Survey

Research question:

Does the amount of calories in beer influence females beer consumption?

Research objective:

Prove whether or not calories influence females consumption of beer.

Hypothesis:

H0 : Females take into consideration the calories of beer when consuming.

H1: Females do not take into consideration the calories of beer when consuming.

Research design for collection of primary data:

Survey

Type of research:

Conclusive research. The goal of the research was to prove whether or not females take calories of beer into consideration when consuming.

Sample characterisation for survey:

• Method of sampling: Snowball sampling

• 420 units

• Portuguese population

Sample considerations:

The sample used for the survey was by snowball sampling. Snowball sampling is a non-probablistc sampling technique where respondents of the survey recruit or share the survey with more respondents.

It is important to consider the sample of the survey is unrepresentative of the entire population and therefore we cannot generalize results.

Another important factor to take into consideration is the fact that the number of responses decreased along the survey. This will make the survey less credible again, being ungeneralizable.

Duration of survey:

• 5 Minutes to complete for participants

• Survey was open to responses for 2 weeks

Findings:

45.3% of female beer consumers rated the calories in beer as a factor that is not important.

10.5% of female beer consumers rated the calories in beer as a factor that is very important.

17.4% of female beer consumers rated the calories in beer as a factor that is somewhat important.

We cannot reject or not reject our null hypothesis due to the fact that the survey sample is completely unrepresentative of the population. However, we can see that there is a trend, among our survey respondents, leaning towards the fact that the calories is not a main factor they take into consideration when drinking beer

However, based on the survey and unrelated with our hypotheses, we can see that 73.6% of female beer drinkers rate "freshness" of beer as extremely important. Additionally, "taste" was rated extremely important by 84.5% of female beer drinkers who took part in the survey. Although this is not exploratory research, because the sample is so unrepresentative, we can take these factors into consideration and treat them as insights.