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Marketing and Audience Research Quantitative Report
AMB201 - Marketing and Audience Analytics
14 Pages • Essays / Projects • Year: Pre-2021 • Previously uploaded under: AMB201 - Marketing and Audience Research
This report provides a quantitative analysis using surveys on Australian consumers’ attitudes toward smartphone-shopping, focusing on descriptive cross-sectional data only. By applying a descriptive analysis, it was possible to determine the relationships between certain demographics and character constructs against consumer attitudes to online shopping. By analyzing the results of these surveys, it was possible to answer the two objectives. They are as follows: - To examine if attitudes toward smartphone-shopping differ across population segments; - To understand the relationships between individual characteristics and attitudes toward smartphone-shopping.
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