Research Paper Writing_ A Comprehensive Guide for Academic Excellence
Research project 2014
1. ~ 1 ~
Unit Outcomes
Assessment
criteria for
pass
Possible Evidence for the criteria Feedback Assessor’s
Decision
Internal
Modera-
tion
Learning Outcome No. 2
Be able to implement the Research project within agreed procedures and to specification
2.1. Match
resources
efficiently to
the research
question or
hypothesis
Complete, update and review with your
tutor your detailed action plan and to
record regular updates in your Logbook
as per your Research specification.(See
separate Logbook Document with
detailed action plan and research plan).
2.2.Undertake
the proposed
research
investigation in
accordance
with the agreed
specification
and procedures
Prepare, update and follow a research
plan within your logbook as per your
spec. The aims, objectives, and
methodologyidentified in the spec must
be followed in your research report.
The specification for the logbook,
action plan and research plan must be
followed as per best practice.
2.3. Record
and Collate
relevant data
where
appropriate
1. Arrange collected data into categories
(e.g. annual reports, interviews)
2. Read all your data; write notes for
yourself on emerging themes and topics
3. Begin detailed analysis. Organise
quantitative data into tables. Organise
qualitative data into blocks of texts with
descriptive headings (e.g. are customers
happy with our service? Would they
recommend us?)
4. Prepare summary sheets to analyse
data collected – to go into your findings.
ASSESSMENT ACTIVITY
BTEC Higher National Diploma in Business (Marketing)
Unit: Research Project
Credit Value: 15
Group: HNDB2
Course Year: 2012-13
Student Name
Dayna Sara Baker
Y N
Submission
Date Met
Feedback
Received
Y N
LOs
M1,2,3
D1,2,3
Referral
Date
One week from
feedback, if
applicable
Assignment title: Research Project
Assignment Number: 2
Issue Date:11 February 2014
Submission Date: 28 April 2014
Feedback Date:
Assessor: Kevin Hora
2. ~ 2 ~
Learning Outcome No. 3.
Be able to evaluate the research outcomes
3.1. Use
Appropriate
research
evaluation
techniques
Identify and apply models of evaluation
to the datato evaluate if the information
is relevant to this research (is the
information valid, reliable, relevant,
suitable etc?). Critique the information.
Can you generalise from the
information found? Ensure you present
a balanced view. Discard data that is not
relevant to your aims and objectives, by
noting same. (e.g. This data is not
relevant to this paper because…)
Narrow data down into information
bites that are relevant to aims and
objectives.
3.2. Interpret
and analyse the
results in terms
of the original
research
specification.
Present detailed findings. What did you
find out? Was this expected? Use rich
descriptions to describe whatyou found
under key topic headings. Show tables,
charts and explanatory notes. After
each heading/theme analyse and
interpret findings. Check back to your
research hypotheses and ensure you are
on the right track and only presenting
relevant information.
3.3. Make
recommendati
ons and justify
areas for
further
consideration
What needs to happen in the short,
medium and long term? Justify
recommendationsbased on the findings
which identify areas of further research.
Recommendations should include the
organisation, people or sector covered.
Learning Outcome No. 4.
Be able to present the research
4.1. Use an
agreed format
and
appropriate
media to
present the
outcomes of
the research to
an audience.
Use a formal report layout. Prepare and
present a Powerpoint presentation on
your findings, and include this in your
appendices.
Merit grades awarded M1 M2 M3
Distinction grades awarded D1 D2 D3
Teacher’s additional feedback and comments
3. ~ 3 ~
Student comment
Internal verification of assignment brief (final agreed version)
IV name (print) Date 28/04/2014
I confirm that this is all my own work Student signature Dayna Sara Baker
Background:
This part of your project is to carry out the actual research as per the specification that you have agreed
with your tutor. The research will include both primary and secondary sources of information. For the
duration of the research project you are required to use the research log book provided and this forms
part of your assessment along with your Research project report as detailed below.
Student Tasks
1. Be able to implement the research project within agreed procedures and to specification
a) Match resources efficiently to the research question or hypothesis by Completing, updating
and reviewing with your tutor your detailed action plan and to record bi-weekly updates in your
Logbook as per your Research specification. (See separate Logbook Document).(2.1.)
b) Undertake the proposed research investigation in accordance with the agreed specification and
procedures by preparing, updating and following a research plan(s) within your logbook as per
your specification. (2.2.)
c) Record and collate relevant data where appropriate by organising the data found into distinct
and relevant appendices for your report. (2.3.)
2 Be able to evaluate the research outcomes
a) Use appropriate research evaluation techniques. (3.1.)
b) Interpret and analyse the results in terms of the original research specification. (3.2.)
c) Make recommendations and justify areas of further consideration. (3.3.)
3 Be able to present the research outcomes.
Use an agreed format and appropriate media to present the outcomes of the research to an
audience. (Prepare a Report and presentation of key findings)(4.1.)
Grading
Pass: All criteria identified in the assignment are met.
Merit
M1 Effective judgements have been made
Judgements on choice and relevance of research techniques used. Conclusions drawn are tied to
the respective aims, findings and interpretations.
4. ~ 4 ~
M2 A range of sources of information have been used.
A wide range of sources including primary and secondary data must be used, cited and included
in a bibliography and/or appendices as appropriate.
M3 Communication has taken place in familiar and unfamiliar contexts.
1. Report format
2. Presentation
3. Logbook (to include action plan, notes from research tutor meetings and research plan etc)
4. Attendance at Review Meetings with your tutor
5. Formal presentation using PowerPoint
Distinction
D1. The validity of the results has been evaluated using defined criteria
Findings are clearly evaluated and are measured against defined methodologies to clarify if they
are valid for this research project or hypothesis
D2 Consistent with best industry practice, the assignment has been submitted on time. Late
submissions without prior authorised extensions will not achieve this criterion. This applies to all
assignments across this unit.
D3 Effective thinking has taken place in unfamiliar contexts
Findings, justifications, conclusions, evaluation, recommendations are well thought through.
Recommendations are based on the research findings and are relevant to the research question or
hypothesis and can be traced back from objectives through research through to conclusions and
finally to recommendations that are SMART.
General guidelines
The assignment should follow research practice, with correct referencing throughout. Use the
Rathmines Style Sheet for guidance.
The assignment should be word processed, using Times New Roman at 1.5 line spacing.
The word count 5000 words, excluding appendices. Note that appendices must contain
illustrative and/or background material only.
Submit the work on Moodle.
Late work will only be marked on the next occasion the unit is taught (i.e. in the following
academic year. Note that this may have implications for your progression.)
5. ~ 5 ~
Online dating is the new way to date in Dublin in 2014:
Consumer Perception and Business Potential of Online Dating in
Dublin, 2014
Higher National Diploma in Business and Marketing
Research Project 2014
By: Dayna Sara Baker
Supervisor: Dr Kevin Hora
Rathmines College
April 2014
7. ~ 7 ~
Abstract
Online dating is a new, popular and growing tool, which allows individuals develop and
participate in romantic relationships. Ireland is always following in the footsteps of America,
yet the Irish online dating world still seemed behind. This study allows for an understanding
of the online dating world in Dublin. Its aim was to identify what may be holding the Irish
online industry back or if it really was blooming but our society had not accepted it yet. To
find the answer 3 main themes were decided upon: Use& Wants, Acceptance and Concerns.
Comparison of sources with experience in the industry, along with beliefs and concerns of
both users and non-users in Dublin delivered a true to life picture that created findings that
represented the Dublin online dating world. An interview with an individual with experience
in the dating market allows a fuller understanding of where Dubliners stood under the 3
themes. Furthermore the study provided a picture of the changes that businesses in the sector
could potentially consider so as attracting more online users not only in Dublin but
throughout Ireland.
8. ~ 8 ~
Introduction
“Dating is one of the most important processes you will ever go through, and it can
potentially lead to one of the most important decisions for your life”
1(Young& Adams, 2006: IX).
Dating is a daily task, taken on by the singles of the world, in the hope of finding the perfect
partner and relationship. According to match.com, today almost 50% of American singles
have tried online dating and 1 in 5 of American relationships has begun Online.
1(www.Match.com)
In 2010 the Irish audience were introduced to “Catfish the movie” which followed Nev
Schulman’s journey to meet the love of his life he was introduced to online, Megan Faccio,
who turned out to be a married Woman named Angela. This movie inspired MTV’s T.V
show “Catfish”, which follows the story of singles who fall for someone online and traces
their journey to actually meeting in person.The show has been the first opportunity for Irish
viewers to take an inside view of the exhilarating highs and tragic disappointments associated
with meeting someone online. Although a few genuine romances did occur during the show,
unfortunately, the majority of relationships turned out to be fake, a little sad and in some
instances, quiet scary. Although reality television like this can sometimes be seen as
voyeuristic and judgemental, it also brings about frank discussions about issues which might
not otherwise be thought about or discussed. An English and Irish version of Catfish is
proposed to begin next year, which indicates that the issues raised in the show are of interest
in Europe too. 2(www.mtv.co.uk)
In 2011, over half of the 1.9 million dates Irish singletons went on were initiated online,
according to a survey by independent singles, the Irish Independent’s premium online dating
service. 1(Victoria, 2012) clearly, these statistics would indicate there is a business case to
research the potential of this industry. And, the questions this study aimed to answer, in some
way moved towards building a sense of what consumers wanted at that time. However, there
is still work to be done. The world of online dating is constantly changing, so more research
is required to capture the requirements of consumers in Ireland today.
9. ~ 9 ~
An example of this would be a dating trend which has been around since 2012, the use of the
“Tinder” application. This could be compared to an android version of speed dating. There is
no requirement for a long detailed profile explaining why someone should choose you.
Instead, it matches and connects people through their location. It is a simple screen swipe
system, based on a photo, which allows someone to commence communication with that
person, or not. It may seem a little severe in terms of meeting someone, but Irish consumers
have one of the highest adoption rates for this service according to 3(www.journal.ie).
To understand the Irish perspective fully, there was a requirement for more Irish based
research which focusses on both users and non-users. This will assist in crafting a service
which captures the requirements of Irish users. By having a better understanding of the
cultural and social aspects of Irish dating, this report aims to help providers build a business
model which would have a better chance of success in this market.
10. ~ 10 ~
Literature Review
To avoid a biased and distorted report, consideration towards other sources is necessary to
create a fair and clear understanding of the Online Dating World. The literature review will
be broken into 3 main themes, which later will be used in the analysis of the data collected
for a clear understanding on different aspects of the Online Dating world. The 3 themes are as
follows: Use, Acceptance, and concerns of the Online Dating world.
Use
In accordance with Culbreth (2005) online dating works because “it offers more choices then
blind dating or faith dating but also better choices” which may be an attraction that potential
consumer have not recognised yet. Coloccia 3(2008), also has a similar opinion “Online
dating is widening your net” and she explains when she created her first profile she was like
the kid that got the candy.
According to Bridges, (2012) most users “fail to find love then actually do discover it” A
similar idea is given by Webb, (2013) who states that “Forty million people date online each
year. Most don’t find true love”. Her personal experiences of the Online Dating world lead
her to her husband, but she believes this is due to a data strategy she used on her profile.
Fein& Schneider believe it does work and tell women looking for love to use the service
“…Put on your sweatpants, sweep up your hair in a clip, pick out your best picture, and put
up an advertisement…..It really works”.
According to Storey, (2014) article “People have all sorts of intentions when it comes to
online dating.” Culbreth, (2005) feels if a male makes a profile he is saying “I’m in the
market for a relationship, I want to meet someone.”
It seems although people have many different uses for the online world Thompson feels
“Online dating has gone from, “something fun to try,” to the way to find, “the love of your
life.”
11. ~ 11 ~
Acceptance
“Online dating is as legit as meeting originally offline” in accordance to Davis, (2013). She
describes how before becoming an online dating expert, it was her “dirty secret” that she
couldn’t share with her friends. Culbreth, (2005) shares how people are now “yearning to
connect” and yet “two out of every 10 people (21%) still feel that "people who use online
dating sites are desperate” according to Gross, (2013).
According to Thomas, (2006) article named “And I thought the internet was for of weirdoes”
he goes on to explain his view a few years on as “I now think the internet is marvellous
because of its potential impact on our love lives; yet, it can also be disastrous.” Although not
completely convinced of the true love aspect and recognising the areas of disaster his opinion
has altered positively.
Davis, (2013) describes how, as she built on her career, the online dating world was
becoming “more socially acceptable”
Pew Research centre, (2014) report has shown “Online dating has lost much of its stigma. A
majority of Americans now say online dating is a good way to meet people, when that hasn’t
always been the case.”
12. ~ 12 ~
Concerns
Security is an issue online but Cohen, (2004) believes “Dating safety is nothing more than
common sense”. Yet Mark Brooks, editor of Online Personals Watch warned “On some
dating sites, as many as one out of 10 profiles is a scammer” (Farr, 2012)
Cupid.com CEO, Bill Dobbie said in an interview “In the war against online dating scams
and security threats, we’ve chosen to do whatever is necessary to always be a few steps ahead
of scammers, and not the other way around – which is usually too late for our users,” (Farr,
2012) but it seems it’s not just scammers who have the need to make fake profiles. According
to Lawson& Leck “The Internet provides a medium for people to present themselves in a way
that that they think is flattering” meaning normal individuals are showing themselves in what
they believe to be the ideal way.
According to the Darne, (2012) “…for many people: only a fool would try online dating!” but
he goes on to remind wary users “Whenever you say, “There aren’t any quality people
online.” You should keep in mind other people are saying the same thing even though (you)
have a profile!”
13. ~ 13 ~
METHODOLOGY
Kothari, 2006 describes research as “a voyage of discovery”. Although the Online dating
world has grown substantially over the past 10 years, the topic is still fresh and offers many
aspects that are yet to be researched particularly outside of America. The many unanswered
questions, particularly for the Irish Online Dating Market led to the choice in topic. This
research held 4 main areas of inquiry: The use, acceptance, experience and concern with
online dating in Ireland so as to guide businesses in the changes needed in the service to suit
an Irish audience.
For research purposes primary qualitative research was used. Qualitative research was chosen
so as to obtain a greater understanding of the beliefs and attitudes of the Irish consumer in the
Online Dating world. This choice was verified in Kothari’s book of Research Methodology
where he states “Qualitative approach to research is concerned with subjective assessment of
attitudes, opinions and behaviour” (Kothari, 2006). A quantitative method was used in
interpreting the questionnaire so as to support findings with some basic statistical analysis.
The first type of research chosen was an individual, semi-structured interview with a person
with experience in the industry so as to obtain a business understanding to the dating world in
Dublin. Manson, (2004) states “Semi structured interviewing is an overarching term used to
describe a range of different forms of interviewing most commonly associated with
qualitative research.” This justified the type of interview chosen as qualitative research was
being used. A set of questions were prepared. The interview was conducted for over one hour
in the interviewee’s office and recorded so as reflection could be made after. As a semi-
structured interview had been decided upon, which allowed for flexibility, some questions
were skipped upon but later answered through further questions and explanations.
Secondary research was used to understand the online dating world. Published References
from books, websites and articles were used.
14. ~ 14 ~
An online customer survey was chosen as it offered the opportunity to create a greater and
accurate understanding of individual’s beliefs and behaviour in the Irish Online dating world.
The surveys were also chosen because they were both time and cost effective.
Fuidsurveys.com was used to create the survey and a white background was chosen so as it
was clear and plain for respondents, the Survey can be found at 3(www.fluidsurveys.com).
The Online customer survey was piloted amongst five individuals during a five day period in
March and confusion with sections was changed so as it was clearer which area an individual
started and finished (see logbook in Appendix1). The Survey was then put live to the online
world for a quota sampling of the Irish online dating market of 30 users and 30 non-users for
week long period in April. The survey was split into 3 sections with a total of 14 questions.
Finally the findings of the interview and questionnaire was gathered, collated and analysed.
Issues that arose after distribution online:
A total of 68 surveys were conducted in this period before the online survey was closed but
problems occurred as three of the surveys were completed by individuals outside of Ireland
and therefore were discarded as they didn’t represent the Irish market. Five more surveys
were discarded because individuals answered all sections of the survey and therefore they
couldn’t represent either users or non-users.
15. ~ 15 ~
Results
General Questions
Q1: Age?
According to Mulcahy interview the general ages her clients are between 30-76 years
old.
“Tinder is more for 20’s and early 30’s”
(Mulcahy Interview, 2014)
Age 18 21 22 23 24 25 26 28 29 31 34 36 51
Number of
respondent
s
1 5 3 6 1 5 1 1 3 1 1 1 1
The highest response rate (20%) was by 23 year olds
21 and 25 year olds both accounted for 16% of responses
1 2 3 4 5 6 7 8 9 10 11 12 13
18
21 22 23 24 25 26 28 29 31
34 36
51
1
5 3
6
1
5
1 1 3 1 1 1 1
Ages of Online Dating Users
Age Number of respondents
16. ~ 16 ~
The highest respondent rate (24%) was by 22 year olds
20% of respondents were 22
Age 18 19 20 21 22 23 24 25 28 34 35 37 41 56
Numberofrespondents 1 1 1 1 6 7 3 4 1 1 1 1 1 1
1 1 1 1
6
7
3
4
1 1 1 1 1 1
Age 18 19 20 21 22 23 24 25 28 34 35 37 41 56
Age of Non-Users of Online Dating
Number of respondents
17. ~ 17 ~
Q2: Sex?
Sex of respondents Male Female
Number of
respondents
18 12
Males accounted for 60% of responses for Online dating users
Females accounted for 40% of responses for Online dating users
Sex of respondents Male Female
Number of respondents 10 20
Females accounted for 67% of responses for non-users
Males accounted for 33% of responses for non-users
60%
40%
Sex of respondents of Online Users
Male Female
33%
67%
Sex of respondents of Non Online
Users
Male Female
18. ~ 18 ~
Online Users Questionnaire Results
Theme use and wants
“Dating and relationships have changed”. In accordance to changes in online dating “Plenty
of fish where one night stand orientated but the past 12 months that has changed”
“Matchmaking is a higher level service” but “Online dating gives 10 times more choice” “
“Too much choice means a lot more hours involved” “If knock on 100 doors and you might
get one sale”
Matchmaking is about getting the “time right with two individuals” with “Online you can
meet but it might not be the time for them, there not looking for a relationship”
19. ~ 19 ~
Q3: What was your main reason for using Online Dating?
Main reason
for Online
Dating
Looking
for
something
new
Fails with
traditional
Dating
Boredom
with
traditional
Dating
Encouragement
from friends
Lac
k of
time
Looking
for
something
serious
Numbers of
Respondent
s
13 4 4 3 5 1
44% of respondents main reason for using online dating was because they were
looking for something new
17% of respondents main reason for using online dating was because of lack of time
44%
13%
13%
10%
17%
3%
Respondentsmain reasons for using
Online Dating Looking for something
new
Fails with traditional
Dating
Boredom with traditional
Dating
Encouragement from
friends
Lack of time
Looking for something
serious
20. ~ 20 ~
Q4: What are you looking for from Online Dating?
What respondents are
looking for
Long-term
Dating
Short-term
Dating
Serial
Dating
Sexual
Encounter
Number of Respondents 11 11 2 6
37% of respondents are looking for long term dating along with another 37% looking
for short-term dating
Long-term Dating
Short-term Dating
Serial Dating
Sexual Encounter
11
11
2
6
What respondents are looking for
from the online Dating world?
Number of Respondents
21. ~ 21 ~
Theme Acceptance:
According to Mulcahy interview, 2014
“People don’t want others to think they have a problem in this area, guys in particular”. “Us
girls are different we grew up with dating, we had Barbie’s and Cindy’s and put them
together. We watched romantic comedies, we grew up with that. Whereas guys played with
trucks and went out.”
“A lot of people say ah we’ll say we met in a pub because that’s acceptable” “When someone
says I’d never go online dating there’s a load of Lula’s on it, I say to them “so there’s no
Lula’s in coopers at 3am”
“There’s still stigma about online dating” and “has a long way to go” but “online is getting so
in your face”. She stated “The worst thing that can happen is that you stay on your own”.
22. ~ 22 ~
Q5: From your experience with the Online Dating world, please answer the following?
5A: Have you gone on a date/dated from the Online dating world?
Have you gone on a date/dated from the Online dating world? Yes No
Number of Respondents 23 7
77% of respondents have dated from the online world and 23% have never dated from
the online world
Q5B: Have you had any negative experiences?
Have you had any negative experiences? Yes No
Number of Respondents 10 20
67% of respondents have never had a negative experience from the online world, 33%
have had a negative experience online
Yes
77%
No
23%
Percentage of Respondentswho have
dated from the Online World
Yes
33%
No
67%
Percentage of respondentswho have
had an negative experience
23. ~ 23 ~
Q5C: Have you had any positive experiences?
Have you had any positive experiences? Yes No
Number of Respondents 24 6
80% of respondents have had a positive experience online dating and 6% have not.
Q5D: Did/Do you tell friends you went on a date/s?
Did/Do you tell friends you went on a date/s? Yes No
Number of Respondents 21 9
70% of respondents told/tell friends they went on dates, 9% wouldn’t/didn’t tell
friends they went on a date
Yes
80%
No
20%
Percentage of positive experiences
70%
30%
Percentage of users that told friends
about their date
Yes No
24. ~ 24 ~
Q5E: If so, were they positive towards the idea?
If so, were they positive towards the idea? Yes No
Number of Respondents 21 0
Of the 21 respondents who told/would tell friends they went on a date, 100% report
friends were/would be positive towards the idea.
Yes, 21
No, 0
0
5
10
15
20
25
Yes No
Friends who were positive towards
the idea
25. ~ 25 ~
Q5F: Did/Do you tell family you went on a date/s?
Did/Do you tell family you went on a date/s? Yes No
Number of Respondents 5 23
18% of respondents told/tell family they went on dates, 82% wouldn’t/didn’t tell
family they went on a date
Q5G: If so, were they positive towards the idea?
If so, were they positive towards the idea? Yes No
Number of Respondents 5 0
Of the 5 respondents who told/would tell family they went on a date, 100% report
family were/would be positive towards the idea.
18%
82%
Percentage of Respondentswho told
Family
Yes No
100%
0%
Percentage of familyswho were
positive, when told about the
respondents Online Date
Yes No
26. ~ 26 ~
Q5H: Would you send the first message to a user?
Would you send the first message to a user? Yes No
Number of Respondents 23 6
79% of respondents would send the first message to a user, 21% would not send the
first message
Q5I: Would you ask someone on a date from the online world?
Would you ask someone on a date from the Online world? Yes No
Number of Respondents 20 10
67% of respondents would ask someone on a date from the online world, 33%
wouldn’t ask someone on a date from the online worl
23
6
0 5 10 15 20 25
Yes
No
Number of Respondentswho would
send the firstmessage to another
user
Number of Respondents
67%
33%
Percentage of Respondentswho
would ask another user on a date
Yes No
27. ~ 27 ~
Q5H: Would you advise a friend or family member to use Online Dating?
Would you advise a friend or family member to use Online Dating? Yes No
Number of Respondents 23 7
77% of respondents would advise family and friends to use online dating
23% would not advise friends and family to use online dating
Yes
77%
No
23%
Percentage of Respondentswho
would advise a friend or family
member to use Online Dating
28. ~ 28 ~
Theme Concerns:
According to the Mulcahy interview a “Huge part of matchmaking is trust”
“The Matchmakings noting too dissimilar from online dating profile just trying to gather as
much information” “As they might say something different on paper then on a 1 to 1 basis”
“It’s important to state what you’re looking for from online dating”
Q6: What information is available on your Online Dating profiles?
What information is available
on your Online Dating profiles?
Likes/Dislikes Job
Status
Future
needs/wants
Photo Relationship
Status
All
Number of Respondents 22 14 12 29 17 10
28% of respondents allow for a photo on their profile
21% allow for likes/dislikes on their profile
21%
13%
12%28%
16%
10%
Percentage of informationavailable
on respondents profiles
Likes/Dislikes
Job Status
Future needs/wants
Photo
Relationship Status
All
29. ~ 29 ~
Q7: Is the information you provide accurate?
Is the information you provide
accurate?
Yes No
Number of Respondents 27 3
90% of respondents offer accurate information on their profile
10% of respondents offer inaccurate information on their profile
Q5J: Do you worry about a Catfish (A person pretending to be somebody else on an
online profile)?
Do you worry about a Catfish (A person pretending to be somebody
else on an Online profile)?
Yes No
Number of Respondents 18 12
60% of respondents worry about a Catfish
40% of respondents don’t worry about a Catfish
90%
10%
Percentage of Respondents who provide accurate
information on their profile
Yes
No
Yes
No
18
12
Number of Respondentswho
worry about a Catfish
Number of Respondents
30. ~ 30 ~
Q8: What is most important for you on a user's profile?
What is most important for you on a user's
profile?
Photo Bio Interests
Number of Respondents 18 7 5
60% of respondents felt the photo was the most important information available on
another users profile
23% of respondents felt the biography was the most important information available
on another users profile
17% of respondents believed interests of another user were most important
60%
23%
17%
Percentage of the information
respondents feel is most important on
anothers profile
Photo Bio Interests
31. ~ 31 ~
A similar question was asked at the Mulcahy interview, 2014 and the three words expressed
were “Choice, visual and connecting”
Q9/Q14: What are the first three words that come to mind when you think of Online
dating?
Users words
Non-Users words
The pictures illustrate the feelings of users and non-users of the online dating world.
32. ~ 32 ~
Non- Users Questionnaire Results
Q10: Please answer yes or no to all of the following:
Q10A: Would or have you considered using Online Dating?
Would or have you considered using Online Dating? Yes No
Number of Respondents of this age 12 18
60% would consider online dating
40% of respondent’s wouldn’t consider online dating
Q10B: Do you feel friends would have a positive view if you used Online Dating?
Do you feel friends would have a positive view if you used Online
Dating?
Yes No
Number of respondents 15 15
50% feel friends would have a positive view if they were to use online dating
50% feel friends wouldn’t have a positive view if they used online dating
40%
60%
Percentage of Respondentswho
would consider using online dating
Yes No
50%50%
Do you feel friends would have a
positive view if you used Online
Dating?
Yes No
33. ~ 33 ~
Q10C: Do you feel family would have a positive view if you used Online Dating?
Do you feel family would have a positive view if you used Online
Dating?
Yes No
Number of Respondents 9 21
70% feel family wouldn’t have a positive view if they used online dating
30% feel family would have a positive view
Q10D: Do you know anyone that uses Online Dating?
Do you know anyone that uses Online Dating? Yes No
Number of Respondents 24 6
80% know someone who uses online dating
20% don’t know anyone that uses online dating
30%
70%
Do you feel family would have a
positive view if you used Online
Dating?
Yes
No
80%
20%
Do you know anyone that uses
Online Dating?
Yes No
34. ~ 34 ~
Q11: What do you feel has been the main reason you have not used Online dating to this
point?
What do you feel has been
the main reason you have
not used Online dating to
this point?
Kicking
it old
School
No
Interest
or need
Fear of
Catfish
or creep
Online
Out of comfort
Zone
Time Current
Relationship
Status
Number of Respondents 2 10 13 2 1 2
43% feel the fear of a catfish or creeps has been their main reason for not using online
dating
33% have had no interest or need for using online dating
Number of Respondents
2
10
13
2
1
2
What do you feel has been the main
reason you have not used Online
dating to this point?
Current Relationship Status Time
Out of comfort Zone Fear of Catfish or creep Online
No Interest or need Kicking it old School
7% 3%
43%
7%
7%
33%
35. ~ 35 ~
Q12: What is the main reason you feel people use online dating?
What is the main reason you feel
people use Online dating?
Long-term
Dating
Short-term
Dating
Serial
Dating
Sexual
Encounter
Number of Respondents 2 16 1 11
53% believed people use online dating because they want to short-term date
37% believed people use online dating because they are looking for sexual encounters
2
16
1
11
0
2
4
6
8
10
12
14
16
18
Long-term Dating Short-term Dating Serial Dating Sexual Encounter
What is the main reason you feel people use Online
dating?
-Long-termDating7%
-Short-termDating53%
-Serial Dating3%
-Sexual Encounter37%
36. ~ 36 ~
Q13: Is there any particular area of the Online Dating world that puts you off using the
service?
Is there any particular area of the
Online Dating world that puts you
off using the service?
Catfish Privacy Negative
perceptions
from
others
Security Fear of meeting
strangers(even if they
are genuine people)
Number of Respondents 14 2 5 5 4
46% say the presence of catfish on the online dating world puts them off using the
service
17% see security issues as a turn off from the service
17% see negative perceptions as a turn off from the service
37. ~ 37 ~
Discussion
The findings are being presented under the 3 main themes: Use and wants, Acceptance and
Concerns of the Online dating service.
Theme 1- Use & Wants
Culbreth (2005) states online dating works because “it offers more choices then blind dating
or faith dating but also better choices” and the Mulcahy interview, (2014) stated“Online
dating gives 10 times more choice” and she chose” choice” as one of the words to describe
online dating. This builds an assumption that online daters are using the service as it offers
better selection and choice.
Although Mulcahy expressed how online dating can give too much choice and compared the
service to a sales job “If you knock on a 100 doors, you might get one sale”, only 3% of Irish
non-users felt the reason they hadn’t tried online dating was because of the time
consumption. This could indicate that people aren’t concerned with how long it may take to
use online dating.
Mulcahy stated “Online you can meet a lot of people but it might not be the time for them,
they may not be looking for a relationship” and Webb, (2013) expressed “Forty million
people date online each year. Most don’t find true love”. This could be an issue as 74% of
online users questioned stated they are looking for long and short term relationships and
contradictory against the 37% of non-users who believed people use online dating for sexual
encounters only. Culbreth, (2005) feels if a male makes a profile he is saying “I’m in the
market for a relationship, I want to meet someone.” Mulcahy mentioned in the interview that
one of Irelands most popular dating sites ““Plenty of fish where one night stand orientated
but the past 12 months that has changed” which brings a strong assumption that online dating
has made a movement towards more than just offering sexual encounter and this is welcomed
by Irish online users but may have been missed by non-users.
Mulcahy, 2014 stated “Dating and relationships have changed” and the majority of the Irish
online daters questioned (44%) said they turned to online dating because they wanted
something new. This may indicate that the Irish dating culture and industry are evolving,
which brings this report to the next theme, acceptance of the online dating world.
38. ~ 38 ~
Theme 2- Acceptance
According to Mulcahy, 2014 “There’s still stigma about online dating” and it “has a long way
to go” but she believes online dating is becoming in your face in the Irish culture, in fact of
the non-users surveyed 80% know someone who uses online dating and 60% of them would
consider using online dating themselves. 77% of users said they would advise family and
friends to use the service. Pew Research centre, (2014) also reported “Online dating has lost
much of its stigma. 79% of users said they’d send the first message to a user and 67% of them
said they would ask someone on the first date. This indicates that online dating is becoming
more accepted and the Irish society and culture is becoming more open to the idea of online
dating.
Mulcahy stated “People don’t want others to think they have a problem in this area, guys in
particular” although of users questioned 70% told friends and they all had a positive reaction
from friends, not forgetting 60% of respondents were male. 50% of Non-users felt friend
would be positive towards the idea, yet 70% feel family wouldn’t. 82% of users indicated
they hadn’t and wouldn’t tell family about their online dating and yet of the 5 who shared
with family all received positive responses. This brought an interesting assumption, that Irish
daters were not afraid to inform friends of their dating difficulties but sharing this with family
was not an option in most cases as the general feeling was that family would have a negative
view.
“Online dating is as legit as meeting originally offline” in accordance to Davis, (2013). 77%
of users questioned had actual dated from the online world and 67% never had a negative
experience, in fact 80% have admitted to having positive experiences and Mulcahy expressed
“The worst thing that can happen is that you stay on your own” which leads this report to the
next theme concerns with online dating.
39. ~ 39 ~
Theme 3- Concern
Cohen, (2004) states“Dating safety is nothing more than common sense” yet 60% of users
said they worry about a catfish and 46% of non-users expressed the presence of catfish on the
online dating world puts them off using the service. Darne, (2012) reminds those wary users
“Whenever you say, “There aren’t any quality people online.” You should keep in mind other
people are saying the same thing even though (you) have a profile!” and Mulcahy mentioned
“When someone says I’d never go online dating there’s a load of Lula’s on it, I say to them
“so there’s no Lula’s in coopers at 3am”. This leads to the assumption that T.V shows such as
Catfish have probably caused the majority of concern and worry in the minds of the Irish
public. 90% of users say they offer accurate information on their profile, 10% allowing all
personal information on their profile. Although scammers and frauds do exist in the online
dating world, in reality and offline they exist too.
60% said a photo was the most important information on a profile, yet only 38% of user
respondents said they had a photo on their profile. This may indicate that the 60% of users
who worry about catfish believe a photo may be a way to differentiate between the real and
the fake. Mulcahy expressed “Matchmakings, nothing too dissimilar from online dating
profiles, it’s just trying to gather as much information. She meets all her clients after a phone
call and emails are passed “as they might say something different on paper then on a 1 to 1
basis.” This indicates that although the photo may be important for success with online
dating, actually meeting the person can be the only way to know if they are who they say they
are.
40. ~ 40 ~
Finally the following illustrations are to build an understanding between what seems to be the
feeling towards online dating by users and non-users in Dublin.
Left side are users feelings Right side are non-users feelings
There were many similarities such as fun, sex, unknown, mystery, creeps and unromantic.
Generally users have some negatives such as creeps, unromantic and risky but the majority of
feelings were based around fun, excitement new, modern, options and entertaining. Non-
users had positives such as experience, excitement, limitless but the majority of feelings
expressed were negative strange, last-resort, nerve-racking, scam, insecure and fake. The
word used most by nearly every non-user was Catfish. Catfish the word was introduced to the
Irish public in 2010 and this fear is evident in a younger generation as the majority of
respondents were 22-23 years old.
This indicates and supports that non-users have this idea of the Online Dating world being
full of fake people. Yet if they were to give it a chance it seems there idea of the service may
alter positively, as seen by the words used by users of the service in Dublin.
41. ~ 41 ~
Conclusions
Use & Wants
Online dating is used because it is different and offers choices and the time needed to use the
service is not an issue for Irish users/non-users in Dublin. Online dating has shifted from
offering sexual encounters to relationships and the Irish public questioned are welcoming to
this change. The Irish view of online dating is becoming more open and the Irish public who
use the service view it as a new way to date.
Acceptance
The Irish culture and society is slowly breaking the stigma that once existed over the online
dating world. Irish users/ non-users are afraid of what their families believe and think of their
usage of the site. Sharing the information with friends is fine for those questioned as the
majority of friends are positive or would be positive towards the idea. The Irish public have
had positive experiences with the use of the service.
Concern
Catfish the show has impacted on the beliefs and thoughts of the Irish non-users questioned
and the majority of Irish users questioned say they still worry about a catfish. Although
scammers and fakes exist in the real world, it seems the Irish audience largest put off and
concern online is the dreaded catfish. This research piece has confirmed that online dating is
the new way to date in Dublin but has also found the main areas that have been holding Irish
consumers back from the service.
Recommendations
This report has highlighted areas which need alterations so as to improve the service for not
only Dublin consumers, but Irish consumers and more.
Long-run
In the long-run so as to deal with the fear of the catfish and meeting strangers, the online
dating companies could consider renting a club once a month in Dublin where users can
come and meet. They will be in a public area and feel comfortable knowing the people there
are also participants in the online dating world like themselves. This will be fun and
financially rewarding if organised and run correctly.
Medium-run
Introducing an advertising campaign such as “Don’t worry, we’ll tell mommy, now you can
come date” could be an interesting and fun way to attract those users/ non-users who believe
family will be negative towards the idea of them online dating. They could also run a video
campaign, where people sign up from Dublin and they make a short video of a mascot of the
company sitting down with parents telling them their son or daughter is using online dating.
The reactions could be controversial but fun and create a joke of the fear of telling mommy.
Short-run
In the short run, online dating companies in Dublin and throughout Ireland should constantly
keep up-dating their sites, security measures and communicate their efforts with their users.
This will ensure the shift to real relationships is constantly encouraged while also ensuring
those nervous of a Catfish are aware that the business is doing everything they can to prevent
fake profiles.
42. ~ 42 ~
Bibliography& Sources
Interview
1. (Mulcahy Interview, 2014) : Avril Mulcahy, Professional Matchmaker, 20/3/14.
Books:
1. Young,B & Adams,Dr. S (2006). Dating 101. Tennessee:NelsonBooks.IX.
2. Culbreth,J,(2005). The Boomer'sGuide to OnlineDating.1st ed.U.S: HoltzbrinckPublishers.
3. Bridges,J.C, (2012). The Illusion of Intimacy:Problemsin theWorld of OnlineDating.1st ed.
U.S: ABC-CLIO.
4. Coloccia,J,(2008). Confessionsof an OnlineDating Addict.1st ed.Indiana:AuthorHouse.
5. Webb,A (2013). Data,A Love Story:How I Gamed Online Dating to Meet My Match.U.S.A:
PenguinBooks.IX.
6. Fein& Schneider(2002). The rules forOnline Dating.U.S.A:PocketBooks.XI-20.
7. Davis,L (2013). Love@ first click. U.S.A: SimonandSchuster.3.
8. Cohen,C(2004). 30 min guideto Online Dating.U.S.A:BoldRoad. 67.
9. Lawson,M.H & Leck,K (20016). Social science computerreview.U.S.A: SAGE.24:189.
10. Kothari,R.C(2006). Research Methods& Technology.2nded.Delhi:New age international
publications.1-10.
Articles:
1. Storey,K.(2014). Men’stalesfromthe on-line datingtrenches. New YorkPost.1.[Online].
Available at:http://nypost.com/2014/03/02/mens-tales-from-the-online-dating-
trenches/[Accessed24thApril 2014].
2. Gross, D. (2013). Online datingnow widelyaccepted,surveysays. CNN.1.[Online].Available
at: http://edition.cnn.com/2013/10/21/tech/web/online-dating-pew/[Accessed24thApril
2014].
46. ~ 46 ~
Online dating is the new way to date
2014
InterviewwithAvril MulcahyQuestions Date: 20th
March 2014
Time:3.00pm
1. Do youfeel traditionaldatingwill vanish?
2. Do youfeel matchmakingismore successful thenonline dating?
3. What are your clientsgenerallylookingfor?
4. Do youthinkconsumersof online datingare lookingforthe same thing?
5. General age group of clients?
6. Are the newmethodsof datingbecomingmore acceptedbysociety?
7. What are the main differencesof clients of onlinedatingandmatchmaking?
8. Are there anyparticularareasof informationyourclientsare reluctantinsharing?
9. Is physical appearance the mostimportantfactorwhendatingonline?
10. Are the same dangerspresentwithonline datingandmatchmaking?
11. Are the newmethodsof datinggrowing?
12. Can yougive 3 words to describe Online Dating?
48. ~ 48 ~
Online Dating: The new way to date 2014
This survey is to build an understanding of the Online Dating world from both users and non-
users. I'm grateful for your time and honesty :)
1. Age ?
2. Gender?
Male
Female
Section 2: This section is for USERS of Online Dating. If you don't USE Online Dating
please proceed to section 3.
3. What was your main reason for using Online Dating?
---
4. What are you looking for from Online Dating?
Marriage
Long term dating
Short term dating
Serial dating
Sexual encouter
5. From your experience with the Online Dating world, please answer the following?
Yes No
Have you gone on a date/dated
from the Online dating world?
Have you had any negative
experiences?
Have you had any positive
experiences?
Did/Do you tell friends you went
on a date/s?
If so, were they positive towards
the idea?
Did/Do you tell family you went
on a date/s?
If so, were they positive towards
the idea?
Would you send the first
message to a user?
49. ~ 49 ~
Yes No
Would you ask someone on a
date from the Online world?
Do you worry about a Catfish (A
person pretending to be
somebody else on an Online
profile)?
Would you advise a friend or
family member to use Online
Dating
6. What information is available on your Online Dating profiles?
Likes/Dislikes
Job Status
Future wants/needs
Photo
Relationship status
All of above
7. Is the information you provide accurate?
Yes No
8. What is most important for you on a user's profile?
Photo
Bio
Interests
Other
9. Final Question for users of the Online Dating world, please submit answers after this
section, Thanks again for taking part :): What are the first three words that come to mind
when you think of Online dating ?
Section 3 This section is for non-users of Online Dating ONLY!
10. Please answer yes or no to all of the following:
Yes No
Would or have you considered
using Online Dating?
50. ~ 50 ~
Yes No
Do you feel friends would have a
positive view if you used Online
Dating?
Do you feel family would have a
positive view if you used Online
Dating?
Do you know anyone that uses
Online Dating?
11. What do you feel has been the main reason you have not used Online dating to this point?
12. What is the main reason you feel people use Online dating?
Marriage
Long-term Dating
Short-term Dating
Serial Dating
Sexual Encounter
All of the above
13. Is there any particular area of the Online Dating world that puts you off using the service?
eg: Security, Catfish or privacy or making a profile
14. Final Question for Non-users of the Online Dating world, please submit answers after this
section, Thanks again for taking part :): What are the first three words that come to mind
when you think of Online dating ?
Submit
52. ~ 52 ~
BTEC Higher National Diploma in Business
RESEARCH PROJECT
Research Logbook
Researcher: Dayna Sara Baker
Tutor/Supervisor: Dr. Kevin Hora
Project Title: Online dating is the new way to date in Dublin in 2014:
Consumer Perception and Business Potential of Online Dating in Dublin, 2014
This research logbook records your progress, from the commencement of the research until
completion of the research project.
You will record progress and details of meetings, and this will be signed by the tutor/supervisor.
You may as many pages as necessary for each month.
The logbook is an official record of contacts between you and your supervisor and will be used
for grading purposes. It should be submitted on Moodle along with your research project.
53. ~ 53 ~
Working Titles:
Online or Offline in Dublin 2014
Is Online too scary in Dublin 2014
Consumer perception of the dating world in Dublin
To date, or not to date, that is the Question?
Final Title: Online Dating is the new way to date in Dublin 2014:
Consumer perception and Business potential
54. ~ 54 ~
Month Data Actions Monitored
September 12/09/13 Introduction to module
October 1/10/13 Topic ideas are decided
Topic was chosen
Analysis of different techniques
and methodology’s
November 1/11/13 First assignment received
Research of topic preformed
e.g. Books, blogs and articles
December 1/12/13 Topic choice finalized
55. ~ 55 ~
Month Data Actions Monitored
January 1/1/13 Completed lit review
Compared authors and
perceptions of online dating
within lit review
Decided on methodology and
methods of data collection for
assignment 2
Completed assignment 1 on 27th
of January
Supervisor’s signature
56. ~ 56 ~
Month Data Actions Monitored
February 1/2/13 Received feedback on
assignment 1
Grades achieved m1,m2,d2,d3
Focused on areas of online
dating that would achieve
overall aim
Began to create survey
Introduced to Avril Mulcahy by
Tutor.
Decided on approach for
questionnaire
Supervisor’s signature
57. ~ 57 ~
Month Data Actions Monitored
March 1/3/13 Contacted and arranged an
interview with Avril Mulcahy
Focused on creating interview
questions that would obtain the
information I needed for
project
Avril had double booked, so
cancelled and rearranged for the
following week
Continued to update and work
on my survey
Had first meeting with tutor
discussed our focus of the
project and for my
questionnaire
2nd
meeting with tutor and
advised to focus on just the
Irish sector as inclusion of
another city would be to large
for the project
Fixed survey to suit an Irish
audience
Went on interview with Avril on
the 20th
march 2014 at 3 pm
Supervisor’s signature
58. ~ 58 ~
Month Data Actions Monitored
April Had 3rd
meeting with tutor,
discussed putting sections into
my questionnaire
Prepared questionnaire. Piloted
survey between 5 individuals
Changes made to questionnaire
as 4 out of 5 respondents of the
pilots said they were confused
on which section was which
Tutor advises yet another
change to the section headings
and this is completed
Questions were changed and
altered to fit fluidsurvey.com
template. Questionnaire is then
made online and finally made
live. Questionnaire responses
were analyzed and some
discarded because of location
and mistakes made by
respondents. Issues with
questionnaire background being
too dark were fixed.
Questionnaire is closed 1 week
later
Themes were chosen for project
Questions from interview were
analyzed and information that
didn’t suit chosen themes were
discarded
Data is analyzed and put into
excel to create graphs and charts
Further research made into
books =, articles and websites
for literature review.
All data, and information for
project was gathered and
research piece and presentation
were made and completed on
27/4/14
Supervisor’s signature
