marketing Research

A marketing research firm that specializes in social media marketing conducted a study about social media usage by consumers. The questionnaire file is titled ‘MR-Social Media Usage Survey.’ Data were collected from 502 respondents. The data set is titled ‘MR-Social Media Marketing.sav.’ Perform the following analyses.

Conduct appropriate descriptive analysis and discuss significant findings. This would include both the categorical and scale variables.HINT: SPSS MENU COMMAND SEQUENCE:
ANALYZE > DESCRIPTIVE STATISTICS > FREQUENCIES ANALYZE > DESCRIPTIVE STATISTICS > DESCRIPTIVES).

Identify any outliers by examining frequency distributions for each variable. How would you handle these outliers (if any)?

The researchers wanted to know if social media usage is related to demographics. Specifically, they sought answers to the following questions:

1. If social media usage (Visited a social media site within last 30 days) is related to any of the demographics gender, age, and race.

Having a Facebook profile page is related to any of the demographics gender, age, and race.

1. Type of site visited after leaving the social media page is related to any of the demographics gender, age, and race.
2. Whether uploading photos or video within the last 30 days is related to any of the demographics gender, age, and race.

HINT: SPSS MENU COMMAND SEQUENCE:
ANALYZE > DESCRIPTIVE STATISTICS > CROSSTABSMake sure you place the classification variables in the column and the dependent variables in rows. Column percentages may enhance the interpretation of the cross- tabulation chart.

1. The researchers want to know if social media usage is the same as last year. Specifically, they are interested in social media behavior for the following variables:
2. 
3. The number of Facebook visits within the last 30 days (mean for all of last year was 14.83).
4. Percentage of purchases made online (mean last year was 6.88).HINT: SPSS MENU COMMAND SEQUENCE:
   ANALYZE > COMPARE MEANS > ONE SAMPLE T-TEST
5. The researchers also want to know if there are any differences in social media usage behavior across gender. Specifically, they wish to examine differences for the following variables:

The number of Facebook visits within the last 30 days.

1. Average time of each visit on Facebook.

The number of online purchases in the previous 60 days.

Percentage of purchases made online.

Percent of online communications with friends, siblings, children/parents, significant other, and colleagues.

Likert statements about brandingHINT: SPSS MENU COMMAND SEQUENCE:ANALYZE > COMPARE MEANS > INDEPENDENT SAMPLE T-TEST

Lastly, the researchers wanted to know if purchase behavior (number of online purchases in the last 60 days) can be predicted by:

The number of Facebook visits within the last 30 days.

Average time of each visit on Facebook.

Percent of online communications with friends, siblings, children/parents, significant other, and colleagues.

Likert statements about branding.