Evidence based-descriptive analysis (COMPONENT 4 &5)

Running head: ASSESSMENT ITEM 2: RESEARCH REPORT PART 1

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SUBJECT CODE BX2174

SUBJECT TITLE Evidence based decision maki ng

STUDENT FAMILY NAME Student Given Name JCU Student Number

Nazeer Ahamed Siti Nazrana 1 3 6 7 9 6 9 8

ASSESSMENT TITLE Research report (part 1)

DUE DATE 07.05.2021

LECTURER NAME Dr. Zahra Pourabedin

TUTOR NAME Dr. Zahra Pourabedin

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Assessment Item 2: Research Report Part 1 1

BX2174

ASSESSMENT 2: RESEARCH REPORT

PART 1 (Literature review & Existing Data Analysis)

Student name- Siti Nazrana Nazeer Ahamed

Student ID- 13679698

Tutor- Dr Zahra Pourabedin

Due Date- 07/05/2021

Assessment Item 2: Research Report Part 1 2

Table of Contents

Component 1: Literature Review on Leisure Shopping ................................................................. 3

Introduction: ............................................................................................................................................... 3

Gaps and limitations ................................................................................................................................. 6

Summary ...................................................................................................................................................... 6

Appendix: Table of Sources ....................................................................................................................... 7

Component 2: Business Problem Analysis ........................................................................................ 27

Component 3: Descriptive Analysis ..................................................................................................... 28

References ..................................................................................................................................................... 35

Assessment Item 2: Research Report Part 1 3

Component 1: Literature Review on Leisure Shopping

Introduction:

Online e-commerce businesses received a boost within and post lockdown. Be it in an

offline or an online mode, shopping has increasingly become a leisure activity. However, there is

a lack of data around what factors propel consumers to indulge more in shopping as a leisure

time activity. Through the review of some studies and articles, this paper aims to gather

information on the factors that impact leisure shopping and how the meaning of shopping

underwent a change over the years from a major utilitarian activity to a leisure and a pastime

activity.

The recent past has witnessed the emergence of shopping as a social leisure activity. With

the growth of cities, downtown areas and the opening of more retail outlets, an outing for

shopping and lunch, especially on weekends, have been considered an effective method by

many, to drain the exhaustion of the weeklong pressure. It has been noted that there has been a

growing interest among retailers and developers of shopping centres to find ways of making

shopping a pursuit of leisure (Perara & Sutha, 2018). However, there has been little empirical

data in academic research to trace the hedonic reasons why shopping has turned into a leisure

activity. Therefore, a gap persists in literature which explains the actual expectations of

customers who go for leisure shopping.

Based on a study conducted by Perera & Sutha (2018), seven factors influenced the

leisure shopping of consumers. Consumers were interested in knowing about the latest trends

which operate in the market. Additionally, shopping served as a diversion and helped people

Assessment Item 2: Research Report Part 1 4

with social interactions. Shopping has a gratifying impact on consumers since many consumers

find pleasure in bargaining and getting products at the bargained price. The results of the

research also provided data which suggests that there is a certain emotional bonding of some

consumers with shopping which takes place because of certain mental stimulants. It is important

to trace how the excitement of shopping plays a motivational role for consumers who invest their

time on leisure shopping. A research conducted by Park, reflected that many consumers who

engage in leisure shopping are guided by recreational motives, the excitement of shopping drives

them to buy things during their leisure (Park, 2018).

Figure 1: Numerator survey of shoppers with confirmed purchases of products

(Source: Numerator, 2020)

Time and lucrative sales offer have an influential role for leisure shoppers. Leisure shoppers tend

to engage more in shopping in their free time like when their work is over or on public holidays

and paid leaves. As opined by Calvo-Porral & Lévy-Mangín (2018), lucrative sales offer,

promotional offers are the key determinants to attract customers. Similarly, interpersonal relations

between consumers and store owners also play a role in attracting customers. Personal values,

expectations and motivation also have their impact on leisure shopping. Consumers in this era have

Assessment Item 2: Research Report Part 1 5

become more demanding and more discerning when it comes to choices of products. Consumers

want a reflection of their lifestyle and their personality through their choice of purchases.

A study conducted by Elmashhara & Soares (2019), reveals that the entertainment quotient

in retails stores have a direct influence on the satisfaction of consumers. Entertainment also has an

indirect influence since it causes an emotional state of pleasure among consumers. Entertainment

provides pleasure among consumers making them stay longer at malls. Additionally, promotional

offers help to persuade and motivate consumers about the product authenticity (Chandra,

Mazumdar & Suman, 2018). These offers have worked as a catalyst for leisure shoppers and helped

in the development of the retail market. Promotional offers help in motivating consumers to

purchase more frequently and purchase a handsome quantity.

The traditional strategies for increasing sales involve making changes related to product, price,

place and promotions. However, retailers have now come up with new and innovative strategies

to attract consumers and boost their market shares.

According to Madushani & Howshigan (2020), retailers are adopting strategies like

enhancing display settings, offering more in-store initiatives and experimenting with digital

marketing strategies to boost the footfall of customers. Additionally, marketing strategies on social

media websites like Instagram, Facebook and through SMS or WhatsApp groups also motivates

leisure shoppers. Within malls and supermarkets, the service providers face competition in terms

of consumer attraction. Therefore, the owners make conscious choices with respect to the market

strategies since it is one of the main factors which attract leisure shoppers. A research conducted

by Agarwal & Singh (2018) highlighted the role of relationship, personal interaction with sales

associates and their behaviour as one of the key factors influencing shoppers.

Shopping areas have undergone huge transformation over the years. From being areas

Assessment Item 2: Research Report Part 1 6

specifically selling all manners of goods, they have now become authentic entertainment spaces

stimulating urban population to spend on indulgences. In the digital era products are readily

available and shoppers are now able to get things via online stores. As noted by Mehta, Saxena &

Purohit (2020), economic instabilities have caused a change in market dynamics. Consumers now

have become more conscious and are leaning more towards online shopping (Sheth, 2020). At the

wake of this humanitarian crisis, habitual and leisure shoppers are becoming more conscious when

it comes to buying out of a habit or passion or boredom.

Gaps and limitations

This paper, through an analysis of the peer reviewed articles and journals attempts to

trace the factors that motivates leisure shoppers and how the meaning of shopping has changed

over the years. However, one limitation of this paper is that the data analysis is constrained to

only the recent publications.

Summary

Through an analysis of factors like emotional reasons, entertainment, gratification among

others, this paper tries to analyse the role they play in driving the leisure shoppers to buy more.

Assessment Item 2: Research Report Part 1 7

Appendix: Table of Sources

Research

paper

Used? Key points Relevance

Perera, K. J.

T., & Sutha,

J. (2018). A

study on

factors

influence on

consumers’

leisure

shopping

(with special

reference to

the

purchasing in

shopping

malls in

Colombo

District).

International

Journal of

Yes 1. There have been long term changes in

consumer expectations.

2. Personal values, motivations,

expectations and perceptions have an

influence on leisure shoppers.

3. Convenience and functional value are

also considerations which leisure

shoppers look into.

A very relevant source and

it chalks out the factors that

influence consumer

behavior through a

thorough data analysis.

Assessment Item 2: Research Report Part 1 8

Engineering

and

Management

Research

(IJEMR),

8(1), 156-

160.

Park, S.

(2018). What

do

recreational

shoppers

want to

achieve from

shopping?

The

importance of

excitement in

leisure

shopping.

Global

Business &

Yes 1. Social and personal motives play a

significant role in shopping behaviour.

2. People engaging in purposeful

shopping are neutral to the activity.

3. The hedonic and social motivations

should also be taken into consideration

by retailers.

Highly relevant source as it

not only points out the

motives behind leisure

shopping but also enlists

some key considerations

that retailers should keep in

mind.

Assessment Item 2: Research Report Part 1 9

Finance

Review

(GBFR),

23(1), 15-23.

http://dx.doi.

org/10.17549/

gbfr.2018.23.

1.15

Calvo-Porral,

C., & Lévy-

Mangín, J. P.

(2018). Pull

factors of the

shopping

malls: an

empirical

study.

International

Journal of

Retail &

Distribution

Management.

Yes 1. Accessibility, internal environment

and entertainment are the variables that

increase the footfall at malls.

2. Leisure shopping has become a

browsing activity by people who seek

pleasure.

Highly relevant source as

this study gathers data to

record how certain factors

impact customers.

Assessment Item 2: Research Report Part 1 10

https://doi.org

/10.1108/IJR

DM-02-2017-

0027

Elmashhara,

M. G., &

Soares, A. M.

(2019).

Entertain me,

I’ll stay

longer! The

influence of

types of

entertainment

on mall

shoppers'

emotions and

behavior.

Journal of

Consumer

Marketing.

Doi:

Yes 1. Role of entertainment types in

shopping malls.

2. Entertainment creates pleasure and

arousal which motivates customers to

stay longer at malls.

Highly relevant source

since the findings reveal

how entertainment

contributes to the

emotional factor which

motivates leisure shoppers.

Assessment Item 2: Research Report Part 1 11

https://doi.org

/10.1108/JC

M-03-2019-

3129

Chandra, S.,

Mazumdar,

S., & Suman,

U. (2018).

Impact of

sales

promotional

tools on the

consumers

buying

behaviour:

Study related

with apparel

retailing

business.

International

Journal of

Applied

Yes 1. Promotional tools like discount factors

have a high level of effectiveness in

attracting customers.

2. The retail industry has been

corporatized by factors like increase in

disposable income, separate segment

for young consumers.

Highly relevant source as it

cites with data how

promotional tools have a

direct influence on leisure

shoppers.

Assessment Item 2: Research Report Part 1 12

Research,

4(10), 23-29.

ISSN

Print:2394-

7500

Madushani,

N., &

Howshigan,

S. (2020). A

Behavioral

Study on

Leisure

Shopping

Purchasing in

Supermarket

Setup. Asian

Research

Journal of

Arts & Social

Sciences, 41-

51.

Yes 1. The four point strategies are mostly

used by retailers to attract consumers.

2. Retailers are adopting new strategies

like digital marketing, to increase

footfall.

Highly relevant source as it

ensilts the new strategies

that retailers are now taking

recourse to for attracting

consumers.

Assessment Item 2: Research Report Part 1 13

https://doi.org

/10.9734/arja

ss/2020/v12i4

30199

Agarwal, A.,

& Singh, M.

R. (2018).

The

relationship

between retail

experience,

customer

satisfaction,

and

behavioral

intention:

Exploring the

consumer

shopping

behavior in

unorganized

retail settings.

Yes 1. Sales associates, retail ambience and

product assortment are the main

variables on which customer

satisfaction is contingent.

2. There is a relationship between

customer satisfaction and behavioural

intention.

Highly relevant source as it

highlights how consumer

satisfaction is intricately

related to behavioural

intention. It also enlists the

key variables on which

customer satisfaction

depends.

Assessment Item 2: Research Report Part 1 14

Indian

Journal of

Marketing,

48(1), 9-27.

DOI:

10.17010/ijo

m/2018/v48/i

1/120733

Koch, J.,

Frommeyer,

B., &

Schewe, G.

(2020).

Online

Shopping

Motives

during the

COVID-19

Pandemic—

Lessons from

the Crisis.

Sustainability

Yes 1. In order to maintain a competitive

edge retailers must anticipate

consumer behaviour.

2. Determinants such as the reports on

the economy have a direct impact on

consumer intentions to purchase.

Highly relevant source as

this article cites ways in

which retailers can

maintain their market

position even amidst the

crisis. It also points out

how consumer behaviour is

directly related to factors

like media reports.

Assessment Item 2: Research Report Part 1 15

, 12(24),

10247.

https://doi.org

/10.3390/su1

22410247

Mehta, S.,

Saxena, T., &

Purohit, N.

(2020). The

New

Consumer

Behaviour

Paradigm

amid

COVID-19:

Permanent or

Transient?.

Journal of

Health

Management,

22(2), 291-

Yes 1. The staggering economy is driving the

market dynamics towards a change.

2. Analyses the change in consumer

behaviour in normal times and in crisis

times.

Highly relevant as this

points out how consumer

behaviour undergoes a

change during crisis and

therefore it is possible to

trace the impact that Covid

had on leisure shoppers.

Assessment Item 2: Research Report Part 1 16

301.

https://doi.org

/10.1177/097

20634209408

34

Sheth, J.

(2020).

Impact of

Covid-19 on

consumer

behavior:

Will the old

habits return

or die?.

Journal of

Business

Research,

117, 280-283.

https://doi.org

/10.1016/j.jbu

sres.2020.05.

059

Yes 1. Modified regulations will impact

consumer behaviour when things go

back to normal.

2. Technological advances and

demographics will also have to do with

consumer behaviour when things

become normal

Identifies similarities of

behaviour while shopping

and experiencing nature

Assessment Item 2: Research Report Part 1 17

Rajagopal.

(2007).

Leisure

shopping

behavior and

recreational

retailing: A

symbiotic

analysis of

marketplace

strategy and

consumer

response.

Journal of

Hospitality &

Leisure

Marketing,

15(2), 5-31.

https://doi.org

/10.1300/J15

0v15n02_02

No 1. Identifies drivers which influence

consumers' leisure shopping behaviour

and measure customer value, with

respect to consumer satisfaction

2. Sustainable customer value may be

gained to improve competitive

advantage

Identifies and focuses on

drivers for leisure shopping

and its impact on consumer

value

Assessment Item 2: Research Report Part 1 18

Rabbiosi, C.

(2015).

Renewing a

historical

legacy:

Tourism,

leisure

shopping and

urban

branding in

Paris. Cities,

42, 195-203.

https://doi.org

/10.1016/j.citi

es.2014.07.00

1

No 1. Leisure shopping is an important

component of urban tourism

2. Promotion of leisure shopping affects

urban tourism

The discussion was specific

to the tourism industry and

restricted to Paris.

Twigger

Holroyd, A.

(2016).

Perceptions

and practices

of dress-

No 1. Clothing consumption could be

reduced if activities were to be

diverted from shopping to alternative

fashion practices

2. Perceptions are personal, context

dependent and flexible, there is scope

Considering an aspect of

sustainable and alternative

fashion

Assessment Item 2: Research Report Part 1 19

related

leisure:

shopping,

sorting,

making and

mending.

Annals of

Leisure

Research,

19(3), 275-

293.

https://doi.org

/10.1080/117

45398.2015.1

111148

for attitudes to be changed

Yu, G. B.,

Sirgy, M. J.,

Bosnjak, M.,

& Lee, D. J.

(2021). A

Preregistered

study of the

No 1. Shopping satisfaction is also

dependent on where buyers are

purchasing articles from. Leisure travel

is known to impact shopping

satisfaction

The article draws on

general well-being and life

satisfaction and does not

talk much about leisure

shopping.

Assessment Item 2: Research Report Part 1 20

effect of

shopping

satisfaction

during leisure

travel on

satisfaction

with life

overall: The

mitigating

role of

financial

concerns.

Journal of

Travel

Research,

60(3), 639-

655.

https://doi.org

/10.1177/004

72875209336

88

Park, S. No 1. Shopping excitement is a key mediator Identifies relevance of

Assessment Item 2: Research Report Part 1 21

(2018). What

do

recreational

shoppers

want to

achieve from

shopping?

The

importance of

excitement in

leisure

shopping.

Global

Business &

Finance

Review

(GBFR),

23(1), 15-23.

http://dx.doi.

org/10.17549/

gbfr.2018.23.

1.15

between shopping outcome and

recreational shopping motivation

2. Shopping excitement is influenced

by goal-seeking behaviours

motive with respect to

leisure shopping

Assessment Item 2: Research Report Part 1 22

Rabbiosi, C.

(2014). The

condition of

‘Cosmo-

housewives’:

leisure

shopping, the

mainstream

and its

ambiguities.

Gender,

Place &

Culture,

21(2), 211-

227.

https://doi.org

/10.1080/096

6369X.2013.

791250

No 1. Interpretations of representations of

‘leisure shopping’ and the

corresponding practice have too often

ignored the daily and seemingly

‘banal’ experiences of the social actors

involved

2. Through their practice of browsing in a

high-end factory outlet village, women

often reproduce stereotypes while

simultaneously and ambiguously

trying to challenge them

The article studies gender

roles and compares the

concept of leisure shopping

in both rural and urban

settings of Italy

Assessment Item 2: Research Report Part 1 23

El Hedhli, K.,

Chebat, J. C.,

& Sirgy, M.

J. (2013).

Shopping

well-being at

the mall:

Construct,

antecedents,

and

consequences

. Journal of

business

research,

66(7), 856-

863.

https://doi.org

/10.1016/j.jbu

sres.2011.06.

011

No 1. Puts forward a list of predictive

factors that influence shopping

wellbeing.

2. Shopping well-being affects

mall loyalty

Focuses more on shopping

wellbeing at the mall.

Hardly covers topics

related to leisure shopping.

Rabbiosi, C.

(2016).

No 1. Traces multiple shopping patterns in

tourist destinations.

Discusses leisure shopping

with focus on a particular

Assessment Item 2: Research Report Part 1 24

Itineraries of

consumption:

Co-producing

leisure

shopping

sites in

Rimini.

Journal of

Consumer

Culture,

16(2), 412-

431.

https://doi.org

/10.1177/146

95405166354

29

2. Leisure shopping in a particular

location is intrinsically related to mass

tourism.

tourist destination.

Bäckström,

K. (2011).

Shopping as

leisure: An

exploration of

manifoldness

No 1. Interrelation between hedonic and

utilitarian aspects of shopping

established

2. Various shopping orientations have

been found to exhibit complex

relationships amongst themselves

Evaluates various factors

involved in customer

shopping experiences

Assessment Item 2: Research Report Part 1 25

and dynamics

in consumers

shopping

experiences.

Journal of

Retailing and

Consumer

services,

18(3), 200-

209.

https://doi.org

/10.1016/j.jret

conser.2010.0

9.009

Craig, T. P.,

Fischer, A.,

& Lorenzo-

Arribas, A.

(2018).

Shopping

versus

nature? An

No 1. Nature experiences were generally

found to be more positive than

shopping experiences

2. The more strongly connected to nature

a respondent was, the larger the

disparity between the pleasantness of

the shopping experience and that of the

experience in nature tended to be.

Discussions are primarily

focused on experience in

nature and its different

from other types of

experiences.

Assessment Item 2: Research Report Part 1 26

exploratory

study of

everyday

experiences.

Frontiers in

psychology,

9, 9.

https://doi.org

/10.3389/fpsy

g.2018.00009

Assessment Item 2: Research Report Part 1 27

Component 2: Business Problem Analysis

In this report we analyse the factors regulating people’s choices for leisure shopping, the

limitations of leisure shopping and how to resolve the problems being encountered by leisure

business.

To find the answers of this questions one must first identify the factors such as people

increased inclination towards online shopping, their increased expectations from service

providers which they are failing to accomplish. Moreover, the e-commerce websites are

providing a more efficient service to their consumers where they can order and receive the goods

and services staying at home just by one click. For answering this this research questions, one

must make proper strategies for enhancing their services to gain competitive advantage against e-

commerce and attract customers.

From this report, we analyse the motives for tourists to visit shops in villages and also

preferred shop features. Shops need to understand what attracts the customers/tourists and ensure

that they are aware of the impact their store & surroundings have on leisure shopping. Leisure

shopping can be impacted by various variables such as the village atmosphere, prices, special

events, physical layout of shops, cleanliness, variety of product and so on. therefore, one must

know what are the variables that impact leisure shopping and influence people to shop in

villages. In this report we use the questionnaire method to understand people’s opinions. Shops

must also keep in mind the latest trends and work according to them so that people visiting the

store have the best experience.

Assessment Item 2: Research Report Part 1 28

Component 3: Descriptive Analysis

It is tough to look at large chunks of data and analyse it. That is why data analysis is recommended

to persons having numerous information with vast fields. Data analysis is a method that sorts

information and ensures that all information is summarized (Burton et al., 2019). In the case for this

assignment, there three questions with three tables. Table one has 100 samples of 15 fields. The

second table has 100 samples with eight specializations, and the last table has 100 samples with 12

lots. In order to get the correct values for each area, we will have to analyse the data quantitatively

and descriptively.

Question 1

atmpher quietdy

frien

ds

pric

es

local

pr1

sho

w

esca

pe

rel

ax

even

ts

lea

rn

loca

ls

uniq

pr

attr

act vfr

mad

epr

5 45 30 31 21 43 22 43 43 22 21 23 38 23 41 31

4 36 34 28 14 32 24 33 40 21 35 22 30 21 36 38

3 13 21 22 40 16 26 17 11 29 23 32 15 32 14 18

2 3 11 7 11 5 8 2 1 8 7 14 7 14 1 7

1 2 3 9 10 2 14 4 4 14 11 7 5 8 6 4

0 1 1 3 4 2 6 1 1 6 3 2 5 2 2 2

tot

als 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

The table above represents data for a sample survey of 100 respondents. The data has been

summarized to enable easy tabulation of data. Question one entails data based on a study of one

Assessment Item 2: Research Report Part 1 29

hundred respondents. The information contains various variables which help make data. Based on

the data, most persons are motivated to shop in villages, relax and enjoy the atmosphere. It is

represented by the high bars described in the table below.

Moreover, there are least motivated to learn, as evidenced by the small vertical bar in the chart

below. From the table above, it is evident that most people are most motivated as the most crucial

data is very high.

Moreover, people are not at all motivated to attend shows, events, and learn. It is described by the

table below:

0

10

20

30

40

50

5

5 most important

atmpher quietdy friends prices localpr1

show escape relax events learn

locals uniqpr attract vfr madepr

Assessment Item 2: Research Report Part 1 30

Question 2

localhis ethnchis scenery parks music fooddrin artcraft antiques

5 44 43 49 30 21 42 38 21

4 34 33 36 31 25 28 39 30

3 9 10 7 29 37 20 15 24

2 7 9 5 3 8 5 3 11

1 4 2 2 4 5 2 1 11

0 2 3 1 3 4 3 4 3

100 100 100 100 100 100 100 100

The table above describes a sample survey of 100 persons in a study for eight variables based on

the theme of the villages. The respondents were to choose what they felt appealed to them in order

of the variables. The data has been summarised and an analysis provided. From the chart below, it

is evident that finding the exceptional scenery is extremely appealing. Music and antiques are not

appealing to the people as they have the lowest bars in the chart. Moreover, food and drink, ethnic

0

2

4

6

8

10

12

14

16

1

Not at all important

atmpher quietdy friends prices localpr1

show escape relax events learn

locals uniqpr attract vfr madepr

Assessment Item 2: Research Report Part 1 31

settlement history, and local arts are considered more appealing. From the analysis provided, the

business can attract customers by improving the constructional design and architecture as there is

a great demand for the services.

Moreover, the table above labelled “Not at all important” shows that the least attractive place in

the village is the antiques as a significant population has are not interested in antiques. The chart

above represents the information using the highest bar. Questions should be raised concerning the

antiques as a substantial population is not interested in visiting the antiques.

0

10

20

30

40

50

60

5

Most important

localhis ethnchis scenery parks music fooddrin artcraft antiques

0

2

4

6

8

10

12

1

Not at all important

localhis ethnchis scenery parks music fooddrin artcraft antiques

Assessment Item 2: Research Report Part 1 32

Question 3

The third question poses a sample of one hundred respondents in 12 variables. The table has

summarised the information that is useful in making descriptive analysis.

layout window hours neatnes variety payment languag attitud efficen price value distinc

5 30 34 34 49 40 38 36 56 45 38 45 43

4 34 37 34 28 34 27 29 27 33 35 27 31

3 20 16 19 11 17 22 17 9 11 16 17 16

2 6 1 4 5 1 1 8 1 3 3 2 1

1 3 4 1 1 1 4 3 1 1 2 3 2

0 7 8 8 6 7 8 7 6 7 6 6 7

100 100 100 100 100 100 100 100 100 100 100 100

From the table above, it is evident that people consider attitude over other factors. This is shown

by the chart below

Assessment Item 2: Research Report Part 1 33

People also consider neatness and cleanliness, efficiency, and value of money most important

elements. The survey also states that other details such as physical layout, window display, opening

hours, selection of products, availability of products are important to the respondents. From the

table, the least important element is the layout of the employees.

From the chart above, one of the least considered window elements is represented by a high value

in the bar. Payment is also the least considered element by the members. This information will be

useful for young entrepreneurs who wish to start new businesses.

0

10

20

30

40

50

60

5

5

layout window hours neatnes variety payment

languag attitud efficen price value distinc

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1

1

layout window hours neatnes variety payment

languag attitud efficen price value distinc

Assessment Item 2: Research Report Part 1 34

Conclusion

From the information provided, people must analyse data before making decisions as one element

may be positive while on another angle, it might be negative. The information provided has been

summarized to enable investors and people within the area to make decisions based on the

information provided (Ekman et al., 2019).

Assessment Item 2: Research Report Part 1 35

References

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