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Originally Posted by Direckshun
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Interesting. That's a pretty solid study (though I'm sure some will disagree). I actually worked for NPD briefly when they bought out a market research firm I was at, and their methodology is sound.
Essentially, they have panels of consumers who have been recruited to help with the research (not completely unlike Nielsen does with TV), and they balance their panels against Census demographics. They then use the panel to conduct custom studies.
In this case, it looks like they went out to people who were known to be book purchasers, then kicked anyone out who wasn't a "graphic novel" purchaser, then created a profile of those who were.
All that said, it looks like buyers of SUPERHERO comics are heavily male (only 22% female), so the 37% female number is being driven somewhat by MANGA purchasers (44% female). That would help to explain a bit of the perception differences in this thread.