Market Research Data Analysis using SPSS Software
Refer to the questionnaire on ‘Uses and Gratifications of Facebook’
Bill, a student at University is doing a research on Facebook and its
uses and gratifications for university students. He wants to do an online survey with students
from most Australian universities to have a representative sample of the population. You can
check the following reference for more information about the topic:
Hou, J. 2011, ‘Uses and Gratifications of Social Games: Blending Social Networking and
Game Play’ First Monday, Vol. 16, no.7.
Bill has been able to gather data from 50 students so far in the SPSS datafile GRAT.sav,
You are required to answer the following
questions using his datafile:
1. For each of the variables, say which ones are nominal, ordinal, interval or ratio scales.
2. Perform the appropriate descriptive analysis with SPSS on all the questions of the
questionnaire. You should analyse the data using the SPSS software.
3. Help Bill analyse the relationship between the social gratification indices and
a) number of times respondents log onto Facebook
b) number of minutes spent on Facebook
e) employment status and
f) relationship status.
4. Perform a reliability analysis of the social gratification ITEMS.
5. Analyse the correlation among the social gratification indices.
6. What would be the marketing implications for advertisers on Facebook resulting from
Bill’s findings to the above questions?
A report format is required for this assignment and structure and presentation will count. A
title page, executive summary, table of contents, body (introduction, identification of scales
used in the questionnaire, answering of all the questions, displaying and commenting on
tables and figures and conclusion) are required for this assessment. Please use Font 12, Times
New Roman, single spacing and a maximum of 25 pages is to be submitted for this
assessment. It should include relevant SPSS tables and figures into a single file.
Marking Criteria Maximum
Structure and presentation 2
Identification of scales – Question 1 2
Statistical analyses and interpretation of
o Question 2 (descriptive analysis) 5
o Question 3a 2
o Question 3b 2
o Question 3c 2
o Question 3d 2
o Question 3e 2
o Question 3f 2
o Question 4 (reliability analysis) 2
o Question 5 (correlation) 2
Marketing implications- Question 6 5
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