Marketing Research Final Report By: Laura Beohner, Marissa Amenta, Jessica Young, & Stephen Mulloy

Agenda Complete Survey Introductions Clean and Valid Data Set Appropriate Statistical Analysis Interpretation and Results Study Objective Answered Managerial Recommendations and Conclusions Introductions Background Secondary Data Objectives Study Design Areas of Questioning

Laura Beohner 22 years old Haverhill, MA Junior Marketing and Entrepreneurship concentration

Marissa Amenta 19 years old New City, NY Sophomore Marketing and Entrepreneurship Concentration

Jessica Young 20 years old Delray Beach, FL 3rd Year Marketing Concentration

Stephen Mulloy 20 years old Billerica, MA 3rd Year Marketing Concentration

Background As college students ages 18-25, we are interested in the current dating norms and the common perceptions of online dating. These interests have led us to develop a research focus that answers the question: “What is the general opinion on online dating for people within the age range of 18-25?” In order for this marketing research to be relevant, we discussed who might be interested in obtaining these data results. We concluded that all online dating websites could benefit from our findings. However, we suspect that Match.com would show the greatest interest in our data because their users are not primarily in the college age range.

Secondary Data General Statistics: According to the latest numbers from Pew, “5% of Americans who are currently married or in a long-term partnership met their partner somewhere online. Among those who have been together for ten years or less, 11% met online.” There are stigmas that young people associate with online dating, such as… -”It is for older people” -For people who are “socially awkward or desperate” Specific Dating Website Statistics: 75% of Match.com users are over the age of 30

Secondary Data Sources The following links provide access to our secondary data sources. Collectively, these sources support the notion that there is a correlation between age and online dating, as well as, between social media exposure and online dating. http://newsfeed.time.com/2013/10/21/new-online-dating-stats-and-other-fascinating-news-on-the-web/#ixzz2lJbPzMSP http://www.statisticbrain.com/online-dating-statistics/ http://socialmediatoday.com/philbutler/1662086/social-future-online-dating http://www.campusexplorer.com/college-advice-tips/3304446E/5-Best-Sites-for-College-Online-Dating/ http://everydaylife.globalpost.com/many-college-students-use-dating-sites-6156.html http://thediversion1.wordpress.com/2013/05/03/the-social-stigma-of-young-people-and-online-dating/

Objectives Null Hypothesis: People ages 18 to 25 are not willing to pay for online dating. Alternative Hypothesis: People ages 18 to 25 are interested in paying for online dating. What is the general opinion on online dating for people within the age range of 18-25? Are people discouraged from online dating? How does social media play a role in online dating? Overall we are looking at the online behavior of college-aged students in regards to dating practices and opinions.

Study Design Population of Interest: Age:18-25 years old. Gender: Male/Female College Students

Study Design Sampling Frame: College students ages 18-25 We obtained our sampling frame through an online distribution of our survey via social media sites including Facebook and Twitter. We also sent out our survey to our fellow classmates in Marketing Research 3401. Method: Ideally a stratified sampling method would be used to ensure that men and women will participate on an equal basis.

Sample Design and Measurement Error Study Design Sample Design and Measurement Error Sample Design Error Sample design error is an error in the actual sample or the design. It is possible to have a population specification error if we incorrectly define the population. However, our research indicates that we have correctly identified/defined our population. It is also possible to have a selection error if we do not follow the appropriate procedures. However, we have carefully developed our procedure based upon our definition of our population. Measurement Error Measurement error is the variation between the info being sought and what is actually being obtained. It is possible to have non response bias in which people choose not to respond to the survey. Ideally we would avoid non response bias by making sure a percentage of the female and a percentage of the male population has responded before assembling the results. Duplicate respondents will also cause a measurement error. We avoided this error by ensuring that an IP address can only respond to the survey once.

Study Design Response Rate: Upon the collection of our data set, more women than men responded to our survey. This is due to 3 primary factors: Our team is comprised of three women and 1 man Our survey was distributed to a sorority Women seem to be more likely to answer questions regarding their dating lives

Study Design An online survey via E-mail / The internet is the best research method because it eliminates processing errors, allows for the ability to establish skip patterns, and it is the most convenient method. An online survey eliminates processing errors because the data entry will be automatic. Therefore, the data entry will not be prone to human error. An online survey using Qualtrics will allow us to establish skips patterns. Therefore we can tailor follow up questions based upon a respondent's initial answer to the first question. Lastly, an online survey will allow respondents to answer the survey at their own convenience. This will result in higher quality data and will reduce response bias (people answering a question incorrectly) out of embarrassment or social pressures.

Areas of Questioning Our Topics Include: Social Media Dating History Opinions Towards Dating Websites Relationships

Complete Survey

Clean and Valid Data Set See attachment

Appropriate Statistical Analysis

People who are single are more likely to participate in online dating

People who are single are more likely to participate in online dating

Those who have friends who participate in online dating are more likely to have participated in

Those who have friends who participate in online dating are more likely to have participated in

Older people are more likely to participate in online dating (comparing 18 & 19 year old to 22 & 23 year olds)

Older people are more likely to participate in online dating (comparing 18 & 19 year old to 22 & 23 year olds)

Older people (ages 22 plus) are more likely to pay for online dating

Older people (ages 22 plus) are more likely to pay for online dating

Those who have participated in online dating are more willing to pay for it than those who haven't

Those who have participated in online dating are more willing to pay for it than those who haven't

A respondent is more likely to become interested in an individual if they evaluate an individual’s online profile before attending a first date

A respondent is more likely to become interested in an individual if they evaluate an individual’s online profile before attending a first date

Males are more likely to meet someone in person if they only know the individuals online profile

Males are more likely to meet someone in person if they only know the individuals online profile

Females are more likely to evaluate an individual’s online presence before a first date than males are

Females are more likely to evaluate an individual’s online presence before a first date than males are

Females are more likely to evaluate an individual’s online presence before a first date than males are

Females consider Facebook a primary source of communication more than males do

Females consider Facebook a primary source of communication more than males do

Females consider Facebook a primary source of communication more than males do

Those who are in college are more likely to use Tinder than college graduates

Those who are in college are more likely to use Tinder than college graduates

Interpretation/Results Generally, older people ages 22 plus are more likely to participate and pay for online dating as opposed to college students Males are more willing to meet someone who they have only communicate with online Individuals who are single show more interest in online dating than those in relationships If an individual's friends participate in online dating, they are more likely to do it Someone who has participated in online in the past, is more willing to pay for it in the future

Interpretation/Results Females are more likely to evaluate an individual’s online presence before a first date than males Females consider Facebook messaging more of a primary source of communication than males A respondent is more likely to become interested in an individual if they evaluate an individual’s online profile before attending a first date Those who are in college are more likely to use Tinder than college graduates

Study Objective Answered Null Hypothesis: People ages 18 to 24 are not willing to pay for online dating Accept the Null Hypotheses

Managerial Recommendations/Conclusions Pay-only online dating websites should target an older population ranging from 22 and older If they would like to acquire college-aged participants, they should offer a separate, free program for the college demographic New online dating websites should target customers that already use online dating websites New dating websites should offer free introductory access with an option to upgrade because people ages 18 to 24 are not willing to pay for online dating

Managerial Recommendations/Conclusions If an online dating website wants to target the college demographic, they should tie in facebook because: The social aspect - those who have friends who online date are more likely to participate in online dating. You can see mutual friends, which other friends are using it, etc. Younger, college aged women are more risk averse - they consider facebook an important source of communication and they care more about knowing a person’s online presence before attending a first date Tinder, a very successful dating app for college-aged individuals, uses facebook as an integral part of finding “matches” Use Tinder as a model: Free, iPhone app, gamified, Facebook-integrated