| A | B |
|---|
| Cultural | Related to the traditions, beliefs, roles, and communication styles of a group |
| Demographic | Statistical data about a population |
| Societal | Related to all people, collectively |
| Economic | Related to the state of the economy, the financial balance of a population |
| Technology | Products, resources, and systems used for specific purposes |
| Media | Print, sound, and image channels through which information is conveyed |
| Legal | Related to the law |
| Moral | Related to a sense of right and wrong |
| Need | Something one must have in order to live |
| Want | Something one desires to improve quality of living that is not required to live |
| Value | A fundamental belief about what is desirable and worthwhile |
| Standard | A measure of quality or excellence |
| Priority | The relative importance a person places on a value, goal, or alternative |
