Research Analysis

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

Valid Student 176 88.0 88.0 88.0

Teacher 24 12.0 12.0 100.0

Total 200 100.0 100.0

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

Valid Bengali 177 88.5 88.5 88.5

English 23 11.5 11.5 100.0

Total 200 100.0 100.0

Cross tabulation

Gender * Age Crosstabulation

Count

Age

16-18 18-20 20+ Total

Gender Male 51 40 17 108
Female 37 36 19 92
Total 88 76 36 200

Gender * Occupation Crosstabulation

Count

Occupation

Student Teacher Total

Gender Male 101 7 108
Female 75 17 92
Total 176 24 200

Gender * Educational Qualification Crosstabulation

Count

Educational Qualification

JSC SSC HSC Honours Total

Gender Male 13 26 48 21 108
Female 8 25 34 25 92
Total 21 51 82 46 200

Gender * Version Crosstabulation

Count

Version

Bengali English Total

Gender Male 95 13 108
Female 82 10 92
Total 177 23 200
Pie charts

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

Majority of the sample were students (88.00%)

Educational Qualification

Majority of the sample were HSC students (41.00%) and majority group is from SSC
students (25.50%)
Version

Majority of the respondents were Bangla version (88.50%)

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.

KMO and Bartlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .645

Bartlett's Test of Sphericity Approx. Chi-Square 1061.876

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

Contents1 1.000 .466

Contents2 1.000 .533

Contents3 1.000 .427

Contents4 1.000 .304

Contents5 1.000 .354

Quality1 1.000 .460

Quality2 1.000 .510

Quality3 1.000 .351

Quality4 1.000 .528

Quality5 1.000 .422

Digital_Features1 1.000 .571

Digital_Features2 1.000 .659

Digital_Features3 1.000 .675

Digital_Features4 1.000 .443

Digital_Features5 1.000 .276

Brand_Value1 1.000 .742

Brand_Value2 1.000 .784

Brand_Value3 1.000 .443

Brand_Value4 1.000 .223

Brand_Value5 1.000 .317

Extraction Method: Principal Component

Analysis.

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

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings
% of Cumulative % of % of Cumulative
Component Total Variance % Total Variance Cumulative % Total Variance %
1 3.627 18.133 18.133 3.627 18.133 18.133 2.796 13.982 13.982
2 2.327 11.637 29.770 2.327 11.637 29.770 2.335 11.673 25.656
3 1.771 8.853 38.622 1.771 8.853 38.622 2.198 10.991 36.647
4 1.763 8.814 47.436 1.763 8.814 47.436 2.158 10.789 47.436
5 1.271 6.357 53.793

6 1.135 5.675 59.468

7 1.022 5.110 64.578

8 .962 4.808 69.386

9 .936 4.680 74.066

10 .756 3.782 77.848

11 .732 3.658 81.505

12 .670 3.352 84.857

13 .608 3.042 87.899

14 .484 2.418 90.317

15 .423 2.113 92.430

16 .375 1.875 94.306

17 .341 1.706 96.012

18 .306 1.532 97.544

19 .264 1.318 98.862

20 .228 1.138 100.000

Extraction Method: Principal Component Analysis.

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

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

Contents5 .420 .418

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

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
Here in this rotation component matrix it can see contents5 (choice of words) is showing in
two tables so I have considered it as error. In addition, Digital_Features5 (market positioning)
also showed no value in this matrix, thus, it has been considered as error. I have removed
these values for getting correct measurement.

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

In statistical modeling, regression analysis is a statistical process for estimating the

relationships among variables. It includes many techniques for modeling and analyzing
several variables, when the focus is on the relationship between a dependent variable and one
or more independent variables.
 R-Square Table

Model Summary

Change Statistics

Adjusted R Std. Error of the R Square F Sig. F

Model R R Square Square Estimate Change Change df1 df2 Change
a
1 .589 .347 .334 .47024 .347 25.696 4 193 .000

a. Predictors: (Constant), Brand_value, Digital_Features, Contents, Quality

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.

Analysis of Variance (ANOVA)

Analysis of variance (ANOVA) is a collection of statistical models used to analyze the
differences among group means and their associated procedures (such as "variation" among
and between groups), developed by statistician and evolutionary biologist Ronald Fisher.
b
ANOVA

Model Sum of Squares df Mean Square F Sig.

a
1 Regression 22.729 4 5.682 25.696 .000

Residual 42.678 193 .221

Total 65.407 197

a. Predictors: (Constant), Brand_value, Digital_Features, Contents, Quality

b. Dependent Variable: EUS

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 .068 .052 .083 1.310 .192

Quality .304 .054 .352 5.582 .000
Digital_Features .203 .045 .269 4.547 .000
Brand_value .189 .059 .198 3.234 .001
a. Dependent Variable: EUS

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.