This paper focuses primarily on analysis of the quantitative aspects of the research, although this form of data collection was complemented by a series of consumer focus groups. viii The data was gathered using a postal and web-based questionnaire that contained identical items. Although each sample was analysed individually, in this paper these datasets have been combined and any notable differences highlighted where appropriate. The questionnaires collected information on awareness of, frequency and location of purchase of counterfeit goods, as well as a number of demographic variables (., age, gender, income) which were subsequently used to examine variations in.
