Research project 2014

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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 methodology identified 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

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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 data to 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 what you 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 recommendations and justify areas for further consideration

What needs to happen in the short, medium and long term? Justify recommendations based 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

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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.

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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.)

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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

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Abstract …………………………………………………Page 7

Introduction …………………………………………….Page 8

Literature Review ………………………………………Page 10

Use…………………….Page 10

Acceptance…………….Page 11

Concern………………..Page 12

Methodology……………………………………………Page 13

Findings…………………………………………………Page 15

General……………Page 15

Users……………....Page 18

Non-Users………...Page 32

Discussion ……………………………………………….Page 37

Use& Wants………..Page 37

Acceptance…………Page 38

Concern…………….Page 39

Conclusions & Recommendations………………………..Page 41

Bibliography ……………………………………………..Page 42

Appendices

1…………………………………………………………..Page 46

2…………………………………………………………..Page 48

3…………………………………………………………..Page 52

4…………………………………………………………..Page 60

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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.

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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.

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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.

http://www.journal.ie/

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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.”

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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.”

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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!”

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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.

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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.

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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

1821 22 23 24 25 26 28 29 31

34 36

51

15 3

61

51 1 3 1 1 1 1

Ages of Online Dating Users

Age Number of respondents

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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

Number of respondents 1 1 1 1 6 7 3 4 1 1 1 1 1 1

1 1 1 1

67

34

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

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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

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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”

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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%

Respondents main 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

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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

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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”.

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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


67% of respondents have never had a negative experience from the online world, 33%

have had a negative experience online

Yes77%

No23%

Percentage of Respondents who have dated from the Online World

Yes33%

No67%

Percentage of respondents who have had an negative experience

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Q5C: Have you had any positive experiences?

Have you had any positive experiences? Yes No


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


70% of respondents told/tell friends they went on dates, 9% wouldn’t/didn’t tell friends they went on a date

Yes 80%

No20%

Percentage of positive experiences

70%

30%

Percentage of users that told friends about their date

Yes No

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Q5E: If so, were they positive towards the idea?

If so, were they positive towards the idea? Yes No


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, 00

5

10

15

20

25

Yes No

Friends who were positive towards the idea

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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


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


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 Respondents who told Family

Yes No

100%

0%

Percentage of familys who were positive, when told about the

respondents Online Date

Yes No

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Q5H: Would you send the first message to a user?

Would you send the first message to a user? Yes No


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


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 Respondents who would send the first message to another

user


67%

33%

Percentage of Respondents who would ask another user on a date

Yes No

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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


77% of respondents would advise family and friends to use online dating

23% would not advise friends and family to use online dating

Yes77%

No23%

Percentage of Respondents who would advise a friend or family member to use Online Dating

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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 information available on respondents profiles

Likes/Dislikes

Job Status

Future needs/wants

Photo

Relationship Status

All

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Q7: Is the information you provide accurate?

Is the information you provide

accurate?

Yes No


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


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

YesNo

18

12

Number of Respondents who worry about a Catfish


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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

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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.

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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 Respondents who 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

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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


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


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

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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


210

13

21

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 ~

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-term Dating 7%-Short-term Dating 53%-Serial Dating 3%-Sexual Encounter 37%

~ 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 ~

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 ~

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 ~

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 ~

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 ~

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 ~

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: Nelson Books. IX.

2. Culbreth, J, (2005). The Boomer's Guide to Online Dating. 1st ed. U.S: Holtzbrinck Publishers.

3. Bridges, J. C, (2012). The Illusion of Intimacy: Problems in the World of Online Dating. 1st ed.

U.S: ABC-CLIO.

4. Coloccia, J, (2008). Confessions of an Online Dating Addict. 1st ed. Indiana: Author House.

5. Webb, A (2013). Data, A Love Story: How I Gamed Online Dating to Meet My Match . U.S.A:

Penguin Books. IX.

6. Fein & Schneider (2002). The rules for Online Dating. U.S.A: Pocket Books. XI-20.

7. Davis, L (2013). Love @ first click. U.S.A: Simon and Schuster. 3.

8. Cohen, C (2004). 30 min guide to Online Dating. U.S.A: Bold Road. 67.

9. Lawson, M.H & Leck, K (20016). Social science computer review. U.S.A: SAGE. 24:189.

10. Kothari, R.C (2006). Research Methods & Technology. 2nd ed. Delhi: New age international

publications. 1-10.

Articles:

1. Storey, K. (2014). Men’s tales from the on-line dating trenches. New York Post. 1. [Online].

Available at: http://nypost.com/2014/03/02/mens-tales-from-the-online-dating-

trenches/[Accessed 24th April 2014].

2. Gross, D. (2013). Online dating now widely accepted, survey says. CNN. 1. [Online]. Available

at: http://edition.cnn.com/2013/10/21/tech/web/online-dating-pew/[Accessed 24th April

2014].

http://edition.cnn.com/2013/10/21/tech/web/online-dating-pew/

~ 43 ~

3. Thomas, S. (2006). And I thought internet dating was for weirdoes. The Telegraph.1.

[Online]. Available at: http://www.telegraph.co.uk/culture/3652182/And-I-thought-internet-

dating-was-for-weirdos.html[Accessed 24th April 2014].

4. Smith, A. (2014). Online dating Research. Pew Research Centre. 1. [Online]. Available

at: http://www.pewresearch.org/fact-tank/2014/02/13/5-facts-about-online-

dating/[Accessed 24th April 2014].

5. Farr, C. (2012). Online daters, be warned! 1 in 10 profiles are scams, report reveals. VB

News.1. [Online]. Available at: http://venturebeat.com/2012/10/30/online-dating-

scam/[Accessed 24th April 2014].

6. Darne, K. (2013). Online dating: Is everyone a catfish, conman, liar, cheater, predator or

loser? .Examiner.com. 1. [Online]. Available at: http://www.examiner.com/article/online-

dating-is-everyone-a-catfish-conman-liar-cheater-predator-or-loser[Accessed 26th April

2014].

7. Manson, J (2004). Semi structured interviews. U.S.A: SAGE. 1. [Online]. Available

at: http://srmo.sagepub.com/view/the-sage-encyclopedia-of-social-science-research-

methods/n909.xml[Accessed 25th April 2014].

8. Victoria, Dr. (2012). Irish singles prefer slow dating to speed dating. The independent. 1.

[Online]. Available at: http://www.independent.ie/woman/love-sex/irish-singles-prefer-

slow-dating-to-speed-dating-26506309.html[Accessed 25th April 2014].

9. Brophy, D. (2014). It's January and Irish single are looking for love so what are the options

.Thejournal.ie. 1. [Online]. Available at: http://www.thejournal.ie/dating-ireland-january-

1263928-Jan2014/[Accessed 25th April 2014].

~ 44 ~

Internet sites:

1. www.match.com (file:///C:/Users/MOM.Day-Day-

PC/Downloads/Match.com+Fact+Sheet+2013%20(1).pdf) [Accessed 24th April 2014].

2. www.mtv.com (http://www.mtv.co.uk/catfish-the-tv-show/news/catfish-the-tv-show-

coming-to-the-uk) [Accessed 24th April 2014].

http://www.match.com/

http://www.mtv.com/

http://www.mtv.co.uk/catfish-the-tv-show/news/catfish-the-tv-show-coming-to-the-uk

http://www.mtv.co.uk/catfish-the-tv-show/news/catfish-the-tv-show-coming-to-the-uk

~ 45 ~

Appendix 1

Interview Questions

~ 46 ~

Online dating is the new way to date 2014 Interview with Avril Mulcahy Questions Date: 20th March 2014

Time: 3.00pm

1. Do you feel traditional dating will vanish?

2. Do you feel matchmaking is more successful then online dating?

3. What are your clients generally looking for?

4. Do you think consumers of online dating are looking for the same thing?

5. General age group of clients?

6. Are the new methods of dating becoming more accepted by society?

7. What are the main differences of clients of online dating and matchmaking?

8. Are there any particular areas of information your clients are reluctant in sharing?

9. Is physical appearance the most important factor when dating online?

10. Are the same dangers present with online dating and matchmaking?

11. Are the new methods of dating growing?

12. Can you give 3 words to describe Online Dating?

~ 47 ~

Appendix 2

Copy of Questionnaire

~ 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 ~

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?

http://fluidsurveys.com/surveys/dayday-NH8/online-dating-the-new-way-to-date-2014/?TEST_DATA=&_cb=7SBwaKutzn#!

http://fluidsurveys.com/surveys/dayday-NH8/online-dating-the-new-way-to-date-2014/?TEST_DATA=&_cb=7SBwaKutzn#!

~ 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

~ 51 ~

Appendix 3

Logbook

~ 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 ~

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 ~

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 ~

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 27 th of January

Supervisor’s signature

~ 56 ~


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


~ 57 ~


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


~ 58 ~


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


~ 59 ~

Appendix 4

Presentation

~ 60 ~

~ 61 ~

~ 62 ~

~ 63 ~

Research project 2014

Documents