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Voter Segment Political Perception

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Voter Segment Political Perception
20/05/2013
Market Research Report

Young Adult Voter Segment Political Perceptions

TABLE OF CONTENTS:

1.0 Executive Summary 3
2.0 Background
3.0 Previous Research
3.1 Need Recognition
3.2 Pre-purchase Search
3.3 Evaluation of Alternatives
3.4 Purchase Behaviours
3.5 Post-purchase Evaluation
3.6 Family Influence
3.7 Peer Influence
3.8 Media Influence
4.0 Method 4.1 Research Problem 4.2 Research Design
5.0 Results
6.0 Conclusion
7.0 References

1.0 Executive Summary:

2.0 Background:
With voting being mandatory by law in Australia, a key segment within the population of voters is that of the 18-24 year olds; or ‘young adults’. This study aims to investigate and analyse the insights and perceptions of young adult voters with regards to the Australian political landscape. The young adult segment represents 11% of the electorate and can therefore be crucial in deciding …show more content…
This method is selected as it is a cost effective technique that is suitable for gathering a comprehensive look into the qualities of the demographic, mainly providing insight into their opinions, motivations, reasons, beliefs and feelings. Structured questions are mainly used with the respondents asked to select pre-determined answers. Likert scaling is used throughout the questionnaire as it is an applicable method for measuring attitudes and is easy to construct, administer and understand. Strict parameters are put in place at the beginning of the questionnaire, eliminating any irrelevant participants not associated with the purposes of the study. This ensures that the sample used during the questionnaire is 18-25 years old- the young adult segment in question- and therefore the results will be relevant to the research problem/s and reflective of the greater
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