About the Research

Laws of Attraction is a SEEK research study drawn from a comprehensive survey of over 4,500 job candidates in New Zealand.

The information and graphs provided in connection with the Laws of Attraction research study are drawn from the responses to that survey.

Research methodology:

• SEEK commissioned GfK, an independent research agency, to conduct the Laws of Attraction research study
• The respondents were sourced from the SEEK database of over one million individuals
• Total sample size = 4,601 (see chart below for breakdown of total sample size by industry and diversity subsets)
• Respondents were:
  • Aged 18 or over
  • Living in New Zealand
  • Individuals who has indicated that they were looking to change jobs within the next 2 years
  • Actively SEEKING or MONITORING the jobs market
  • Looking for a job in 1 of 10 nominated industry classifications: Accounting, Administration & Office Support, Construction, Healthcare & Medical, Hospitality & Tourism, Information & Communication Technology, Manufacturing, Transport & Logistics, Retail & Consumer Products, Retail & Consumer Products, Sales, Trades & Services
  • Using online job boards
  • Respondents completed an online questionnaire which took approximately 15-20 minutes to complete
  • Respondents completed the survey between January 31 and February 20, 2017. An additional boost of Construction and Trades & Services candidates was conducted on October 26 to November 13, 2017
  • Upon completion of the survey respondents had a chance to win 1 of 3 $500 vouchers using a game of skill

Sample size detail:

Please note: This data is not ‘nationally representative’ of the total population, as the data reflects those who are ‘in the market for a new job’ and not the ‘total population’ of New Zealand. This is because the sample is targeted to those who are actively seeking a job, or monitoring the job market and looking to change jobs within the next two years. 

Due to a skew of respondents towards certain industries within the total sample, the ‘Total’ data has been weighted on gender and age using the following weighting targets:

Male: 53% 

Female: 47%

18 – 24: 11.56

25 – 34: 22.14

35 – 44: 23.11

45 – 54: 25.12

55 – 64: 18.06

65+: 0.00

The industries chosen reflect a diverse range of blue (e.g. Construction, Manufacturing, Trades & Services) and white (e.g. Accounting, Information & Communication Technology) collar jobs, in order to broadly represent the New Zealand Labor Force, and allow for specific differences to be seen across industries and groupings.

Total sample size: 4,601

The survey also identified respondents’ demographic profile including but not limited to gender, age, location, job level, parental status, place of birth, languages spoken and disability (see chart below for breakdown of total sample size by diversity subsets).

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