Market research - innovativeness

Essay by archdukeUniversity, Bachelor'sA, May 2007

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Executive SummaryThis research is designed to help companies to increase the understanding of how demographic factors (age, occupation and gender) could influence consumers' innovativeness and shopping behaviour. This research involves a descriptive research using quantitative technique where a questionnaire has been designed so as to help us examine the innovativeness and buying behaviour of the respondents. In order to address the components of the research, person-administered mall-intercept interviews were conducted for a sample size of 45 respondents. The data from the questionnaire were edited and coded to be analysed using SPSS computer program.

Major FindingsAccording to the findings of our questionnaire, 42.8% (12/28) of "young" respondents (strongly agree 17.8% or 5/28 and agree 25% or 7/28) and 58.8% (10/17) of "old" respondents (strongly agree 35.3% or 6/17 and agree 23.5% or 4/17) like to experiment with new ways of doing things.

Then, we came up with the null hypothesis that respondents that shows innovativeness are mostly male.

We are interested to test the relation that male are more likely to experiment with new ways of doing things. We tested the claim at 5% level of significance. After conducting the survey, we conducted the hypothesis testing and found out that the P value of the Z value of our sample is 0.000, which is less than 0.05. There is insufficient evidence to reject the claim that more than 80% of people who like to experiment new ways of doing things are males at 5% level of significance.

Another null hypothesis that we came up with is that 80% of those who like to buy the latest products are young respondents (ages range from under 18 to 33). After conducting the survey, we conducted the hypothesis testing and found out that the P value of the Z value of our sample is...