Survey of Student Event Behaviour - Research Paper Example

Research Report - Survey of Student Event Behaviour

1. Methodology and Use of Methodological Sources

Introduction

The methodology section provides a complete overview about the pathway identified by the researcher. The chapter specifies the research design, data collection procedures and sources, the size of the sample, data analysis, and the tools and techniques adopted to carry out the analysis. The methodology is designed to support the objective that is to identify the student’s behaviour regarding different events including their likings and other factors that have a significant impact on the decision-making processes. The current research study is based on a quantitative assessment of the opinion of students on different aspects related to their choices of attending any event.

Research Design

The research design for the current study describes the overall strategy adopted by the researcher. The research design provides a consistent and logical backup to the overall study and it also addresses the research question and problem (Creswell, 2013). The study follows a quantitative approach. The use of quantitative approach provides the researcher for incorporating different types of numerical and analytical techniques to identify the results (Watzlawik & Born, 2007). The source of the data only includes the primary source (i.e. questionnaire – Survey Strategy). A survey approach provides the opportunity to identify a sample size from a huge population and also improves the accuracy of the responses and its reliability on testing them (Gobo & Mauceri, 2014). The students of Lincoln University to build an understanding of their interests and opinions regarding the different events conduct a survey. The questionnaire includes some questions relating to demographics and other investigative questions. The demographic information involves the description about the gender, age, studies, and type of students. The other investigative questions are designed to identify the opinions regarding the sources of information, the amount that the students are willing to pay for the tickets, possible ways to buy the tickets, and others. The motive of using the investigative questions is to gather their responses and to test them on SPSS (Statistical Package for the Social Sciences).

Data Collection

The data collection process involves gathering information regarding the variables or factors in a systematic manner. The data collection process for the current study is a primary data source that is a questionnaire. The questionnaire is self-administered and constitutes of questions highlighting the factors that the researcher thinks are valid and important in making decisions regarding events. These factors are presented in a form of questions with specific options available to the respondents. The respondents of the study include students from Lincoln University who are attending different courses and belong to different types (i.e. International, European, or Local UK students).

The questions from 1-16 contain the factors that are essential to understand the behaviour of students. The major factors include the aim of the students to attend the event, activities and preference of students relating to people who they prefer to take to the events, their preferences regarding the days to visit an event, factors that students keep in mind when deciding to attend an event, and others. The questionnaire is provided to students and asked to fill it according to the options provided in the questionnaire. All the questions are close-ended, the use of close-ended questions allows the researcher to specify the answers to the appropriate questions and the respondents have to select one of them (according to their perception). The use of close-ended questions allows easy coding and interpretations (O'Rourke & Collins, 2008). The analysis of the questionnaire is done on SPSS that provides the opportunity to examine and interpret the results accurately. The results of SPSS are also easy understandable for the readers of the study. The coding of the questions and the data is also provided in separate files to allow the readers to have a look at the information gathered for the study.

Sample Size

The overall population of students studying at Lincoln University is high, and therefore, the use and identification of sample size is a crucial aspect of the analysis. The researcher uses a sample size of 100 students from Lincoln University with the adoption of random sampling. The adoption of random sampling allows the researcher to identify a representative sample from the very large population (i.e. the total number of students of Lincoln University). The students from the population have an equal chance of selection and therefore, the sample size is responsive and representative.

The selection of the sample size is also essential since the analysis include a variety of statistical measures. Each tool/statistical measure requires specific sample and the sample of 100 students can fulfil the requirement of all the tools and techniques.

Data Analysis

The data is collected through the survey, and the responses of the survey are presented in Excel. The collected data is tested on SPPS to determine its reliability and finding out relationships between different variables. The use of SPSS is mandatory in the study as it determines the level of significant relationship between different variables selected for the study. The objective of the data analysis is to find different relationships among various variables. Also, it will help in preparing a summary of the study that can be presented to the readers (Ott & Longnecker, 2008).

Tools and Techniques

Following tools and techniques are used to analyse the data that is collected to conduct a viable study.

Descriptive Statistics

Descriptive statistics are the set of descriptive coefficients that review the given set of information. It is the representation of a population or sample that can be used to measure the central of tendency, dispersion, and variability (Loewen & Plonsky, 2015). Descriptive statistics is used as a tool in the study to measure different coefficients included in it.

Tables and Graphs

Tables and graphs are used to present the data in the simplest form. The graphical representation is a technique that can be easily understood by every individual who intends to tackle some important points from the study. The technique is used to show the graphical representation of the collected data to provide a clear and concise view to the reader (Slyke, 2015).

Cross Tabulations

It comprises of two or more variables in a single table that can be used to compare the results of the collected data . It is used in this study to present the data in a common distribution table.

2. Analysis, evaluation and interpretation

Reliability

Scale: ALL VARIABLES

The initial test of the analysis includes the reliability testing that signifies the overall consistency and reliability of the measure (currently the questionnaire). The results of reliability statistics for a questionnaire must be greater than .70 if not then the tests and other statistical measures cannot be applied (Field, 2013). The results of the reliability highlight the level of consistency of the responses and also explain that the respondents understood the questions or not.

Case Processing Summary

N

%

Cases

Valid

Excluded

Total

100

0

100

100.0

.0

100.0

a. List wise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha

N of Items

.959

16

The results of the current reliability statistics show a value of .959 that is greater than .70 standard reliability statistic value. The results also highlight that the researcher can further test the data to identify the factors that have an impact on the overall impact on student's event behaviour.

Frequencies

Statistics

Gender

Age

Studying

Type of Student

N

Valid

Missing

100

0

100

0

100

0

100

0

Mean

1.9600

2.5200

3.5900

2.0000

Median

2.0000

2.0000

3.0000

2.0000

Mode

2.00

2.00

2.00a

2.00

Std. Deviation

.79035

1.09618

1.81517

.79137

Frequencies of four demographic questions were conducted the results depict that the mean value of gender is 1.96 which means that the average is close to 2. It reflects that most of the participants are males. The value of standard deviation is 0.79035 which means the variation in the responses is low. The mean value of age is 2.52 reflecting that most of the participants belongs to the age group of 21-40 and 41-60. The mean value of year of studying is 3.59, which means that most of the participants belonged to third and fourth year. The standard deviation of both age and year of studying is above 1 reflecting that the variation between the responses is high. The average value of type of student is 2.00 which means that the most of the participants were EU students whereas, its standard deviation is 0.79137 reflecting low level of spread among the responses .

Frequency Table

Frequency table is used to summarize the data and depict the number of times a value has occurred .

Gender

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

1.00

2.00

3.00

33

38

29

33.0

38.0

29.0

33.0

38.0

29.0

33.0

71.0

100.0

Total

100

100.0

100.0

From the frequency table of gender it is noted that 33% of the participant were females and 38% were males. 29% of the participants preferred not to say their age. From the table is also observed that most of the participant were males.

Age

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

1.00

2.00

3.00

4.00

22

29

24

25

22.0

29.0

24.0

25.0

22.0

29.0

24.0

25.0

22.0

51.0

75.0

100.0

Total

100

100.0

100.0

The frequency table of age shows that 22% belongs to the age bracket of 20 years or less, 29% belongs to 21 to 40 years, 24% belongs to 41 to 60 years, and 25% belongs to more than 60 years age bracket. The participants belonging to the age group of 21 to 40 years were more in number.

Studying

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

1.00

2.00

3.00

4.00

5.00

6.00

15

22

14

9

18

22

15.0

22.0

14.0

9.0

18.0

22.0

15.0

22.0

14.0

9.0

18.0

22.0

15.0

37.0

51.0

60.0

78.0

100.0

Total

100

100.0

100.0

The above table is for the frequencies of the years of studying. 15% are of 1st year, 22% are of 2nd year, 14% are of 3rd year, 9% are of fourth year, 18% are doing masters, and 22% are doing doctorate. It shows that the highest number of participants were the students of 2nd year and doctorate.

Type of Student

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

1.00

2.00

3.00

31

38

31

31.0

38.0

31.0

31.0

38.0

31.0

31.0

69.0

100.0

Total

100

100.0

100.0

The frequency table of the type of students shows that 38% of the students were from EU and both local UK student and international students were 31% each of the total number of participants.

Pie Chart

The pie chart for gender shows that 38% are males, 33% are females, and 29% are those participants who do not prefer to tell their gender.

The pie chart of age reflects that 29% of the participants belong to the age group of 21-40 and 25% belongs to the age group of 60 or more. The participants belonging to the age group of 41-60 and 20 or less are 24% and 22%, respectively.

The years of studying pie chart reflects that 22% is the highest number of percentage which represents the students of 2nd year and doctorate. 15%, 14%, 9%, and 18% of the participant were the students of 1st year, 3rd year, 4th year, and medical, respectively.

38% which is the biggest portion in the chart represents that most of the student are from EU. The number of UK local and international students are same and constitute to 31% each.

Descriptives

Descriptive Statistics

N

Minimum

Maximum

Mean

Std. Deviation

Price

100

1.00

3.00

1.8000

.73855

Deciding Factor

100

1.00

5.00

2.8200

1.31333

Type of Event

100

1.00

5.00

3.0800

1.44026

Transport

100

1.00

5.00

3.4100

1.51154

Days

100

1.00

5.00

3.6000

1.51757

Accommodation

100

1.00

5.00

4.1000

1.31426

Area of Interest

100

1.00

5.00

4.4100

1.09263

Plan

100

1.00

5.00

2.5000

1.16775

Valid N (listwise)

100

The above table is of descriptive of the variables. Plan is the independent variable whereas all the other factors are dependent variables. The mean value of price is 1.8 which is close to 2 showing that most of the participants are willing to pay £21 – 40 to go to an event. The standard deviation of price that is 0.73855 which is less than 1 reflects that the variation in the responses is low. The mean value of the deciding factor is 2.8 which means that the reason to go to an event is because of the people who participate with you together. The type of event is also of great importance and it is noted that most of the participant are interested in going to a food exhibition. The exhibition place is located in the bustling city areas is the most common answer that is reflected from the value of mean that is 3.41. The results show that most of the participant will go anytime and would prefer to accommodate himself or herself at guesthouse, it is reflected by their mean values that is 3.60 and 4.10, respectively. A professional degree event is the area of interest of most of the participant. The average value of plan is 2.50 which means that the respondents often plan to go to an event. The standard deviation of all the factors other than price is above 1 which means that there is higher variation in the responses.

Cross tabulation

Cross tabulation is also included in determining the summary of the categorical data in order to identify and develop the contingency tables for the study . The cross tabulation is used on the basis of Chi-Square tests on SPSS. The value of the significance in Chi Square analysis must be lower than .05 to state and conclude that a significant relationship is present between the variables of the study. The cross tabulation on an individual basis is carried out to specify the individual relationship between the dependent and independent variables. The results of the cross tabulation show that there is a significant impact of the price of tickets and the intention to attend the event (since Sig. is .000).

Case Processing Summary

Cases

Valid

N

Plan * Price

100

100.0%

0

0.0%

The case-processing summary provides that the total valid responses gathered from the respondents are 100 and none of the responses are missing (total 100 percent the researcher gathers perfect responses).

Plan * Price Cross tabulation

Count

Price

1.00

Total

2.00

Plan

1.00

2.00

3.00

4.00

5.00

11

18

10

0

0

12

13

11

6

0

0

0

3

11

5

23

31

24

17

5

Total

39

42

19

100

Chi-Square Tests

Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

61.656a

8

.000

Likelihood Ratio

66.193

8

.000

Linear-by-Linear Association

35.322

1

.000

N of Valid Cases

100

The relationship between the deciding factors identified by the researcher and the intention to attend the event also have a significant relationship (Sig is .000).

Case Processing Summary

Cases

Valid

N

Plan * Deciding Factor

100

100.0%

0

0.0%

Plan * Deciding Factor Cross tabulation

Count

Deciding Factor

1.00

Total

2.00

Plan

1.00

2.00

3.00

4.00

5.00

6

12

0

0

0

17

11

0

0

0

0

8

14

0

0

0

0

10

8

0

0

0

0

9

5

23

31

24

17

5

Total

18

28

22

18

14

100

Chi-Square Tests

Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

153.634a

16

.000

Likelihood Ratio

166.668

16

.000

Linear-by-Linear Association

72.577

1

.000

N of Valid Cases

100

The in-depth analysis of chi-square shows that all the independent variables have a significant impact on the intention/plan of students to visits or attend the event. The results of the cross tabulations are provided in the appendix.

Regression

Assumption and Justifications

If p-value/ Sig. is < .05

There is a significant relationship

If p-value/ Sig. is > .05

There is an insignificant relationship

If R Square and Beta value < .30

Weak relationship between variables

.30 < Beta <.70

Moderate relationship between variables

Beta > .70

Strong relationship between variables

Regression analysis is carried out to identify the role of the area of interest f students, deciding factors, transportation, accommodation, event type, days of the visit, and prices of the tickets on the actual plan of deciding whether to visit the event or not.

Variables Entered/Removed

Model

Variables Entered

Variables Removed

Method

1

Area of Interest, Price, Deciding Factor, Transport, Accommodation, Type of Event, Days

.

Enter

a. Dependent Variable: Plan

b. All requested variables entered.

The variables entered/removed illustrate the independent and dependent variable. For the current regression analysis, the dependent variable is Plan whereas, the independent variables include the price of tickets, the area of interest, and others mentioned above.

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.878a

.770

.753

.58091

a. Predictors: (Constant), Area of Interest, Price, Deciding Factor, Transport, Accommodation, Type of Event, Days

b. Dependent Variable: Plan

Model Summary table provides the level or degree of relationship between the variables of the study. The R Square value of the table shows a value of .770 that is greater than .70, and therefore, the overall relationship between the variables is highly positive (mentioned in the assumptions and justification table). The relationship signifies that the increase in any of the independent variable would result in an increase in the dependent variable.

ANOVA

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

Residual

Total

103.954

31.046

135.000

7

92

99

14.851

.337

44.007

.000b

a. Dependent Variable: Plan

b. Predictors: (Constant), Area of Interest, Price, Deciding Factor, Transport, Accommodation, Type of Event, Days

The ANOVA table identifies the level of significance between the variables and the results show a value of .000. The value of Sig. is less than the standardized significance value of .05, and therefore, the overall relationship is also proved. The coefficient table of regression highlights the in-depth understanding of the individual relationship between the dependent and independent variables. The graphs including the histogram and Normal P-Plot show that the data is scattered, and there is some level of relationship between the variables.

3. Conclusions/recommendations

The analysis of different factors that have a possible impact on the student's behaviour reveals that all the independent variables have a significant relationship. The results specify that the use of effective promotional, pricing and some other important factors can help the markers to attract new students to visit the event.

The results show that the responses to most of the questions of variables had had high variation which indicates that different participants had different views and no particular opinion related to the variables can be computed. The results also help to determine that the prices and costs of the tickets are the most significant contributor to student's behaviour. The results show that the main factors that have the most significant and high level of relationship are the deciding factors (cost of tickets, and other items), and the prices of tickets available to students have the highest level of relationship with the decision-making ability. If the prices of the ticket are low then the students will prefer to visit the event and if the prices are high then they would not like to attend such events.

Based on the analysis it can be concluded that the behaviour of students is negatively influenced with the accommodation expenditure, days of the event and type of event. The conclusions can be made that prices, deciding factors, transport, and area of interest have a positive and low to the moderate level relationship, except deciding factors that have a high-level relationship with the plan of students to visit the event.