# MKTG801 MULTIVARIATE ANALYSIS AND EXPERIMENTAL DESIGN- Assignment THREE –DATA ANALYSIS

MKTG801 MULTIVARIATE ANALYSIS AND EXPERIMENTAL DESIGN

SEMESTER Two, 2018

Assignment THREE –DATA ANALYSIS

Worth – 50%

You have been provided withthe data file. For a number of the questions in this exercise you are required to run the SPSS analysis, interpret and report the results. These should be formatted as you would present them in an academic research report (including an alternativehypothesis for each analysis). __________________________________________________________________________

***** Submission Requirement *****

Submission: AUT Online- Assessment Submission- Assessment 3

Due date: Saturday, 3 November– 3 pm

Write up the results of each exercise, providing appropriate tables (or graphs) and written commentary for each exercise. To your written report, attach a set of the SPSS printouts you have produced (presented as a tidy Appendix).

** Based on your class number (you could check it from AUT online), please delete 5 cases based on your class number. (For example, if your class number is 1[2/3/../6/..], you MUST delete case ID 1-5 [11-15/21-25/…/51-55/..]). So, each student will use a different data set.

A marketing researcher wants to examine the moderating role that brand awareness plays in the relationship between price presentation (i.e., precise price vs. rounded price) and attitude toward brand X (1= very bad/not at all positive, 9 = very good/very positive). The mediator is the ease of processingprice information (1= easy to process price information, 9 = difficult to process price information). Mood (1= bad mood, 9 = good mood) is also measured. Same size was 309.

Conceptual Model:

(i) Conduct analysis,

(ii) Report results &

(iii) Write an implication of results using the conclusions from your data analysis.

Appendix for results of SPSS & SPSS syntax

#1: Conduct ANOVA (The impact of IV on DV: IV -> DV) (5 points)

#2: Conduct mediation analysis (IV-> mediator [ease to process price information] -> DV) with Hayes method.  (5 points)

#3: Conduct “Reverse mediation test” for above analysis #2 with Hayes method (5 points)

#4: Test mood as an alternative explanationfor mediator (ease to process price information). (5 points).

#5: Test moderation effect: (The moderating role of brand awareness on the impact of IV on DV) (5 points)

#6.Conduct planned contrast for #5. Examine the impact of IV on DV across two levels of brand awareness (5 points)

#7: Conduct mediated moderation model (the conceptual model above) with Hayes method (5 points)

#8: Based on reading of Kim et al (2018, AMJ), please evaluate the analyses above [Is it good or bad approach? Why?]. (5 points)

Kim, J., Hwang, E., Phillips, M., Jang, S., Kim, J. E., Spence, M. T., & Park, J. (2018). Mediation analysis revisited: Practical suggestions for addressing common deficiencies. Australasian Marketing Journal, 26(1), 59-64.

** Do not use MANOVA. Use the average of multiple DVs.

Marking guide forReport Formatting (10 points)

These analyses and results should be formatted as you would present them in an academic research report. Your report formatting will be evaluated based on the criteria below.