Presentation of Pester Power research project

Aim The aim of this research is to show if pester power effects parents buying behaviour i.e. buying a product they would not usually purchase or cannot afford.

Hypothesis The prediction is the research results will show a positive correlation; between pester power and purchasing, as pester power increases the purchase of products will increase.

Methodology Design The method chosen to use was two questionnaires for the data collection to collect quantitative data to measure the relationship between the two variables i.e. pester power and purchasing. Questionnaires were chosen as they enabled the collection of two sets of information, which are required to carry out a correlation. Twenty people were sampled during this research and twelve respondents took part. Six males and 6 females participated aged 18 to 45. Table of information regarding the participants. Participant Number 1 2 3 4 5 6 7 8 9 10 11 12 Gender F M F M F F F M M M F M Age range Occupation 19-20 21-25 26-30 26-30 36-45 31-35 36-45 36-45 31-35 31-35 21-25 26-30 Student Bank Clerk REN Computer Technician Nurse Teacher Housewife Doctor Painter and decorator Electrician Support Worker Postman Number of Children 1 1 2 1 4 1 3 3 1 2 1 2 Age of Children 4 7 4&8 8 1, 2,15 &18 6 12, 15 & 20 4&6 8 6&8 6 3&5

Results The data in questionnaire 1 represents pester power with the lowest score possible is 7 and the highest score possible is 63, questionnaire 2 represents purchasing with the lowest score possible is 9 and the highest score possible is 81. The mean measure of central tendency for questionnaire 1 was 37.08 and the mean central tendency for questionnaire 2 is 63.25. The highest score for questionnaire 1 is 49 and the lowest score is 21 out of a possible 63 and the highest score for questionnaire is 77 and the lowest score is 41 out of a possible 81. The data from the questionnaires were placed in a scatter graph to assist in the decision of whether there is a correlation, using the straight-line relationship measure. A perfect positive correlation coefficient would show on the scatter graph as a straight line. Relationship between pester power and purchacing
90 80 Pester score 70 60 50 40 30 20 10 0 0 10 20 30 40 50 60 Purchase score

Spearmans Rank Order Correlation Coefficient (rs) test will be used as it is a test of relationships between two variables and the data is at the least ordinal level i.e. highest and lowest score and it is the best test which could be used.

The critical value of Spearmans Rank Order Correlation Coefficient (rs) for 12 participants is 0.503 therefore my observed value must exceed this for a positive correlation and for the hypothesis to be accepted. (Cardwell m, Clark M and Meldrum C, 2000)

A chart has been used to show the results from the 12 participants questionnaires using Spearmans Rank Order Correlation Coefficient (rs). Frequency chart Questionnaire 1 score out of Rank Questionnaire 2 Rank Participant no. 63 order score out of 81 order
1 2 3 4 5 6 7 8 9 10 11 12 41 21 43 43 39 21 29 29 38 45 47 49 7 1 8 8 6 1 3 3 5 10 11 12 69 54 61 73 73 45 41 59 59 77 71 77 7 3 6 9 9 2 1 4 4 11 8 11

d
0 -2 2 -1 -3 -1 2 -1 1 -1 3 1

d2
0 4 4 1 9 1 4 1 1 1 9 1

Correlation Coefficient (rs) Pester score out of 81

69 54 61 73 73 45 41 59 59 77 71 77 0.83862314 0.503

Participant no.
1 2 3 4 5 6 7 8 9 10 11 12 Observed value Critical value P<0.05

Purchase score out of 63

41 21 43 43 39 21 29 29 38 45 47 49

rs =
=

(Cardwell m, Clark M and Meldrum C, 2000) The observed value is higher than the critical value, the minimum level of significance is 5% of the correlation occurring due to chance therefore the research hypothesis can be accepted. (Cardwell m, Clark M and Meldrum C, 2000) The prediction is the research results will show a positive correlation, between pester power and purchasing, as pester power increases the purchase of products will increase.

Conclusion The research project has assisted in my appreciation of the pressures parents are under and as a result I will be able to be more understanding when working in partnership with parents in my future placement and workplace settings. It would be interesting to see if the children of this study grow up to be good savers and if they will give in to pester power.