BACKGROUND – SMARTPHONE INDUSTRY

 What is happening within the industry?

 What problem is the industry facing?

 Are all companies facing the same problem?

 How important it is to study this problem?

 Brief discussions about the expectations of a typical consumer from a product like smartphone – secondary data
like articles, newspapers or magazines can provide this kind on information.

 What are your objectives for this research (state objectives separately and clearly)

 Brief outline of this presentation

 Use visuals alongside other information to make it more interesting and attractive
Sample Characteristics

• Number of respondents
• Sampling method: Probability or non-probability sampling
• Describe sample characteristics in terms of age, education, gender etc. (findings from Frequency
analysis).
• Describe sample characteristics in terms of gender and education etc. (findings from Cross Tab
analysis).
• Read all the outputs and summarize data to make your findings short
• Use charts, bar charts, histograms or any other visuals to make it more interesting and
understandable. Add sentences or phrases to clarify your point
• Combine both Frequency and Cross-tab findings and decide what important characteristics are you
going to share with the target audience.
Example:
One sample t–test

• To investigate if the sample mean is more than the midpoint on the scale (4) along some dimension (e.g.
variety of animals)
• Read findings from the hypothesis testing for variety, visibility and living conditions. Are hypothesis
supported? What are the conclusions?
• What does the conclusion mean?
• Check the mean score for each variable – investigate the differences in effect through mean scores and
present your findings through comparison
• You can use visuals resembling each variable to communicate creatively.
• Share findings for all hypotheses (variety of animals, visibility & living conditions) being tested. You can use
other visuals of your choice to make it easy for understanding
Chi-square analysis
• To investigate if gender is associated with variety of animals, visibility and living conditions

• Simply speaking, if satisfaction with variety of animals vary between gender groups

• Read findings from Ch- square analysis- what are the conclusions?

• Compare between the three hypothesis results and present your findings. For example, you
can compare mean score and explain which variables contributing to more satisfaction.

• What are the meaning of these conclusions – what could be the recommendations for findings
like these?

• Share findings for all three variables (variety of animals, visibility and living conditions)

• Use visuals of your choice to define the context and communicate findings creatively
Independent Sample t-test

• To investigate if gender groups differ in terms of their attitude towards staff and cleanliness

• To investigate differences along some criterion when two groups are involved

• Simple speaking, if both gender have equal or unequal perceptions about staff and cleanliness
• Read findings from independent Sample t-test analysis- what are the conclusions?

• Take a look at the mean score differences (mean score of staff; mean score of cleanliness). Check if
differences are statistically significant
• What do these conclusion means – what could be recommended because of these findings?

• Use visuals of your choice to define the context and communicate findings creatively
Analysis of Variance (ANOVA)

• To investigate if groups differ in terms of their perceptions about quality of food/beverages and
Taronga Zoo rating

• To investigate differences on some criterion when there are more than two groups involved

• Simple speaking, if age groups have equal or unequal perceptions about food quality and Zoo rating

• Read findings from independent Sample t-test analysis- what are the conclusions?

• Take a look at the mean score differences. Check if differences are statistically significant
• What do these conclusion means – what could be recommended because of these findings?

• Use visuals of your choice to define the context and communicate findings creatively
Correlation Analysis
• To investigate if two variables are correlated
• Simply speaking, if one variable is influencing the other (e.g., variety of animals Recommendation)

• Read findings from correlational analysis

• Does variety of animals lead people to recommend to others?
• Does perception about educational value lead people to visit zoo in the future?

• Are hypothesis supported? What are the conclusions?

--- (hypothesis supported if calculated significance value is <0.05)

• What do these conclusion means – what could be recommended because of these findings?

• Take a look at the Pearson Correlation coefficient. It indicates the strength of correlation

• >0.5 – Strong Influence; 0.5 – 0.2 – Medium Influence; <0.2 – Weak Correlation

• Use visuals of your choice to define the context and communicate findings creatively
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