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<thead>
<tr class="gt_heading">
<td colspan="3" class="gt_heading gt_title gt_font_normal">Data Dictionary of Reduced Dataset</td>
</tr>
<tr class="gt_heading">
<td colspan="3" class="gt_heading gt_subtitle gt_font_normal gt_bottom_border">The personal data variables were decoded into strings and the prompt variables were either decoded or aggregated</td>
</tr>
<tr class="gt_col_headings">
<th class="gt_col_heading gt_columns_bottom_border gt_left" rowspan="1" colspan="1" scope="col" id="Variable">Variable</th>
<th class="gt_col_heading gt_columns_bottom_border gt_left" rowspan="1" colspan="1" scope="col" id="Category">Category</th>
<th class="gt_col_heading gt_columns_bottom_border gt_left" rowspan="1" colspan="1" scope="col" id="Description">Description</th>
</tr>
</thead>
<tbody class="gt_table_body">
<tr>
<td class="gt_row gt_left">Generation</td>
<td class="gt_row gt_left">Gen Z</td>
<td class="gt_row gt_left">18-22 and 23-28 categories of original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Millenial</td>
<td class="gt_row gt_left">29-35 category of original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Gen X</td>
<td class="gt_row gt_left">35-49 category of original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Boomer</td>
<td class="gt_row gt_left">50-65 category of original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left">Employment Status</td>
<td class="gt_row gt_left">Employed</td>
<td class="gt_row gt_left">Encoded value of 1 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Unemployed</td>
<td class="gt_row gt_left">Encoded value of 2 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left">Level of Education</td>
<td class="gt_row gt_left">No Formal Education</td>
<td class="gt_row gt_left">Encoded value of 1 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Basic Education</td>
<td class="gt_row gt_left">Encoded value of 2 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Diploma</td>
<td class="gt_row gt_left">Encoded value of 3 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Degree</td>
<td class="gt_row gt_left">Encoded value of 4 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Postgraduate</td>
<td class="gt_row gt_left">Encoded value of 5 in original dataset</td>
</tr>
<tr>
<td class="gt_row gt_left">Brand Loyalty</td>
<td class="gt_row gt_left">Completely Unloyal</td>
<td class="gt_row gt_left">Encoded Value of 1 of the PS3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Somewhat Unloyal</td>
<td class="gt_row gt_left">Encoded Value of 2 of the PS3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Unsure</td>
<td class="gt_row gt_left">Encoded Value of 3 of the PS3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Somewhat Loyal</td>
<td class="gt_row gt_left">Encoded Value of 4 of the PS3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Completely Loyal</td>
<td class="gt_row gt_left">Encoded Value of 5 of the PS3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left">Empathy Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(E1+E2+E3+E4)/4</td>
</tr>
<tr>
<td class="gt_row gt_left">Convenience Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(C1+C2+C3)/3</td>
</tr>
<tr>
<td class="gt_row gt_left">Price Sensitivity Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(PS1+PS2+PS3)/3</td>
</tr>
<tr>
<td class="gt_row gt_left">Environment Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(PE1+PE2+PE3+PE4+PE5+PE6)/6</td>
</tr>
<tr>
<td class="gt_row gt_left">Quality Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(PPQ1+PPQ2+PPQ3+PPQ4)/4</td>
</tr>
<tr>
<td class="gt_row gt_left">Trust Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(CT1+CT2+CT3+CT4+CT5+CT6)/6</td>
</tr>
<tr>
<td class="gt_row gt_left">Value Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(PV1+PV2+PV3)</td>
</tr>
<tr>
<td class="gt_row gt_left">IntentionRating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">(PI1+PI2)/2</td>
</tr>
<tr>
<td class="gt_row gt_left">Retention</td>
<td class="gt_row gt_left">No Return</td>
<td class="gt_row gt_left">Encoded Value of 1 of the PI3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Probably No Return</td>
<td class="gt_row gt_left">Encoded Value of 2 of the PI3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Unsure</td>
<td class="gt_row gt_left">Encoded Value of 3 of the PI3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Probably Return</td>
<td class="gt_row gt_left">Encoded Value of 4 of the PI3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Will Return</td>
<td class="gt_row gt_left">Encoded Value of 5 of the PI3 variable</td>
</tr>
<tr>
<td class="gt_row gt_left">Recommendation Rating</td>
<td class="gt_row gt_left"></td>
<td class="gt_row gt_left">Encoded value of the PI4 variable</td>
</tr>
</tbody>
</table>
</div>