7COM1071 Investigative Methods: Customer Perception Analysis Report

This report presents an analysis of customer behavior in an online store, based on a pilot study. The research investigates several hypotheses related to customer spending, time spent on the website, and the influence of factors like attitude, gender, and age. The report includes descriptive statistics, the formulation of null and alternative hypotheses, and the use of statistical tests like independent sample t-tests and regression analysis. The results of the statistical tests are presented, followed by an analysis of the findings, including the acceptance or rejection of each hypothesis. The study concludes that time spent differs between customer groups, attitude does not have a significant influence on money spent, and age does not have a significant influence on time spent. The sampling method used was a pilot sample survey to examine the feasibility of future research. The research method involved collecting data from a sample of 50 customers, testing four hypotheses using SPSS software, and employing regression and independent sample t-tests.

Running head: INVESTING METHOD
Investing Method
Name of the Student
Name of the University
Student ID

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1. Hypotheses
Hypothesis a
Null Hypothesis: Time spent by customers spending more than median spend is not
significantly different from the time spent by customers spending less than the median spend.
Alternative Hypothesis: Time spent by customers spending more than median spend is
significantly different from the time spent by customers spending less than the median spend.
This is a two-tailed test.
Hypothesis b
Null Hypothesis: Attitude does not have any statistically significant influence on money spend
by customers.
Alternative Hypothesis: Attitude has a statistically significant influence on money spend by
customers.
This is a two-tailed test.
Hypothesis c
Null Hypothesis: Money spend by male customers is not significantly different from that spend
by female customers.
Alternative Hypothesis: Money spend by male customers is significantly different from that
spend by female customers.
This is a two-tailed test.

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Hypothesis d
Null Hypothesis: Age does not have any statistically significant influence on time spent by
customers on website.
Alternative Hypothesis: Age has a statistically significant influence on time spent by customers
on website.
This is a two-tailed test.
2. Descriptive statistics

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3. Statistical tests
For testing inference made in hypothesis a and hypothesis b, the used statistical test is
independent sample t. The propose inference in hypothesis b and hypothesis d is tested
following statistical technique of regression analysis.
4. Result of statistical test
Hypothesis a

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Hypothesis b

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Hypothesis c

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Hypothesis d

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5. Analysis of statistical test result
The test result of hypothesis a shows that significant value for the independent t test is
0.000. As the p value is relatively less than thee significant value at 5% level, the test result
rejects the null hypothesis of no significant difference in time spent between customer group
spending more and spending less than median spend.
The proposed inference of significant relation between money spend and attitude has
been tested from the obtained regression. In the regression result, p value of attitude is 0.887.
The p value exceeds significance value of 0.05 indicating acceptance of null hypothesis that
attitude has a significant influence on money spend.
The test result of hypothesis c, shows that significant value for the independent t test is
0.971. As the p value is relatively greater than the significant value at 5% level, the test result

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accepts the null hypothesis of no significant difference in money spending between male and
female customers.
The proposed inference of significant relation between time spent and age has been tested
from the obtained regression. In the regression result, p value of attitude is 0.660. The p value
exceeds significance value of 0.05 indicating acceptance of null hypothesis that age has a
significant influence on time spent.
6. Title: Analyzing customers’ perception towards shopping in online store
7. Abstract
The study has been conducted to understand customers’ behavior related to online study.
A pilot study has been done to gather relevant information of the customers such as gender, age
group, attitude toward online stores, how much time customers spent on website and the
information related to money spend. The descriptive measures show that sample customers of
the stores on an average 35 old. Average spending on online stores has been estimated to be
£7.24 with average time spent of 9.2 minutes. Statistical tests conducted for addressing the
research questions and relevant hypotheses revel that tine spent is different for customers
spending more and those spending less than median spend. Money spent by customers is
independent of their attitude. Money spend between male and female customers is same. Age
does not have any significant influence on time customers spent
8. Sampling method
Sampling is the process of selecting some part of population that is analyzed to draw
inference regarding the entire population. Prior to data analysis sampling needs to be done
following a specific method. There are different kind of sampling strategy to meet the objectives

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of a researchers. Among the available sampling strategies, researchers choose the one that is
feasible and most suitable given the scope of the research. So far as sampling strategy in the
paperis considered, data has been collected by a Pilot sample survey. This kind of sampling
strategy useful for examining feasibility of future research that is to be conducted on large scale.
The sampling strategy has been chosen to save both money and time. The pilot study aims to
predict suitable size of a sample for developing a full-scale research projects. This also helps to
improve various aspects related to study design. It requires a relatively less time compared to
other random sampling method. Pilot study by conducting small experimental research offers
useful insight before carrying out the large study. By finding out deficiencies in current study,
pilot study improves accuracy and quality of the large-scale study.
9. Research method
In order to conduct the research on customer behavior a sample data of size 50 has been
collected. One hypothesis has been designed to address each of the four research questions. All
the statistical tests are performed on SPSS software package. The statistical methods used to test
the four hypotheses are regression and independent sample t test. For testing inference made in
hypothesis a and hypothesis b, the used statistical test is independent sample t. The propose
inference in hypothesis b and hypothesis d is tested following statistical technique of
regression analysis.