• Mediaweek, Tuesday, September 29, 2009 10:14 PM

NBC Universal is conducting a major study to examine female consumer behavior. Preliminary results show women are playing a much larger role in buying big-ticket items, such as cars and high-end consumer electronics than a decade ago. Women are also playing bigger roles in family financial planning and buying stocks and bonds, per the study.

Complete results of the study, by the Women at NBCU initiative and market research firm GFK Roper, will be released in November.

The study is a complement to a programming partnership between NBCU and Maria Shriver, a former NBC News correspondent, called "The Shriver Report: A Woman's Nation Changes Everything." The Shriver Report will air as a weeklong series beginning Oct. 18 on NBC's Meet the Press, CNBC, Telemundo and iVillage.

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