Stacie Moore

August 29, 2018

MKTG 376
Homework #1

1. Provide a table with type of music and % of users.

Type
Frequency Percent Valid Percent Cumulative Percent

Valid country 38 22.9 22.9 22.9

hip hop/rap 23 13.9 13.9 36.7

International 3 1.8 1.8 38.6

indie/folk 13 7.8 7.8 46.4

Latin 3 1.8 1.8 48.2

pop 20 12.0 12.0 60.2

R&B/soul 25 15.1 15.1 75.3

rock 41 24.7 24.7 100.0

Total 166 100.0 100.0

2. What is the most common type of social media platform?

Facebook is the most common type of social media platform used as 60.1%.

3. Not counting non-users, what is the most common category for Media- Social Media?

On average, people say they are on social media one to two hours a day.

4. Not counting non-users, what is the middle most category for Media - Watching
Television?

About half (56%) the people watch two to three hours less than the other half.

5. What % of respondents were Female? %Male?

33.5% are males and 64.5% are female.

6. Provide the value and % of users for each of the education levels.

The highest education that I've completed:

Frequency Percent Valid Percent Cumulative Percent

Valid Less than high school 7 4.2 4.2 4.2

High school graduate 43 25.9 25.9 30.1

Some 40 24.1 24.1 54.2

college

2 year 23 13.9 13.9 68.1

degree

Bachelor's degree 40 24.1 24.1 92.2

Graduate degree 13 7.8 7.8 100.0

Total 166 100.0 100.0

7. What % were Never married? % Married?

42.2% were never married, 43.4% were married, and 13.4% were either widowed,
divorced or separated.
8. Provide the % of respondents by number of children under 18.

Num_Child
Frequency Percent Valid Percent Cumulative Percent

Valid 0 98 59.0 59.0 59.0

1 34 20.5 20.5 79.5

2 17 10.2 10.2 89.8

3 15 9.0 9.0 98.8

4 1 .6 .6 99.4

5 1 .6 .6 100.0

Total 166 100.0 100.0

9. What is the Average birth year? Assuming this data was collected in 2018, how old is the
youngest and oldest respondent?

The mean year is 1978. The oldest respondent is 66 and the youngest respondent is 18.

10. Show the bar graph with the curve for Purchase Likelihood. Report from the statistics
table – the mean, skewness and kurtosis. Indicate what the sign (+ or -) of skewness and
kurtosis mean.
The data is slightly positively skewed. The data also has a negative kurtosis value, so it does
not peak at a specific number.

GET
FILE='C:\Users\Stacie\Downloads\0001376TurkPrime Social Media Data (1).sav'.
DATASET NAME DataSet1 WINDOW=FRONT.
FREQUENCIES VARIABLES=MusicType Platform Media_Media_Social_Media QID72_MediaUsage_1
MusicStreaming
EMPLOY Media_Media_TV Female EDUC MARITAL Ethnicity
/STATISTICS=MEDIAN MODE
/PIECHART FREQ
/ORDER=ANALYSIS.

Frequencies

Notes
Output Created 26-AUG-2018 15:15:44

Comments

Input Data C:\Users\Stacie\Downloads\0001376T

urkPrime Social Media Data (1).sav

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 166

Missing Value Handling Definition of Missing User-defined missing values are

treated as missing.

Cases Used Statistics are based on all cases with

valid data.
Syntax FREQUENCIES

VARIABLES=MusicType Platform

Media_Media_Social_Media

QID72_MediaUsage_1

MusicStreaming

EMPLOY Media_Media_TV Female

EDUC MARITAL Ethnicity

/STATISTICS=MEDIAN MODE

/PIECHART FREQ

/ORDER=ANALYSIS.

Resources Processor Time 00:00:05.20

Elapsed Time 00:00:02.91

[DataSet1] C:\Users\Stacie\Downloads\0001376TurkPrime Social Media Data (1).sav

Statistics
Platform Times per

day - [QID13-

ChoiceGroup- Media - Listening to

Type Platform Media - Social Media SelectedChoices] Music Streaming

N Valid 166 166 166 166 163

Missing 0 0 0 0 3

Median 6.00 1.00 3.00 6.00 2.00

Mode 8 1 3 6 0

Statistics
Media - Watching The highest education

My employment status: Television My gender: that I've completed: My Marital status:

N Valid 166 166 166 166 166

Missing 0 0 0 0 0

Median 2.00 4.00 1.00 3.00 2.00

Mode 1 4 1 2 2

Statistics
Ethnicity - Selected Choice

N Valid 166

Missing 0
Median 6.00

Mode 6

Frequency Table

Type
Frequency Percent Valid Percent Cumulative Percent

Valid country 38 22.9 22.9 22.9

hip hop/rap 23 13.9 13.9 36.7

International 3 1.8 1.8 38.6

indie/folk 13 7.8 7.8 46.4

Latin 3 1.8 1.8 48.2

pop 20 12.0 12.0 60.2

R&B/soul 25 15.1 15.1 75.3

rock 41 24.7 24.7 100.0

Total 166 100.0 100.0

Platform
Frequency Percent Valid Percent Cumulative Percent

Valid Facebook 101 60.8 60.8 60.8

Google+ 2 1.2 1.2 62.0

Instagram 20 12.0 12.0 74.1

Pinterest 3 1.8 1.8 75.9

Reddit 1 .6 .6 76.5

Snapchat 5 3.0 3.0 79.5

Tumblr 2 1.2 1.2 80.7

Twitter 10 6.0 6.0 86.7

LinkedIn 2 1.2 1.2 88.0

Youtube 20 12.0 12.0 100.0

Total 166 100.0 100.0

 Media - Social Media
Frequency Percent Valid Percent Cumulative Percent

Valid Do Not use 11 6.6 6.6 6.6

Less than 30 minutes 24 14.5 14.5 21.1

30 minutes to 1 hour 29 17.5 17.5 38.6

1 to 2 hours 31 18.7 18.7 57.2

2 to 3 hours 28 16.9 16.9 74.1

3 to 4 hours 21 12.7 12.7 86.7

4 to 6 hours 7 4.2 4.2 91.0

More than 6 hours 15 9.0 9.0 100.0

Total 166 100.0 100.0

Platform Times per day - [QID13-ChoiceGroup-SelectedChoices]

Frequency Percent Valid Percent Cumulative Percent

Valid Never 7 4.2 4.2 4.2

A few times a month 9 5.4 5.4 9.6

About once a week 10 6.0 6.0 15.7

Several times a week 15 9.0 9.0 24.7

About once 20 12.0 12.0 36.7

a day

Several times 105 63.3 63.3 100.0

a day

Total 166 100.0 100.0

Media - Listening to Music Streaming

Frequency Percent Valid Percent Cumulative Percent

Valid Do Not use 44 26.5 27.0 27.0

Less than 30 minutes 26 15.7 16.0 42.9

30 minutes to 1 hour 29 17.5 17.8 60.7

1 to 2 hours 21 12.7 12.9 73.6

2 to 3 hours 18 10.8 11.0 84.7

3 to 4 hours 8 4.8 4.9 89.6

4 to 6 hours 9 5.4 5.5 95.1

More than 6 hours 8 4.8 4.9 100.0

Total 163 98.2 100.0

Missing System 3 1.8

Total 166 100.0

My employment status:
Frequency Percent Valid Percent Cumulative Percent

Valid Employed full time 73 44.0 44.0 44.0

Employed part time 16 9.6 9.6 53.6

Unemployed, looking for work 22 13.3 13.3 66.9

Unemployed, not looking for work 16 9.6 9.6 76.5

Student 8 4.8 4.8 81.3

Disabled 14 8.4 8.4 89.8

Retired 17 10.2 10.2 100.0

Total 166 100.0 100.0

Media - Watching Television

Frequency Percent Valid Percent Cumulative Percent

Valid Do Not use 12 7.2 7.2 7.2

Less than 30 minutes 10 6.0 6.0 13.3

30 minutes to 1 hour 18 10.8 10.8 24.1

1 to 2 hours 23 13.9 13.9 38.0

2 to 3 hours 30 18.1 18.1 56.0

3 to 4 hours 27 16.3 16.3 72.3

4 to 6 hours 25 15.1 15.1 87.3

More than 6 hours 21 12.7 12.7 100.0

Total 166 100.0 100.0

My gender:
Frequency Percent Valid Percent Cumulative Percent

Valid Male 59 35.5 35.5 35.5

Female 107 64.5 64.5 100.0

Total 166 100.0 100.0

 The highest education that I've completed:
Frequency Percent Valid Percent Cumulative Percent

Valid Less than high school 7 4.2 4.2 4.2

High school graduate 43 25.9 25.9 30.1

Some 40 24.1 24.1 54.2

college

2 year 23 13.9 13.9 68.1

degree

Bachelor's degree 40 24.1 24.1 92.2

Graduate degree 13 7.8 7.8 100.0

Total 166 100.0 100.0

My Marital status:
Frequency Percent Valid Percent Cumulative Percent

Valid Never married 70 42.2 42.2 42.2

Married 72 43.4 43.4 85.5

Widowed 2 1.2 1.2 86.7

Divorced 19 11.4 11.4 98.2

Separated 3 1.8 1.8 100.0

Total 166 100.0 100.0

Ethnicity - Selected Choice

Frequency Percent Valid Percent Cumulative Percent

Valid Black or African American 24 14.5 14.5 14.5

Hispanic or Latino 14 8.4 8.4 22.9

Asian 14 8.4 8.4 31.3

White 112 67.5 67.5 98.8

Mixed 1 .6 .6 99.4

Prefer not to answer 1 .6 .6 100.0

Total 166 100.0 100.0

Pie Chart
GET
FILE='C:\Users\Stacie\Documents\MKTG376\0001376TurkPrime Social Media Data (1).sav'.
DATASET NAME DataSet1 WINDOW=FRONT.
FREQUENCIES VARIABLES=Q4_1 Q4_4 Q4_5 NUM_CHILD BirthYEAR
/STATISTICS=STDDEV VARIANCE MEAN MEDIAN MODE SKEWNESS SESKEW KURTOSIS SEKURT
/HISTOGRAM NORMAL
/ORDER=ANALYSIS.

Frequencies

Notes
Output Created 27-AUG-2018 07:51:31

Comments

Input Data C:\Users\Stacie\Documents\MKTG37

6\0001376TurkPrime Social Media

Data (1).sav

Active Dataset DataSet1

Filter <none>

Weight <none>
 Split File <none>

N of Rows in Working Data File 166

Missing Value Handling Definition of Missing User-defined missing values are

treated as missing.

Cases Used Statistics are based on all cases with

valid data.

Syntax FREQUENCIES VARIABLES=Q4_1

Q4_4 Q4_5 NUM_CHILD BirthYEAR

/STATISTICS=STDDEV VARIANCE

MEAN MEDIAN MODE SKEWNESS

SESKEW KURTOSIS SEKURT

/HISTOGRAM NORMAL

/ORDER=ANALYSIS.

Resources Processor Time 00:00:05.05

Elapsed Time 00:00:01.76

[DataSet1] C:\Users\Stacie\Documents\MKTG376\0001376TurkPrime Social Media Data (1).sav

Statistics
Indicate to what

degree you Indicate how

agree/disagree: It is Important to your

worth going to decision to attend is

Coachella for the Beyonce performing I would NOT attend

groups other than the at Coachella in Coachella if it is live My birth year

headliner 2019? streamed Num_Child (YYYY).

N Valid 166 166 166 166 166

Missing 0 0 0 0 0

Mean 3.59 4.37 4.80 .73 1978.33

Median 4.00 6.00 5.00 .00 1981.00

Mode 1a 7 7 0 1971

Std. Deviation 1.888 2.555 1.986 1.068 13.445

Variance 3.565 6.526 3.946 1.141 180.766

Skewness -.115 -.166 -.431 1.423 -.420

Std. Error of Skewness .188 .188 .188 .188 .188

Kurtosis -1.403 -1.781 -1.212 1.343 -1.021

Std. Error of Kurtosis .375 .375 .375 .375 .375

a. Multiple modes exist. The smallest value is shown

Frequency Table

Indicate to what degree you agree/disagree: It is worth going to Coachella for the
groups other than the headliner
Frequency Percent Valid Percent Cumulative Percent

Valid Strongly disagree 38 22.9 22.9 22.9

2 20 12.0 12.0 34.9

3 17 10.2 10.2 45.2

4 22 13.3 13.3 58.4

5 38 22.9 22.9 81.3

6 28 16.9 16.9 98.2

Strongly agree 3 1.8 1.8 100.0

Total 166 100.0 100.0

Indicate how Important to your decision to attend is Beyonce performing at Coachella in

2019?
Frequency Percent Valid Percent Cumulative Percent

Valid Not at all important 34 20.5 20.5 20.5

2 29 17.5 17.5 38.0

3 12 7.2 7.2 45.2

4 7 4.2 4.2 49.4

6 18 10.8 10.8 60.2

Extremely important 66 39.8 39.8 100.0

Total 166 100.0 100.0

What is the Probability you will buy a ticket to Cochella in 2019 ? PL 0 to 10

Frequency Percent Valid Percent Cumulative Percent
Valid 0 - No chance, almost no chance [0 17 10.2 10.2 10.2

in 100]

1 - Very slight possibility [1 chance in 16 9.6 9.6 19.9

10]

2 - Slight possibility [2 chances in 10] 13 7.8 7.8 27.7

3 - Some possibility [3 chances in 10] 16 9.6 9.6 37.3

4 - Fair possibility [4 chances in 10] 19 11.4 11.4 48.8

5 - Fairly good possibility [5 chances 18 10.8 10.8 59.6

in 10]

6 - Good possibility [6 chances in 10] 12 7.2 7.2 66.9

7 - Probable [7 chances in 10] 11 6.6 6.6 73.5

8 - Very probably [8 chances in 10] 20 12.0 12.0 85.5

9 - Almost sure [9 chances in 10] 11 6.6 6.6 92.2

10 - Certain, practically certain [99 13 7.8 7.8 100.0

chances in 100]

Total 166 100.0 100.0

I would NOT attend Coachella if it is live streamed

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 6.0 6.0 6.0

2 17 10.2 10.2 16.3

3 30 18.1 18.1 34.3

4 9 5.4 5.4 39.8

5 19 11.4 11.4 51.2

6 36 21.7 21.7 72.9

Strongly agree 45 27.1 27.1 100.0

Total 166 100.0 100.0

Num_Child
Frequency Percent Valid Percent Cumulative Percent

Valid 0 98 59.0 59.0 59.0

1 34 20.5 20.5 79.5

2 17 10.2 10.2 89.8

3 15 9.0 9.0 98.8

4 1 .6 .6 99.4
 5 1 .6 .6 100.0

Total 166 100.0 100.0

My birth year (YYYY).

Frequency Percent Valid Percent Cumulative Percent

Valid 1952 1 .6 .6 .6

1953 3 1.8 1.8 2.4

1954 3 1.8 1.8 4.2

1955 3 1.8 1.8 6.0

1956 4 2.4 2.4 8.4

1957 6 3.6 3.6 12.0

1958 3 1.8 1.8 13.9

1959 3 1.8 1.8 15.7

1960 1 .6 .6 16.3

1961 3 1.8 1.8 18.1

1962 3 1.8 1.8 19.9

1964 1 .6 .6 20.5

1965 1 .6 .6 21.1

1966 1 .6 .6 21.7

1967 1 .6 .6 22.3

1968 2 1.2 1.2 23.5

1969 3 1.8 1.8 25.3

1970 3 1.8 1.8 27.1

1971 9 5.4 5.4 32.5

1972 1 .6 .6 33.1

1973 5 3.0 3.0 36.1

1974 2 1.2 1.2 37.3

1975 2 1.2 1.2 38.6

1976 5 3.0 3.0 41.6

1977 3 1.8 1.8 43.4

1978 2 1.2 1.2 44.6

1979 3 1.8 1.8 46.4

1980 4 2.4 2.4 48.8

1981 4 2.4 2.4 51.2

1982 4 2.4 2.4 53.6

1983 4 2.4 2.4 56.0

 1984 5 3.0 3.0 59.0

1985 3 1.8 1.8 60.8

1986 4 2.4 2.4 63.3

1987 6 3.6 3.6 66.9

1988 5 3.0 3.0 69.9

1989 8 4.8 4.8 74.7

1990 7 4.2 4.2 78.9

1991 6 3.6 3.6 82.5

1992 5 3.0 3.0 85.5

1993 5 3.0 3.0 88.6

1994 3 1.8 1.8 90.4

1995 7 4.2 4.2 94.6

1996 3 1.8 1.8 96.4

1997 1 .6 .6 97.0

1998 1 .6 .6 97.6

1999 3 1.8 1.8 99.4

2000 1 .6 .6 100.0

Total 166 100.0 100.0

Histogram