Chapter 3: Research Methodology

3.5 Data Analysis Tools and Techniques

In this study, descriptive statistics are employed to analyse the data collected regarding the
impact of social media on consumer behaviour among Nepalese people. Descriptive statistics
are methods of organizing, summarizing, and presenting data in an informative way. These
techniques include the calculation of measures of central tendency, such as mean, median,
and mode, and measures of variability, such as range, variance, and standard deviation. The
data is presented in tabulated and graphical forms to facilitate a comprehensive understanding
of the results.

3.5.1 Measures of Central Tendency

Measures of central tendency provide insight into the average or typical values within the
dataset. These measures include:

 Mean: The arithmetic average of the data points.

 Median: The middle value when the data points are ordered.
 Mode: The most frequently occurring value in the dataset.

 Table 1 illustrates these measures for sample data on the number of hours Nepalese
people spend on social media daily.

Table 1 Measures of Central Tendency for Daily Social Media Usage (Hours)

Variable Mean (M) Median (Mdn) Mode (Mo)

Social Media Usage (hours) 3.5 3.0 2.0

In this example, the average daily social media usage is 3.5 hours. The median usage is 3.0
hours, indicating that half of the participants use social media for less than 3 hours and half
use it for more. The mode of 2.0 hours shows that this amount of usage is the most frequently
observed in the dataset.

3.5.2 Measures of Variability

Measures of variability describe the spread or dispersion within the dataset. These include:

 Range: The difference between the highest and lowest values.

 Variance: The average of the squared differences from the mean.
 Standard Deviation: The square root of the variance, representing the average
distance from the mean.

Table 2 provides these measures for the social media usage data.

Table 2 Measures of Variability for Daily Social Media Usage (Hours)

 Variable Range Variance (Var) Standard Deviation (SD)
Social Media Usage (hours) 8 4.5 2.12

In this example, the range of social media usage is 8 hours, indicating an 8-hour difference
between the lowest and highest usage. The variance is 4.5, and the standard deviation is 2.12,
suggesting that the social media usage typically varies by about 2.12 hours from the mean
usage.

3.5.3 Graphical Representation

Graphical representations are utilized to visualize the data distributions and identify patterns
or anomalies. Common graphical tools include histograms, bar charts, and scatter plots.

Figure 1 presents a histogram for the daily social media usage of the participants.

Hours
18
16
14
12
10
Hours

8
6
4
2
0
Less than 1 1-2 hours 2-3 hours 3-4 hours 4-5 hours More than 5
hour hours

THours Spend on Social Media

Figure 1 Histogram of Daily Social Media Usage

In Figure 1, the histogram displays the frequency distribution of the participants' daily social
media usage. Most participants have usage hours clustered around the mean, with fewer
participants at the extremes.

Figure 2 shows a bar chart comparing the mean social media usage by age group.

Figure 2 Bar Chart of Mean Social Media Usage by Age Group

 Number of People
65 or
older

55-64

45-54

35-44

25-34

18-24

0 5 10 15 20 25

Number of People

In Figure 2, the bar chart indicates that younger age groups tend to spend more time on social
media compared to older age groups, highlighting a generational difference in social media
usage.

3.5.4 Impact on Consumer Behaviour

To analyze the impact of social media on consumer behavior, we examined various behaviors
such as purchasing decisions, brand awareness, and product recommendations.

Table 3 Impact of Social Media on Purchasing Decisions

Behavior Mean (M) Median Mode (Mo)

(Mdn)
Influence on Purchase (1-5 scale) 4.2 4.0 5.0
Brand Awareness Increase (1-5 scale) 3.8 4.0 4.0
Product Recommendations (1-5 4.5 4.0 5.0
scale)

In this table, participants rated the influence of social media on their purchasing decisions on
a scale of 1 to 5, with 5 indicating a strong influence. The mean score for influence on
purchase is 4.2, indicating a high impact. Similarly, social media significantly increases brand
awareness (mean score of 3.8) and product recommendations (mean score of 4.5).

Figure 3 presents a pie chart showing the percentage of participants who reported purchasing
a product after seeing it on social media.
 Participants Purchasing Products After Seeing
on Social Media

Yes
No

Figure 3 Percentage of Participants Purchasing Products After Seeing on Social Media

In Figure 3, the pie chart shows that a significant percentage of participants (70%) reported
purchasing a product after seeing it on social media, illustrating the platform's strong
influence on consumer behavior.

These descriptive statistical methods provide a comprehensive overview of the data, enabling
us to achieve the study's objectives by summarizing and presenting the key findings
effectively.

References

(Include relevant references in APA 7 format here)

Section 1: Demographic Information

What is your age?

Under 18
18-24
25-34
35-44
45-54
55-64
65 or older
What is your gender?

Male
Female
Other
What is your highest level of education?

Primary
Secondary
Higher Secondary
Bachelor's Degree
Master's Degree
Doctorate
Other
Section 2: Social Media Usage

How many hours do you spend on social media daily?

Less than 1 hour

1-2 hours
2-3 hours
3-4 hours
4-5 hours
More than 5 hours
Which social media platforms do you use? (Select all that apply)

Facebook
Instagram
Twitter
LinkedIn
TikTok
YouTube
Other (please specify)
How often do you check your social media accounts?

Multiple times a day

Once a day
A few times a week
Once a week
Less than once a week

Section 3: Consumer Behavior

On a scale of 1 to 5, how much does social media influence your purchasing decisions? (1 =
Not at all, 5 = Very much)

1
2
3
4
5
Have you ever purchased a product after seeing it on social media?

Yes
No
How often do you purchase products online after seeing advertisements on social media?
Never
Rarely
Sometimes
Often
Always
On a scale of 1 to 5, how much has social media increased your awareness of new brands? (1
= Not at all, 5 = Very much)

1
2
3
4
5
How likely are you to recommend a product to friends and family after seeing it on social
media? (1 = Not likely, 5 = Very likely)

1
2
3
4
5
Which type of content on social media influences your purchasing decisions the most?
(Select one)

Advertisements
Influencer endorsements
Friends' recommendations
Brand posts
Reviews and testimonials
Other (please specify)
Section 4: General Opinions

On a scale of 1 to 5, how trustworthy do you find information about products on social

media? (1 = Not trustworthy, 5 = Very trustworthy)

1
2
3
4
5
What type of products do you most frequently purchase after seeing them on social media?
(Select all that apply)

Clothing and Accessories

Electronics
Home Goods
Beauty Products
Food and Beverages
Services (e.g., travel, education)
Other (please specify)
Any additional comments on how social media impacts your consumer behavior?

Example Questions Using Likert Scale

Question 1: Social media significantly influences my purchasing decisions.

 1 = Strongly Disagree
 2 = Disagree
 3 = Neutral
 4 = Agree
 5 = Strongly Agree

Question 2: I am more aware of new brands due to social media.

 1 = Strongly Disagree
 2 = Disagree
  3 = Neutral
 4 = Agree
 5 = Strongly Agree

Question 3: I often recommend products to friends and family after seeing them on social
media.

 1 = Strongly Disagree
 2 = Disagree
 3 = Neutral
 4 = Agree
 5 = Strongly Agree

Structuring the Questionnaire

Section 3: Consumer Behavior

7. Social media significantly influences my purchasing decisions.

o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
8. I am more aware of new brands due to social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
9. I often recommend products to friends and family after seeing them on social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
10. I trust product information on social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
11. Social media advertisements influence my purchase decisions.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
This structure allows respondents to clearly indicate their level of agreement with each
statement, making it easier to quantify and analyze their responses.