Answer To: Scenario for AS3, Data Analysis Special events are designed to address customers’ needs. Satisfying...
Sudharsan.J answered on Jun 11 2021
Assessment
This report has been prepared at the favour of event manager to understand the satisfactory level of customer on their needs and to understand the customer engagement and quality of special event.
PRELIMINARY ANALYSIS
The study sample is obtained from the survey by the marketing research team. Total number of collected data is 286.
Before starting up the analysis, the data sets collected should be cleaned to know the consistency of the analysis which is the basic rules of analysis. The variable, values and units measurements were declared for every dataset. After the variable declaration and data entry, the data set are scanned to remove the flaws in the data. In that reviewing data, the errors were noted in the demographic variables and measurements. The unit of measurements were recorded as scale .Actual units were ordinal and nominal scale. In demographic variable DC3 an error is detected in item 120 and 201,”education” with maximum value 7 which highlights an error in the data as the value should lie between 1 and 6 based the scale range and these entries were simply removed from data set. After removing these outliers the total response were reduced to 284.
Out of 284 respondents, 85 (29.9%) were males and 199 (70.1%) were females which are represented in Graph1.
Many of the respondents falls under the age group “under 25” with 47.2% (134), the second place took by the age group is “25-34” with 21.1% (60), “35-44” group constitutes 13.7% (39), “45-54” group constitutes 11.6% (33) and the least respondents fall under “more than 55” with 6.3% (18) and the graph of age of the respondents were represented in Graph 2.
Under the DC3 variable “education” more number of respondents falls under “under graduate degree” with 51.8% (147) and least number of respondents comes under ”primary school” with 2.5% (7). The other respondents are as follows: “high school” with 22.9% (65), “vocational or technical education” with 5.6% (16), “diploma” with 4.6% (13), “post graduate degree” with 12.7% (36) and graph has been represented in Graph 3.
In DC4 most of them were “students” who accounts for 44.4% (126) in the total and less number of response were in “unemployed” group with 7% (2). The others were as follows: “employee” accounts for 14.4% (41), “government employee” accounts for 15.8%(45), “business owner” accounts for 17.3% (49), “retired” accounts for 3.2% (9) and “home duties &other” accounts for same percentage 2.1% (6) whose graph is represented in Graph 4.
The skewness and kurtosis shows that all the items are normally distributed and it is negatively skewwed. The items learning motive (LM1-LM3), Excitement motive to pay (EXM1-EXM4) and Escape motive (ESM1-ESM2, Social Status motive (SM1-SM2), Customer Engagement (CE1-CE9), Perceived Quality Event(PQE1-PQE3)and Family/Friends togetherness motive (FTM1-FTM2) as the kurtosis indices fitted between 3 and skewness indices fitted between 1 we can conclude these items have normal distributions. Since, we have the ordinal data set which is not necessary to be fit normally perfectly. The complete analysis of kurtosis and skewness as well as the mean and standard deviation for each and every construct is showed below in table 4, descriptive statistics.
The factor loading component in the table 5, for each construct was calculated as part of the preliminary analysis of data. The acceptable rule for the factor loading in all the items should be greater than 0.5 and no cross loading should come. As shown in table 5, preliminary analysis for all of the factor loading scores of all constructs are over 0.5, which showed the measures used in this analysis is acceptable convergent validity.
The composite reliability for all the component is calculated in detailed in table 5 as a preliminary analysis. The result showed the reliability requirement of the above measures. Added to this, the AVE score was calculated for each component to further test the validity, the results are shown in table 5.
The correlation coefficient is a statistical measure used to calculate the strength of the relationship between two variables. The correlation is a measurement between -1 and +1. There is positive linear relation between the components when it raises ahead 0 positively otherwise it represents negative linear relation between the components correlation coefficient value raises down from 0 negatively. Here, we have the linear relationship between the variables.
As shown in table 5, preliminary analysis Cronbach Alpha exceeds 0.7 and all factor loading scores exceed the 0.5 benchmark. The analysis results showed above supports the reliability throughout the data and validity of the measurement model.
Hypothesis Testing and Data Analysis
The model in the table 7, the manager proposed model were formulated and a set of appropriate hypothesis to understand if customer motives encourages the engagement with a special event and wants to know if customer engagement really improves perceived quality of special event. So, the framed hypotheses are:
H1: There is a positive relation between Learning motive and customer engagement with special event.
H2: There is a positive relation between Excitement motive and customer engagement with special event.
H3: There is a positive relation between Escape motive and customer engagement with special event.
H4: There is a positive relation between Social Status motive and customer engagement with special event.
H5: There is a positive relation between Family/Friends togetherness motive and customer engagement with special event.
H6: There is a positive relation between Customer engagement with special event and Perceived Quality of special event.
Before testing the hypotheses, the data was standardised to make sure appropriate analysis of regression.
The Summary of model can be seen in table 8. The R square figure which represents a statistical measure of how close the data is to the fitted regression line for all hypotheses recorded. The R square values include: Hypothesis1 0.336, Hypothesis2 .369, Hypothesis3 .088, Hypothesis4 0.143, Hypothesis5 0.219 and Hypothesis6 0.294. Some of the results represent a weak status as the scores are below the standardised value 0.25 benchmark such as H3, H4 and H5.
· H1 stated that there is a positive relationship between learning motive and customer engagement with special event. Says that the result satisfies this hypothesis at the confidence level 0.99. The t-value is 11.957 which is bigger than the threshold of 2.58 and coefficient is strong (0.580 and <0.01).
· H2 stated that there is a strong positive relationship between excitement motive and...