MULTIVARIATE ANALYSIS AND EXPERIMENTAL DESIGN

 

MKTG801 MULTIVARIATE ANALYSIS AND EXPERIMENTAL DESIGN

SEMESTER TWO, 2018

Assignment Two – DATA ANALYSIS 1

 

Please see the attached data file. For each of the questions in this exercise you are required to run SPSS analysis, interpret and report the results. These should be formatted as you would present them in an academic research report.

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***** Submission Requirement *****

 

Submission: AUT Online- Assessment Submission- Assessment 2

 

Due date: Tuesday, 18 September (week 8) – 3 pm

 

Write up the results of each exercise, providing appropriate tables (or graphs) and written commentary for each exercise. To your written report, attach a set of the SPSS printouts you have produced (presented as a tidy Appendix).

 

 

 

 

 

A market researcher is interested in hotel choice factors and overall satisfaction for a hotel. Participants in this study evaluated the importance of hotel choice along a 7-point scale (1= very unimportant, 7 = very important) for 17 items and overall attitude toward the hotel along three 7-point scales (1= not at all good/ not at all positive/ not at all negative, 7 = very good/ very positive/ very negative).

 

** Based on your class number (you could check it from AUT online or the result of assessment #1), please delete the 3 cases from your class number. (For example, if your class number is 1[2/3/../6/..], you MUST delete case ID 1-3 [11-13/21-23/…/51-53/..]). So, each student will use a different data set.

 

Part A (10 points)

 

Please conduct a correlation test for 3 items of ‘overall attitude toward the hotel’. (Include a hypothesis).

 

Please conduct a reliability test for ‘overall attitude toward the hotel’

** Please make one variable (overall attitude) based on Part A in order to conduct Part B &  C **

 

Part B (10 points)

 

Please compare ‘overall attitude toward the hotel’ among three different types of customer and interpret the results. (Include a hypothesis).

 

Part C (15 points)

Please conduct three regression analyses, interpret the results, compare the three regression analyses, and make conclusions based on the results. (Including a hypothesis)

 

C-1: Regression #1 – for all participants

C-2: Regression #2 – for male customers only

C-3: Regression #3 – for female customers only

 

DV: ‘Overall attitude toward the hotel’

IVs: 17 items concerning the importance of hotel choice

Marking guide for Report Formatting (5 points)

These analyses and results should be formatted as you would present them in a research report. Your report formatting will be evaluated based on the criteria below.

 

 

Traits	Achieved with Distinction (A)	Achieved with Merit (B)	Achieved (C)	Not Achieved (D)
Presentation and contents of the report	Excellent presentation overall to a professional level. Meets word count. The contents is clear with excellent formatting and headings.	Good presentation overall to a professional level. Meets word count. The contents is clear with good formatting and headings.	Poor presentation. Meets word count. The contents is clear with reasonable formatting and headings.	Poor presentation. Does not meet word count. The contents is not clear with reasonable formatting and headings.
Write in an organised and logical way that develops a well reasoned argument	All answers are exceptionally well organised, flow logically, and are very easy to follow	All  answers  are well organised, flow logically, and are easy to follow	Most of the  answers  are well organised, flow logically, and are able to be followed	answers s are poorly organised, do not flow logically, and are not easy to follow
Use an appropriate and effective style and format	Would meet the guidelines for a professional academic publication.	Style and format contribute to the comprehensibility of the paper.	Some revision would contribute to the comprehensibility of the paper.	Lack of appropriate style and format make reading and comprehensibility problematic.