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V0(#E.%!'01(#!.Q!M,0:;! •! F*()-!g0(#E.%#!)*(C! •! I%(h(+E9(!g0(#E.%#!)*(C! –! 5G(+$b+! –! j()2$%&! –! /*$(Q! –! j.)2(2! –! 5$:G1(! –! 6!$%!?! Copyright © 2009 by rTrail LLC. All Rights Reserved. –! K1()*! –! O*):)E+! Burns, Alvin C. and Ronald F. Bush. Basic Marketing Research Using Microsoft Excel Data Alalysis. Upper Saddle River: Pearson Prentice Hall, 2008. Ed. 2. ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U!
/(#-!MHG(#!.Q!4%#A(*#! •! >G(%o(%2(2! •! K)-(&.*$+)1! –! O0)1oK,.$+(!r(Nf!H(#!.*!%.s! –! Y01EG1(oK,.$+(!r(Nf!)c;c!.*!+s! Copyright © 2009 by rTrail LLC. All Rights Reserved. •! Y(-*$+! –! 8)-0*)1!r(Nf!_!E:(#!.*!t6<s! –! 5H%-,(E+!r(Nf!]>%!)!#+)1(!Q.*:!?oau^s! •! ]K,..#(!%.-!-.!*(#G.%2^! Burns, Alvin C. and Ronald F. Bush. Basic Marketing Research Using Microsoft Excel Data Alalysis. Upper Saddle River: Pearson Prentice Hall, 2008. Ed. 2. ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U!
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Deep Dive: Survey Best Practices

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  • 8. M*)%#1)E%&!Y)*B(E%&!I##0(#!$%-.! '(#()*+,!V0(#E.%#! ;6"3'6"'OPMPQP' R37*'/S'+*"*654)'T7./%" ' m! O(#+*$;(#!)02$(%+(!+,)*)+-(*$#E+#! ?f!O(b%(!-,(! O(#+*$GE9(! m! 2(:.&*)G,$+c!G#H+,.&*)G,$+c! Y)*B(E%&! &(.&*)G,H! P*.;1(:! Copyright © 2009 by rTrail LLC. All Rights Reserved. m! 5((B#!-.!0%2(*#-)%2!],.A^!)%2! 4%)1HE+)1! ]A,H^! !6f!K.%b*:!@.A! m! :.E9)E.%#c!Q*0#-*)E.%#c!;)**$(*#! -.!O(-(*:$%(! K)0#(!)%2!`h(+-! m! K.%#$2(*#!]A,)-!$Q^!! P*(2$+E9(! m! #0++(##Q01!+.:;$%)E.%#c! #0;#E-0E.%#c!%(A#! 7f!5(1(+-!-,(! )+E.%!Q.*! m! Y.%$-.*#!+,)%&(!.9(*!E:(! *(#()*+,!)+E9$-H! M*)+B$%&! m! 20*)E.%c!Q)+-.*#c!$:G)+-c!+H+1(c! G)e(*%#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! l!
  • 9. 3.0!8((2!4!5-*.%&!/)#(!-.!5-)*- ! J%S/5:6./%'U*'G6V*' U)6('W67'U$??'+*"*654)'E$??K' n$#$-#!G(*!&0(#-! Copyright © 2009 by rTrail LLC. All Rights Reserved. MHG(#!.Q!P0*+,)#(#! /(#-!5()#.%c!! P(*Q.*:)%+(!O)H#! /(#-!@.0*#!.Q!>G(*)E.%#! R,)-!`1#(Z! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! =!
  • 10. R)*';%8'W/6?0 ' YH!M)*&(- ! Copyright © 2009 by rTrail LLC. All Rights Reserved. ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?<!
  • 11. V0)%E-)E9(C!]R,.^!)%2!]R,)-^ ! R/7?$%*' R65&*('9/%"$8*56./%"' m! k.+0#!.%!g0)%E-H! m! O(#$&%(2!-.!]+.0%-^!G(.G1(! 4GG*.)+,! A$-,!#G(+!;(,)9$.*!.*!)T-02(#! Copyright © 2009 by rTrail LLC. All Rights Reserved. m! 50*9(H! m! V0(#E.%%)$*(! Y(-,.2! m! 5$:G1(!Q.*!#:)11c!:$2o#$J(!)*-#! .*&)%$J)E.%#! 5B$11! m! `)#Hp!8.!#G(+$)1$#-!*(g0$*(2! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ??!
  • 12. '01(#!.Q!M,0:;! W*X%&'@(65(*8'/%'6'@-5V*3' !'W//8'@-5V*3'J"' •! W/6?0'MNN'+.:G1(-(2!G(*!#0*9(H! -.!;(!#-)E#E+)11H!*(1$);1(! 4GG*.G*$)-(! m! 5G(+$b+!-.!5(T%&c! k):$1$)*!M(*:#! –! K.11(+-!.9(*!:01EG1(!.++)#$.%#c!$Q! 1$:$-(2!+)G)+$-H! Copyright © 2009 by rTrail LLC. All Rights Reserved. –! 50;o&*.0GC!)-!1()#-!a<!#0*9(H#! K1()*! m! 5$:G1(c!j.&$+)1c! •! !""-:*0'MYZ'*(#G.%#(!*)-(! `)#H!-.!K.:G1(-(! –! I%$E)-(!l<<!#0*9(H#!-.!&(-!6<<! +.:G1(-(2!Q.*!H.0*!G*.D(+-! K.%+$#(! m! 4!8)-0*)1! •! D6<$:$[*0'I%+(%E9(#Z! K.%9(*#)E.%! –! I:G*.9(#!*(#G.%#(!*)-(! –! '(:.9(#!)%.%H:$-Hc!#.q(%#!.G$%$.%!! M(#-(2! m! P$1.-!A$-,!#:)11! &*.0G!b*#-! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?6!
  • 13. @.A!O.!3.0!K.%20+-!)!50*9(HZ! I6(6'9/??*4./%'D*()/8" ' D*()/8' U)/' U)*5*']'U)*%' +*"/-54*"''+*^-$5*8' 9/%"$8*56./%"' @*?S_ 9-55*%(' T%"$(*'"-5V*3' _@-5V*3b'7*%4$?"b'7*%"b'&//8' _D-"('`*'c6%8'677*65d'*6"3'(/' 4/:7?*./%' 6-8$*%4*' 8$"(5$`-(*8'`*S/5*'/5' ?$&)(' 4/:7?*(*'' "-5V*3'6(' 6a*5'7*5S/5:6%4*'/5''' _2*/7?*'(/'8$"(5$`-(*' _;6"3'(/'5*64)'H)/?*'6-8$*%4*b' ()*6(*5'/5'`3' 8-5$%&'$%(*5:$""$/%' _96%'`*'4/:7?*(*8'/%"$(*']' 8$e4-?('(/'5*64)'/%?3'765.4-?65' :6$?' 8*7/"$(*8'$%':65#*8'`/<*"'/5' "*&:*%("' (6#*%')/:*'6%8':6$?*8'`64#' _U6(4)'S/5'8$"4658*8'"-5V*3"'6%8' -"$%&'7/"(6&*'76$8'5*7?3' ?$F*5$%&' c5*:*:`*5'(/'`-8&*('S/5'4/"(' _f**8'(/'#*3'5*"7/%"*"'$%(/' /S'5*(-5%*8'"-5V*3"d' 86(6`6"*g':$%$:$[*'%**8'S/5' Copyright © 2009 by rTrail LLC. All Rights Reserved. )6%8H5$F*%'6%"H*5"' _'2*/7?*'S**?'5-")*8'/5'`-"3g':63' %/('(6#*'.:*' _D63'%/('`*'"(6.".46??3' 5*75*"*%(6.V*_4*5(6$%'7*/7?*' :/5*'?$#*?3'(/'4/:7?*(*'()6%' /()*5"' ;:6$?' 9-55*%(b' Te4*'/5')/:*' _J%*<7*%"$V*b'$S'8/%*'$%')/-"*' _W*%*56??3'?/H'5*"7/%"*'56(*"' ?67"*8' JS'"*%('(/')/:*b'E5$863' _f**8'-7_(/_86(*'6885*""*"' _C$6"'(/H658"'J%(*5%*('-"*5"' 46(4)*"'7*/7?*''/%' _@-5V*3'%**8"'(/'`*'H*??_ H**#*%8'()*3':63' 8*"$&%*8'S/5'/%?$%*'5*"7/%"*"' )6V*':/5*'.:*P' © Arts Victoria and the Australia Council 2005 Based on Data Collections Methods: © Arts Victoria and the Australia Council 2005 ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?7!
  • 14. @.A!O.!3.0!K.%20+-!)!50*9(HZ! ! I6(6'9/??*4./%'D*()/8" D*()/8' U)/' U)*5*']'U)*%' +*"/-54*"''+*^-$5*8' 9/%"$8*56./%"' R*?*7)/%*' 9-55*%(b' !(')/:*'c8/'%/('46??' _B7_(/_86(*b'4/%(64('?$"(' _!??/H'"$<'%6:*"'S/5'/%*' ?67"*8b' 6('H/5#dP'96??'6(' _!44*""'(/'(*?*7)/%*"']'^-$*(' 4/:7?*(*8'$%(*5V$*H' 7/(*%.6?' 8$h*5*%('.:*"'/S'863' H/5#'"764*' ciNN'%6:*"'(/'&*('ONN'"-5V*3"d''''''''''''''''''''''''''''''''' 6%8'%/%_ (/'&*('6'45/""_"*4./%' _@-5V*3']'4/:7-(*5'(/'$%7-(' _96%'`*'8/%*'^-$4#?3b'5*"-?("' 6F*%8*5"' /S'5*"7/%8*%("' 86(6'/5'"764*'(/'H5$(*'$%' 6V6$?6`?*'^-$4#?3' 6%"H*5"'S/5'$%7-('?6(*5' _@/:*'7*/7?*'5*&658'(*?*7)/%*' _J%(5/8-4./%'"45$7(' "-5V*3"'6"'6%'$%(5-"$/%' _J%(*5V$*H*5"' E64*_(/'S64*' 9-55*%(b' !('()*'*%(56%4*'/5'*<$(' _,-*"./%%6$5*' _2*/7?*':63'$%'6')-553b'?$:$(*8' $%(*54*7(''' 7/(*%.6?' /S'3/-5"'6%8j/5' _J%(*5V$*H*5"' .:*b'")/5('^-*"./%%6$5*"' Copyright © 2009 by rTrail LLC. All Rights Reserved. c$%(*5V$*H$%&' 6%8'%/%_ V*%-*"b'$%'()*'S/3*5b' _J8*%.k46./%' _f**8'(56$%*8'$%(*5V$*H*5"' 6('()*6(*5j' 6F*%8*5"' /%'()*'"(5**(b'6(' _2*5:$""$/%'(/'-"*'V*%-*"'6%8' _I6(6''%**8"'(/'`*'(56%"?6(*8'(/' /%"$(*' 7-`?$4'(56%"$(')-`"' ?/46./%"'/()*5'()6%'3/-5'/H%' 4/:7-(*5'?6(*5' _965*'%**8*8'(/'*%"-5*'3/-' /`(6$%'5*75*"*%(6.V*'"6:7?*' E64*'l(/_S64*' 9-55*%(b' !('6&5**8':**.%&' _,-*"./%%6$5*' _96%'(6#*':/5*'.:*'`-('46%'&/' 677/$%(:*%(' 7/(*%.6?' 7?64*b'S/5'*<6:7?*b'6(' _J%(*5V$*H*5"'H$()'JI'']' $%(/':/5*'8*(6$?' 6%8'%/%_ ()*$5')/:*b'6('()*' (56%"7/5(' _96%'-"*'V$"-6?'6$8"' 6F*%8*5"' V*%-*' _J%(*5V$*H'"764*'6%8'S64$?$.*"'$S' _2/(*%.6?'%/_")/H"' /%"$(*'$%'V*%-*' _R6#*"'?/%&*5'S/5'$%(*5V$*Hb':/5*' _2*5:$""$/%'(/'-"*'V*%-*'/()*5' /5&6%$[6./%b'?$6$"/%' ()6%'3/-5'/H%' _@*4-5$(3'S/5'$%(*5V$*H*5"'/h_"$(*' Based on Data Collections Methods: © Arts Victoria and the Australia Council 2005 ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?_!
  • 15. V0(#E.%!'01(#!.Q!M,0:;! •! F*()-!g0(#E.%#!)*(C! •! I%(h(+E9(!g0(#E.%#!)*(C! –! 5G(+$b+! –! j()2$%&! –! /*$(Q! –! j.)2(2! –! 5$:G1(! –! 6!$%!?! Copyright © 2009 by rTrail LLC. All Rights Reserved. –! K1()*! –! O*):)E+! Burns, Alvin C. and Ronald F. Bush. Basic Marketing Research Using Microsoft Excel Data Alalysis. Upper Saddle River: Pearson Prentice Hall, 2008. Ed. 2. ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U!
  • 16. /(#-!MHG(#!.Q!4%#A(*#! •! >G(%o(%2(2! •! K)-(&.*$+)1! –! O0)1oK,.$+(!r(Nf!H(#!.*!%.s! –! Y01EG1(oK,.$+(!r(Nf!)c;c!.*!+s! Copyright © 2009 by rTrail LLC. All Rights Reserved. •! Y(-*$+! –! 8)-0*)1!r(Nf!_!E:(#!.*!t6<s! –! 5H%-,(E+!r(Nf!]>%!)!#+)1(!Q.*:!?oau^s! •! ]K,..#(!%.-!-.!*(#G.%2^! Burns, Alvin C. and Ronald F. Bush. Basic Marketing Research Using Microsoft Excel Data Alalysis. Upper Saddle River: Pearson Prentice Hall, 2008. Ed. 2. ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U!
  • 17. 4+E9$-H!?C!4!50*9(H!O((G!O$9(! ?f! v.$%!H.0*!-():!)-!)!-);1(! 6f! M)B(!a!:$%0-(#!)1.%(!-.!2(b%(! ]L((G^c!]O(1(-(^c!.*!]Y.2$QH^! g0(#E.%#!.%!3>"'!#0*9(H!-,)-! ,(1G!H.0!#.19(!H.0*![?!;0#$%(##! Copyright © 2009 by rTrail LLC. All Rights Reserved. $##0(C!!])e*)+-!)!%(A!)02$(%+(^! 7f! k.*!-,(!%(N-!?<!:$%0-(#c!A.*B! )#!)!-():!-.!]-*)2(^!H.0*!;(#-! g0(#E.%#!Q*.:!4jj!)%2!+*()-(!)! %(A!^5(1QoK.:G1(E.%!50*9(H^! _f! M():#!A$11!G*(#(%-!%(A!#0*9(H#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?i!
  • 18. V0)1$-)E9(C!]R,H^ ! R/7?$%*' R65&*('9/%"$8*56./%"' m! k.+0#!.%!g0)1$-H! m! O(#$&%(2!-.!])#B!A,H^!G(.G1(! 4GG*.)+,! )+-!.%!:.E9)E.%#!Q.*!2(+$#$.%#! Copyright © 2009 by rTrail LLC. All Rights Reserved. m! >;#(*9)E.%#! m! I%o2(G-,!$%-(*9$(A#! Y(-,.2! m! k.+0#!F*.0G#! m! K,)11(%&$%&!Q.*!#:)11c!:$2o#$J(! )*-#!.*&)%$J)E.%#! 5B$11! m! 8((2!(NG(*$(%+(2!*(#()*+,(*#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?l!
  • 19. '(+*0$E%&!]R,H^!>G$%$.%# ! •! E/5:'6'1S/4-"'&5/-7='`3' •! J%V$(*'765.4$76%("'6"'765(' S/4-"'/S'45$.46?'8*4$"$/%' /S'6'1%6(-56?='/7$%$/%' 4)6564(*5$".4"' 4/??*4./%'*h/5(' –! 4!-HG$+)1!)02$(%+(!#):G1(! –! I%+102(!)%!.GE.%!.%!H.0*! :$&,-!$%+102(C! +0**(%-!#0*9(H!-.!D.$%!-,$#!&*.0G! Copyright © 2009 by rTrail LLC. All Rights Reserved. ?f! K,$+)&.!M,()-(*!Q)%#!-,)-!,)9(! –! "#(!)%%.0%+(:(%-#!#0*9(H! ;((%!-.!:.*(!-,)%!?!1.+)E.%! 20*$%&!)!G*(o#,.A!-.!*(+*0$-!Q.*! $%!-,(!G)#-!d!:.%-,#! ]$::(2$)-(1H!Q.11.A$%&!-,$#! 6f! P)-*.%#!A,.!,)9(!%.-! G(*Q.*:)%+(^!Q((2;)+B!#(##$.%#! *(%(A(2!#0;#+*$GE.%#!-.!.0*! –! M(1(G,.%(!H.0*!2)-);)#(!W! G*.&*):! G)-*.%!:(:;(*#!-.!]+,(+B!$%^! 7f! ]YH^!#$%&1(!(9(%-!)e(%2((#! 9#!:01Eo(9(%-!)e(%2((#! –! I%9$-(!9.10%-((*#!A,.!:((-! +*$-(*$)!-.!*(+.::(%2!.-,(*#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! ?=!
  • 20. R,)-!O.!I!O.!8.A!A$-,!YH!O)-)Z! O(-)$1!>0*! O$:(%#$.%#!.Q!`NG(*$(%+(! I$h*5*%.6./%' Copyright © 2009 by rTrail LLC. All Rights Reserved. j$%B!>0*!!!!!!!!! 9/::/%6?$.*"'!!!!!!!!!! A$-,$%!! ! !!!!!!!!!!!!!!!! 402$(%+(!Y.E9)E.%#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 6<!
  • 21. k.*:)11H!5,)*(!3.0*!k$%2$%&# ! RG;'E+!D;UT+m' R$7"b'R5$4#"'6%8'R//?" ' `N(+! m! @$&,1$&,-#! m! /)+B&*.0%2! k.11.A! 50::)*H! j.&$+! Copyright © 2009 by rTrail LLC. All Rights Reserved. m! >;D(+E9(#! '(#01-#! m! Y(-,.2.1.&H! m! L(H!k$%2$%&#! "#(! P*(#(%-!I-! n$#0)1#! ]j$9(^! m! K.%+10#$.%#!w!I:G1$+)E.%#! m! @.A!-,(!*(#()*+,!A$11!;(!0#(2! 8.A!R,)-Z! :.9$%&!Q.*A)*2! 4GG(%2$N! O(-)$1#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 6?!
  • 22. M,(!`%2!F.)1C!!Y)*B(E%&!P1)%! I%%.9)E9(c!'(1(9)%-! ;%&6&*:*%(!M)+E+#! `h(+E9(c!`+$(%-! +*64)!5-*)-(&H! Copyright © 2009 by rTrail LLC. All Rights Reserved. Y)*B(E%&! >;D(+E9(#! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 66!
  • 23. @.:(A.*BZ!!3(#f! O$#+.9(*! ?f! R,)-!&)G#!)*(!$%!:H!6<?<!Y)*B(E%&!P1)%!-,)-!I!)#B!:H!)02$(%+(!+)%!b11Z! 6f! R,)-!*(#()*+,!:(-,.2#!A.012!)11.A!:(!-.!],()*^!-,(!)%#A(*#Z!! O(;)-(! •! 5(-!E:(!-.!+.%%(+-!A$-,!H.0*!-():!-.!*(9$(A!H.0*!P>n!G*$.*!-.!+1)##! O.! Copyright © 2009 by rTrail LLC. All Rights Reserved. •! P*(G)*(!)!GG-!#1$2(!.9(*9$(A!-.!.0-1$%(!H.0*!.*&)%$J)E.%S#!%(A!*(#()*+,!G1)%! O(1$9(*! •! 5(%2!-,)-!GG-!-.!L(11(H!)%2!/*(%2)!;H!%..%!.%!M0(#2)Hc!8.9(:;(*!?<!9$)!(:)$1!$%! G*(G)*)E.%!Q.*!H.0*!#,)*(!.0-!20*$%&!+1)##! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 67!
  • 24. `x4YPj`C ! !V0)1$-)E9(!'(#()*+,!4GG*.)+,! nO' nO'+*"*654)' D*()/8' U)/'J'6"#K' 95$(*5$6'S/5' G/H'J'!"#' D65#*.%&' ,-*"./%' @*?*4./%'' ()*' J""-*' ,-*"./%' 4e*)+-!8(A! R,)-!9)10(! I%o2(G-,! 8.%oG)-*.%#! ?s! 3.0!2.%S-! ]R,H!2.! 2.%)-(!-.!0#! 402$(%+(! 2.!I! I%-(*9$(A! 6s! 3.0!)*(!)! H.0! Copyright © 2009 by rTrail LLC. All Rights Reserved. *(G*(#(%-!-.! +0**(%-! 2.%)-(!-.! :H!G.-(%E)1! 2.%.*!W! .-,(*! )02$(%+(Z! G)-*.%!.Q! %.%oG*.b-! .-,(*!%.%o )*-#c!%.%o &*.0G#! G*.b-!.*&! )%2!%.-! 7s! 4e(%2(2!?! -,$#!.%(Z^! (9(%-!A$-,! .0*!&*.0G!! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 6_!
  • 25. IQ!3.0!'(:(:;(*!>%(!M,$%&u! •! Y)%H!-HG(#!.Q!G(.G1(!:)B(!0G!)%!)02$(%+(f! •! "%2(*#-)%2$%&!,.A!-.!#(&:(%-!-,)-!)02$(%+(! )%2!*(#()*+,!]A,.c!]A,)-^!)%2!]A,H^!+)%! Copyright © 2009 by rTrail LLC. All Rights Reserved. :)B(!.*&)%$J)E.%#!G*.b-);1(!)%2!,)GGHf! •! I-!D0#-!-)B(#!G*)+E+(f! •! 4%2c!G*)+E+(!1()2#!-.!+.%b2(%+(f! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 6a!
  • 26. Copyright © 2009 by rTrail LLC. All Rights Reserved. @(63'9/%%*4(*8'(/'A/-5'>*65%$%&'9$54?*' 5((!H.0!)-!.0*!%(N-!#(##$.%!.%!??W?7!Q*.:!=):o%..%f!!j0%+,!A$11!Q.11.Af! ??W<7W<=!X!5(##$.%!MA.! U4#B$%&!-,(!'$&,-!V0(#E.%#U! 6d!