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MarketingResearchComprehensiveReport

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MarketingResearchComprehensiveReport

  1. 1. 1 Raj Soin College of Business Social Media Evaluation Prepared for: Dr. Swani MKT 3500-01 December 5, 2014 Evan Druffel, Amber Reading, Courtland Thomas, Brittany Davis and Emily Lesniak
  2. 2. 2 Table of Contents Page # Executive Summary ………………. 3-4 Introduction ………………. 4-5 Methodology ………………. 5-7 Analysis/Results ………………. 7-14 Limitations/Bias ………………. 14-16 Appendix ………………. 17-45
  3. 3. 3 Executive Summary This report was written and designed to provide useful and relevant data regarding the usage of social media among students of the Raj Soin College of Business. The purpose of said report is to establish differences between the information sought by seniors and freshmen/sophomores on the social media pages of the Raj Soin College of Business. The following report touches specifically on themes which seniors and freshmen/sophomores of the college of business would like to see presented on the Facebook and Twitter pages for the Raj Soin College of Business. More specifically, the report divulges details regarding what sorts of tips and career related information students think would be useful and or helpful to other students of the business college. Senior business students would like to see the following on social media sites; tips on professional exposure such as how to properly use sites such as LinkedIn, tutoring information and networking possibilities that could lead to future employment or connections with other business professionals in their field of choice. The report also touches upon themes the freshmen and sophomore business students felt were important such as interview tips, making the Facebook and twitter pages more faculty related and improving the source in which the pages are perceived. According to the freshmen and sophomores involved with our research, when viewing the Facebook page it appeared that the page was more oriented on Dean Li herself rather than school of business activities or students. After analyzing and reviewing all of the research collected, we found that the majority of respondents and participants were users of the Facebook and twitter; however, the majority of senior and non-senior respondents believed that the Raj Soin Facebook page should be more student oriented rather than focusing on Di. The research also suggests that the Raj Soin College
  4. 4. 4 of Business should focus efforts on giveaways, contests and events that engage students in future and current events related to the business school. Further recommendations for the Business school include changing the perceived image of the page to focus more on students rather than an individual such as the dean. Introduction Over the past twenty five years, advancements in technology have been changing the way we live our everyday lives. Recent advancements in mobile technology and other social media outlets have changed the way people approach day to day schedules and activities; but even more importantly, it’s changed the way we do business. As students of the Raj Soin College of Business we are conducting research to better understand how these advancements in technology are affecting us and how we can use them to our advantage. More specifically, the objective or motivation for our research is to increase and create awareness among the Raj Soin College of Business’s social media outlets like Facebook and Twitter. We have chosen to conduct our initial research via two focus groups and a survey; one focus group will consist of seniors and one of freshman and sophomores. The survey will be sent out to all members of the Raj Soin College of Business. The point of conducting each focus group is to develop and gather initial exploratory information about the social media usage of our participants. The goal of our research is to effectively learn what increases and decreases social awareness on Facebook and Twitter among both seniors and freshmen/sophomores of Raj Soin College of Business. We are also hoping to discover what social media posts would benefit or interest different segments to be more active among RSCOB social media sites. The research conducted in our focus groups and survey will help us determine exactly what variables are responsible for the increases and decreases among social activity in the college. This information
  5. 5. 5 is critical and will be extremely useful when trying to develop a professional image and increase engagement among students. Methodology ResearchDesign A descriptive research project focusing on what seniors want to see on the Raj Soin College of Business Facebook page compared to freshman was conducted by members of the MKT 3500-01 class. For the research project two different methods were used to ensure accuracy of research conclusions. The first method used was focus groups and the second method was surveys. The target population for this research project was students of the Raj Soin College of Business. Method 1: Focus Group The focus groups conducted by our research team were held in a private setting free from any outside distraction or disturbances. The setting of the room used for the senior focus group consisted of 10 chairs placed around a wooden conference table with two group moderators at each side of the table. The senior focus group was held on Thursday October 2nd, 2014 and lasted for approximately 30 minutes. Three pages of notes were written down on pads of paper by three separate students. The Freshman and Sophomore focus group was held on Monday October 6th in the Laurence Dunbar library and lasted for approximately 15 minutes. One page of notes were written down on a pad of paper. The other group members assisted with video recording and participant stimulation. The participants for the senior focus group were 4th year Accounting major Amie, 4th year management major Andrew, 4th year Marketing major Stephen, 5th year Accounting major Dakota Anderson, 4th year Management major Zak Ingram and 4th year Accounting major Josh.
  6. 6. 6 The demographics of the senior focus group were rather homogenous; we had five Caucasian males’ ages 20-22 years and 1 female Caucasian 21 years of age. All participants of the focus group were business majors from disciplines including Accounting, Management and Marketing. Participants of the freshman and sophomore focus group included sophomore Human Resources major Drew, sophomore Management major Aaron, freshman International Business major Natalie, sophomore Accounting major Paige and sophomore Management major Shelby. Overall the group consisted of 4 Caucasian female students’ ages of 18-20 years and one male student 19 years of age. Our data is comprised of both focus groups which were recorded via an iPhone and lasted a total of approximately 45 minutes. A total of four pages of notes were also taken during said focus groups. The senior focus group was conducted by two moderators and the freshman/ sophomore group was conducted by one moderator. Overall, we feel that the data collected was extremely useful and contained numerous themes worthy of note. The participants gave great information that will help us with both our presentation and the college of business social media sites. Method 2: Survey After completion of the focus group, we conducted a survey. The survey was initially typed into a Microsoft Word document and then input into Qualtrics which is a survey making system provided by Wright State University to their students. From there, the survey was given to Adam Wik, Marketing Coordinator for the Raj Soin College of Business. Adam then sent the survey out to students of the Raj Soin College of Business who completed the survey in private. The survey consisted of 28 questions including both ordinal and nominal inquiries. Included in the end of the survey were certain demographic questions which will help in understanding who
  7. 7. 7 the participants are and this will allow us to compare seniors and non-seniors. There were 20 participants who took the survey. Due to low numbers of completion, it has been decided to compare seniors and non-seniors. Non-seniors consist of any and all people who answered the as their “year of college” being a freshman, sophomore, or junior. Upon completion of the survey, we hope to better understand the feelings and concerns about the use of social media among students in the Raj Soin College of Business. Analysis/Results Method 1: Focus Group The data was analyzed by reviewing, rewatching and combing the focus group videos and notes to find common themes among the students in both the senior focus group and freshman & sophomores focus group. The results and common themes for each group are listed below, refer to Table 1: Group Themes. Seniors Professional Exposure The senior focus group would like to see helpful tips about professional exposure, such as how to properly use social media sites like Linkedin. The importance of properly advertising yourself on social media outlets such as Linkedin and Facebook is crucial for not only RSCOB seniors but all students. As the technology age continues to expand and flourish, educating students on the proper way to use this technology to their advantage will become paramount. Dakota said, “ I am not sure if career services does this or not but maybe offering something as simple as showing students how to correctly present themselves on Linkedin, showing them what you need to have on there and what you need to keep off of there.” (18:05-19:10) Tutoring Information
  8. 8. 8 Seniors would benefit from useful information on tutoring services and tutoring availability throughout the semester for all core classes. This is important for seniors because as they approach graduation, developing a full understanding and mastery of core classes will be imperative to career success. Fully understanding and learning the class topics thoroughly will be of utmost importance for seniors who will be entering the professional workplace shorty. Dakota gave examples on services that are available to students, “they have tutoring available for accounting, they have free tutoring that many people don’t know about because its not advertised.” (17:50-18:03) Networking Seniors in the focus group also talked largely about networking opportunities where they would have a chance to connect with other people in hopes of using the connections to get recruited for a position within a company. Making future job connections and opportunities is imperative to seniors because they are so close to graduating and are beginning to look for jobs. Having opportunities for social mixers and other gatherings with local business professionals is exactly what seniors who are approaching graduation need. Josh said, “I would like to see recruiting options and networking opportunities, that’s the whole reason you come to college.” (19:28-19:40) Dakota said, “Do they talk about networking events from any and all colleges at Wright State?”(17:42-17:50) Zak said, “Jobs.” (19:25) Freshmen/Sophomores Interview tips
  9. 9. 9 When asked what they would like to see on the Raj Soin College of Business Facebook page, we found they all would like to see daily tips on how to behave and dress professionally during interviews. Drew said, “helpful tip of the week, or an interview tip or how to dress for something.” (5:40- 5:48) Perceived Source Our Freshmen and Sophomores believed that the Facebook page should be more oriented towards the RSCOB students and its faculty rather than Dean Li. Drew suggested that the profile picture be changed. She said, “I’d probably change the picture to the actual name of the organization...put the logo of it.” (9:18-9:23) Aaron said, “I think the faculty should be more involved. You don’t hardly see anything on the professors.” (9:25-9:33) Relatability When discussing faculty involvement on the Raj Soin College of Business social media websites, the focus group participants agreed that they felt it would make the page more relatable seeing information about the awards faculty have won as well as articles on professors careers outside of the Raj Soin College of Business. This is important because students would like to feel a personal connection to the professors and teachers who influence their daily lives. Having a better understanding of a professor’s history gives students a greater appreciation for the knowledge and experiences professors are trying to pass on. Aaron said, “hear their experiences or that stuff.” (Video part 2, 0:14-0:17) Drew said, “I feel like it makes it a little more relatable like they are teaching this but yet they actually did it.” (Video part 2, 0:00-0:07)
  10. 10. 10 Aaron said, “I think the faculty should be more involved. You don’t hardly see anything on the professors.” (9:25-9:33) Method 2: Survey The data from the survey was analyzed by using SPSS, descriptive statistics, Chi-Squared tests and T-Tests. SPSS is a Statistical Package for Social Science program which is provided to students of Wright State University. Chi-Squared tests and T-tests are descriptive analysis procedures used regularly to analyze survey data results. The analysis and statistical formulas for this survey were all performed by SPSS. Upon reviewing the analysis performed by SPSS, we came to a number of conclusions. Results from the survey for each question are listed below while charts representing the information can be found in Appendix C: Question 1: Do you use Facebook? From our survey we have concluded that out of 20 participants 17 said yes they did use Facebook and 3 said no they did not use Facebook. Question 2: How many Facebook friends do you have? Looking at our Qualtrics information about our survey we have concluded that five participants have below 250 friends on Facebook, four people have 251 – 500 friends, three have between 501 – 750 friends, two people have 751 – 1,000 friends, and three people have above 1,000 Facebook friends. Question 3: How many organizations or company pages do you “like” on Facebook? From the survey we have conducted we found out that only one person likes below 5 organizations or company Facebook pages. Four people like 5-10 organizations or company Facebook pages. Four people also like 11-15 Facebook pages. Only one person likes 16-20 pages. Three participants like 21-25 Facebook pages. Four participants like above 25 organizations and company Facebook pages. Question 4: Do you use Twitter? From our survey we have concluded that out of the 20 participants 16 people said yes they do use Twitter and 4 said no they do not use Twitter.
  11. 11. 11 Question 5: How many followers do you have on Twitter? From our survey we have concluded that 12 people have below 250 Twitter followers. Two people who completed our survey have from 251 – 500 followers on Twitter. Only one participant had 501 – 750 followers on Twitter. For our survey we found out that zero participants have 751 – 1,000 and above 1,000 followers on Twitter. Questions 6: How many are you following on Twitter? From our survey we have concluded that 14 participants have below 250 people they are following on Twitter. Two people who have completed the survey follow 251 – 500 people on Twitter. One person follows 501 – 750 people on Twitter and zero of our participants follow 751 – 1,000 and above 1,000 on Twitter. Question 7: Indicate the approximate hours per day spent on social media sites (e.g., Facebook, Twitter, and Instagram): Scale: 1 – 24 hours. From our survey we found that the average usage from our participants was 2.75 hours per day. Question 8: Have you liked RSCOB Facebook page? Out of the 20 participants of our survey seven people said yes they did like the RSCOB Facebook page while 13 people said no they did not like the RSCOB Facebook page. Based on your answer above, please answer why have you liked or have you not liked RSCOB Facebook page? From our survey, we found that our respondents were either unaware of the page, did not use Facebook very much, or had liked the page to stay up to date. Question 9: Are you following RSCOB Twitter page? Out of the 20 people who took our survey we have concluded that only 2 participants said yes they did follow the RSCOB Twitter page, however 18 participants said no they did not follow the page on Twitter. Based on your answer above, why are you following or are you not following RSCOB Twitter page? From our survey, we found that our respondents were either unaware of the page, disinterested in the page, did not use Twitter much/at all, or followed the page to stay up to date. Question 10: Which of the following posts would interest you on the RSCOB Facebook page? 1. Posts containing helpful tips about interviews - Yes/No (H1) 2. Posts containing helpful tips about professional social media exposure - Yes/No (H2) 3. Posts containing helpful tips about tutoring services - Yes/No (H3) 4. Posts containing helpful tips about networking and recruiting events - Yes/No (H4)
  12. 12. 12 5. Posts containing relatable information about faculty members-Yes/No (H5) 6. Posts containing more information that reflect the college instead of the dean- Yes/No (H6) Based on our results, we found students were overwhelmingly in favor of all suggested changes/improvements except for tutoring services, where just only 55% of respondents were in favor of it. Question 11: How likely are you to read (or like, comment and/or share) a post on the RSCOB page pertaining to: a. posts containing helpful tips about interviews (H1) very unlikely, unlikely, neither unlikely or likely, likely, very likely a. posts containing helpful tips about professional social media exposure (H2) very unlikely, unlikely, neither unlikely or likely, likely, very likely a. Posts containing helpful tips about tutoring services (H3) very unlikely, unlikely, neither unlikely or likely, likely, very likely a. Posts containing helpful tips about networking and recruiting events - Yes/No (H4) very unlikely, unlikely, neither unlikely or likely, likely, very likely a. Posts containing more information that reflect the college instead of the dean(H6) very unlikely, unlikely, neither unlikely or likely, likely, very likely Based on our results, we found that students were much more likely to read (or like, comment and/or share) posts regarding interview tips, professional social media exposure, and networking and recruiting events than posts regarding tutoring services and information regarding the RSCOB.
  13. 13. 13 Question 12: Please indicate which gender you identify with. male, female, other We have concluded from our survey that 11 participants were male and nine of the participants are female. We were very pleased to find out that there were almost an even amount of male and female participants. Question 13: What year of college are you in? For our survey we only had one participant who was a Freshman. Five participants were Sophomore and five were Junior. We had nice Senior participants for our survey. The Senior to Non Senior participants are very even so this allows us to get the best information possible. Question 14: What is your age? ____ The mean age of our respondents is 24.55 years old. Question 15: Do you live on campus? Only two of our participants live on campus while 18 of our 20 participants do not live on campus. Question 16: What ethnicity do you associate with? Out of our 20 participants 16 of them are White or Caucasian. We had zero Hispanic or Latino, Black or African American, Native American or American Indian, and Pacific Islander. Only one participant is Asian and three participants associate with Other. Question 17: What is your major? ________ From our survey, we found that we had 3 accounting majors, 1 accounting/finance major, 1 human resource management major, 1 international business/management major, 2 management majors, 4 management and human resource majors, 7 marketing majors, and 1 person undecided. Question 18: Did you come from a high school with a student class of One of our participants had a high school student class size of 1-50. Six participants had a student class size of 51-100. Two of our participants had a high school class size of 101-150. Four people who took our survey had a high school student class of 151-200 and seven participants had a high school student class of 200+. Question 19: Are you currently employed? Seventeen out of our 20 participants are currently employed and three of our participants are currently unemployed. If yes, how many hours per week do you work _______ Out of our 17 respondents that work, we found them to work an average of 19.12 hours per week.
  14. 14. 14 Overall, each of the null hypothesis from the focus group (shown in Table 1, Appendix B) were rejected. Each of the null hypothesis were rejected because the data showed no significant difference in the opinions of seniors and non-seniors. However, the third hypothesis (H3: Seniors want the RSCOB Facebook page to contain helpful tips about tutoring services more than freshmen.) was found to be the opposite. According to our survey results, non-seniors indicated they wanted tutoring services more than seniors. This may because seniors may be less interested in tutoring services since they are closer to graduating and may have their focus elsewhere. Seniors also may have less time for tutoring service since they are involved in campus activities and have internships or full-time positions. Limitations/ Bias Method 1: Focus Group A limitation of the focus group is some people did not say what they truly felt in front of the group because they were not comfortable. Many times, people simply agreed with whatever suggestion or opinion was presented, often time not offering their own input. Some of the obvious biases throughout the senior focus group were slight moderator bias and a few dominant participants may have changed or influenced other participant’s answers and thoughts about certain topics. Some social desirability bias also took place in both focus groups. Numerous participants seemed to base responses off of other members in the group or based off of how they thought others would perceive them for answering questions in a certain way. In the senior group there was only a few participants that spoke up a lot and the other participants would just agree with whatever was said before them. We also found this to be true in our freshman/sophomore focus group. Many times it required the moderator to present very specific questions in order to get the focus group to offer up anything of benefit to the discussion. This
  15. 15. 15 resulted in our moderator often asking yes-no questions with responses generally resulting in agreeance. Method 2: Survey As with every survey, there are uncontrollable variables and factors that must be accounted for. A few of the limitations and biases of the survey conducted for our research were, non-response error, administrative error in the form of design and self-selection bias. The non- response error found in our survey was the biggest limitation our research group faced. After sending the survey out to all of the Raj Soin College of Business students, all members of AMAWSU, and posting the survey on our personal Facebook pages; we received only 20 responses. The number of non-respondents was extremely high which made it difficult to precisely determine those demographic groups who were participating and not participating in the survey. Another issue we faced was the self-selection bias of many of our respondents. Often times the respondents had strong feelings about the subject at hand which in turn led them to offer more or less insight regarding certain questions of the survey. The design of certain questions was also a concern that played an important role in correctly analyzing the survey data. Many times respondents do not correctly interpret and understand the questions being asked in a survey. For this reason, it became somewhat difficult to accurately interpret responses of respondents who may not have understood what the administrator was trying to get across. Overall Conclusion and Recommendations We found that both our senior and non-senior focus groups and survey participants had mutual sentiments regarding the way they viewed the Raj Soin College of Business social media sites and what they wanted to see implemented in the future. The majority of both seniors and non-seniors were Facebook and Twitter users. This shows that the Raj Soin College of Business
  16. 16. 16 use both Facebook and Twitter for promotions and media outreach. Furthermore, we found that while students would like to have a personal connection with the page, the page should not come across as one individual’s page but rather that of an organization that keeps the interests of its target audience. According to our research, both seniors and non-seniors are interested in networking opportunities, professional exposure, relatability, and interview tips therefore the Raj Soin College of Business social media should touch on all of these aspects to reach the students. There are some recommendations for the Raj Soin College of Business’s Facebook page which could be concluded from the results of the focus group and survey completed in this research project. We believe that it is in the best interest of the Raj Soin College of Business to restructure their social media sites and the way they promote them. This should begin with decentralizing Dean Li as the perceived primary focus of the pages and instead revolve it around the RSCOB and what the college has to offer students of all class levels. Also the pages should offer more relevant information about possible job related networking opportunities and chances for students to meet and greet with other business professionals both in and out of the school of business. The college should promote its page through events, giveaways, and contests that will engage students of the college to become connected with the college’s social media sites and the resources they offer for all students.
  17. 17. 17 Appendix A: Introduction Thank you for participating in our research project for our marketing research class! As Raj Soin College of Business marketing students we are researching Facebook usage among Wright State University’s Raj Soin College of Business students. We would appreciate if you could answer the following questions in this survey. The survey should only take about 5 minutes to complete. Your responses will be kept anonymous and confidential. The results from this report will be reported in our marketing research class. Thank you. When you are ready, click next. Social Media Usage Questions 1. Do you use Facebook? ● Yes/No 2. How many friends do you have on Facebook? ● Below 250 ● 251 – 500 ● 501 – 750 ● 751 – 1,000 ● Above 1,000 3. How many organization or company pages do you “like” on Facebook? ● Below 5 ● 5-10 ● 11-15 ● 16-20 ● 21-25 ● Above 25 4. Do you use Twitter? Yes/No 5. How many followers do you have on Twitter? ● Below 250 ● 251 – 500 ● 501 – 750 ● 751 – 1,000 ● Above 1,000 6. How many are you following on Twitter? ● Below 250 ● 251 – 500 ● 501 – 750 ● 751 – 1,000 ● Above 1,000
  18. 18. 18 7. Indicate the approximate hours per day spent on social media sites (e.g., Facebook, Twitter, and Instagram): Scale: 1 – 24 hours. 8. Have you liked RSCOB Facebook page? Yes/no Based on your answer above, please answer why have you liked or have you not liked RSCOB Facebook page? 9. Are you following RSCOB Twitter page? Yes/no Based on your answer above, why are you following or are you not following RSCOB Twitter page? Social Media Hypotheses and questions Hypotheses: H1: Freshmen want the RSCOB Facebook page to contain helpful tips about interviews more than seniors. H2: Seniors want the RSCOB Facebook page to contain helpful tips about professional social media exposure more than freshmen. H3: Seniors want the RSCOB Facebook page to contain helpful tips about tutoring services more than freshmen. H4: Seniors want the RSCOB Facebook page to contain helpful tips about networking and recruiting event more than freshmen. H5: Freshmen want the RSCOB Facebook page to contain relatable information about faculty members more than seniors. H6: Freshmen want the RSCOB Facebook page to reflect the college of business rather than reflecting solely the dean more than seniors. Questions: 10. Which of the following posts would interest you on the RSCOB Facebook page? a. Posts containing helpful tips about interviews - Yes/No (H1) b. Posts containing helpful tips about professional social media exposure - Yes/No (H2) c. Posts containing helpful tips about tutoring services - Yes/No (H3) d. Posts containing helpful tips about networking and recruiting events - Yes/No (H4) e. Posts containing relatable information about faculty members-Yes/No (H5) f. Posts containing more information that reflect the college instead of the dean- Yes/No (H6) 11. How likely are you to read (or like, comment and/or share) a post on the RSCOB page pertaining to: a. posts containing helpful tips about interviews (H1) Very unlikely, unlikely, neither unlikely or likely, likely, very likely b. posts containing helpful tips about professional social media exposure (H2) Very unlikely, unlikely, neither unlikely or likely, likely, very likely
  19. 19. 19 c. Posts containing helpful tips about tutoring services (H3) Very unlikely, unlikely, neither unlikely or likely, likely, very likely d. Posts containing helpful tips about networking and recruiting events - Yes/No (H4) Very unlikely, unlikely, neither unlikely or likely, likely, very likely e. Posts containing more information that reflect the college instead of the dean(H6) Very unlikely, unlikely, neither unlikely or likely, likely, very likely Demographic questions: 13. Please indicate which gender you identify with. male, female, other 14. What year of college are you in? ● Freshman ● Sophomore ● Junior ● Senior 15. What is your age? ____ 16. Do you live on campus? Yes/No 17. What ethnicity do you associate with? ● White or Caucasian ● Hispanic or Latino ● Black or African American ● Native American or American Indian ● Asian ● Pacific Islander ● Other 18. What is your major? _________________ 19. Did you come from a high school with a student class of 1-50, 51-100, 101-150, 151-200, 200+ 20. Are you currently employed? Yes/No If yes, how many hours per week do you work _______
  20. 20. 20 Appendix B: Table 1: Group Theme Results Senior Focus Group Themes Freshman / Sophomore Group Themes 1.) Professional Exposure Dakota said, “ I am not sure if career services does this or not but maybe offering something as simple as showing students how to correctly present themselves on Linkedin, showing them what you need to have on there and what you need to keep off of there.” (18:05-19:10) 1.) Interview Tips Drew said, “helpful tip of the week, or an interview tip or how to dress for something.” (5:40-5:48) 2.) Tutoring Information Dakota gave examples on services that are available to students, “they have tutoring available for accounting, and they have free tutoring that many people don’t know about because it’s not advertised.”(17:50-18:03) 2.) Perceived Source Drew suggested that the profile picture be changed. She said, “I’d probably change the picture to the actual name of the organization...put the logo of it.” Aaron said, “I think the faculty should be more involved. You don’t hardly see anything on the professors.” (9:25-9:33) 3.) Networking Josh said, “I would like to see recruiting options and networking opportunities, that’s the whole reason you come to college.” (19:28-19:40) Dakota said, “Do they talk about networking events from any and all colleges at Wright State?”(17:42-17:50) 3.) Relatability Drew said, “I feel like it makes it a little more relatable like they are teaching this but yet they actually did it.” (Video part 2, 0:00- 0:07) Aaron said, “hear their experiences or that stuff.” (Video part 2, 0:14-0:17)
  21. 21. 21 Appendix C: Qualtrics Results Demographics 1. Age Descriptive Statistics N Range Minimum Maximum Mean Std. Deviation What is your age? 20 32 18 50 24.55 7.134 Valid N (listwise) 20 2. Year in College What year of college are you in? Frequency Percent Valid Percent Cumulative Percent Valid Freshman 1 5.0 5.0 5.0 Sophomore 5 25.0 25.0 30.0
  22. 22. 22 Junior 5 25.0 25.0 55.0 Senior 9 45.0 45.0 100.0 Total 20 100.0 100.0 3. Gender Please indicate which gender you identify with: Frequency Percent Valid Percent Cumulative Percent Valid Male 11 55.0 55.0 55.0 Female 9 45.0 45.0 100.0 Total 20 100.0 100.0 4. Major
  23. 23. 23 What is your major? Frequency Percent Valid Percent Cumulative Percent Valid Accounting 3 15.0 15.0 15.0 Accounting/Finance 1 5.0 5.0 20.0 Human Resource Management 1 5.0 5.0 25.0 International Business/Management 1 5.0 5.0 30.0 Management 2 10.0 10.0 40.0 Managementand Human Resources 4 20.0 20.0 60.0 Marketing 7 35.0 35.0 95.0
  24. 24. 24 Undecided 1 5.0 5.0 100.0 Total 20 100.0 100.0
  25. 25. 25 Appendix D: Qualtrics Results Question 10 (Chi-Square Tests) Crosstabs Notes Output Created 18-NOV-2014 12:36:58 Comments Input Data E:MKT 3500Official_Social_Media_Survey_MKT350001 Official_Social_Media_Survey_MKT350001.sav Active Dataset DataSet1 Filter <none> Weight <none> Split File <none> N of Rows in Working Data File 20 Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Syntax CROSSTABS /TABLES=Q14_1 BY Senior_nonsenior /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNTEXPECTED COLUMN /COUNT ROUND CELL. Resources Processor Time 00:00:00.00 Elapsed Time 00:00:00.05 Dimensions Requested 2 Cells Available 131029
  26. 26. 26 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing helpful tips aboutinterviews * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips about interviews * Senior_nonsenior Crosstabulation Senior_n onsenior Total Senior Nons enior Which of the following posts would interestyou on the RSCOB Facebook page? Select all that apply.- Posts containing helpful tips aboutinterviews Yes Count 9 9 18 Expected Count 8.1 9.9 18.0 % within Senior_non senior 100.0% 81.8 % 90.0 % No Count 0 2 2 Expected Count .9 1.1 2.0 % within 0.0% 18.2 10.0
  27. 27. 27 Senior_non senior % % Total Count 9 11 20 Expected Count 9.0 11.0 20.0 % within Senior_non senior 100.0% 100.0 % 100.0 % Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 1.818a 1 .178 Continuity Correctionb .359 1 .549 Likelihood Ratio 2.572 1 .109 Fisher's Exact Test .479 .289 Linear-by-Linear Association 1.727 1 .189 N of Valid Cases 20 a. 2 cells (50.0%) have expected countless than 5. The minimum expected countis .90. b. Computed onlyfor a 2x2 table CROSSTABS /TABLES=Q14_2 Q14_3 Q14_4 Q14_5 Q14_6 BY Senior_nonsenior /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT EXPECTED COLUMN /COUNT ROUND CELL. Crosstabs Notes Output Created 18-NOV-2014 12:51:27
  28. 28. 28 Comments Input Data E:MKT 3500Official_Social_Media_Survey_MKT350001 Official_Social_Media_Survey_MKT350001.sav Active Dataset DataSet1 Filter <none> Weight <none> Split File <none> N of Rows in Working Data File 20 Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Syntax CROSSTABS /TABLES=Q14_2 Q14_3 Q14_4 Q14_5 Q14_6 BY Senior_nonsenior /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNTEXPECTED COLUMN /COUNT ROUND CELL. Resources Processor Time 00:00:00.00 Elapsed Time 00:00:00.00 Dimensions Requested 2 Cells Available 131029 Case Processing Summary Cases Valid Missing Total
  29. 29. 29 N Percent N Percent N Percent Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing helpful tips aboutprofessional social media exposure * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing helpful tips abouttutoring services * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing helpful tips aboutnetworking and recruiting events * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing relatable information aboutfaculty members * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing more information thatreflect the college instead ofthe Dean * Senior_nonsenior 20 100.0% 0 0.0% 20 100.0% Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips about professional social media exposure * Senior_nonsenior
  30. 30. 30 Crosstab Senior_no nsenior Total Senior Nonsenior Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips aboutprofessional social media exposure Ye s Count 6 9 15 Expected Count 6.8 8.3 15.0 % within Senior_nonsenio r 66.7% 81.8% 75.0 % No Count 3 2 5 Expected Count 2.3 2.8 5.0 % within Senior_nonsenio r 33.3% 18.2% 25.0 % Total Count 9 11 20 Expected Count 9.0 11.0 20.0 % within Senior_nonsenio r 100.0% 100.0% 100.0 % Chi-Square Tests Value df Asymp. Sig. (2- sided) Exact Sig. (2-sided) Exact Sig. (1- sided) Pearson Chi-Square .606a 1 .436 Continuity Correctionb .067 1 .795
  31. 31. 31 Likelihood Ratio .605 1 .437 Fisher's Exact Test .617 .396 Linear-by-Linear Association .576 1 .448 N of Valid Cases 20 a. 2 cells (50.0%) have expected countless than 5. The minimum expected countis 2.25. b. Computed onlyfor a 2x2 table Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips about tutoring services * Senior_nonsenior Crosstab Senior_nonsenior Total Senior Nonsenior Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips abouttutoring services Yes Count 2 9 11 Expected Count 5.0 6.1 11.0 % within Senior_n onsenior 22.2% 81.8% 55.0 % No Count 7 2 9 Expected Count 4.1 5.0 9.0 % within Senior_n onsenior 77.8% 18.2% 45.0 % Total Count 9 11 20
  32. 32. 32 Expected Count 9.0 11.0 20.0 % within Senior_n onsenior 100.0% 100.0% 100.0 % Chi-Square Tests Value df Asymp. Sig. (2- sided) Exact Sig. (2- sided) Exact Sig. (1-sided) Pearson Chi-Square 7.103a 1 .008 Continuity Correctionb 4.900 1 .027 Likelihood Ratio 7.560 1 .006 Fisher's Exact Test .022 .012 Linear-by-Linear Association 6.748 1 .009 N of Valid Cases 20 a. 3 cells (75.0%) have expected countless than 5. The minimum expected countis 4.05. b. Computed onlyfor a 2x2 table Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips about networking and recruiting events * Senior_nonsenior Crosstab Senior_nonsenior Total Senior Nonsenior Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing helpful tips aboutnetworking and recruiting events Yes Count 9 10 19
  33. 33. 33 Expected Count 8.5 10.5 19.0 % within Senior_n onsenior 100.0% 90.9% 95.0 % No Count 0 1 1 Expected Count .5 .6 1.0 % within Senior_n onsenior 0.0% 9.1% 5.0% Total Count 9 11 20 Expected Count 9.0 11.0 20.0 % within Senior_n onsenior 100.0% 100.0% 100.0 % Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square .861a 1 .353 Continuity Correctionb .000 1 1.000 Likelihood Ratio 1.239 1 .266 Fisher's Exact Test 1.000 .550 Linear-by-Linear Association .818 1 .366 N of Valid Cases 20 a. 2 cells (50.0%) have expected count less than 5. The minimum expected countis .45.
  34. 34. 34 b. Computed onlyfor a 2x2 table Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing relatable information about faculty members * Senior_nonsenior Crosstab Senior_nonsenior Total Senior Nonsenior Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing relatable information aboutfaculty members Yes Count 5 8 13 Expected Count 5.9 7.2 13.0 % within Senior_n onsenior 55.6% 72.7% 65.0 % No Count 4 3 7 Expected Count 3.2 3.8 7.0 % within Senior_n onsenior 44.4% 27.3% 35.0 % Total Count 9 11 20 Expected Count 9.0 11.0 20.0 % within Senior_n onsenior 100.0% 100.0% 100.0 % Chi-Square Tests
  35. 35. 35 Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square .642a 1 .423 Continuity Correctionb .109 1 .742 Likelihood Ratio .642 1 .423 Fisher's Exact Test .642 .370 Linear-by-Linear Association .610 1 .435 N of Valid Cases 20 a. 2 cells (50.0%) have expected countless than 5. The minimum expected countis 3.15. b. Computed onlyfor a 2x2 table Which of the following posts would interest you on the RSCOB Facebook page? Select all that apply.-Posts containing more information that reflect the college instead of the Dean * Senior_nonsenior Crosstab Senior_nonsenior Total Senior Nonsenior Which of the following posts would interestyou on the RSCOB Facebook page? Selectall that apply.-Posts containing more information thatreflect the college instead ofthe Dean Yes Count 9 9 18 Expected Count 8.1 9.9 18.0 % within Senior_n onsenior 100.0% 81.8% 90.0% No Count 0 2 2
  36. 36. 36 Expected Count .9 1.1 2.0 % within Senior_n onsenior 0.0% 18.2% 10.0% Total Count 9 11 20 Expected Count 9.0 11.0 20.0 % within Senior_n onsenior 100.0% 100.0% 100.0 % Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 1.818a 1 .178 Continuity Correctionb .359 1 .549 Likelihood Ratio 2.572 1 .109 Fisher's Exact Test .479 .289 Linear-by-Linear Association 1.727 1 .189 N of Valid Cases 20 a. 2 cells (50.0%) have expected countless than 5. The minimum expected countis .90. b. Computed onlyfor a 2x2 table Question 11 (T-Tests) T-TEST GROUPS=Senior_nonsenior(1 2) /MISSING=ANALYSIS /VARIABLES=Q14_1.0 Q14_2.0 Q14_3.0 Q14_4.0 Q14_5.0 /CRITERIA=CI(.95). T-Test
  37. 37. 37 Notes Output Created 18-NOV-2014 12:59:53 Comments Input Data E:MKT 3500Official_Social_Media_Survey_MKT35000 1Official_Social_Media_Survey_MKT350001.s av Active Dataset DataSet1 Filter <none> Weight <none> Split File <none> N of Rows in Working Data File 20 Missing Value Handling Definition of Missing User defined missing values are treated as missing. Cases Used Statistics for each analysis are based on the cases with no missing or out-of-range data for any variable in the analysis. Syntax T-TEST GROUPS=Senior_nonsenior(1 2) /MISSING=ANALYSIS /VARIABLES=Q14_1.0 Q14_2.0 Q14_3.0 Q14_4.0 Q14_5.0 /CRITERIA=CI(.95). Resources Processor Time 00:00:00.00 Elapsed Time 00:00:00.02 Group Statistics Senior_no nsenior N Mean Std. Deviation Std. Error Mean How likely are you to read (or like, commentand/or Senior 9 3.44 1.509 .503
  38. 38. 38 share) a post on the RSCOB Facebook page per...-Posts containing helpful tips aboutinterviews Nonsenior 11 3.91 .944 .285 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips about professional social media exposure Senior 9 2.89 1.691 .564 Nonsenior 11 3.73 .905 .273 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips abouttutoring services Senior 9 1.67 .707 .236 Nonsenior 11 3.45 1.508 .455 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips aboutnetworking and recruiting events Senior 9 3.89 1.269 .423 Nonsenior 11 4.09 1.375 .415 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing more information thatreflect the college instead ofthe Dean Senior 9 2.89 1.364 .455 Nonsenior 11 3.73 1.191 .359 Independent Samples Test Leve ne's Test for Equal ity of Varia t-test for Equa lity of Mea ns
  39. 39. 39 nces F Sig. t df Sig . (2- tail ed) Mean Differ ence Std. Error Differ ence 95% Confid ence Interv al of the Differe nce Lower Upp er How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips aboutinterviews Equal variances assumed 2.432 .136 -.842 1 8 .41 1 -.465 .552 -1.624 .695 Equal variances not assumed -.804 1 2. 8 8 4 .43 6 -.465 .578 -1.714 .785 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips aboutprofessional social media exposure Equal variances assumed 8.018 .011 - 1.42 0 1 8 .17 3 -.838 .591 -2.079 .402 Equal variances not - 1.33 9 1 1. 6 .20 6 -.838 .626 -2.207 .531
  40. 40. 40 assumed 7 0 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips abouttutoring services Equal variances assumed 5.600 .029 - 3.26 4 1 8 .00 4 - 1.788 .548 -2.939 -.637 Equal variances not assumed - 3.49 2 1 4. 7 6 6 .00 3 - 1.788 .512 -2.881 -.695 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing helpful tips aboutnetworking and recruiting events Equal variances assumed .141 .712 -.338 1 8 .73 9 -.202 .597 -1.457 1.05 3 Equal variances not assumed -.341 1 7. 6 9 1 .73 7 -.202 .592 -1.448 1.04 4 How likely are you to read (or like, commentand/or share) a post on the RSCOB Facebook page per...-Posts containing more information that Equal variances assumed .175 .681 - 1.46 8 1 8 .15 9 -.838 .571 -2.038 .362
  41. 41. 41 reflect the college instead ofthe Dean Equal variances not assumed - 1.44 7 1 6. 0 8 4 .16 7 -.838 .579 -2.066 .389 GET FILE='C:TEMPTemp1_MKT 3500-ZIP.zipMKT 3500Official_Social_Media_Survey_MKT350001Official_Social_Media_Survey_MKT3 50001.sav'. DATASET NAME DataSet1 WINDOW=FRONT. SORT CASES BY Q3 (A). SORT CASES BY Q4 (A). SORT CASES BY Q5 (A). SORT CASES BY Q6 (A). SORT CASES BY Q7 (A). SORT CASES BY Q9 (A). SORT CASES BY Q12 (A). SORT CASES BY Q15 (A). SORT CASES BY Q16 (A). SORT CASES BY Q18 (A). SORT CASES BY Q19 (A). SORT CASES BY Q21 (A). SORT CASES BY Q22 (A).

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