For this assignment, you are given a dataset (in .sav and .xls format) that contains a sample of 200 responses. This dataset provides the basis for you to complete some empirical analysis.
This sample is a random subset of a larger sample (N=260) used in the published article on location-aware mobile advertising (see Richard & Meuli, 2013). For this assessment, you need to identify a novel research question drawing on the variables in the dataset and state associated hypotheses, in a testable form. Novel, here, refers to a hypothesis that the article does not state and/or test. Please note that the dataset has been reduced and altered from the original – which may mean that your analysis and results of similar hypotheses could differ substantially from those reported in the article. Next, you need to undertake quantitative analyses of your hypotheses and report the results appropriately.
You should begin your preparation by reading thoroughly through the published article and the questionnaire items utilised in the original survey. Next, assess which variables you might expect to be systematically related and express your focal relationship(s) in the form of a research question and hypotheses. Carefully choose the wording for your hypotheses as this may affect how best to test for differences and relationships. Analyse the data using appropriate quantitative statistical techniques. It does not matter if your hypotheses are supported by the data – the assessment considers whether testable hypotheses have been formed and whether the techniques have been used and reported correctly. One of the tests of a hypothesis that you report should be a multivariate analysis, where you assess whether the relationship between your focal variables is affected when other potentially related variables are included in the analysis concurrently.
Your completed data analysis assignment should:
- identify a novel research question that relates to the variables in the dataset provided, including rationales for what you view investigating this question would inform;
- develop and clearly articulate one or more testable hypotheses associated with this research question that 1) compares the means across subsamples within the dataset, as well as 2) allowing for a multivariate assessment of one (or more) of your hypotheses, that is, where the comparison(s) of interest are assessed while controlling for the potential effects of other variables via a multiple regression or an ANOVA;
- evaluate briefly the extent to which the sample that you will use for your analysis is a particularly suitable one given the population to which your research question relates. What are the sample’s strengths and limitations – fully support your assessment;
- complete appropriate quantitative analyses that allow you to indicate if the hypotheses are/are not supported.
- summarise and contrast the findings from your quantitative analyses.
- document the implications of the findings and how you chose to analyse the data; and
- indicate any limitations of your analyses.
Key reference:
Richard, James E. & Paul G. Meuli (2013). Exploring and modelling digital natives’ intention to use permission-based location-aware mobile advertising. JournalofMarketingManagement, 29(5-6): 698-719. DOI: 10.1080/0267257X.2013.770051
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