Marketing & Audience Research
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AMB201 Marketing & Audience Research
Quantitative Project Analysis Document
The following pages describe the way the AMB201 data were cleaned and coded, the various analyses
used, and the results obtained (using SPSS). The analysis has been done for you – you can simply
write up results from in this document. Alternatively, the dataset and the syntax used to analyse the data
are provided on Canvas only if you would like to conduct your own analysis for practice (there is no
requirement that you need to conduct your own analysis). This document should be used in
conjunction with other material/instruction delivered as part of the unit. Please note that the analyses and
explanations presented here have been simplified for the purposes of AMB201.
For the analysis section of your report you will need to address the following:
Data cleaning and editing
o A few sentences outlining how the data were cleaned and edited to allow for analysis.
Descriptives
o Provision of descriptive statistics to ensure the reader has an idea of the nature of the
dataset (e.g., sample size, group sizes, construct means, etc.).
Analysis for Objective 1
o To examine if attitudes toward plant-based meat differ across population segments.
o Choose two segmentation variables of five we measured (age cohort, gender, relationship
status, Preferred place to eat plant-based meat, frequent plant-based meat eater);
o Report the results of two t-tests considering potential differences in attitudes toward
plant-based meat across your chosen segments.
Analysis for Objective 2
o To understand the relationships between individual characteristics and attitudes
toward plant-based meat;
o Choose two individual characteristics constructs of the five we measured (consumer
innovativeness, impulsiveness, price consciousness, health concern, and
environmentalism);
o Report the results of the correlation analysis between attitudes toward plant-based
meat and each of your two chosen individual characteristics.
Analysis for Objective 3
o To evaluate the relationship between attitudes toward plant-based meat and (1) attitudes toward
convenience food; (2) attitudes towards single-serve packaged product;
o Consider both of attitudes we measured (attitudes toward convenience food, attitudes
toward single-serve packaged product);
o Report the results of the correlation analysis between attitudes toward plant-based
meat and each of the two attitudes (towards convenience food, towards single-
serve packaged product).
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Data cleaning and editing
Data cleaning procedure (already done for you)
Issues identified with items where respondents could freely enter data and corrections made:
Deleted respondents with uninterpretable or nonsense responses (e.g., PostCode = “20”, Nationality =
“1”)
Converted birth year to age in years (e.g., “1995” 28)
Frequencies were run to check values were all in range.
All values within range (e.g., check for values entered outside of 1-7 range for 1-7 scales; 1-10 range for 1-
10 scales)
All ages within range? (i.e., check no-one under 18 years, if so exclude)
Respondents allocated to correct generational cohort (check age and name those whose age is equal or below
40 as younger cohort and those whose age is above 40 as older cohort)
Respondents allocated to frequent plant-based meat eater cohort (check frequency of eating plant-based
meat and name those whose responses are 1~4 (always ~ occasionally) as frequent eater and those whose
responses are 5~6 (seldom ~ Never) as infrequent eater)
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Reverse coding (already done for you)
SPSS was used to reverse responses to negatively phrased survey items. All negatively phrased items are
shown in the Variable Codes document and Codebook on Canvas. For example, CI3 was reversed such
that responses of 1 were recoded as 7, responses of 2 were recoded as 6, etc. Reversed items are listed
below and variable names are appended with “_R” in the dataset:
CI3 CI3_R
CI4 CI4_R
CI7 CI7_R
IMP3 IMP3_R
IMP4 IMP4_R
Construct calculations (already done for you)
Construct values were determined for each respondent by averaging across the relevant items.
ATTA = (ATTA1 + ATTA2 + ATTA3 + ATTA4 + ATTA5 + ATTA6 + ATTA7 + ATTA8 +
ATTA9)/9
ATTBI= (ATTBI1 + ATTBI2 + ATTBI3)/3
CI = (CI1 + CI2 + CI3_R + CI4_R + CI5 + CI6 + CI7_R)/7
IMP = (IMP1 + IMP2 + IMP3_R + IMP4_R)/4
PC = (PC1 + PC2 + PC3 + PC4)/4
HC = (HC1 + HC2 + HC3 + HC4)/4
ENV = (ENV1 + ENV2 + ENV3 + ENV4)/4
ACF = (ACF1 + ACF2 + ACF3 + ACF4 + ACF5 + ACF6 + ACF7 + ACF8 + ACF9)/9
ASPP = (ASPP1 + ASPP2 + ASPP3 + ASPP4 + ASPP5 + ASPP6 + ASPP7 + ASPP8 + ASPP9)/9
Dependent Variable decision
Two dimensions of attitude were measured: Affective (ATTA) and Behavioural Intention (ATTBI). For
simplicity, only the affective dimension of attitude (ATTA) will be analysed as the dependent variable
for the AMB201 report.
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Descriptives: Descriptive Statistics
The following table shows the overall mean (and standard deviation) for each construct relevant to our
analysis, as well as the minimum and maximum scores given by respondents in the dataset.
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
ATTA 529 1.00 7.00 4.2132 1.51786
CI 529 1.00 7.00 4.5428 .94860
IMP 529 1.00 7.00 4.2046 1.32799
PC 529 1.00 7.00 5.1129 1.14135
HC 529 2.50 7.00 5.5888 1.03428
ENV 529 1.00 7.00 5.0336 1.24390
ACF 529 1.00 10.00 6.0542 1.97501
ASPP 529 1.00 10.00 5.3915 2.02915
Valid N
(listwise)
529
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Descriptives: Frequencies
Frequencies show the counts and percentages of respondents across categories. These can be used to
determine the proportion of people falling into each group.
Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Man 259 49.0 49.0 49.0
Woman 266 50.3 50.3 99.2
Other 2 .4 .4 99.6
Prefer not to
say
2 .4 .4 100.0
Total 529 100.0 100.0
Age Cohort
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Younger 18-
40
297 56.1 56.1 56.1
Older 40+ 232 43.9 43.9 100.0
Total 529 100.0 100.0
Relationship
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Single 195 36.9 36.9 36.9
Partnered 334 63.1 63.1 100.0
Total 529 100.0 100.0
Place to eat PBM
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid At home 250 47.3 47.3 47.3
In a
restaurant
220 41.6 41.6 88.8
Other 59 11.2 11.2 100.0
Total 529 100.0 100.0
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Frequent PBM Eater
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes: Always ~
Occasionally
241 45.6 45.6 45.6
No: Seldom or Never 288 54.4 54.4 100.0
Total 529 100.0 100.0
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Descriptives: Crosstabulations
Crosstabs are a common way of depicting descriptive results in marketing research because of their
simplicity. They show one group (e.g., gender) crossed with another group (e.g., age cohort).
Gender * Age Cohort Crosstabulation