MKTG2002 Marketing Research
Week 11 Workshop
Drop-in consultations
(no appointments required)
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Week 11
17 May (Tuesday), 1pm-2pm Zoom https://macquarie.zoom.us/j/9130355099
20 May (Friday), 10am-11am Zoom https://macquarie.zoom.us/j/5388728874
Week 12
23 May (Monday), 3pm-4pm 214 Faculty PC Lab at 6 Eastern Rd
24 May (Tuesday), 1pm-2pm Zoom https://macquarie.zoom.us/j/9130355099
26 May (Thursday), 6pm-7pm Zoom https://macquarie.zoom.us/j/5388728874
27 May (Friday), 10am-11am Zoom https://macquarie.zoom.us/j/5388728874
Week 13
30 May (Monday), 3pm-4pm 214 Faculty PC Lab at 6 Eastern Rd
31 May (Tuesday), 1pm-2pm Zoom https://macquarie.zoom.us/j/9130355099
2 June (Thursday), 5pm-6pm Zoom https://macquarie.zoom.us/j/5388728874
Important tips for Section 4 (Data Analysis) of
Assessment 3
If your data is not satisfactory or does not contain necessary variables, please
don’t panic ☺
You can: (1) explain what variables should have been collected and provide
reasons,
(2) explain what statistical analysis could be conducted and describe how to
conduct the analysis,
(3) predict the results and report them in a formal format.
Important tips for Section 4 (Data Analysis) of
Assessment 3
1. You need to conduct regression analysis (week 12) to test your primary hypotheses
(relationships between IVs and DV). This is because you used Likert scales (produced
metric data) to measure your IVs and DV.
2. To earn high scores, you need to demonstrate your ability to conduct various statistical
analysis (such as T-test [week 10&11], ANOVA [week 11], correlation [week 12], and Chi-
squire test [week 10]).
3. You should choose appropriate statistical tests based on your purposes and type of your
variables.
For example, you want to investigate if popularity of restaurants (IV) can influence consumers’ intention to visit (DV). You have different
types of questions to measure popularity of restaurants (IV) .
• Likert scale (interval, metric data): from 1 to 7, to what extent do you find this restaurant popular?
A participant will give you a number (metric data). You can use this number to predict your DV through regression analysis. You can
also conduct correlation analysis to test their relationship.
• Categorical (nominal, non-metric): do you see people queuing outside the restaurant to get a table?
A participant will answer yes or no (non-metric data). You can compare consumers’ intention to visit (DV) between two types of
restaurants (with a queue vs. without a queue) through t-test or ANOVA (if you have 3 categories and above).
Important tips for Section 4 (Data Analysis) of
Assessment 3
How to practice statistical analysis?
Time Workshop practice
Week 9 Conduct reliability analysis,
Compute variables
Week 10 Conduct descriptive analysis (frequency, central tendency, and dispersion),
One sample t-test,
One sample chi-square test
Week 11 Independent samples t-test,
Pared-samples t-test,
One-way analysis of variance (ANOVA)
Week 12 Correlation,
Regression (simple linear regression and multiple regression),
Cross-tabulations
6Workshop 11 agenda
Bivariate statistical tests. 20 minutes.
Individual Quiz (1 mark). 10 minutes.
Individual activity (1 mark). 40 minutes.
SPSS consultation. 2o minutes.
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8
9Week 11 statistical analysis
Test Examples
Independent
samples t-
test (2
groups)
Compare whether men and women have the same level of purchase preference for Apple.
Compare whether children and adults have the same level of brand awareness for Apple.
Paired
samples t-
test (1 group)
Compare user engagement before and after Facebook introduced a new feature.
Compare brand awareness before and after Facebook’s advertising campaign.
One-way
ANOVA (3
groups and
above)
Compare whether Apple, Samsung, and Xiaomi have the same level of brand attitude.
Compare whether Facebook, Instagram, and Twitter have the same level of user engagement.
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Metric vs No-metric?
All your Likert Scale variables (IVs & DV) are metric.
The demographic questions (e.g., gender, education, employment) are non-metric.
You might also have some additional questions that generate non-metric data.
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Choose the appropriate test
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2. Individual iLearn quiz (10 minutes)
• Quiz duration: 10 minutes,
• 10 MCQ, randomized from a test bank
• One attempt is allowed,
• The answers will be submitted
automatically after 10 minutes.
Mark allocation:
• 1 mark: if 6 and more correct
answers,
• 0.5 mark: if 4-5 correct
answers,
• 0.25 mark: if 2-3 correct
answers,
• 0 mark: if less than 2 correct
answers.
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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3. Week 11 Individual activity (40 minutes)
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IMPORTANT
IMPORTANT: Once you have your own SPSS file ready (after
finishing your survey data collection), you need to use the
same approach to conduct Bivariate statistical tests (e.g.
independent sample t-test, Paired sample t-test, ANOVA test)
(criterion 4.2).
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Week 12 Agenda