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Introduction
In our research analysis, we have basically done analysis on three factors like descriptive
analysis, factor analysis and regression analysis. With the help of these three analyses, we
have tried to demonstrate our whole research findings. Also we have taken help from various
tables and charts.
Descriptive Analysis
Descriptive statistics is the term given to the analysis of the data that basically helps to
describe, show or summarize various collected data in a meaningful way. For example,
various kind of pattern can be drawn from the data. However, descriptive statistics do not
allow us to make conclusions beyond the data we have analyzed or reach conclusions
regarding any hypotheses we might have made. It is simply some of the basic characteristics
of the data.
Now, I conducted a survey on 200 people of different ages, and professions. From the survey,
I found the following demographic data-
Statistics
Educational
Gender Age Occupation Qualification Version
N Valid 200 200 200 200 200
Missing 0 0 0 0 0
Mean 1.46 1.74 1.12 2.77 1.12
Median 1.00 2.00 1.00 3.00 1.00
Mode 1 1 1 3 1
Std. Deviation .500 .745 .326 .924 .320
Variance .250 .555 .106 .854 .102
Minimum 1 1 1 1 1
Maximum 2 3 2 4 2
From the frequency table above, we can see the result from the demographic factors. Such as
respondents average of the factors that are mean, median, mode, standard deviation, variance,
minimum and maximum.
Frequency Table
Here on the tables are given below, I have tried to show in which demographic factors, what
are the various response rates based on multiple demographic dimensions.
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 108 54.0 54.0 54.0
Female 92 46.0 46.0 100.0
Total 200 100.0 100.0
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 16-18 88 44.0 44.0 44.0
18-20 76 38.0 38.0 82.0
20+ 36 18.0 18.0 100.0
Total 200 100.0 100.0
Occupation
Cumulative
Frequency Percent Valid Percent Percent
Educational Qualification
Cumulative
Frequency Percent Valid Percent Percent
Valid JSC 21 10.5 10.5 10.5
SSC 51 25.5 25.5 36.0
HSC 82 41.0 41.0 77.0
Honours 46 23.0 23.0 100.0
Total 200 100.0 100.0
Version
Cumulative
Frequency Percent Valid Percent Percent
Age
Occupation
Educational Qualification
Version
Here, I have tried to show by pie charts about the percentage of participants have participated
in different demographical dimensions.
Gender
The cluster of gender is almost balanced. Here, majority of the respondents were male
(54.00%).
Age
The cluster of age group is in satisfactory level. Majority of the respondents were students
(16-18; 44.00%) and (18-20, 38.00%).
Occupation
Educational Qualification
Majority of the sample were HSC students (41.00%) and majority group is from SSC
students (25.50%)
Version
Factor Analysis
Factor analysis is done based on the independent and dependent variable. In our research,
there is one dependent variable and four independent variables. Also under each of the
variables, there are several questions. With the help of factor analysis, I have tried to
demonstrate and do all the questions represent the research topic perfectly or not. Also which
question will go under which factor, this analysis will help us to determine perfectly. The
main objective is to reduce number of items and find out relevant factors with the most
appropriate questions.
df 190
Sig. .000
From the KMO and Bartlett’s test, I found that the relevance of the study is 64.5% and the
significance level is 0. So, it can be said that the obtained data are adequate.
Communalities
Communalities
Initial Extraction
For my research analysis purpose, I have shortened the questions into contents1, contents2,
Brand_value1, Brand_value2 etc. Here the extraction value supposed to be more than .4. If it
is less than .4, then we will try to remove that question from the study because that is not
much good item to measure. Here we have found an extraction value of .304 and .354 at
contents4 and contents 5, .354 at quality4, .276 at Digital_features and .223 and .317 at
Brand_value4 and Brand_value5. Rests of the values are stayed in .4 and more than .5. That
means they are completely adequate for analysis.
Total Variance Explained
Here it can see that initial eigenvalues of total 4 factors have the value over 1. So these are
the factors to count for. In rotation sums of squared loadings, the value of cumulative % is
47% which is 47.436%. It means we are able to extract 47.436% factors from this analysis.
Rotated component matrix is the key output of principal component analysis. It can
understand the correlations between each of the variables and estimate the components. From
this table it can find out the clear description of the components.
a
Rotated Component Matrix
Component
1 2 3 4
Contents1 .664
Contents2 .698
Contents3 .646
Contents4 .534
Quality1 .636
Quality2 .652
Quality3 .546
Quality4 .713
Quality5 .635
Digital_Features1 .683
Digital_Features2 .799
Digital_Features3 .808
Digital_Features4 .626
Digital_Features5
Brand_Value1 .846
Brand_Value2 .881
Brand_Value3 .650
Brand_Value4 .439
Brand_Value5 .537
Except these values, others components have strong influence especially Brand_value1
(Publisher Familiarity), Brand_value2 (Brand Image) and Digital_features3 (Shikkhaguru)
have significant impact on the dependent variable.
Regression Analysis
Model Summary
Change Statistics
34.7% variation in the dependent (End users satisfaction) variable can be explained by the
independent variables. The independent variables (Contents, Quality, Digital Feature and
Brand Value Factors) are enough to explain the variation in the dependent variable.
The significance level of this study is 0.000 which is less than 0.05 that means the study is
significant.
The study shows that there is positive significant impact of these independent variables on the
dependent variable and the model applied is significantly good enough in predicting the
dependent variable.
Coefficients
In mathematics, a coefficient is a multiplicative factor in some term of a polynomial, a series
or any expression; it is usually a number, but in any case does not involve any variable of the
expression.
a
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .835 .280 2.976 .003
Contents: The significance of ‘Contents’ is 0.192, so the null hypothesis for this variable is
accepted (if P > α, H1 will not be rejected). So there’s no relationship between Contents
factors as a promotional tool and End Users’ Satisfaction.
Here, the Beta value for this variable is 0.083 which means there’s no impact on the
dependent variable. So, 1 unit change in Contents will bring 0.083 unit change in End Users’
Satisfaction.
Quality: The significance of ‘Quality’ is 0.000, so the null hypothesis for this variable is
rejected (if P < α, H0 will be rejected). So there is significant relationship between Quality
and End Users’ Satisfaction.
Here, the Beta value for this variable is 0.352 which the most relatively important to the
dependent variable. Thus, 1 unit change in Quality will bring 0.352 unit change in End Users’
Satisfaction.
Digital Features: The significance of ‘Digital Features’ is 0.000, so the null hypothesis for
this variable is rejected (if P < α, H0 will be rejected). So there is significant relationship
between Digital Features and End Users’ Satisfaction.
Here, the Beta value for this variable is 0.269 which the most relatively important to the
dependent variable. Thus, 1 unit change in Digital Features will bring 0.269 unit change in
End Users’ Satisfaction.
Brand Value: The significance of is ‘Brand Value’ is 0.001, so the null hypothesis for this
variable is rejected (if P < α, H0 will be rejected). So there is a relationship between Brand
Value and End Users’ Satisfaction.
Here, the Beta value for this variable is 0.198 which is 2nd most relatively important variable
to the dependent variable. That means 1 unit change in Brand Value will bring .198 unit
changes in the End Users’ Satisfaction.