Q2.

SPSS
Q.A Ran ANOVA
Test of Homogeneity of Variances
Levene
df1
df2
Statistic
Monthly Electronics
33.890
3
996
Spend
Monthly Household
25.330
3
996
Spend
Purchasing Frequency
.991
3
996
(every x months)
TV Viewing
48.559
3
996
(hours/day)

ANOVA
Sum of
Squares
Between
Groups
Monthly Electronics
Spend
Within Groups
Total
Between
Monthly Household
Groups
Spend
Within Groups
Total
Between
Purchasing Frequency Groups
(every x months)
Within Groups
Total
Between
Groups
TV Viewing (hours/day)
Within Groups
Total

Sig.
.000
.000
.396
.000

df

Mean Square

77292.070

25764.023

213112.486
290404.556

996
999

213.968

605272.622

201757.541

3902444.297
4507716.919

996
999

3918.117

3728.045

1242.682

188699.759
192427.804

996
999

189.458

1030.746

343.582

7430.354
8461.100

996
999

7.460

F
120.410

.000

51.493

.000

6.559

.000

46.055

.000

Interpretation:

Sig.

By Levene Test (Test of Homogeneity of Variance), we find that only significance of

purchasing frequency (0.396) is greater than 0.05. This indicates that only the
variance of purchasing frequency is same and we reject other variables as their
significance values are not greater than 0.05.

By ANOVA table, we find that significance of purchasing frequency is 0.000. This

indicates that there is a significant difference between purchasing frequency and
different levels of education.

Answer:
We find that there is only significant difference between purchasing frequency and different
levels of education. We can say that the marketing manager of the company is partially
correct as there is difference among purchasing frequency and different levels of education
but no difference among different levels of education and monthly electronics spend, monthly
household spend and TV viewing.
Q.B Ran correlation

Interpretation:
We find that

Annual income has significance of 0.000 with all other variables except TV
viewing (0.008). This indicates that there is a significant association between
these variables.

Age has significance of 0.000 with only annual income. Hence, we accept
this association and reject the others.
Monthly electronics spend has significance of 0.000 with annual income,
monthly household spend, purchasing frequency and TV viewing. This
indicates that it has significant association with these variables and no
significant association with age.
Monthly household spend has significance 0.000 with annual income,
monthly electronics spend, purchasing frequency and TV viewing. This
indicates significant association with these variables and no significant
association with age.
Purchasing frequency has significance of 0.000 with annual income, monthly
electronics spend, monthly household spend and TV viewing. This indicates
significant association with these variables and no significant association
with age.
TV viewing has significance of 0.008 with annual income and 0.000 with the
rest except age. This indicates significant association with these variables and
no significant association with age.

Answer:

Annual income
i.

has weak positive relationship with age, monthly household spend and
TV viewing

ii.

has a weak negative relationship with purchasing frequency

iii.

has a medium positive relationship with monthly electronics spend

Age
i.

has weak positive relationship with annual income

Monthly Electronics Spend

i.

has weak positive relationship with TV viewing

ii.

has medium positive relationship with annual income

iii.

has weak negative relationship with purchasing frequency

iv.

has strong positive relationship with monthly household spend

Monthly Household spend

i.

has weak positive relationship with TV viewing and annual income

ii.

has weak negative relationship with purchasing frequency

iii.

has strong positive relationship with monthly electronics spend

Purchasing frequency
i.

has weak positive relationship with TV viewing

ii.

has weak negative relationship with annual income, monthly household

spend and monthly electronics spend

TV viewing
i.

has weak positive relationship with TV viewing, annual income,

monthly electronics spend and monthly household spend

Q.C Ran Cross Tabs

grouped age, gender, marital status and work status as demographic variables

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

.000

Likelihood Ratio

41.351

.000

Linear-by-Linear Association

20.441

.000

Pearson Chi-Square

N of Valid Cases

41.570

1000

a. 1 cells (7.1%) have expected count less than 5. The minimum

expected count is 3.60.

Interpretation:
Significance values of chi-square and Phi and Cramers V are less than 0.00 (.003). This
indicates significant associations of demographic variables and adapters.
Answers:
There are 80% early adopters who are associated with demographics while 20% of
demographic variables impact late adapters.

QD. Ran Factor Analysis

Annual income was removed as the communalities was less than 0.6 (0.507) then age was
removed as communalities was less than 0.6 (0.037)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Approx. Chi-Square
Bartlett's Test of
df
Sphericity
Sig.

Communalities
Initial

Extractio
n

Monthly Electronics
1.000
.875
Spend
Monthly Household
1.000
.836
Spend
Purchasing Frequency
1.000
.709
(every x months)
TV Viewing
1.000
.742
(hours/day)
Extraction Method: Principal Component
Analysis.
Rotated Component Matrixa
Component
1
2
Monthly Electronics
.935
Spend
Monthly Household
.915
Spend
TV Viewing
.349
.788
(hours/day)

.548
1242.845
6
.000

Purchasing Frequency
-.408
.736
(every x months)
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.
Interpretation:
79.058% of the used variables (monthly electronics spend, monthly household spend,
purchasing frequency, TV viewing) are explained by this model. 93.5% of monthly
electronics spend and 91.5% of monthly household spend are loaded in group one and 78.8%
of TV viewing and 73.6% of purchasing frequency are loaded in group 2
Answer:
The variables are made into two groups:

Money spend variables: includes monthly electronics and household spend

Behavioral variables: includes TV viewing and purchasing frequency

Q.E Ran regression

Model Summary
Model
R
R Square Adjusted R Std. Error of
Square
the Estimate
1
.346a
.120
.116
2.737
a. Predictors: (Constant), Purchasing Frequency (every x
months), Age, Annual Income (x1000 $), Monthly
Household Spend, Monthly Electronics Spend

Model

ANOVAa
df

Sum of
Mean
F
Sig.
Squares
Square
Regression
1015.656
5
203.131 27.119
.000b
1
Residual
7445.444
994
7.490
Total
8461.100
999
a. Dependent Variable: TV Viewing (hours/day)
b. Predictors: (Constant), Purchasing Frequency (every x months), Age, Annual
Income (x1000 $), Monthly Household Spend, Monthly Electronics Spend
Coefficientsa

Model

Unstandardized
Standardized
Coefficients
Coefficients
B
Std. Error
Beta
-.349
.361

(Constant)
Annual Income (x1000
.000
$)
Age
-.004
Monthly Electronics
1
.055
Spend
Monthly Household
.000
Spend
Purchasing Frequency
.053
(every x months)
a. Dependent Variable: TV Viewing (hours/day)

Sig.

-.967

.334

.003

.005

.162

.871

.005

-.022

-.728

.467

.009

.323

6.119

.000

.002

-.011

-.211

.833

.006

.251

8.108

.000

Interpretation:
From R square, we find that 12.9% of variability is explained by this model. From ANOVA,
we find that there is dependence of independent variable on dependent variable (as
significance less than 0.05). From coefficients table, we find that monthly electronics spend
and purchasing frequency have significance less than 0.05 and hence we accept them and
reject the others. By comparing B values we find that monthly electronics spend has a higher
impact than purchasing frequency.
Answers:
Monthly electronics spend and purchasing frequency has impact on TV viewing with
monthly electronics spend having a higher impact.
TV viewing = 0.055(monthly electronics spend) + 0.053(purchasing frequency) 0.349
Q.F
Q1. Case
Research objective

To check the popularity of the newly designed TV in UAE

To check the acceptance level of newly designed TV in UAE
To understand customers perception about TV
Demographics of user base
Features liked and disliked by people

Research questions

What are the main factors that influence buying behaviour when
buying TV?
What decision making process applies when buying a TV?
To what extent does technology and new features impact buying
behaviour of TV?
What are the sales of the new TV?
What is the customer satisfaction level?

Sampling frame and sampling method

Sampling technique used for the study was convenience sampling and the
sample size was 100.
Data collection methods
We will use structured questionnaire, comprising of both open and close
ended questions. Personal interview will also be conducted among the
target respondent to support the information/data collected via
questionnaire. Some secondary data will be collected from research
journals, magazine, newspaper and other published material.
Data analysis methods

Quantitative analysis using SPSS

Qualitative analysis using QDA miner lite.

Timeline for each activity

20 Dec 25 Dec: Literature review

25 Dec 31 Dec: Agree on research objectives and methods
1 Jan 10 Jan: Distribution of questionnaires and conducting interviews
11 Jan 15 Jan: Collection of questionnaires
15 Jan 25 Jan: Quantitative analysis
26 Jan 2 Feb: Qualitative analysis
3 Feb 5 Feb: Prepare rough reports
6 Feb 12 Feb: Final report preparation