Survey data from 563 respondents on frequency of risk taking on six different types. Taken from the companion package to Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (Dolnicar et al., 2018, doi:10.1007/978-981-10-8818-6 ).
data('risk')A matrix with 563 respondents (rows) and 6 variables (columns) named
Recreational, Health, Career, Financial, Safety and Social.
Sara Dolnicar.
Data and help page are taken from the companion package to Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (Dolnicar et al., 2018, doi:10.1007/978-981-10-8818-6 ).
The data was collected by academic researchers using a permission based online panel.
The sample was taken from adult Australian residents who have undertaken at least one holiday in the last year which involved staying away from home for at least four nights.
The respondents were asked: "Which risks have you taken in the past?" and answered on a 5-point scale with options:
Never (1)
Rarely (2)
Quite often (3)
Often (4)
Very often (5)
The six types of risk were:
Recreational: e.g. rock-climbing, scuba diving
Health: e.g., smoking, poor diet, high alcohol consumption
Career: e.g., quitting a job without another to go to
Financial: e.g., gambling, risky investments
Safety: e.g., speeding
Social: e.g., standing for election, publicly challenging a rule or decision
Hajibaba H, Dolnicar S (2017). Helping When Disaster Hits. In: Dolnicar S (ed) Peer-to-Peer Accomodation Networks: Pushing the Boundaries, Goodfellow Publishers, Oxford, chap.21, 235-243. doi:10.23912/9781911396512-3619
Hajibaba H, Karlsson L, Dolnicar S (2017) Residents Open Their Homes to Tourists When Disaster Strikes. Journal of Travel Research. 58(8), 1065-1078. doi:10.1177/0047287516677167