Companies are expected to make decisions on what to offer to consumers in the form of services  and/or products. This process can certainly be enhanced through the collection of data and the effective use of that data in strategic marketing planning. The VALS online survey is a tool used by companies to help them determine who buys and why.

Go to the website http://zipskinny.com/. It may also be useful to review the website
http://maps.huge.info/zip.htm which contains all zip codes and their corresponding locations.

Compare and contrast two zip codes (geographical areas) using five different demographic variables such as:

• Age
• Income
• Education
• Marital status
• Race
• Occupation