Market Research Spss Reliability test   Descriptive statistics for demographics with graphs   Descriptive statistics for variables with graphs   Mult

Market Research Spss Reliability test
 
Descriptive statistics for demographics with graphs
 
Descriptive statistics for variables with graphs
 
Multiple regression results – providing explanation for the results, explaining which numbers we have to look at and what they mean and which hypotheses were supported and which hypotheses are rejected
 

Based on a provided SPSS dataset, this individual work covers: written report according to SPSS analysis and interpretation of data provided.

Check the questionnaire and the data in your dataset, variable view. Take respective actions.

 
Add the missing respective coding in the word document, which are highlighted in yellow.
 
Code all of the variables/questions in your variable view with the appropriate codes mentioned in the word document in order to make the analysis easier. E.g. Q6 is measuring normative interpersonal influences so you can code it as Q6_1_NII, Q6_2_NII, Q6_3_NII etc.
 
After creating the codes, you will need to reverse item: Q6_6 [6. I never identify with other people by not purchasing the same luxury products and brands they purchase.]. Recode this into a different variable. – make sure the equations are shown in your output file.
 
Then you need to test the reliability for all the variables: normative interpersonal influences, hedonic value, informational interpersonal influences, need for uniqueness, product quality, perceived value, brand attitude, purchase intentions. – make sure these results are both in the output file and in the word document file. Explain which numbers we have to look at and what they mean.
 
Create the averages for all the variables that are in the conceptual model based on your reliability scores – make sure the equations are shown in your output file. Name the target variables as e.g.
 
Do the descriptive statistics for the demographics (age, gender, education, income) and use different graphs – make sure these results are both in the output file and in the word document file. Describe the results.
 
Do the descriptive statistics for the variables in your conceptual model – make sure these results are both in the output file and in the word document file. Describe the results.
 
Run a multiple regression for your conceptual model VERSION 1 and report the results. You will need to interpret the results explaining which numbers we have to look at and what they mean, which hypotheses are supported, and which hypotheses are rejected – make sure these results are both in the output file and in the word document file. In the word document, you need to also write the explanations of the results, what they mean and the hypotheses supported or rejected.
 
Run two multiple regressions for your conceptual model VERSION 2 and report the results. You will need to interpret the results explaining which numbers we have to look at and what they mean, which hypotheses are supported, and which hypotheses are rejected – make sure these results are both in the output file and in the word document file. In the word document, you need to also write the explanations of the results, what they mean and the hypotheses supported or rejected. FINAL ASSIGNMENT

MARKET RESEARCH

Submitted by XXX,
XX December 2021

The drivers of ‘purchase intentions’ of a luxury fashion brand

SPSS data analysis

TABLE OF CONTENTS

1

The Questionnaire

3

2

SPSS

12

2.1

RELIABILITY TESTS

12

2.1.1

Reliability Test: Normative interpersonal influences – Q6 NIII

12

2.1.2

Reliability Test: Hedonic value – Q7 Hedonic

12

2.1.3

Reliability Test: Informational interpersonal influences – Q8 III

12

2.1.4

Reliability Test: Need for uniqueness – Q9 Unique

12

2.1.5

Reliability Test: Product quality – Q10 Qual

12

2.1.6

Reliability Test: Perceived value – Q11 PValue

12

2.1.7

Reliability Test: Brand attitude – Q12 Attitude

13

2.1.8

Reliability Test: Purchase Intentions –Q13 PIntent

13

2.2

DESCRIPTIVE STATISTICS (for demographics)

14

2.2.1

Gender – Q15

14

2.2.2

Age – Q18

14

2.2.3

Income – Q20

14

2.2.4

Education – Q22

14

2.3

DESCRIPTIVE STATISTICS (for variables)

15

2.3.1

Normative interpersonal influences

15

2.3.2

Hedonic value

15

2.3.3

Informational interpersonal influences

15

2.3.4

Need for uniqueness

15

2.3.5

Product quality

15

2.3.6

Perceived value

15

2.3.7

Brand attitude

15

2.3.8

Purchase intentions

16

2.4

MULTIPLE REGRESSION Model 1

17

2.5

MULTIPLE REGRESSIONS Model 2

18

Reading and assignment instructions:

Regarding the questionnaire: please add a respective coding for the yellow highlighted fields by replacing the X with an adequate code.
The red text passages are instruction notes.
Please fill in all yellow highlighted fields and replace the X/XX where necessary.

The Questionnaire

Dear Respondent,
This study is part of a research project at International University of Monaco and is regarding your preferences about fashion luxury brands.
There are no sensitive questions, but you may still be assured that your answers are ANONYMOUS and CONFIDENTIAL. They will be used strictly for the purpose of academic research. Submitting a completed questionnaire implies consent to participate in this research project. All participants can withdraw at any given point during the questionnaire, before submitting their completed questionnaire by clicking ‘next’ in the last page of the questionnaire. The data collected after the completion of the project will be erased to avoid any future breach in confidentiality.
The questionnaire will take around X minutes.

There is no right or wrong answer to these questions – what really matters is your opinion based on your experience.
If you have any questions, please do not hesitate to contact the researcher at yourname@monaco.edu.
Thank you for your help!

Q 1) Not displayed

page break

Q 2) Which is the luxury fashion brand that you intend to purchase from in the near future? (e.g. Balenciaga, Louis Vuitton, Gucci, etc.)
Note: please insert only one brand name

_____________________[footnoteRef:1] Q2_Brand [1: Answer = pipe text]

page break

Q 3) Have you ever purchased from [QID2-ChoiceTextEntryValue]?

Q3_Purchase

Yes Code X = Yes

No Code X = No

Display logic / page break

If yes:

Q 4) How often do you purchase from [QID2-ChoiceTextEntryValue]?

Q4_Frequency

Never bought from this brand before Code = X

Less than once in two years Code = X

Once in two years Code = X

Twice to three times in two years Code = X

Once per year Code = X

Two to three times per year Code = X

Twice every six months Code = X

Three times every six months Code = X

At least once per month Code = X

More than once per month Code = X

page break

Q 5) How long have you been a customer of [QID2-ChoiceTextEntryValue]?

Q5_Duration

I’m not a customer of this brand yet Code = X

Less than 6 months Code = X

6 months up to 1 year Code = X

1 year to 2 years Code = X

3 years to 4 years Code = X

5 years to 6 years Code = X

7 years to 8 years Code = X

9 years and more Code = X

Skip Logic / page break

Q 6) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.

(NOTE: 1=Strongly Disagree / 7= Strongly Agree)

Q6_1_NII

It is important that others like the luxury products and brands I buy.

1

2

3

4

5

6

7

Q6_2_NII

I rarely purchase the latest luxury fashion styles until I am sure my friends approve of them.

1

2

3

4

5

6

7

Q6_3_NII

When buying luxury products, I generally purchase those brands that I think others will approve of.

1

2

3

4

5

6

7

Q6_4_NII

If other people can see me using a luxury product, I often purchase the brand they expect me to buy.

1

2

3

4

5

6

7

Q6_5_NII

If I want to be like someone, I often try to buy the same brands that they buy.

1

2

3

4

5

6

7

Q6_6_NII

I never identify with other people by not purchasing the same luxury products and brands they purchase. (r)

1

2

3

4

5

6

7

Coding:
Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 7) Please mark Χ the blank that best indicates what your specific luxury fashion brand that you mentioned in Q2 means to you.

The brand offers the following characteristics to me:

Not fun

::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::

Fun

Q7_1_Hedonic

Dull

::___::___::___::___::___:: ___::___::

Exciting

Q7_2_Hedonic

Not delightful

::___::___::___::___::___:: ___::___::

Delightful

Q7_4_Hedonic

Not thrilling

::___::___::___::___::___:: ___::___::

Thrilling

Q7_2_Hedonic

Unenjoyable

::___::___::___::___::___:: ___::___::

Enjoyable

Q7_5_Hedonic

Coding:
Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 8) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.

(NOTE: 1=Strongly Disagree / 7= Strongly Agree)

Q8_1_III

To make sure I buy the right luxury product or brand, I often observe what others are buying or using.

1

2

3

4

5

6

7

Q8_2_III

I often consult other people to help choose the best alternative available from a product class.

1

2

3

4

5

6

7

Q8_3_III

I frequently gather information from friends or family about a luxury product before I buy.

1

2

3

4

5

6

7

Coding:
Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 9) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.

(NOTE: 1=Strongly Disagree / 7= Strongly Agree)

Q9_1_Unique

I’m often on the lookout for new products or brands that will add to my personal uniqueness.

1

2

3

4

5

6

7

Q9_2_Unique

Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.

1

2

3

4

5

6

7

Q9_3_Unique

I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.

1

2

3

4

5

6

7

Q9_4_Unique

I often dress unconventionally even when it’s likely to offend others.

1

2

3

4

5

6

7

Q9_5_Unique

If someone hinted that I had been dressing inappropriately for a social situation, I would continue dressing in the same manner.

1

2

3

4

5

6

7

Q9_6_Unique

I dislike brands or products that are customarily purchased by everyone.

1

2

3

4

5

6

7

Q9_7_Unique

Please select strongly disagree for this statement.[footnoteRef:2] [2: Quality control question, nr. 1]

1

2

3

4

5

6

7

Q9_8_Unique

I often try to avoid products or brands that I know are bought by the general population.

1

2

3

4

5

6

7

Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 10) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.

(NOTE: 1=Strongly Disagree / 7= Strongly Agree)

Q10_1_Qual

Products of X are of a high quality.

1

2

3

4

5

6

7

Q10_2_Qual

Products of X are of a constant quality.

1

2

3

4

5

6

7

Q10_3_Qual

Products of X are produced to high-quality standards down to the last detail.

1

2

3

4

5

6

7

Coding:
Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 11) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.

(NOTE: 1=Strongly Disagree / 7= Strongly Agree)

Q11_1_PValue

X offers good value for the price.

1

2

3

4

5

6

7

Q11_2_PValue

X worths the money.

1

2

3

4

5

6

7

Q11_3_PValue

X provides me great value as compared to others.

1

2

3

4

5

6

7

Coding:
Code X = Strongly Disagree
Code X = Disagree
Code X = Slightly Disagree
Code X = Undecided
Code X = Slightly Agree
Code X = Agree
Code X = Strongly Agree

Q 12) Please mark Χ in the blank that best describes your feelings about your specific luxury fashion brand that you mentioned in Q2:

Unappealing

::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::

Appealing

Q12_1_Attitude

Bad

::___::___::___::___::___:: ___::___::

Good

Q12_2_Attitude

Unpleasant

::___::___::___::___::___:: ___::___::

Pleasant

Q12_3_Attitude

Unfavorable

::___::___::___::___::___:: ___::___::

Favorable

Q12_4_Attitude

Unlikable

::___::___::___::___::___:: ___::___::

Likable

Q12_5_Attitude

Coding example for Q11_1_Attitude
Code X = Unappealing
Code X = 2
Code X = 3
Code X = 4
Code X = 5
Code X = 6
Code X = Appealing

Same applies for others

Q 13) Regarding your specific luxury fashion brand that you mentioned in Q2: Please mark Χ the blank that best describes:

How likely is it that you purchase the brand in the near future?

Unlikely

::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::

Likely

Q13_1_PIntent

No chance

::___::___::___::___::___:: ___::___::

Certain

Q13_2_PIntent

Improbable

::___::___::___::___::___:: ___::___::

Probable

Q13_3_PIntent

Coding for Unlikely/likely and No chance/certain
Code X = Extremely unlikely
Code X = Unlikely
Code X = Somewhat unlikely
Code X = Neither unlikely nor likely
Code X = Somewhat likely
Code X = Likely
Code X = Extremely likely

Coding for Improbable/Probable
Code X = Extremely improbable
Code X = Improbable
Code X = Somewhat improbable
Code X = Neither improbable nor probable
Code X = Somewhat probable
Code X = Probable
Code X = Extremely probable

Question 14 – not displayed

DEMOGRAPHIC INFORMATION

Q 15) What is your gender? Q15_Gender

(Please choose only ONE)
· Male Code X = Male

· Female Code X = Female

Question 16 and 17 – not displayed

Q 18) To which age group do you belong? Q18_Age

(Please choose only ONE)
· 18-24 Code = X

· 25-34 Code = X

· 35-44 Code = X

· 45-54 Code = X

· 55-64 Code = X

· 65 and over Code = X

Question 19 – not displayed

Q 20) What is your annual household NET income? Would you please give your best guess?

(Please choose only ONE) Q20_Income

· Less than $10,000 Code = X

· $ 10,000-19,999 Code = X

· $ 20,000-29,999 Code = X

· $ 30,000-39,999 Code = X

· $ 40,000-49,999 Code = X

· $ 50,000-59,999 Code = X

· $ 60,000-69,999 Code = X

· $ 70,000-79,999 Code = X

· $ 80,000-89,999 Code = X

· $ 90,000-99,999 Code = X

· $ 1000,000-149,999 Code = X

· More than $ 150,000 Code = X

Question 21 – not displayed

Q 22) What is the highest level of school you have completed or the highest degree you have received? (Please choose only ONE) Q22_Education

· Less than high school degree Code = X

· High school graduate Code = X

· Some college but no degree Code = X

· Associate degree in college (2-year) Code = X

· Bachelor’s degree in college (4-year) Code = X

· Master’s degree Code = X

· Doctoral degree Code = X

· Professional degree (JD, MD) Code = X

Next.

THANK YOU VERY MUCH

1

SPSS

RELIABILITY TESTS

Reliability Test: Normative interpersonal influences – Q6 NIII

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Hedonic value – Q7 Hedonic

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Informational interpersonal influences – Q8 III

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Need for uniqueness – Q9 Unique

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Product quality – Q10 Qual

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Perceived value – Q11 PValue

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Brand attitude – Q12 Attitude

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Purchase Intentions –Q13 PIntent

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

DESCRIPTIVE STATISTICS (for demographics)

Gender – Q15

Include the relevant tables, the graph from your output document and describe what the results mean.

Age – Q18

Include the relevant tables, the graph from your output document and describe what the results mean.

Income – Q20

Include the relevant tables, the graph from your output document and describe what the results mean.

Education – Q22

Include the relevant tables, the graph from your output document and describe what the results mean.

DESCRIPTIVE STATISTICS (for variables)

Table: General overview

Normative interpersonal influences

Include the relevant table, the graph from your output document and describe what the results mean.

Hedonic value

Include the relevant table, the graph from your output document and describe what the results mean.

Informational interpersonal influences

Include the relevant table, the graph from your output document and describe what the results mean.

Need for uniqueness

Include the relevant table, the graph from your output document and describe what the results mean.

Product quality

Include the relevant table, the graph from your output document and describe what the results mean.

Perceived value

Include the relevant table, the graph from your output document and describe what the results mean.

Brand attitude

Include the relevant table, the graph from your output document and describe what the results mean.

Purchase intentions

Include the relevant table, the graph from your output document and describe what the results mean.

MULTIPLE REGRESSION Model 1

Hypotheses

(fill in the yellow highlighted blanks below and formulate all hypotheses)

H1: XX is positively associated with XX.
H2: XX is positively associated with XX.
H3:

Insert the relevant tables from output document. Explain which number(s) we have to look at and what they mean.

MULTIPLE REGRESSIONS Model 2

Hypotheses

(fill in the yellow highlighted blanks below and formulate all hypotheses)

H1: XX is positively associated with XX.
H2: XX is positively associated with XX.
H3:

Insert the relevant tables from output document. Explain which number(s) we have to look at and what they mean.

2

Purchase
intentions

Hedonic value

Perceived value

H1

H2

Need for
uniqueness

H3

Product Quality

H4

Informational
Interpersonal

Influences

Normative
interpersonal

influences

Brand Attitude

H5

H6

H9

H7

H8

Purchase
intentions
Hedonic value
Perceived value
H1
H2
Need for
uniqueness
H3
Product Quality
H4
Informational
Interpersonal
Influences
Normative
interpersonal
influences
Brand Attitude
H5
H6
H9
H7
H8
Strongly
Disagree
Disagree
Slightly
Disagree
Undecided
Slightly
Agree
Agree
Strongly
Agree

Purchase
intentions

Normative
interpersonal

influences

Need for
uniqueness

H1

H2

Independent variable Dependent variable

Informational
Interpersonal

Influences
H3

Hedonic value

H4

Product Quality

Perceived value

Brand Attitude

H5

H6

H7

Purchase
intentions
Normative
interpersonal
influences
Need for
uniqueness
H1
H2
Independent variable Dependent variable
Informational
Interpersonal
Influences
H3
Hedonic value
H4
Product Quality
Perceived value
Brand Attitude
H5
H6
H7

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