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Host Organisation: Glasgow Caledonian University
Module Title: Postgraduate Research Methods (MMN230181)
Coursework Title: Coursework
Module Leader: Dr Thulani Moyo

I declare that the submitted work for this module is my own work and that any published or other
sources of material consulted, and any assistance received has been acknowledged in the
completed submission.
Either * I declare that no material contained in the submitted work has been used in any other
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Table of Contents
Overview....................................................................................................................................................3
Rationale:...................................................................................................................................................3
Research Question:....................................................................................................................................3
Aim & Objective:.......................................................................................................................................3
Analysis..........................................................................................................................................................4
Data Set One: fitnesscentre.sav..................................................................................................................4
Reason........................................................................................................................................................4
Last Cardio time: Histogram,.....................................................................................................................5
Cardiofreq:.................................................................................................................................................6
Last Weight Time: Histogram,..................................................................................................................7
Data Set Two: ExamAnxiety.sav...................................................................................................................8
Research hypothesis:..................................................................................................................................8
Statistical hypothesis:................................................................................................................................8
Correlation Analysis:.................................................................................................................................8
Regression Analysis:..................................................................................................................................9
Comparative discussion...........................................................................................................................11
Evaluation and Reflection............................................................................................................................11

Figure 1 1st Variable reason........................................................................................................................4

Figure 2 the variable of Last cardio time.....................................................................................................5
Figure 3 3rd Variable Cariofreq...................................................................................................................6
Figure 4 Last weight time 4th variable.........................................................................................................7

Table 1 Correlations Analysis.......................................................................................................................8

Table 2 Variables Entered/Removeda.........................................................................................................9
Table 3 Model Summary............................................................................................................................10
Table 4 ANOVA..........................................................................................................................................10
Table 5 Coefficients...................................................................................................................................11
Title: "Impact of Exercise Frequency on Mental Well-Being: A Quantitative
Analysis of Fitness Centre Attendance Patterns"

Overview

This research paper explores the areas of the disciplines of health and fitness management and
educational psychology, paying particular attention to the effects that arise from different fitness
behaviors on gym usage and the role of exam anxiety in relation to student performance.
Quantitative data analysis is largely beneficial in such areas, providing crucial information
towards the influence in the gym management practices and educational support systems.

Rationale:

This study aims to uncover how much regular exercise contributes to mental well-being. It's
based on the idea that how often people exercise plays a big role in reducing stress and
improving life quality.

Research Question:

How does working out regularly at a fitness centre affect people's mental health?

Aim & Objective:

The aim of this study is figure out how gym attendance frequency relates to mental health signs
in adults.

Objectives:

 To look at gym attendance data to find common exercise patterns.

 To see how these patterns link with what people say about their stress and mental health.
 To explore if regular exercise can be a non-drug way to make mental health better.
Analysis
Data Set One: fitnesscentre.sav.

The first data set is based on responses from 80 health club solids, reasons for attending the
health club, and the frequency of their attendance for cardiovascular workouts, with times when
they last performed cardiovascular and weight training activities.

Reason

The four main reasons for which people go to the gym are relaxation, fitness maintenance,
decreasing weight, and building up strength.

Figure 1 1st Variable reason

Source: Data Set

Last Cardio time: Histogram,

The histogram for "LastCardioTime" showed a mean of 26.6375 minutes and a standard
deviation of 10.31190. Most of the subjects fall within 25-30 minutes spent on their cardio
workouts. It will show the variation, perhaps because of a different level of commitment or times
available for cardio sessions by the gym attendees.

Figure 2 the variable of Last cardio time

Source: Data set

Cardiofreq:

This may be a question in which the number of times the gym attendants use the cardio
equipment is indicated. If "Cardiofreq" has a mean value of 1.2000 and the mode value of 1, then
it simply tends to show that most of the respondents use cardio equipment more frequently,
probably every visit. The small value, on the other hand, for the standard deviation would
indicate little variation among the responses, thus meaning that there would be something close
to a consensus on the importance of cardio workouts.

Figure 3 3rd Variable Cariofreq

Source: Data set

Last Weight Time: Histogram,

As of "Last Weight Time," it has been computed at 14.8250 minutes, with a standard deviation
of 8.31314. The histogram may again indicate a widespread in the length of time spent doing the
weight training session. This is the meantime lower than that of cardio, which suggests that
weight training might be a secondary activity for many attendees or, per session, spends less time
on it.

Figure 4 Last weight time 4th variable

Source: Data Set

Note: Descriptive statistics are mentioned in Appendix.

Interpretation: The results of this were interpreted to show that the major motivations for gym
attendance were substantially different among individuals, which might reflect variations in
overall well-being. For example, the health outcomes of those motivated by "weight loss" could
differ from those whose motivations were "social reasons. This diversity highlights the many
dimensions of physical activity and impacts on well-being, which directly apply to the purpose
of the present paper to address these dynamics.
Data Set Two: ExamAnxiety.sav.

In this study, it studied the level of exam anxiety and its effects on exam performance among 103
students. This will, in fact, touch on the health dataset in a way that exposits the mental health
aspect of well-being, more so stress and anxiety provoked by academic pressures. Analysis
involved the computation of Pearson's correlation coefficient, which showed a significant
negative correlation between performance and anxiety of the exams (-.441).

Research hypothesis:

Higher level of exam anxiety negatively impacts exam performance among students.

Statistical hypothesis:

Null hypothesis (Ho): There is no significant relationship between exam anxiety levels
and exam performance.

Alternative hypothesis (H1): There is significant relationship between exam anxiety

levels and exam performance.

Correlation Analysis:

The reported Pearson correlation of -.441, significant at the 0.01 level, shows that there is a
moderate negative relationship between exam anxiety and performance. This would simply be
explained; that is, an increase in exam anxiety tends to reduce exam performance since
psychological factors matter for academic achievement.

Table 1 Correlations Analysis

Exam
Performance Exam
(%) Anxiety
Exam Performance Pearson Correlation 1 -.441**
(%) Sig. (2-tailed) .000
N 103 103
Exam Anxiety Pearson Correlation -.441** 1
 Sig. (2-tailed) .000
N 103 103
**. Correlation is significant at the 0.01 level (2-tailed).

Regression Analysis:

Regressively, at an R square of .194, it shows that about 19.4% of the variance in performance
on exams is accounted for by the levels of anxiety about exams. The significantly negative sign
coefficient for exam anxiety (-.666) clearly defines the adverse effect on performance. This
quantifiable impact underscores the need for interventions to manage anxiety for better academic
outcomes.

Table 2 Variables Entered/Removeda

Variables Variables
Model Entered Removed Method
1 Exam Anxiety . Enter
b
a. Dependent Variable: Exam Performance (%)
b. All requested variables entered.

Table 3 Model Summary

Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .441a .194 .186 23.39691
a. Predictors: (Constant), Exam Anxiety

Table 4 ANOVA
Sum of
Model Squares df Mean Square F Sig.
1 Regression 13348.233 1 13348.233 24.384 .000b
Residual 55288.971 101 547.416
 Total 68637.204 102
a. Dependent Variable: Exam Performance (%)
b. Predictors: (Constant), Exam Anxiety

Table 5 Coefficients
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 106.071 10.285 10.313 .000
Exam -.666 .135 -.441 -4.938 .000
Anxiety

a. Dependent Variable: Exam Performance (%)

Comparative discussion

These comparisons of current results to both sets of data strongly suggest the
multidimensionality of well-being: from fitness center data, it highlights the role of physical
activities in the pursuit of health and fitness goals; from exam anxiety, it shows what kind of
psychological challenges are created. Taken together, these demonstrate the large picture of
inputs related to well-being, paying special attention to the involved relationship which a good
health condition enjoys with the strength of the mind. This understanding contributes strong
support to the wider purpose of this research—that of understanding well-being as being
multifaceted and warranting integrated approaches in health promotion and stress management.

Evaluation and Reflection

The selected topic for research method will be.
“The Impact of Digital Marketing In UK Hospitality Industry”
The digital marketing in the hospitality industry is excited with changing aspects. Digital
marketing reigns overall as a key tool through which results on the success of campaigns are
delivered. In this respect, therefore, data-driven marketing strategies have taken center stage in a
matter of cutting necessity, specifically in the UK, where competition in the hospitality industry
really reaches very inflexible levels. Social media campaigns, targeted email marketing, and
these are standard digital marketing efforts which real value is known to go deep with strong
quantitative analysis.

On the other hand, quantitative measures merely add insight to the campaign performance by
turning consumer interactions into statistics that may be measured. Engagement rates, conversion
ratios, and social media reach—all give the marketer tangible output from the intangible ideas at
the beginning of a campaign for making decisions where to put resources to get the highest
return on investment (Leban. 2020). In such cases, what would measure success—like an
increase in online bookings—can well be associated with the marketing effort post a digital ad
campaign. Quantitative data, able to describe an indication of whether some strategies are
effective, may describe all the consumer sentiments or brand loyalty, which are less evident and
hold a distinction. The ability to understand the number of times an advertisement is clicked is
one thing, but it is another thing to grasp what makes a consumer feel prompted to click and how
that conveys long-time brand engagement (Kotler, 2019). What is more, in the digital marketing
where platforms are born and die with the changing preference of the consumer, metrics can go
out of date overnight.

Marketers need to adapt digital marketing forever if they want to avoid being left behind by consumers
because consumers are already moved on, regardless of how popular this social medium is today
(Kannan, 2017). The increase speed of change thus does require an ability-flexible approach to
digital marketing, one using the quantitative data as guideline-rationale but always realizing its
limited nature. Other parts of marketing campaigns, however—those with intangible value, such
as the emotional resonance of an advertisement or the social campaign of a viral marketing act—
are nearly impossible to quantify. However, it does not result in an effect on the success of a
marketing initiative within the hospitality industry. As (Massoudi, 2023) observed, successful
marketing campaigns build relationships with customers that go beyond the transactional nature
of buying and selling; rather, they weave the brand into the fabric of consumers' digital
experiences. Thus, the answer may lie within the interplay of quantitative data and qualitative
insights, more so among the players in the UK hospitality industry. The capacity to pivot and
innovatively channel such an environment of changing digital trends will be what separates
successful hospitality businesses from competitors (Ristova, 2019). A study that integrates both
forms of data can reveal how digital marketing campaigns influence not just the immediate
behavior of the consumer but brand perception for the long term.

This duality is encouraged by literature arguing for a holistic perspective on the effectiveness of
digital marketing. (Kirkos, 2021) have shown how combining quantitative performance
indicators with rich, qualitative customer feedback leads to a more in-depth understanding of
marketing success in the study of Airbnb's marketing strategy. Similarly, (Clark, 2014) brings
out the fact that the importance of comprehensive data is so that strategies will apply in all digital
platforms. Quantitative data may form the base from which analysis is drawn in digital
marketing, but the very dynamic of the hospitality industry calls for a much broader interpretive
framework, taking in both the numbers and the narrative. In the most basic sense, future
researchers will have to embrace this duality, essentially weaving together quantitative precision
and qualitative depth, if they are going to come to a full understanding of how digital marketing
impacts the UK hospitality sector.

Conclusion
Quantitative data on the patterns of gym attendance and their association with mental well-being
have pointed toward the role that regular physical activity plays in enhancing life quality. It,
therefore, goes to show that there is a positive relationship between attending the gym frequently
and having lower stress, meaning exercise is suggested as a potent non-pharmacological strategy
for improved mental health. Therefore, this research is an enrichment of the general field of
health and well-being in the sense that it implies a therapeutic potential holds empirical
confirmation for physical exercise. Implications of the study are enormous results; they are too
strong to be used for guiding public health policies and very strong recommendations toward the
consideration of regular physical activity in lifestyle recommendations. This, therefore, calls
upon fitness centers to engage more in initiatives on their premises that heighten the awareness
of mental health among their clients.

Future researchers should open this inquiry to studies of a longitudinal nature to measure
sustained influence from exercising on mental well-being. Further research that includes the
utilization of qualitative data might get more into the stories that lie behind the quantitative
trends and bring about a more rounded picture of the relation of physical activity to its effects on
mental health.
References
Kotler, P., Kartajaya, H., & Setiawan, I. 2019. Marketing 3.0: From Products to Customers to the
Human Spirit. Singapore: Springer Singapore. p139-156.

Clark, S. (2024). Marketing Mastery: Merging Numbers & Narratives. Retrieved from
CMSWire.com website: https://www.cmswire.com/digital-marketing/quantitative-and-
qualitative-data-research-for-marketers/

Kirkos, E. (2021). Airbnb listings’ performance: determinants and predictive models. European
Journal of Tourism Research, 30, 3012. https://doi.org/10.54055/ejtr.v30i.2142

Massoudi, A. H., Birdawod, H. Q., & Raewf, M. B. (2023). Personal Digital Marketing Influence
on Successful Marketing Campaign in Today’s Digital Age. Cihan University-Erbil
Journal of Humanities and Social Sciences, 7(1), 158–165.
https://doi.org/10.24086/cuejhss.v7n1y2023.pp158-165

Ristova, C. (2019). DIGITALIZATION IN THE HOSPITALITY INDUSTRY: TRENDS THAT

MIGHT SHAPE THE NEXT STAY OF GUESTS . International Journal of Information,
Business and Management, 11, No.3, 2019(2076-9202 144).

Leban, M., & Voyer, B.G. (2020). Social media influencers versus traditional influencers: Roles
and consequences for traditional marketing campaigns. In: Influencer Marketing.
Oxfordshire, England: Routledge. p26-42.
Appendix
Descriptive Statistics:

Mean, median, mode, and standard deviation:

Statistics

Reason

N Valid 80

Missing 0

Mean 2.7750

Median 3.0000

Mode 2.00

Std. Deviation 1.20100

Statistics

Cardiofreq
N Valid 80

Missing 0

Mean 1.2000

Median 1.0000

Mode 1.00

Std. Deviation .43283

Statistics

LastCardioTime

N Valid 80

Missing 0

Mean 26.6375

Median 25.0000

Mode 22.00a

Std. Deviation 10.31190

a. Multiple modes exist. The
smallest value is shown

Statistics

LastWeightTime

N Valid 80

Missing 0

Mean 14.8250

Median 13.0000

Mode 10.00

Std. Deviation 8.31314