The Minimum Target For The Response Rate

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1. Research Findings and Discussion The minimum target for the response rate was 50, during the time that the survey was open it managed to collect 60 full responses. This means that 120% of the minimum target was achieved. With all responses completing the 55 mandatory questions and 12 responding to the optional final qualitative question, the survey generated 3312 bits of data that could be used to analyse potential customer perceptions. There were a total of 60 attempts at responding to the survey and all of these were completed, representing a completed response rate of 100%. This suggests that the survey design was accessible to those who responded the survey and that the length of the survey was not a factor that contributed to …show more content…

We can then draw conclusions on how representative the sample is of the wider population of potential customers in the UK. Figure 5 - Gender of Sample Gender is split relatively evenly with a male proportion of 53.3% slightly greater than a female 46.7%, Figure 5. This compares to the gender split of the UK population from the 2011 General Census, identifying that 50.89% and 49.11% of the population identified as female and male respectively (, 2012). The sample is not exact, but with less than a 5% deviance is relatively accurate representation of the total potential population. Figure 6 - Age Distribution of Sample The age bands of the respondents can be seen graphically in Figure6 – Age Distribution of Respondents. From this we can see that there is a distribution of age respondents, with most age bands providing a response to the survey. This should help to ensure that the responses provided are from a cross section of the total population, helping to make the any results more representative. There is a bias towards those aged between 18 and 34, with these bands accounting for 70% of all survey responses. This can be attributed to two factors, the use of convenience sampling as a technique, as this age band reflects the age of the researcher. The use of a web-based platform and distribution through digital channels may also have favoured these age bands. Figure 7 - Occupation

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