Marketing Research - SPSS analysis - Essay Example

The frequency chart below shows that the shopping mall is the most preferred shopping destination of all the respondents. Given below is the correlation between the shopping destination preferences of the respondents. We find that there is significant negative correlation between high end department stores and the other variables showing that the respondents significantly prefer high end department stores than others. We find that 39 of the respondents do not use television as the source of information.

The Fisher’s exact test shows that there exists no significant difference between the male and female with regard to this source. We find that 42 of the respondents use magazine as the source of information. Only 6 of the 36 females do not use magazine as a source. The Fisher’s exact test shows that there exists significant difference between the male and female with regard to this source. All other sources involved in the study are also used by the respondents as sources of information but do not produce significant results of difference between male and female.

We also realize that the radio is not used as a source of information by all the respondents. We find that there exists significant correlation between the respondents’ likeliness to purchase underwear and formal top. Similarly there exists significant correlation between the likeliness to purchase skirt/trousers and shirt blouse. There exists no significant negative correlation between the various aspects of