Title: Data Analysis on Darren’s SPSS Data File

Name: Yan Chen

Student Number: s0242465

Course Code: MRKT20025

Course Name: Market Research

Assignment Number: 3

Assignment Name: Data Analysis

Due Date: Monday, 23rd September 2013

Course Coordinator: Roshnee Ramsaran-Fowdar

Lecturer: John Hegarty

Tutor: John Hegarty

Yan Chen s0241465 Data Analysis on Darren’s SPSS data file

Executive Summary

Darren, a CQUniversity student collected data from his on-line research on “Uses and
Gratifications of Facebook”. This report assisted Darren in analysing all statistics he had
collected through SPSS software and interpreting his research results. To be more
specific, this Data analysis report analysed all questions shown in Darren’s
questionnaire and identified the correlation between the social gratification indices and
gender, marital status, number of times respondents log onto Facebook, number of times
spent on Facebook, and current employ status. The correlation among the social
gratification indices was also discussed in this report.

Based on Darren’s research findings, this report also provided some marketing
implications for advertisers on Facebook.

The following implications have been made:

- Advertisers should use Facebook as a media platform to promote their products

and services

- Advertisers should do a similar on-line marketing research for the purpose of

successfully understanding consumers’ likes and dislikes, choosing a good
business location, price strategy and promotion scheme.

- Advertisers should utilise the tool available in Facebook account.

- Advertisers should emphasis on products, which could encourage self-

expression on Facebook

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Yan Chen s0241465 Data Analysis on Darren’s SPSS data file

Table of Contents

Title Page
EXECUTIVE SUMMARY........................................................................................................1

TABLE OF CONTENTS...........................................................................................................2

LIST OF TABLES.....................................................................................................................2

1.0 INTRODUCTION.............................................................................................................3
1.1 BACKGROUND...................................................................................................................4
1.2 AIMS..................................................................................................................................4
1.3 SCOPE................................................................................................................................4

2.0 CLASSIFICATION.........................................................................................................4

3.0 ANALYSIS WITH SPSS ON QUESTIONS OF THE QUESTIONNAIRE................5

4.0 SOCIAL GRATIFICATION AND OTHER FACTORS..............................................9

4.1 NUMBER OF TIMES RESPONDENTS LOG ONTO FACEBOOK.............................................10
4.2 NUMBER OF MINUTES SPENT ON FACEBOOK..................................................................11
4.3 GENDER...........................................................................................................................14
4.4 AGE.................................................................................................................................15
4.5 EMPLOYMENT STATUS....................................................................................................16
4.6 RELATIONSHIP STATUS...................................................................................................19

5.0 RELIABILITY ANALYSIS OF THE SOCIAL GRATIFICATION..........................20

6.0 CORRELATION AMONG THE SOCIAL GRATIFICATION INDICES...............21

7.0 MARKETING IMPLICATIONS FOR ADVERTISERS............................................21

8.0 CONCLUSION...............................................................................................................22

REFERENCES.........................................................................................................................23

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List of Tables

Table 1 Classification…………………………………….……………………….……5
Table 2 Descriptive Statistics of Mean Value for Q1-Q18…………….……….…….6
Table 3 Frequency statistics for Q21………………………………….………………7
Table 4 Frequency statistics for Q20…………………………….……………………7
Table 5 Frequency statistics for Q23…………………………..………….……..……8
Table 6 Frequency statistics for Q25…………………………..……….…………..…8
Table 7 Frequency statistics for Q26.……………………….…………….………..…9
Table 8 Social gratification indices and number of times log onto FB………….…10
Table 9 Social gratification indices and number of minutes spent on FB…………11
Table 10 ANOVA test popularity and Q20……………………………….…………11
Table 11 ANOVA test self-expression and Q20……………………..………………12
Table 12 ANOVA test investigation and Q20………………………….……………13
Table 13 ANOVA test social connection and Q20……………..……………………13
Table 14 Independent sample test.………………………………………...…………14
Table 15 Group statistics..………………………………………...……………….…14
Table 16 Correlation between age and social gratification indices..……….………15
Table 17 Relationship among gratification indices and employment status.……...16
Table 18 ANOVA test popularity and Q25………………………….………………16
Table 19 ANOVA test self-expression and Q25…………………………..…………17
Table 20 ANOVA test social investigation and Q25……………………….…..……17
Table 21 ANOVA test social connection and Q25……………………….….………18
Table 22 The relationship status.…………………………………………….………19
Table 23 ANOVA test..……………………..…………………………………………20
Table 24 Reliability Statistics…………..………………………….…………………20
Table 25 Correlation among the social gratification indices.………………………21

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1.0 Introduction
This introduction will address the background, aim and scope of a data analysis
on Darren’s research.

1.1 Background
Darren, a CQUniversity student, who undertook an on-line research, has
collected data from 50 students in the SPSS data file. In order to further
study the uses and gratifications of Facebook, this report will assist
Darren and help him analyse the data he has already collected so far.

1.2 Aims
The purpose of this witting is to perform an appropriate descriptive
analysis with SPPSS on all questions presented in Darren’s
questionnaire. This data analysis will help Darren to analyse the
relationship between the social gratifications and uses of Facebook.

1.3 Scope
This data analysis report aims to provide a descriptive analysis to assist
Darren’s on-line research through examining and analysing all the data
Darren has collected. To be more specific, this report will provide a
comprehensive answer to 6 well-designed questions, which are all
closely related to Darren’s data file. The research for this report was
conducted through using second data research and SPSS software,
utilised peer reviewed journal articles and textbooks accessed through
CQUniversity.

2.0 Classification
According to the research undertaken by Burns and Bush (2010), there are four
levels of measurement, which are nominal, ordinal, interval and ratio. Darren
designed an on-line research questionnaire and the following table (Table 1)
shows the classification of all variables in his questionnaire.

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Table 1: Classification

Variable name Scale Statistical tests to be used

Q1 Ordinal  Mean, std. Deviation
Q2 Ordinal   Mean, std. Deviation
Q3 Ordinal   Mean, std. Deviation
Q4 Ordinal   Mean, std. Deviation
Q5 Ordinal   Mean, std. Deviation
Q6 Ordinal   Mean, std. Deviation
Q7 Ordinal   Mean, std. Deviation
Q8 Ordinal   Mean, std. Deviation
Q9 Ordinal   Mean, std. Deviation
Q10 Ordinal   Mean, std. Deviation
Q11 Ordinal   Mean, std. Deviation
Q12 Ordinal   Mean, std. Deviation
Q13 Ordinal   Mean, std. Deviation
Q14 Ordinal   Mean, std. Deviation
Q15 Ordinal   Mean, std. Deviation
Q16 Ordinal   Mean, std. Deviation
Q17 Ordinal   Mean, std. Deviation
Q18 Ordinal   Mean, std. Deviation
Q19 Scale Mean, s.d,
Q20 Ratio Scale  Frequency
Q21 Nominal  Frequency
Q22 Scale  Mean
Q23 Nominal Frequencies, percentages
Q24 Scale  Mean
Q25 Nominal  Frequency, percentages
Q26 Nominal  Frequency

3.0 Analysis with SPSS on Questions of the Questionnaire

In this section, a descriptive analysis with SPSS on 26 questions will be
provided. Specifically, many tables will be presented and illustrated so as to
assist Darren to further understand his research.

Table 2: Descriptive Statistics of Mean Value for Q1-Q18

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Table 2 shows the statistics (Question 1 to question 18) collected from 50

respondents. This table describes the result of mean, which indicates

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Yan Chen s0241465 Data Analysis on Darren’s SPSS data file

respondents’ average scale. The mean figure of Q 2, 9, 16, 17 and 18 is above 4,

which shows that respondents disagree with the statement in Darren’s
questionnaire. Most of the mean figures are below 3.5 and this indicates that
respondents agree with the statement. As the standard deviation measures how
far away each number in a set of data is from their mean. If the standard
deviation is small, it means the numbers are close to their mean. Therefore, this
table also indicates the how far the Std. Deviation is close to the mean (Pallant
2010).

Table 3: Frequency statistics for Q21

As shown in table 3, among those 50 respondents, most students (60 %) use

computer to access to Facebook, while only 8% of them access to Facebook via
their iPads or tablets. There are also 32% of respondents use smartphones to log
into their Facebook accounts.

Table 4: Frequency statistics for Q20

Table 4 describes the average time that people spend on Facebook each day.
Among those 50 respondents, 32 % of them usually spend 5 minutes on
Facebook everyday. While there is almost a similar amount of people (14 %)
who spend up to 10 minuets, 60 mins or above 100 minutes on Facebook each
day. Also, 16 % of students would spend up to 30 minutes on Facebook daily.
This statistics also shows that only 10 % of the respondent would spend up to
100 minutes on Facebook everyday.

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Table 5: Frequency statistics for Q23

Table 5 shows that there is almost the same amount of male (27) and female (23)
respondents who complete Darren’s on-line survey.

Table 6: Frequency statistics for Q25

Table 6 illustrates 50 respondents’ current employment situation. As shown in

this table, 38 % of them are part-time workers 24% are casual workers, 20 % do
not have jobs, and 16 % are full time workers.
Note: While processing data analysis via SPSS, there is an error can be
clearly seen, which can affect frequency table above. The error in question is
the number 5 which is out of the selection of the question. To address this
error, the number will be changed and allocated into no working category.
Therefore, a new frequency outcome will be obtained as following.

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In the above new table, the frequency of “not working category” has been
changed from 10 to 11.

Table 7: Frequency statistics for Q26

Table 7 describes the marital status of the respondent. Among the total number
of respondents, 44% are single, 46% are married, 4% are divorced and 2% are
widowed. There are also 4% of students who do not want to show their marital
status.

4.0 Social Gratification and Other Factors

This section of the report will examine and analyse the relationship between the
social gratifications indices and factors, such as the number of times respondents
log onto Facebook, number of minutes spent on Facebook, gender, age,
employment status, and relationship status.

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4.1 Number of Times Respondents Log onto Facebook

Table 8: Correlation among social gratification indices and number of times

logging into FB

Table 8 describes the correlation between the number of times

respondents log onto Facebook and the social gratification indices. As
the P-value >0.05 means null hypotheses (no actual correlation), it can be
concluded that there is no correction between the number of times
respondents log onto Facebook and the social gratification indices.
However, there is a correlation among social gratification indices (Brace
et al. 2000).

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4.2 Number of minutes Spent on Facebook

Table 9: The relationship among gratification indices and number of minutes spent on FB

According to table 9, the magic number (Sig. value=0.05) is used in

this analysis. The Sig. value of mean popularity is 0.010, which is less
than 0.05. This value indicates that there is different between the six
groups in mean popularity, while there is no different between groups
in other means because the Sig. value is above 0.05 (Coakes & Steed
2007).

Table 10: ANOVA test popularity and Q20

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In order to further understand the statistics in table 9, table 10 provides

a more detailed analysis. Specifically, table 10 describes that the mean
popularity is divided into six subsets. The six subsets are different
from each other. There are respondents who tend to agree the
statement that they use Facebook up to 5 minutes or over 100 minutes
each day.

Table 11: ANOVA test self-expression and Q20

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Table 11 illustrates that there is no significant difference between six

subsets in the category of mean self-expression.

Table 12: ANOVA test investigation and Q20

Table 12 shows that there is no difference between six subsets in social

investigation.

Table 13: ANOVA test social connection and Q20

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Table 13 presents that there is no significant difference between six

subsets in social connection.

4.3 Gender
Table 14: Independent sample test

According to the test shown in table 14, it determines if the conditions have
about the same or different amounts of variability between scores. There are two
smaller columns labelled F and Sig. Significant value greater than 0.05 means
that the variability in the above two conditions is about the same. Statistically, it

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means that the variability in the two conditions is not significantly different
(Filed & Field 2013).
Table 15: Group statistics

Table 15 proves the statement in table 14. According to the Sig. value
(>0.05), mean values between each group are similar. Therefore, both
male and female students have equal variances towards social
gratification. That is to say that there is no difference in the social
gratification indices between male and female students.

4.4 Age

Table 16: Correlation between age and social gratification indices

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Table 16 describes the correlation between age and the social gratification
indices. As the P-value >0.05 means null hypotheses (no actual correlation), it
indicates that there is no correction between age and the social gratification
indices (Aldrich & Rodriguez 2013).

4.5 Employment Status

Table 17: Relationship among gratification indices and employment status

In table 17, the magic number (Sig. value=0.05) is used in this

analysis. Seen from this table, the Sig. value of each mean is more
than 0.05. This value indicates that there is no significant difference
between the four groups in each mean.

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Table 18: ANOVA test popularity and Q25

Table 18 further explains the statistics in table 17. This table describes
that the mean popularity is divided into four subsets and there is no
significant difference between each other.
Table 19: ANOVA test self-expression and Q25

The above table shows that the difference between the four subsets is
very weak as the Sig. value = 0.060 (seen from table 18)

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Table 20: ANOVA test social investigation and Q25

Table 20 describes that the mean social investigation is divided into

four subsets and there is no significant difference between each other.

Table 21: ANOVA test social connection and Q25

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Table 21 describes that the mean social connection is divided into four
subsets and there is no significant difference between each other.

4.6 Relationship Status

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Table 22: The relationship status

According to table 22, post hoc tests are not performed for mean popularity because
there is one group has fewer than two cases. Specifically, there is only one respondent
who is widow; therefore, post hoc tests cannot be performed (Aldrich & Rodriguez
2013).

Table 23: ANOVA test

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Seen from table 23, the Sig. Value is above 0.05; therefore, it can be concluded that
there is no difference between each group.

5.0 Reliability Analysis of the Social Gratification

Table 24: Reliability Statistics

Seen from the above table, the Cronbach’s alpha is 0.943, which indicates a high
level of internal consistency for the scale. In other words, this means that
respondents who tend to select the high scores, as a response to one question
also tend to select high scores for other questions. Also, respondents who select
a low score for one item also tend to select low score for the other items (Aldrich
& Rodriguez 2013).

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6.0 Correlation among the Social Gratification Indices

Table 25: Correlation among the social gratification indices

Table 25 describes the correlation among the social gratification indices. As the
P-value <0.05, therefore, it indicates that there is correlation between social
gratification indices. Also, the Pearson value of each mean is close to 1, which
indicates that there is correlation among the social gratification indices. Based
on the research (Burns & Bush 2010), the higher (0.21 < Pearson correlation <1)
Pearson value is, the stronger relationship it demonstrates. The above table
shows that all the Pearson values are between 0.507 and 1; therefore, this
indicates that the social gratification indices have weak, moderate or strong
relationship among each other.

7.0 Marketing Implications for Advertisers

Facebook, as a social media platform, is easily accessible to anyone with the
Internet access. Therefore, advertisers should utilize this platform and chose

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social media as a vehicle to reach their target audience. Several marketing

implications for advertisers on Facebook can be concluded according to
Darren’s findings. As the mean figures were lowest for self-expression
gratification index, which imply respondents agreed with the statements.
Therefore, advertisers on Facebook could emphasis on products, which could
encourage self-expression. Take mobile phone marketer for example. Mobile
Phone Companies can advertise their products on Facebook. Customers can be
notified of any happenings on Facebook through their mobile phones at any
time. Moreover, advertisers can utilize this unique characteristic so as to
constantly remind and update loyal consumers about their capabilities, uses and
importance.

Undoubtedly, the use of social network, Facebook, provides a good opportunity

for marketers to successfully advertise online. For instance, Facebook provides
advertisers with information about the likes and dislikes of their consumers. This
technique is essential because it provides marketers with target audience.
Advertisers can promote their products by utilizing consumers’ online brand
related activities. The statistics and findings obtained by Darren are very
valuable. Marketer can utilise the findings and make good marking implications.
For instance, marketer can do a similar on-line market research so as to have a
further understanding of consumers’ gratification on products, place, promotion
and price. Take a selecting business location for example, markets can do
research and find the statistics about consumers’ likelihood about geographic
location of a business.

8.0 Conclusion
In conclusion, while Facebook are experiencing an explosive growth in
popularity, it is still a mystery for researchers. This data analysis presented a
quantitative explorative study of Facebook using the uses and gratifications
approach. Based on Darren’s SPSS data file on Facebook gratifications and uses,
this writing provides an appropriate and descriptive analysis for Darren. To
begin with, after categorising the scale and statistical test of each variable in
Darren’s on-line questionnaire, an appropriate descriptive analysis with SPSS on
26 questions of the questionnaire was conducted. Furthermore, the relationship
between the social indices and all the other relevant factors, such as the number
of times respondents log onto Facebook, number of minutes spent on Facebook,
gender, age, employment status and relationship status, were all examined and
analysed. Besides this, this report also performed a reliability analysis of the
social gratification from question 1 to question 18. The correlation among the
social gratification indices was also analysed. The strength and direction of each
correlation was discussed as well. Finally, this report also provided marketing
implications for advertisers on Facebook based on Darren’s findings.

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