Individual Interviews, Surveys, and Focus Groups

The Gift of Thrift
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The Gift of Thrift
DATA ANALYSIS
The data collected from the three data collection methods that were used were;
* Individual Interviews were conducted by each team.
* Surveys included questions about the attitudes and opinions toward second-hand shopping of GW students. The surveys yielded 89 responses.
* Focus groups. 10 GW students were asked their opinions on the success of a potential on-campus thrift store.
1 Surveys
The survey technique involved questioning the respondents on their attitudes and opinions toward second-hand shopping of GW students. 89 responses were yielded from the surveys. Before posing the research questions, the respondents' descriptions were sought in terms of their demographics, by way of asking them questions on the range of demographics that they belonged to. The use of the range, as opposed to directly asking them to respond to questions about their demographics was favored since it encouraged them to respond. These are presented below alongside their respective research findings.
Age Range
The data collection had purposed to conduct interviews with interviewees of age ranges of between 18-22, 22-26, 26-30, 30-35, and above 40. However, respondents were of the age ranging between 18-22 and 22-26, and were asked the question ‘What is your age?’ Respondents in the age range of 18-22 were 98.9%, whereas those 22-26 were 1.1%. The 98.9% represented 88 respondents, whereas the 1.1% was equivalent to 1 respondent. Figures 1.0 and 1.1 show the charts for the age ranges. Therefore, the majority of the respondents were in the age range 18-22. Figures 1.0 and 1.1 show the charts for the age ranges.
Figure 1.0 Figure 1.1
This demographic, surveyed through the question ‘What is your age?’ was critical for the respondents’ feedback analysis since the information on this will help in determining if at all there exists any correlation between the age demographic and the responses given by the various age groups. From the sampling conducted, it is evident that the people who are most enthusiastic about being surveyed for this research are in the young adult age range. It is also important when it comes to the marketing of the Thrift store on campus since this age range reveals the likely target market for the business.
Annual Family Income Range
The income was measured in ranges between <30K, 30K-60K, 60K-90K, 90K-120K, 120K-150K, 200K-250K, and >250K. The respondents were asked the question ‘Yearly Family Income Range?’ Those respondents of income of <30K were 5.6%, 30K-60K were 9%, 60K-90K were 19.1%, 90K-120K were 20.2%, 120K-150K were 14.6%, 200K-250K were 9%, and >250K were 22.5%. Figures 1.2 and 1.3 below show the charts for the income ranges.
Figure 1.2
Figure 1.3
22.5% represented 20 respondents in the income range of >250K, 20.2% represented 18 respondents in the range of 90K-120K, 19.1% were 17 respondents in the range 60K-90K, 14.6% represented 13 respondents in the income range 120K-150K, 9% represented 8 in the income range 30K-60K, another 9% were 8 respondents from the income range 200K-250K, and 5.6% represented 5 respondents from the income range of <30K. This demographic is essential in the pricing of the products offered by the store.
Gender
There were four (4) categories of gender as follows; Male, Female, Non-Binary, and Others. The respondents were posed the question ‘What is your gender?’ Out of the 89 respondents, Male and Female were 17.1% and 77.5%, respectively. The Non-Binary and Others were 2.2% and 1.1%, respectively. Figure 1.4 below shows the chart for the gender.
Figure 1.4
The 19.1% represented 17 male respondents, 77.5% were 69 female respondents, 2.2% represented 2 Non-Binary (neither male nor female) respondents, whereas the 1.1% were 1 other respondent. This demographic is important given that the feedback obtained will help the Thrift store in segmenting its products among the various gender categories. It also helps in the elimination of those groups that are not important to the research, thereby ensuring the maximization of the effectiveness and targeting of the store’s marketing efforts.
2 Focus Groups
This methodology was supplemental to the surveys and involved seeking the opinions of 10 GW students on the success of a potential on-campus thrift store. This technique involves data collection by way of group interactions to identify the needs of the customers in the yet to be established Thrift store. These groups consisted of a few students who were scrupulously chosen to interact with the research subject. One of the advantages of this kind of data collection is that ideas are brainstormed before the most feasible ones are adopted as the best among the numerous ones presented, contrary to individual engagements which attract mere personal views.
Research Question Findings
1 Surveys
The following responses were given to the below questions.
Do you enjoy shopping for clothing?
The proportion of positive responses is represented in the below charts and table. 86.5% of the respondents enjoyed shopping for clothing, representing 77 respondents, while the rest, 13.5%, representing 12 respondents said they did not enjoy shopping for clothing as shown in the figures 1.6 and 1.7 below.
Figure 1.6
Figure 1.7
The positive response led to the question as to the rate of enjoyment, to which 81 participants responded. The results are presented in the below graph (Figure 1.8).
Figure 1.8
Further the results were plotted in the below graph (Figure 1.9).
Figure 1.9
53.1% of those who enjoyed shopping for clothing rated their enjoyment at 4, representing 43 respondents, 30.9% rated it at 5, representing 25 respondents, 12.3% rated it at 3, representing 10 respondents, whereas the rest, 2.5% and 1.2% rated it at 2 and 1, respectively,...