Data Analysis and Data Interpretation

This document discusses data analysis and interpretation techniques used to analyze survey data on online shopping behaviors. It describes conducting a reliability test that found the survey questions to be reliable. A factor analysis was performed to identify factors influencing online shopping. Two key factors were identified: product and website characteristics. Chi-square analysis found a significant relationship between age and online clothing purchases. The methodology section outlines the exploratory and conclusive research approaches used, including data collection from primary and secondary sources using questionnaires and interviews.

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Data Analysis and Data Interpretation

Uploaded by

ritika aggarwal

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Download as DOCX, PDF, TXT or read online on Scribd

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Data analysis and data interpretation

 Reliability Test:

Cronbach’s Alpha is used to measure the reliability of

variables in research. It must be greater than 0.7 to be
acceptable. Upon testing for reliability with SPSS with
23 variables which are related to Life Insurance.
Cronbach’s alpha came out to be 0.888 which is an
acceptable value. And it can be said the questionnaire is
reliable.

To understand major factors influencing online shopping among women in India.

Factor Analysis:

Total 11 variables of measurement were identified. We are required to group

these variables in factors. Factor analysis is used in data reduction.
To identify small no of factor, which in this case came out to be 2, under these
factors we can club variables which each factor is significantly able to explain.
From SPSS report, we get total variance output

Eigen Values of Factors 1 and 2 are 4.983 and 1.226 respectively and together
they can explain 56.452% of variance in the variables.
Factor 1 can explain 45.304% of variance in variables while Factor 2 can explain
11.148% of variance in variables.

Rotated component (SS)

We analyzed rotated component matrix to get the variable within these factors.
Factor 1: Internet Safety, Privacy, Experience, Trust on website
Factor 2: Affordable Prices , Description of the clothes, Product review
Factor 3: Unavailability in stores, Referrals from friends and family, Variety and positive
image in public
Factor 4: Risk of retail shops become obsolete

These factors are then named as

Factor 1:
Factor 2:
Factor 3:
Factor 4:

KMO or Kaiser-Meyer-Olkin measure of sampling adequacy is an index used to

examine the appropriateness of factor analysis. High values (between 0.5 and 1.0)
indicate factor analysis is appropriate. Values below 0.5 imply that factor analysis may
not be appropriate. Here our output shows a KMO measure of 0.826 which indicate
that the factor analysis has been done appropriately.

Chi- Square Analysis

To find a relationship between age and frequency of buying clothes online, we conducted
chi-square test. This test will help us understand whether age affects buying clothes online.

Ho: There is no significant association between age and online buying clothes.
H1:
Upon examining the significant value, P significant is 0.000 which is less then 0.05.
This means, We reject the null hypothesis
Hence, There is significant relationship between age and online cloth shopping.
Methodoly

Exploratory Research
Our first and second MRP requires exploratory
research was to find out the various attribute
people consider before buying a Life Insurance
Policy, and awareness towards these policies.

a)Initial size – 30 respondents.

b)Method - Depth Interview.
c)Research Instruments - Open ended
Questionnaire.
d)Sampling Frame - Students and employee.

Conclusive Research
Our third MRP requires conclusive research to conclude. This research is based
on the conclusions drawn from the exploratory research done earlier.

a)What: Factors affect the consumer buying behavior.

b)Why: To increase the penetration of Life Insurance policy.
c)Who: Working Professional and students
d)When: Respondent leisure time.
e)Where: Anywhere
f)Way: Questionnaires- online.

Data Collection
The data has been collected in the following ways:
1.Primary Data –A Structured Questionnaire and depth interview was used to gather the
relevant data.
2.Secondary Data – Multiple research paper and reports on life insurance were studied.
●
Scale Used
• Interval Scale
• Likert Scale (1-5)
• Nominal
Sampling Plan
a) Population Universe- People in the age group of 22 -30 years.
b) Sampling Frame- Students and working professionals.
c) Sampling Unit: Colleges, Corporate offices.
d) Sampling Element: Any individual
Sampling Technique
• Convenience Sampling

Research Instrument
• Questionnaires

Sample Size
The research will require the study of continuous variables which will be on the itemized
rating scale. The following formula will be used to calculate the sample size.

n = sample size
p= probability of occurrence
q=1-q
z = Z score
e = standard value at a specified margin of error

We are taking 95% confidence interval which resulted a Z-score of 1.96

Tolerable error that we can take is 5%
n= (0.5*0.5) * (1.96*1.96) / (0.05*0.05) = 384 (approx.)
Hence the sample size rounding off to the next multiple of 30 is 389