PRESENTATION SCHEDULE AND GUIDELINES

Unit: Survey and Multivariate Analysis

SESSION 2 - 17/01/2024
 Content: Chapter 15 - Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
 Presentation: Reading chapter 15, group 1 & group 2 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What is frequency distribution, cross-tabulation and t-test (one sample, paired sample and independent
sample)?
 Which situation, in terms of variables’ characteristic, are frequency distribution, cross-tabulation and
t-test (one sample, paired sample and independent sample) appropriate to be used to analyze?
 What can we know from frequency distribution, cross-tabulation and t-test (one sample, paired sample
and independent sample)?
 Give some management / marketing questions that can be answered by employing frequency
distribution, cross-tabulation and t-test (one sample, paired sample and independent sample).
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and interpret
the results.
Demonstrate the analyzing steps in SPSS with sample dataset “Data repurchase intention” and interpret
the results to answers these questions:

1. The manager wishes to know which retailing website consumers make purchase most frequently
and least frequently.
2. In order to employ STP (segmenting – targeting – positioning), the manager wishes to know
characteristics of the e-shopper in details (level of trust, gender, age, purchasing frequency, income
and education level).
3. Before employing data analysis, the manager wishes to check the reliability of the scales
measuring WOM, IQ and RP based on Cronbach alpha.
4. The manager wishes to identify basic statistical figures of WOM, IQ and RP including mean,
median, mode, range, standard deviation, skewness and kurtosis.
5. The manager wishes to know how trust varies due to different level of age, purchase frequency and
income.
6. The manager thinks that WOM may influence heavily on consumer in online purchase, the
manager wishes to test the hypothesis stating that mean of WOM in the population exceeds 5.
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7. The managers think that male and female consumer may not similar in evaluating quality of
provided information and repurchase intention. Thus, the manager wishes to check whether
repurchase intention and perceived information quality are statistically different or not across
gender.

SESSION 3 - 24/01/2024
 Content: Chapter 16 - Analysis of Variance and Covariance
 Presentation: Reading chapter 16, group 3 & group 4 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What is ANOVA (one-way vs n-way) and ANCOVA (one-way vs n-way)?

 Which situation, in terms of variables’ characteristic, are ANOVA and ANCOVA appropriate to be
used to analyze?
 What can we know from ANOVA and ANCOVA?
 Give some management / marketing questions that can be answered by employing ANOVA and
ANCOVA.
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
Demonstrate the analyzing steps in SPSS with sample dataset “Consumer satisfaction” and interpret
the results to answers these questions:
1. Does satisfaction vary due to consumers’ gender?
2. Does satisfaction vary due to consumers’ age?
3. Does satisfaction vary due to consumers’ education?
4. If satisfaction does vary due to consumers’ age, are such differences valid in two groups of
gender?
Demonstrate the analyzing steps in SPSS with sample dataset “Consumer shopping well-being” and
interpret the results to answers these questions:
1. Does shopping well-being vary due to consumer income under the potential effect of utilitarian
value?
2. ...Does shopping well-being vary due to consumer income under the potential effect of hedonic
value?
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3. Does shopping well-being vary due to consumer income under the potential effect both utilitarian
value and hedonic value?
4. Does shopping well-being vary due to consumer income and gender under the potential effect of
utilitarian value and hedonic value?

SESSION 4 - 31/01/2024
 Content: Chapter 17 - Correlation and Regression
 Presentation: Reading chapter 17, group 1 & group 2 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What are correlation, covariance, partial correlation, regression, bivariate regression, multiple
regression, stepwise regression, multi-collinearity, and dummy variables?
 Which situation, in terms of variables’ characteristic, are correlation and regression appropriate to be
used to analyze?
 What can we know from correlation coefficient, covariance coefficient and partial correlation
coefficient?
 Give some management / marketing questions that can be answered by employing bivariate and
multiple regressions.
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
Demonstrate the analyzing steps in SPSS with sample dataset “Performance” and interpret the results to
answers these questions:
1. Are there any relationships among EMP, SAL, TRA, EXP, MAS, SUP and HWL? Which of them
are significant?
2. The EMP is potentially influenced by both SAL and MAS. If this is the case, to which extent the
variation of EMP is uniquely due to SAL? And, uniquely due to MAS?
3. Whether increasing salary is a good solution for improving employees’ performance? To which
extent employees’ salary predicts their performance?
4. Whether providing more supports from managers is a good solution for improving employees’
performance? Identify the extent to which employees’ performance is explained by managers’
support?
5. Do salary, training, experience, managers’ support, management style and heavy workload predict
employees’ performance? To which extent employees’ performance is explained by all these
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factors? Among the influencing factors, which is the most and the least important factor in
determining employees’ performance?

SESSION 5 - 21/02/2024
 Content: Chapter 18 - Discriminant analysis & Logit analysis
 Presentation: Reading chapter 18, group 3 & group 4 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What is discriminant analysis? What is its purpose?

 Which situation, in terms of variables’ characteristic, is discriminant analysis appropriate to be used to

analyze?
 Give some management / marketing questions that can be answered by employing discriminant
analysis.
 Compare discriminant analysis to ANOVA and regression
 What is logit analysis? What is its purpose?
 Which situation, in terms of variables’ characteristic, is logit analysis appropriate to be used to
analyze?
 Give some management / marketing questions that can be answered by employing logit analysis
 Compare logit analysis to discriminant analysis

 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.

 Demonstrate the analyzing steps in SPSS with sample dataset “Online shopping” and interpret the
results to answers these questions:

Managers of an online retailer want to investigate the differences between two groups of consumers
who adopt online channel and who refuse to adopt online channel for shopping (OSA) based on some
criterion: shopping experience (SHE), income (INC), education (EDU), perceived value (PEV),
computer skill (COM), gender and age
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1. Which factors significantly explain for the differences between online shopping adopting group and
online shopping refusing group?
2. How many percentages of the differences between these two groups of consumers are explained by
the predictors?
3. Among the significant factors, which one contributes most and least to the differences between
adopting and refusing group?
4. Assume that there are two potential consumers having following characteristics; identify which
group (adopting or refusal) each of them may belong to.

Shopping Perceived Computer

Consumer Income Education Gender Age
experience value skill
A 7 2 5 3 8 Female 25
B 1 6 7 6 3 Male 30

 Demonstrate the analyzing steps in SPSS with sample dataset “New product” and interpret the results

The managers of the company want to know:

1. Among PRI, PEU, DES, BRA, Age and Gender, which factors help to predict whether target
consumers will buy the new product?

2. How strongly the significant factors predict purchase intention of target consumers?

3. Assume that there are two potential consumers having following characteristics; identify the
probability that they will purchase the new product.

Consumer PEU PRI DES BRA Gender Age

A 5 5 4 6 Female 22
B 6 8 7 9 Male 20

SESSION 7 - 06/03/2024
 Content: Chapter 19 - Factor Analysis
 Presentation: Reading chapter 19, group 1 & group 2 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What is factor analysis?
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 What is its purpose?

 Which situation, in terms of variables’ characteristic, is factor analysis appropriate to be used to
analyze?
 Give some management / marketing questions that can be answered by employing factor analysis
 Compare factor analysis to discriminant analysis, correlation & regression
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
Demonstrate the analyzing steps in SPSS with sample dataset “Buying car” and interpret the results to
answer these questions:
1. Theoretically, how many attributes the managers should pay attention to?
2. Practically, what can be the disadvantage if the managers pay attention to those attributes?
3. Because of the resource constraints, the managers can only spend their resources on few key factors
that consumers expect from the car they intend to buy. How to identify those key factors? What are
they?

SESSION 8 - 13/03/2024
 Content: Chapter 20 - Cluster Analysis
 Presentation: Reading chapter 20, group 3 & group 4 prepare the presentation for this session by answering
these following questions:
 Technique overview:
 What is cluster analysis? What is its purpose?
 Which situation, in terms of variables’ characteristic, is cluster analysis appropriate to be used to
analyze?
 Give some management / marketing questions that can be answered by employing cluster analysis.
 Compare cluster analysis to factor analysis and discriminant analysis
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
Demonstrate the analyzing steps in SPSS with sample dataset “DataUEH” and interpret the results to help
UEH in classifying students into:
1. As many groups as possible (no certain numbers of group required)
2. 2 groups: label these groups and identify the number of students in each group.
3. 3 groups: label these groups and identify the number of students in each group.
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4. Optimal number of groups.

SESSION 9 - 20/03/2024
 Content: Chapter 21 - Multidimensional Scaling
 Presentation: Reading chapter 21, group 1 & group 2 prepare the presentation for this session by answering
these following questions:
 Technique overview:
 What is multidimensional scaling? What is its purpose?
 Which situation, in terms of variables’ characteristic, is multidimensional scaling appropriate to be
used to analyze?
 Give some management / marketing questions that can be answered by employing multidimensional
scaling.
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
Demonstrate the analyzing steps in SPSS with sample dataset “UnichoiceLikert” and
“UnichoicePairedcomparison”. Interpret the analysis results to describe how students perceive the
universities.

SESSION 10 - 27/03/2024
 Content:
 Chapter 21 – Conjoint analysis
 Presentation: Reading chapter 21, group 3 & group 4 prepare the presentation for this session by answering
these following questions:

 Technique overview:
 What is conjoint analysis? What is its purpose?
 Which situation, in terms of variables’ characteristic, is conjoint analysis appropriate to be used to
analyze?
 Give some management / marketing questions that can be answered by employing conjoint analysis.
 Data analysis practicing: Demonstrate the analyzing steps in SPSS with sample dataset and
interpret the results.
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Demonstrate the analyzing steps in SPSS with sample dataset “ProductDesign_plan” and
“ProductDesign_prefs”. Interpret the analysis results to identify the most potential product.
SESSION 12 - 10/04/2024
 Content: Group project
 Presentation: Key contents of the research project

NOTES:
 Sample datasets are posted in e-learning system.
 Reading the textbook (Malhotra, 2010) intensively is highly recommended. Besides, groups are suggested to
look for other materials (books, journal articles, tutorials, etc) for capturing the techniques. For instance, there
are many videos instructing the analysis techniques in YouTube, for instance, James Gaskin’s channel, that
are comprehensive and useful.
 Practicing is the best way to study data analysis and, thus, keep practicing.