Data Analysis and Interpretation - Research Paper Example

Order # 240091 DATA ANALYSIS AND INTERPRETATION: SPSS AND FINDINGS ment of the problem The investigation was centred on the discovery of the suitability of a region for the production of grapes for "La Rioja" wine making and its relationship to consumers' preference. Specifically, the researcher was directed to answer the following questions: 1. Was the British consumers' perception of "Rioja" wine attributes affected by the image factors of "La Rioja" origin 2. Does the image of "La Rioja" origin have direct influence on the British consumers' preference for "Rioja" wine 3. Does the British consumers' perception of Rioja wine attributes determine their preference for the wine And, 4a. Does the British consumers' attitude towards "La Rioja" origin have a direct effect on their preference for "Rioja" wine 4b. does the British consumers' attitude towards "La Rioja" origin affect their perception of "Rioja" wine in terms of its attributes And, 4c. does the British consumers' attitude towards "La Rioja" origin affect the image of "La Rioja" region PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA This section presents the analysis and interpretation of the data. The questions identified in the problem were used as the basis for the presentation. The sequence of the structure includes tables, analysis and interpretation of the data. Presentation The study used the responses on the questionnaires which was divided by three sections; SECTION A consumer's behaviour by type of factor affecting their wine purchase and familiarity; SECTION B Product-specific regional image (Human factor, Natural factor, and climatic factor), Product attribute perception (quality dimension, health dimension, exclusivity dimension), Attitude towards region of origin, and SECTION C Respondents profile. Data Analyses and Interpretation This section presents the computations, figures, analysis and interpretation of the data from the respondents' responses in the survey questionnaires. This was done to determine the suitability of a region for the production of grapes used by La Rioja in its wine making, as well as finding out its relationships on consumers' product preference. The informational data were tabulated and statistically treated with SPSS 16.0 WINDOWS program. The computation used statistical tools of multiple regressions and the analysis of variance. 1. Ho 1: The British consumers' perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin; Data analysis on: Relationship of the British consumers' perception of "Rioja" Wine and the image factors of "La Rioja" origin Using analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Perception versus Image 1.117 253 Accepted Using the value 0.05 level of significance, F-statistics, and an Analysis of variance (ANOVA) test, the df num value is k-1, or 2 -1, or 1 and the df den value is T-k, or 150 - 2, or 148. So, with = 0.05, the critical value of F in this analysis of variance test was F0.05 (1, 148) = 253. Since computed F (FC) is less than Tabulated F (FT), Ho is accepted, which states that the British consumers' perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin. In other words, the result of the "Analysis of Variance" (ANOVA) shows that the computed F, 1.117 is less than the tabular values of F-statistics, 253 at 0.05 degrees of freedom, 1, 148. This denotes that the British consumers' perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin. Data analysis on: Correlation of the British consumers' perception of "Rioja" Wine and the image factors of "La Rioja" origin Using coefficient of determination (R2) Correlation R2 Adjusted R2 Interpretation Perception and Image 0.007 0.001 Very small positive correlation The resultant R square value is 0.007. This is very far from the point of reference value 1. This shows that the correlation is not on the normal curve distribution. So, it is interpreted as very small positive correlation. In percentile (%), it is 0.7 which indicates significant differences in terms of the British consumers' perception of "Rioja" wine and the image factors of "La Rioja" origin. Moreover, because the R square value of 0.007 is not close to the adjusted R square value of 0.001, this signifies that the regression model is not fit for the data. The very small positive correlation denotes that the perception is uncorrelated with image or perception, it may be either large or small when the image is large and vice versa. This further implies that there is no systematic trend in British consumer's perception of "Rioja" wine as the image factors of "La Rioja" origin value increase. 2. Ho 2: The image of "La Rioja" origin has no direct influence on the British consumers' preference for "Rioja" wine; Data analysis on: Relationship of the image of "La Rioja" origin and the British consumers' preference for "Rioja" wine using analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Image versus Preference 334 253 Rejected Using 0.05 level of significance, F-statistics, and an Analysis of variance (ANOVA) test, it was established that the df num value is k-1, or 2 -1, or 1 and the df den value is T-k, or 150 - 2, or 148. So, with = 0.05, the critical value of F in this analysis of variance test was F0.05 (1, 148) = 253. The computed F (FC) value is greater than Tabulated F (FT). Ho is rejected. This is because the result of the "Analysis of Variance" (ANOVA) shows that the computed F (334) is greater than the tabular values of F-statistics (253) at 0.05 degree of freedom (1, 148). This means that the image of "La Rioja" origin has direct influence on the British consumers' preference for "Rioja" wine Data analysis on: Correlation of the image of "La Rioja" origin and the British consumers' preference for "Rioja" wine Using coefficient of determination (R2) Correlation R2 Adjusted R2 Interpretation Image and Preference 0.002 - 0.004 Very small positive correlation The resultant R Square 0.002 is very far from 1 which means that the correlation is not on the normal curve distribution, so, it is interpreted as very small positive correlation. In percentile, 0.2 is an indicator of significant differences in terms of the image of "La Rioja" origin and the British consumers' preference for "Rioja" wine which means that the data set of the two variables are scattered. It also reveals that the R square of 0.002 is not close to the adjusted R square -0.004 which means that the regression model is not fit for the data. This implies that there is very little portion of the image variable which is proportional to the preference variable. 3. Ho 3: The British consumers' perception of Rioja wine attributes determines their preference for the wine Data analysis on: Relationship of the British consumers' perception of "La Rioja" wine and The preference for the Rioja wine using analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Perception versus Preference 0.001 253 Accepted It reveals that the null hypothesis of the study was accepted because computed F (FC) is less than Tabulated F (FT). This was established from the df num value is k-1, or 2 -1, or 1 and the df den value is T-k, or 150 - 2, or 148. Using 0.05 level of significance, the critical value of F in this analysis of variance test was F0.05 (1, 148) = 253. And the result of the "Analysis of Variance" (ANOVA) shows that the computed F (0.001). This means that the British consumers' perception of Rioja wine attributes determines their preference for the wine Data analysis on: Correlation of the British consumers' perception of "La Rioja" Wine and the preference for the Rioja wine Using coefficient of determination (R2) Correlation of R2 Adjusted R2 Interpretation Perception and Preference 0.000 -0.007 No correlation It is clearly seen in the table that the resultant R Square is 0.000 with an interpretation of no correlation. This implies that the indicators are significantly different from one another. It also reveals that the R square of 0.000 is very far from the adjusted R square -0.007 which means that the regression model is not fit for the data. This means that the other variable (Perception) is above the other variable (Preference) which implies that the level of variation of this study is at the very least. 4. Ho 4a: The British consumers' attitude towards "La Rioja" origin has a direct effect on their preference for "Rioja" wine. Data analysis on: Relationship of the British consumers' attitude towards "La Rioja" Origin and their preference for "Rioja" wine using Analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Attitude versus Preference 1.099 253 Accepted It reveals that the computed F (FC) 1.099 is less than Tabulated F (FT) 253 with 0.05, level of significance. It was established by the df num value is 1 and the df den value is 148. This means that the null hypothesis is accepted which implies that the British consumers' attitude towards "La Rioja" origin has a direct effect on their preference for "Rioja" wine. Data analysis on: Correlation of the British consumers' attitude towards "La Rioja" Origin and their preference for "Rioja" wine Using coefficient of determination (R2) Correlation R2 Adjusted R2 Interpretation Attitude and Preference 0.007 0.001 Very small positive correlation The resultant R Square of 0.007 or 0.7 percent is very far from 1 or 100 percent which means that the correlation is not on the normal curve distribution, so, it is interpreted as very small positive correlation. It is also notable that the R square of 0.007 is not close to the adjusted R square 0.001 which means that the regression model is not fit for the data. This means that one of the variables is above the other which implies that none of the portion of the attitude overlaps with their preference for "Rioja" wine. Ho 4b: The British consumers' attitude towards "La Rioja" origin affects their perception of "Rioja" wine attributes. Data analysis on: Relationship of the British consumers' attitude towards "La Rioja" Origin and their perception of "Rioja" wine Using analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Attitude versus Perception 0.779 253 Accepted The null hypothesis which states that the British consumers' attitude towards "La Rioja" origin affects their perception of "Rioja" wine attributes is accepted because the result of the "Analysis of Variance" (ANOVA) shows that the computed F (0.779) is less than the tabular values of F-statistics (253) at 0.05 degree of freedom (1, 148). Data analysis on: Correlation of the British consumers' attitude towards "La Rioja" Origin and their perception of "Rioja" wine Using coefficient of determination (R2) Correlation R2 Adjusted R2 Interpretation Attitude and Perception 0.005 -0.001 Very small positive correlation The obtained resultant R Square 0.005 indicates that the value of R squared is very far from 1 which means that the correlation is not on the normal curve distribution, so, it is interpreted as very small positive correlation. The R square of 0.005 is greater than to the adjusted R square -0.001 which means that the regression model is not fit for the data. The point of coefficient of correlation is very weak. Ho 4c: The British consumers' attitude towards "La Rioja" origin affects the image of "La Rioja" region. Data analysis on: Relationship of the British consumers' attitude towards "La Rioja" Origin and the image of "La Rioja" region using Analysis of variance (ANOVA) Relationship Computed F Tabulated F Interpretation Attitude versus Image 1.695 253 Accepted It can be gleaned in the table that the null hypothesis of the study was accepted. This is because the result of the "Analysis of Variance" (ANOVA) shows that the computed F (0.779) is less than the tabular values of F-statistics (253) at 0.05 degree of freedom (1, 148). This means that the British consumers' attitude towards "La Rioja" origin affects the image of "La Rioja" region. Data analysis on: Correlation of the British consumers' attitude towards "La Rioja" Origin and the image of "La Rioja" region Using coefficient of determination (R2) Correlation R2 Adjusted R2 Interpretation Attitude and Image 0.011 0.005 Very small positive correlation The resultant R Square 0.011 is very far from 1 which means that the correlation is not on the normal curve distribution, so, it is interpreted as very small positive correlation. In percentile (%), 1.1 is an indicator of significant differences in terms of the British consumers' attitude towards "La Rioja" origin and the image factors of "La Rioja" origin. Finally, the R square of 0.011 is not close to the adjusted R square 0.005 which means that the regression model is not fit for the data. It has a very small positive correlation which means there is a very little commonality between the variables. Findings of the Study This section brings forth the findings of this study in relation to the operational hypotheses thus negating or accepting the concepts to be true. 1. Nice, Strong taste, and long tradition of wine are the top preferences of the wine drinker customers. 2. The craft production, bitter, produced on a small scale, and sweet are the least selected categories. 3. Branded or high quality wine is also preferred by the costumers. 4. Respondents knew what is branded and high quality wine and preferred to have it but still they choose the average taste may be because it is more affordable. This is also because the respondents are not so choosy in reference to wine and age. 5. The price varies directly proportional to the region of origin. 6. The La Rioja origin has Positive feedback. 7. La Rioja origin is attractive to wine drinkers. 8. Respondents feel good about La Rioja origin. 9. The British consumer's perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin. 10. The image of "La Rioja" origin has direct influence on the British consumers' preference for "Rioja" wine. 11. The British consumers' perception of Rioja wine attributes determines their preference for wine. 12. The British consumers' attitude towards "La Rioja" origin has a direct effect on their preference for "Rioja" wine. 13. The British consumers' attitude towards "La Rioja" origin affects their perception of "Rioja" wine attributes. 14. The British consumers' attitude towards "La Rioja" origin affects their image of "La Rioja" region. Reference Bryman, Alan, and Duncan Cramer. 2001. Quantitative Data Analysis with SPSS Release 10 for Windows: A Guide for Social Scientists. London: Routledge. http://www.questia.com/PM.qsta=o&d=103318718. Leech, Nancy L., Karen C. Barrett, and George A. Morgan. 2005. SPSS for Intermediate Statistics: Use and Interpretation. Mahwah, NJ: Lawrence Erlbaum Associates. http://www.questia.com/PM.qsta=o&d=106227213. Morgan, George A., Nancy L. Leech, Gene W. Gloeckner, Karen C. Barrett, Joan Naden Clay, Laura Jensen, and Don Quick. 2004. SPSS for Introductory Statistics: Use and Interpretation. Mahwah, NJ: Lawrence Erlbaum Associates. http://www.questia.com/PM.qsta=o&d=106232242. Wells, Melissa. 2006. Making Statistics "Real" for Social Work Students. Journal of Social Work Education 42, no. 2: 397+. http://www.questia.com/PM.qsta=o&d=5016670585. Website www.washington.edu/uware/spss/docs/SPSS Brief Guide 16.0.pdf. Rets: 9/15/08 Appendices 1. Regression of Perception versus image REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS CI R ANOVA CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Perception /METHOD=ENTER Image. Model Summary a. Predictors: (Constant), Image ANOVAb a. Predictors: (Constant), Image b. Dependent Variable: Perception Coefficientsa a. Dependent Variable: Perception Variables Entered/Removedb a. All requested variables entered b. Dependent Variable: Perception 2. Regression of Image versus Preference a. All requested variables entered. b. Dependent Variable: Image ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression .066 1 .066 .334 .564a Residual 29.256 148 .198 Total 29.321 149 a. Predictors: (Constant), Preference b. Dependent Variable: Image REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS CI R ANOVA CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Perception /METHOD=ENTER Preference. 3. Regression of perception versus preference Variables Entered/Removedb Model Variables Entered Variables Removed Method 1 Preferencea . Enter a. All requested variables entered. b. Dependent Variable: Perception Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate Change Statistics R Square Change F Change df1 df2 Sig. F Change 1 .002a .000 -.007 .23635 .000 .001 1 148 .978 a. Predictors: (Constant), Preference a. Predictors: (Constant), Preference b. Dependent Variable: Perception a. Dependent Variable: Perception 4. a. Regression of Attitude versus Preference REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS CI R ANOVA CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Attitude /METHOD=ENTER Preference. Variables Entered/Removedb Model Variables Entered Variables Removed Method 1 Preferencea . Enter a. All requested variables entered. b. Dependent Variable: Attitude Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate Change Statistics R Square Change F Change df1 df2 Sig. F Change 1 .086a .007 .001 .30043 .007 1.099 1 148 .296 a. Predictors: (Constant), Preference ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression .099 1 .099 1.099 .296a Residual 13.358 148 .090 Total 13.457 149 a. Predictors: (Constant), Preference b. Dependent Variable: Attitude Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. 95% Confidence Interval for B B Std. Error Beta Lower Bound Upper Bound 1 (Constant) .974 .170 5.720 .000 .638 1.311 Preference .077 .074 .086 1.048 .296 -.069 .223 a. Dependent Variable: Attitude 4.b. Regression of Attitude versus Perception REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS CI R ANOVA CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Attitude /METHOD=ENTER Perception. Variables Entered/Removedb Model Variables Entered Variables Removed Method 1 Perceptiona . Enter a. All requested variables entered. b. Dependent Variable: Attitude a. Predictors: (Constant), Perception a. Predictors: (Constant), Perception b. Dependent Variable: Attitude Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. 95% Confidence Interval for B B Std. Error Beta Lower Bound Upper Bound 1 (Constant) 1.473 .365 4.030 .000 .751 2.195 Perception -.092 .105 -.072 -.882 .379 -.299 .114 a. Dependent Variable: Attitude 4.c. Regression of Attitude versus Image REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS CI R ANOVA CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Attitude /METHOD=ENTER Image. Variables Entered/Removedb Model Variables Entered Variables Removed Method 1 Imagea . Enter a. All requested variables entered. b. Dependent Variable: Attitude Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate Change Statistics R Square Change F Change df1 df2 Sig. F Change 1 .106a .011 .005 .29983 .011 1.695 1 148 .195 a. Predictors: (Constant), Image ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression .152 1 .152 1.695 .195a Residual 13.305 148 .090 Total 13.457 149 a. Predictors: (Constant), Image b. Dependent Variable: Attitude Read More