
917
918
919
920
921
922
923
924
925
926
927
928
929
930
931
932
933
934
935
936
937
938
939
940
941
942
female
female
male
male
male
male
female
male
female
male
female
male
female
female
female
female
female
male
female
male
male
male
male
male
female
female
male
female
male
female
female
male
female
male
male
female
male
female
male
