Description
I'm doing a market research report. I need some helps on data analysis and discussion part. Please see attachments for specific requirements, raw data, research process, and format. Please note: required to use SPSS to analyse data.
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Explanation & Answer
Attached.
Results
Customer Profiles
Data shows a demographic of consumers characterized by significant diversity in terms of
demographics. While 57.5 % of the consumers have their residence in Australia, 32.1% of them
have it in a different country; 10.4% of the data is missing. 52.8% of the persons interviewed are
males and 44.3 % are female; 2.8% of data is missing. 83 % of the respondents are younger than
26 years. The majority of the people interview work in the metropolitan area (64.2%) and the
majority of them are students (82.1%). More detailed demographic data for the last three
variables are presented below.
Age Group
Frequency
Valid
18-26
88
27-35
9
36-44
3
45+
3
Total
103
Missing System 3
Total
106
Percent
83.0
8.5
2.8
2.8
97.2
2.8
100.0
Valid Percent
85.4
8.7
2.9
2.9
100.0
Cumulative
Percent
85.4
94.2
97.1
100.0
Workplace
Valid
Metropolitan
City
Suburban Area
Regional Area
Total
Missing System
Total
Frequency Percent
Cumulative
Valid Percent Percent
68
64.2
68.0
68.0
24
8
100
6
106
22.6
7.5
94.3
5.7
100.0
24.0
8.0
100.0
92.0
100.0
Occupation
Valid
No working
Student
Office work
Trades
Frequency
2
87
6
4
Percent
1.9
82.1
5.7
3.8
Valid Percent
2.0
85.3
5.9
3.9
Cumulative
Percent
2.0
87.3
93.1
97.1
Other (please
specify)
Total
Missing System
Total
3
2.8
2.9
102
4
106
96.2
3.8
100.0
100.0
100.0
Consumer Perception Toward “Health”
Only a few of the people interviewed considered their eating habits very unhealthy (8.5%) while
even less of them considered their eating habits very healthy (5.7%). 57.6% of the sample claim
to enjoy healthy drinks (23.6 were totally convinced and 24.0 were rather convinced). When
asked to classify themselves in a health-conscious group, 42.2 percent of the sample choose
“detractor”, 35.8% choose “passive”, and 14.2% choose “promoter”.
With the goal of determining whether belief in one’s healthy consumption habits and enjoyment
of health drinks varies according to whether someone classified as “detractor” or “promoter”, an
independent-sa...