Assignment 2 on Research Methods

7/25/2019 Assignment 2 on Research Methods

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JYOTI TIWARI, STUDENT ID: 1204644

Assignment

On

Course Title: Research Methods

Course Code: SBUS-5000

Submitted By

JYOTI TIWARI,

Student !: "#0$%$$

!ate o& Submission: #' A(ril) #0"5
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Table of Contents1 Introduction.....................................................................................................2

1.1 Background of the research:.............................................................................. 2

1.2 Ob!cti"!# o$ t%! r!#!&rc%........................................................................ 2

1.' (u!#tion# o$ t%! r!#!&rc%.........................................................................'

1.4 R!#!&rc% %)*ot%!#!#................................................................................'

2 R!#!&rc% +!t%odoo-)....................................................................................4

2.1 D&t& co!ction !t%od:............................................................................4

2.2 S&*in- t!c%ni/u!# &nd #&*! #i!......................................................4

2.' Data analysis tools and techniques:......................................................................4

' ri&r) ndin-#: D!#cri*ti"! &n&)#i#.............................................................3

'.1 User generated content.....................................................................................3

'.2 Build and maintain relationships.........................................................................3

'.' Conversation.................................................................................................3

'.4 Information sharing.........................................................................................3

'.3 Community/Consumer focused..........................................................................3

'.6 u#to!r *urc%! D!ci#ion.....................................................................3

'.5 orr!&tion &n&)#i#...................................................................................6

3..! "egression analysis...................................................................................6

4 !) ndin-#: 7)*ot%!#i# t!#tin- &nd int!r*r!t&tion........................................6

3 oncu#ion.......................................................................................................5

6 R!$!r!nc!#.......................................................................................................8

5 A**!ndic!#......................................................................................................9

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Title: #$n investigation of impacts of social media on customer purchase decision: $ casestudy of $sda%

1 Introduction

"*" Bac+ground o& the research:

$sda is one of the largest retail chain stores in U& 'ith significant coverage of market share

'ith top 3 position in the U& market 'hich headquarter is on (est )orkshire and esta*lished

in !+,+. -his is a private su*sidiary company 'hich has 0 stores in different location of

U& and overseas market 'here more than !1222 employees are 'orking continuously.

ocial media marketing refers the process of using social media1 such as4 5ace*ook1 -'itter1

6yspace1 kype1 Instragram1 7inkedIn1 etc as a tool of marketing process 'hich 'ill *e used

for conducting directing and interactive communication 'ith the customers *y providing

opportunity to direct communication1 visual e8perience and instant feed*ack that 'ill help to

satisfy customer needs 'hich eventually enhance organisation to influence customer purchase

9-uten and olomon1 2!3;.

Customer purchase decision is influenced *y several factors and companies al'ays focuses

on this issue for attaining o*


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-o investigate the ocial media marketing taken *y $sda to attract customers.

-o e8plore the importance of ocial media marketing for a retailing company on the

*asis of $sda.

-o analyse customer purchase intent and different factors related 'ith this of $sda.

-o inquire the relationship *et'een ocial media marketing and customer purchase

intent of $sda.

1.! "uestions of te researc

-he very questions of the research hence:

(hat are the ocial media marketing used as strategy *y $sda to attract customers>

(hat is the importance of ocial media marketing for a retailing company a study on

the *asis of $sda>

(hat are different factors and consideration affecting customer purchase intent of

$sda>

(hat is the relationship *et'een relationship *et'een ocial media marketing and

customer purchase intent of $sda>

1.# Researc $%oteses

?2: -here is a negative relationship *et'een ocial media marketing and customer purchase

decision of $sda.

?!: -here is a strong positive relationship *et'een ocial media marketing and customer

purchase decision of $sda.

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2 Researc &etodolo'$

2.1 (ata collection )etod:

Data can *e collected *y t'o method and they are primary and secondary data method.

"esearcher 'ill use primary data source for this research *ecause researcher 'ill collect data

*y survey questionnaires. 5or this research1 primary data 'ere collected from the customers

of @odafone *y conducting a sample survey. "esearcher has chosen primary data *ecause he

can get full in4depth data and information from the response 'hich is more relevant to this

research purpose.

2.2 *a)%lin' tecni+ues and sa)%le sie

ampling can *e done in t'o 'ays1 such as4 pro*a*ility and non4pro*a*ility sampling.

Aro*a*ility sampling again can *e done in , 'ays1 such as4 random sampling1 systematic

random sampling1 stratified sampling and cluster sampling method 9(ilkinson and

Birmingham1 223;.

"esearcher 'ill use pro*a*ility sampling method *ecause pro*a*ility sampling method

supports the quantitative research strategy 'hether non4pro*a*ility sampling supports *est

the qualitative research strategy. "andom sampling method 'ill *e used *y the researcher for

this research *ecause research 'ants to avoid any kind of *iasness in selecting sampling'hich can *e *est done through random sampling method as sample 'ill *e collected

randomly 'here each of respondents have got equal chance to *e selected as sample.

"esearcher 'ill collect 3 respondents as sample *ased on different criteria like age1 income1

professional1 ethnicity and gender 'hich 'ill ensure proper reflection of all segments or all

population. Besides1 studying or analysing 'hole population is impossi*le *ecause the

num*er of customer of $sda is huge. -hats 'hy research select 3 samples *ased on

different criteria from , different stores in different location and another reason for 3 sample

si=e are lack of time and resources of researcher.

#*, !ata analysis tools and techniues:

"esearcher 'ill use e8ploratory analysis 'hich helps the researcher to analyse the

*ackground through proper investigation. Besides1 researcher 'ill use different statistical

tools for this research1 such as4 mean1 median1 mode1 $@$1 cron*ach alpha for this

research. "esearcher 'ill use correlation analysis for this research to find out the relationship

*et'een the varia*les. "egression analysis 'ill *e done to sho' impacts of each varia*le on

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dependent varia*les. Euestionnaires 'ill *e used to conduct the survey *y the researcher

'hich 'ill *e made *ased on research topic.

! -ri)ar$ ndin's: (escri%tive anal$sis

!.1 User generated content

-he average mean of the UFC!1 UFC1 UFC3 and UFC, is fall *et'een ,.!24,.2 that

indicates respondents 'ere some'hat agreed and to some e8tent remained neutral a*out the

varia*les impact on purchase decision.

3. Build and maintain relationshi(s

-he means of B6"!1 B6"1 B6"3 and B6", are *et'een 3.04,.0. the average mean

indicates that employees are neutral or some'hat agreed 'ith the varia*les positive impact

on employee motivation.

!.! Con.ersation

-he average mean indicates that employees are neutral or some'hat agreed 'ith the varia*les

positive impact on customer purchase decision.

!.# n&ormation sharing

-he average mean of the I"-!1 I"-1 I"-31 and I"-, is fall *et'een ,.!24,.2 that indicates

respondents 'ere some'hat agreed and to some e8tent remained neutral a*out the varia*les

impact on employee motivation.

!./ Community/Consumer &ocused

"espondents of the survey give 'ere some'hat agreea*le and to some e8tent neutral a*out

the impact of aggressiveness and sta*ility *ecause the average mean of the survey regarding

this varia*le lies *et'een ,.224,..

!.0 Custo)er %urcase (ecisionIn every case the mean varies from ,.224.22 that are also sho'ing the positive feed*ack of

the respondents regarding the impact of social media marketing on customer purchase

decision. 5ollo'ing figure also sho's it clearly. -hat are some'hat agreed 'ith the varia*le.

!. Correlation anal$sis

Correlation 'ill e8pose 'hether there positive or negative relationship e8ists *et'een the

varia*les. Correlation is measured 'ith the value from 2 to ! 'here more than 2. is

considered as highest standard or strong relationship and more 2. values refers moderate

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relationship and *elo' o. value 'eak relationship. In follo'ing the relationship among the

varia*le are sho'n according to the research findings.

$ll the varia*les are positively correlated 'ith each other and in most of the cases the

correlation matri8 sho's that correlation *et'een them moderate to strong *ecause all the

values are more than 2. on an average 'hich refers the varia*les are highly correlated 'ith

each other.

,*'*" Regression analysis

"egression analysis 'ill find the effect of the varia*les on the dependent varia*les. ?ere1 the

regression value of dependent varia*le employee motivation is 2.,+0+ and independent

varia*les have impacts or influences on the dependent varia*le customer purchase decision

'hich is referred *y the ad


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/ References

Bressolles1 F.1 Durrieu1 5. and Firaud1 6. 922;. -he impact of electronic service

qualityHs dimensions on customer satisfaction and *uying impulse. J. Cust. Behav.1

9!;1 pp.34.

&a=emi1 $.1 ?osseini1 . and 6oradi1 6. 92!3;. $n $nalysis of Influential 5actors of

Brand Gquity and Its Impact on Consumer Buying Decision4-he elected Branches of

6ellat Bank in Bushehr City as Case tudy.IJARBSS1 39!!;.

6ishra1 D.1 arendra &umar1 . and harma1 $. 92!;. Impact of nline ocial

6edia on Consumer Decision 6aking: $ tudy in Dehradun.IJSR1 39;1 pp.3+430!.

amson1 ".1 6ehta1 6. and Chandani1 $. 92!,;. Impact of nline Digital

Communication on Customer Buying Decision.Procedia Economics and Finance1 !!1

pp.04002.

ashi1 C. 92!;. Customer engagement1 *uyerJ seller relationships1 and social

media.Management Decision1 29;1 pp.34.

-uten1 -. and olomon1 6. 92!3;. Social media marketing. Boston: Aearson.

(ein*erg1 B. and Berger1 A. 92!!;. Connected customer lifetime value: -he impact of

social media.J Direct Data Digit Mark Pract1 !9,;1 pp.3043,,.

)u1 ).1 Duan1 (. and Cao1 E. 92!3;. -he impact of social and conventional media on

firm equity value: $ sentiment analysis approach.Decision Suort S!stems1 9,;1

pp.+!+4+.

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0 A%%endices

Conceptual frame'ork of independent and dependent varia*les :

caling used in the survey to collect data.

urvey caling:

Sur.ey scaling

strongly !isagree !

!isagree

Somehat !isagree 3

1eutral ,

Somehat Agree

Agree

9

Custo)er

%urcase intent

4ser 'enerated

content

5uild and

)aintain

Conversation

Infor)ation

sarin'

Co))unit$6Consu

)er focused


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Strongly agree

Table: (escri%tive result of 4ser 'enerated content

4ser 'enerated content

UFC! UFC UFC3 UFC,

trongly Disagree ! 2 2 2 !

Disagree , !

ome'hat Disagree 3 !! 0 3

eutral , !2 !3

ome'hat $gree 3 ,

$gree 0 0 !2 +

trongly $gree ! 3

total 3 3 3 3

1 2 ' 4 3 6 50

2

4

6

8

10

12

14

U1

U2

U'

U4

2igure: !escri(ti.e result o& Attention to details

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Table: Res(onse o& 5uild and )aintain relationsi%s

5uild and )aintain relationsi%s

B6"! B6" B6"3

6ean ,.0 3.0 ,.

6ode .2 3.2 ,.2

D !. !., !.3

5requency

B6"! B6" B6"3

! 2 ! 2

3 , 3

3 !

, 0 !,

0

!! 3 3

3 3

3 3 3

1 2 ' 4 3 6 5

0

2

4

6

8

10

12

14

16

;+R1

;+R2

;+R'

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2igure: !escri(ti.e result o& 5uild and )aintain relationsi%s

Table: Res%onse of -ro%er Conversation

Conversation

AC! AC AC3 AC,

6ean ,.+ ,.3 3.0+ 3.+

6ode ,.22 .22 3.22 ,.22

D !.3 !.2 !.3 !.2!

5requency

AC! AC AC3 AC,! 2 2 2 2

3 , 3

3 !

, !, 0 !

!2 ! 0

, +

3 ! 2

3 3 3 3

1 2 ' 4 3 6 5

0

2

4

6

8

10

12

14

16

1

2

'4

7i'ure: Res%onse of Conversation

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Table: Res(onse o& Infor)ation sarin'

Infor)ation sarin'

I"-! I"- I"-3 I"-,

6ean ,.2 ,.,+ ,.2 ,.3

6ode ,.22 .22 3.22 ,.22

D !.,, !.3 !., !.+

5requency

I"-! I"- I"-3 I"-,! 2 2 2 2

,

3 ! 0

, ! 0 !,

, ! ,

!2 ! +

3 !

3 3 3 3

1'


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1 2 ' 4 3 6 5

02

4

6

8

10

12

14

16

0

2

6

12

2

10

'

0

63

6

4

12

2

0

4

12

8

1

9

1

0

2

8

14

43

2

7re+uenc$ of Infor)ation sarin'

IRT1

IRT2

IRT'

IRT4

5igure !: "esponse of Infor)ation sarin'

Table: Res(onse o& Co))unit$6Consu)er focused

Co))unit$6Consu)er focusedC5! C5 C53 C5, C5

6ean ,. ,. ,.22 ,.!, ,.3,

6ode ,.22 .22 3.22 ,.22 ,.22

D !.2+ !.! !., !. !.,

5requency

C5! C5 C53 C5, C5

! 2 2 2 2 2

2 2

3 + , !! !2 +, ! ! !

3 , , ,

! ,

! , ! ! 3

3 3 3 3 3

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1 2 ' 4 3 6 5

0

2

4

6

8

10

12

14

16


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1 2 ' 4 3 6 5

0

2

4

6

8

10

12

14

16

D1

D2

D'

D4

D3

7i'ure: (escri%tive result of Custo)er %urcase intent

Table: Res(onse o& Correlation Matri3

Correlations

$-D A I"- $$ G6

$-D !.22 2.0 2.! 2. 2., 2.,

2.0 !.22 2. 2. 2. 2.+A 2.! 2. !.22 2., 2. 2.!

I"- 2. 2. 2., !.22 2.2 2.3

$$ 2., 2. 2. 2.2 !.22 2.,

- 2.3 2.0 2. 2.0 2., 2.+

G6 2., 2.+ 2.! 2.3 2., !.22

KK. Correlation is significant at the 2.2! level 94tailed;.

Table: &odel *u))ar$ for te de%endent variable Custo)er

%urcase intent

6odel ummary

6odel " " quare $d


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! 2.,+0+ 2.,3! 2.30,+ 2.+!0

a. Aredictors: 9Constant;1 UFC1 B6"1 C1 I51 CC5

Table: coe8cient for te de%endent variable Custo)er

%urcase intent

Coefficients

6odel

Unstandardi=ed

Coefficients

tandardi=

ed

Coefficien

ts

t ig.

td.

Grror

Beta

! 9Constant; .2 2.3 3.0 2.22

UFC 2.3+ 2.2 2., .3 2.23

B6" 2.+ 2.!3 2.3 .3 2.23

C 2.+ 2.! 2.3 !.0+ 2.2

I5 2.!, 2.!3 2.! !.2, 2.32

C5 2.23 2.! 2.23 2.! 2.03

a. Dependent

@aria*le:

customer

purchase decision

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U ;+R S I< S< D

0

0.03

0.1

0.13

0.2

0.23

0.'

0.'3

0.4

0.43

2igure: coe&&icient &or the de(endent .ariable Customer 4urchase decision

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Assignment 2 on Research Methods

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