Dissertation Appendices
Dissertation Appendices
Prepared By: [Your Name]
Appendix A: Survey Data
A.1 Overview
This section presents the raw data collected from the survey conducted as part of the research on the impact of digital marketing strategies on consumer behavior. The survey aimed to explore how different demographics engage with digital marketing and the subsequent effects on their purchasing decisions. The data provided here includes all respondent answers, ensuring transparency and supporting the analysis presented in the main dissertation.
A.2 Survey Instrument
The survey consisted of 25 questions divided into the following categories:
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Demographic Information: Questions 1-5 collected basic demographic data such as age, gender, education level, and occupation.
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Behavioral Patterns: Questions 6-15 examined the behaviors, preferences, and habits of respondents regarding digital marketing engagement.
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Attitudes and Opinions: Questions 16-25 gauged respondents' attitudes toward different digital marketing strategies and their influence on purchasing decisions.
A.3 Summary of Responses
The table below summarizes key responses from the survey.
|
Question |
Response Category |
Frequency |
Percentage |
Notes |
|---|---|---|---|---|
|
Age Group |
18-24 |
120 |
40% |
The majority of respondents were young adults. |
|
Preferred Social Media Platform |
|
180 |
60% |
Instagram was the most popular platform. |
|
Frequency of Online Purchases |
Weekly |
90 |
30% |
A significant portion made weekly purchases. |
|
Trust in Online Reviews |
High |
150 |
50% |
Half of the respondents trusted online reviews. |
|
Influence of Digital Ads on Purchase Decisions |
Moderate |
200 |
66.7% |
Most respondents were moderately influenced. |
A.4 Full Survey Data
Below is an excerpt of the raw survey data collected:
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Respondent 1: 22 years old, female, prefers Instagram, makes weekly purchases, trusts online reviews, moderately influenced by digital ads.
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Respondent 2: 30 years old, male, prefers Facebook, makes monthly purchases, has low trust in online reviews, highly influenced by digital ads.
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Respondent 3: 25 years old, female, prefers Instagram, makes bi-weekly purchases, trusts online reviews, slightly influenced by digital ads.
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Respondent 4: 28 years old, male, prefers YouTube, makes weekly purchases, moderately trusts online reviews, highly influenced by digital ads.
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Respondent 5: 21 years old, female, prefers Snapchat, makes daily purchases, has high trust in online reviews, slightly influenced by digital ads.
A.5 Interpretation of Data
The raw data provides insights into the demographic distribution, preferences, and attitudes of the respondents toward digital marketing. The majority of respondents were young adults (ages 18-24), with Instagram being the most favored platform for engaging with digital content. Weekly online purchases were common, and there was moderate trust in online reviews. The influence of digital ads on purchase decisions varied, with most respondents reporting a moderate level of influence.
