Psychographic Profiling Of Professional Women: Development And Factor Analysis Of Items For A Questionnaire
Gopal, R K.
Psychographic Profiling Of Professional Women: Development And Factor Analysis Of Items For A Questionnaire - 2014
Psychographic Profiling Of Professional Women: Development And Factor Analysis Of Items For A Questionnaire Department of MBA, Dr. R. K. Gopal, Professor PES University, BSK III stage, Bangalore-560085, India. Adarsh Journal of Management Research, 7(2), 77-82.
Purpose: As a part of a larger study to profile women online shoppers of FMCG /grocery in Bangalore city it was found that there were no instruments available to profile professional women psychographically. The purpose of this study is to develop a set of items for a self administered questionnaire to profile professional women along psychographic attributes. Research design and methods: Attributes of personality, values, attitudes, interests, and lifestyles were derived from a focus group discussion with group of eight professional women to arrive at a 28 item questionnaire. Each item was analysed on a five-point Likert scale so as that higher item scores indicated a higher disposition towards that particular attribute. Responses were solicited online through email and also by administering questionnaires to randomly selected professional women. A total of 151(68 online and 83 offline) were evaluated and subjected to an exploratory factor analysis. Meaningful factors were retained an
JNMBA14-1380
Psychographic Profiling Of Professional Women: Development And Factor Analysis Of Items For A Questionnaire - 2014
Psychographic Profiling Of Professional Women: Development And Factor Analysis Of Items For A Questionnaire Department of MBA, Dr. R. K. Gopal, Professor PES University, BSK III stage, Bangalore-560085, India. Adarsh Journal of Management Research, 7(2), 77-82.
Purpose: As a part of a larger study to profile women online shoppers of FMCG /grocery in Bangalore city it was found that there were no instruments available to profile professional women psychographically. The purpose of this study is to develop a set of items for a self administered questionnaire to profile professional women along psychographic attributes. Research design and methods: Attributes of personality, values, attitudes, interests, and lifestyles were derived from a focus group discussion with group of eight professional women to arrive at a 28 item questionnaire. Each item was analysed on a five-point Likert scale so as that higher item scores indicated a higher disposition towards that particular attribute. Responses were solicited online through email and also by administering questionnaires to randomly selected professional women. A total of 151(68 online and 83 offline) were evaluated and subjected to an exploratory factor analysis. Meaningful factors were retained an
JNMBA14-1380