Essays on Respondents' Choices as Reflection of Their Personal Characteristics, Occupation, Age and Gender Research Paper

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The paper “ Respondents’ Choices as Reflection of Their Personal Characteristics, Occupation, Age and Gender” is an  intriguing variant of research paper on marketing. This report is an analysis of the decision making processes in the accommodation of three respondents. Respondent A is a 22-year-old male sophomore student at the University of Sydney, respondent B is a 37-year-old lawyer recently appointed as a senior partner in his law firm in Sydney and is married for two years with a child aged 18 months while respondent C is a 28-year-old, single female university graduate with a postgraduate degree in Political Science and Studies from the Central Queensland University in North Rockhampton and currently underpaid internship at the United Nations.

The report presents the rankings of six different evaluative criteria considered in housing- location, price, security, occupation, size, and occupation or gender of a housemate. The report then presents the three respondents’ ranking of the accommodation options according to the evaluative criteria and places them in a decision matrix. The most likely option is suggested using the compensatory decision rule. The report then analyses the decisions of the three respondents and demonstrates the influence of factors such as personality and demographic characteristics on consumer decision making in accommodation. The choice of accommodation is a major decision-making process in many people’ s lives.

Unlike minor consumption choices such as what car to buy or which clothes to wear, deciding where to live involves consideration of many factors. For instance, is it affordable to buy a house or to rent one? Can I afford the mortgage payments? Which is the safest place to live in? What about the size, does it fit my personal tastes and preferences?

Are you willing to share accommodation or do you expressly require privacy? Is the location convenient for your current occupation? Does it meet your family’ s needs? Consideration of such factors and many others can make the decision very complicated. This report presents an analysis of the decision making processes in the accommodation of three respondents. Respondent A is a 22-year-old male sophomore student at the University of Sydney, respondent B is a 37 year old lawyer recently appointed as a senior partner in his law firm in Sydney and is married for two years with a child aged 18 months while respondent C is a 28-year-old, single female university graduate with a postgraduate degree in Political Science and Studies from the Central Queensland University in North Rockhampton and currently underpaid internship at the United Nations. The report considers six accommodation options and develops six evaluative criteria that people might consider when choosing their accommodation- location, price, security, occupation, size, and occupation or gender of a housemate in the case of shared accommodation.

The report first lists the accommodation options.

The report then shows the results of the three different respondents’ ranking of the 6 evaluative criteria and their ranking of the options according to the evaluative criteria in a decision matrix. The report then presents the most likely or suggested accommodation choice using the compensatory decision rule where the weights of the evaluative criteria are multiplied by the ranking of the options.

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