RESEARCH BACKGROUND:

 

Warm Wear are an apparel manufacturer and retailer attempting to measure the effectiveness of their social media tactics. The brand has conducted primary descriptive and causal research through collecting quantitative data from their Facebook page. This study examines interactions with the 30-second video posted on their Facebook page with a corresponding URL link.

 

The video details a new range of winter clothing to be released by WarmWear, showing a series of outdoor activities been vigorously participated in by people from both genders and a range of different ages, whilst wearing the new winter range of WarmWear clothing.

 

The video appeared as a post on WarmWear’s Facebook page, with a description appearing in the caption to the video stating “WarmWear’s new winter release is available in stores now. To learn more about our amazing new range, click the following URL”. The closing shot of the video states: “To learn more about our amazing new range, click the URL below”.

 

DATA:

 

The datasets collected by WarmWear are available on Blackboard.

Please note: there are several different data sets. You are to analyse ONLY the data set you are randomly allocated, as per the instructions on the Blackboard notification. Utilizing any other data set will result in a mark of ZERO.

 

DATA CODING:

 

The data is provided as an excel spreadsheet to be input and analysed in SPSS. The data collected has been coded, but some forms of analyses may require further coding.

The data collected examines the following:

 

• Device used:

 

This data pertains to the type of device used by the site users to access the social media site. These devices include mobile, tablet, and computer.

 

• Time of day:

 

This data pertains to the time of day in which users accessed the webpage. This has been coded into four groups: morning, midday, afternoon, night.

 

• Perceptions of the video (Likert Scale):

 

This data pertains to the users perceptions of the video. Site users were asked these four questions after they decided to click through or not. The questions were posed as follows:

 

 

 

 

“To what extend do you agree with the following statements about the video watched on the social media site:”

	Strongly Disagree < – – – (neutral) – – – > Strongly Agree
I found the video enjoyable to watch	1         2         3         4         5          6         7
The video was entertaining	1         2         3         4         5         6         7
I got bored watching the video	1         2         3         4         5         6         7
The video kept my attention focused on it	1        2           3         4         5         6         7

• Interaction time:

 

This data pertains to the length of time spent watching the video. This is measured in seconds.

 

• Social media sites following:

 

This data pertains to the number of the brands social media sites the user is following. These social media sites include Twitter, Instagram, Facebook, Pinterest, Youtube, and Tumbler.

 

• Click-through:

 

This data pertains to the whether or not users clicked on the URL in the caption below the video to receive further information about the product. This could be at any point before or after the video was shown.

 

• Demographics:

 

The demographics of the users were measured through age and gender. This information is provided when users “Followed” one of the brand’s social media sites.

 

• Psychographics:

 

The psychographics of the users were measured through four categories pertaining to the lifestyle of the individual with respect to the outdoors:

• Camping Enthusiasts: People who spend a lot of time outdoors, particularly overnight and multiple-day camping trips out in the bush
• Hiking Specialists: People who regularly go hiking as a form of leisure or recreation. These hiking trips often exceed several hours in length and are considered challenging to the average person.
• Water Sports Warriors: People who prefer water spots such as wakeboarding, skiing, surfing, kayaking and other activities as a form of leisure and recreation.
• Indoors Types: People who prefer to spend their leisure time inside and do not regularly participate in outdoor activities.

 

 

CONCEPTUAL MODEL:*

To help in your conceptualization of the research, the following conceptual model is offered for WarmWear’s social media interaction.

ANALYSES:

 

To determine the effectiveness of the video’s ability to get social media users to click through to the specified webpage, you are to answer the following questions (section 1, 2, and 3) pertaining to the descriptive analyses, inferential analyses, and recommendations.

 

All responses to these questions must be fully supported by data analysis tables, charts, or graphs, even when not explicitly stated in the question.

 

Remember, interpreting and communicating findings is the most important component of this research. Be clear, succinct, and use tables or charts where possible. It may be helpful to think about the implications for industry gained from your findings, how this may influence the marketing mix (4 P’s), what this means for consumers, etc.

 

Direct presentation of unformatted SPSS tables or graphs will be heavily penalised. Data tables must be summarised and formatted in a reader-friendly, aesthetically pleasing manner. Ensure visual aids are colour-coded, titled, labelled, have legends / keys, supporting numerics, etc.

 

 

 

 

RESEARCH REPORT:

 

Your research report should address the following things. A submission guide is available on Blackboard.

 

COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND GRAPHS

 

EXECUTIVE SUMMARY (5 marks)

 

The executive summary is a concise 1-page summary of the WarmWear research project, key findings, and recommendations of your report. It should be approximately 300 words in length, and should only contain the important information you want to communicate about your research report.

 

1)   DESCRIPTIVE ANALYSES: (20 marks)

 

1. Comment on the extent to which the device used differs across psychographic groups Provide comment on why this may be. [FREQUENCY] (approx.. 100 words)

 

1. Comment on the extent to which the perceptions of the video differ across age groups. Provide comment on why this may be. [ANOVA] (approx.. 150 words)

 

1. Comment on the variability of users’ perceptions of the video across the 4 psychographic groups. What could explain the variability observed? [STANDARD DEVIATION] (approx.. 150 words)

 

1. Use measures of central tendency to comment on “Camping Enthusiasts” and “Indoor Types” interaction times with the video. [CENTRAL TENDENCY] (approx. 150 words)

 

1. Comment on the relationship between the gender of users and their interaction times of the video. Provide comment on why this may be. [T-TEST] (approx.. 150 words)

 

 

2) INFERENTIAL ANALYSES: (40 marks)

 

1. Discuss how the device used to access the social media site influences users’ interaction times with the video. Compare this across age groups, and comment on why this may occur. [CHI-SQUARE] (approx. 250 words)

 

1. Discuss how the time of day users access the social media site influences their interaction time with the video. Compare this across gender groups, and comment on why this may occur. [CHI-SQUARE] (approx.. 200 words)

 

1. Discuss how users’ interaction time with the video influences their perception of the video. Compare this across age groups, and comment on why this may occur [LINEAR REGRESSION] (approx.. 250 words)

 

1. Discuss how users’ perceptions of the video influence their click through. Compare this across psychographic groups, and comment on why this may occur. [LOGISTIC REGRESSION] (approx.. 250 words)

 

1. Discuss how users’ interaction time with the video influences their click-through. Compare this across psychographic groups, and comment on why this may occur. [LOGISTIC REGRESSION] (approx.. 250 words)

 

1. Discuss how the number of social media sites the user has followed of the brand influences their click-through. Compare this across psychographic groups, and comment on why this may occur. [LOGISTIC REGRESSION] (approx.. 250 words)

 

3) RECOMMENDATIONS: (15 marks)

 

Using specific reference to the findings of analysing this data, make recommendations for the following:

 

1. What strategies would you put in place to increase click-through rates of the video amongst a particular demographic group? (approx.. 350 words)

 

Make reference to the demographic profile, interaction time of the video, number of social media sites followed, and any additional information relevant to social media interaction.

 

1. How could you tailor the content of the video to best suit one particular psychographic group? (approx.. 350 words)

 

Make reference to the psychographic profile, device used, time of day of interaction, and any interests these individuals may have.

 

EFFECTIVE COMMUNICATION (Verbal) (10 marks)

 

EFFECTIVE COMMUNICATION (Visual) (10 marks)