Daily deals white paper from harvard Business School field study.

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Daily Deals White Paper:
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Harvard Business School
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Edelman Field Study Fall 2010
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Erik Eliason, Yohanes Frezgi, Fatima Khan
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Table of Contents
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1.0 Executive Summary
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2.0 Industry Analysis
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Rate
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Total Score 22, 2!, 29"?, 2!"?,
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18-34 68% 36% 57%
35-44 18% 28% 21%
45-54 11% 18% 14%
55+ 3% 18% 8%
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Some College 12% 9% 8%
College Grad 50% 35% 48%
Grad School 30% 15% 25%
associate degree 5% 0% 3%
vocational school 2% 0% 1%
No college 1% 41% 15%
, ! ! !
3O=G:$, ! ! !
$29K 7% 6% 7%
$30K-$39K 12% 10% 11%
$40K-$49K 12% 10% 11%
$50K-$69K 21% 14% 18%
$70K-$99K 19% 29% 22%
$100K+ 29% 32% 30%
! ! !
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Male 23% 40% 29%
Female 77% 60% 71%
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Travel 13 5.08 51351 $33.46 $1,230,595 778
Restaurant 37 5.30 124820 $15.57 $1,610,992 637
Leisure 27 4.93 89024 $30.37 $2,346,713 669
Fitness 9 6.11 20419 $38.78 $790,705 371
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Total Subsidies 224
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