MR Assignment Rakshit Gupta (2018153 – Section A)

Satisfaction Survey

The following data is the outcome of the questions asked to test what factors influence satisfaction
levels of a customer who visits a store.

Attributes for the test are:

a. Reason of visit (first time/regular)

b. Department/ area/ types of products favoured in the store
c. Payment method
d. Follow-up methods of the store
e. Distance of the store from home
f. Which store among others (1 to 4)
g. Price
h. Variety
i. Organization
j. Service
k. Item quality
All these factors will help us identify overall satisfaction levels (perceived as answered by the user
and calculated through analysis).

1. Data Cleaning
Descriptive and Frequencies to identify missing values and non-workable responses (>5%
missing).

There were No missing values identified.

For attributes, First time reason & Regular reason, the missing values are complementary to each
other because people who are coming for the first time (52/582) will not be regular customers
(530/582).

Thus, 91% of our respondents are regular store visitors.

Skewness and Kurtosis

Here, normal distribution is not suitable for a Likert scale because the results will be skewed.
Skewness and Kurtosis actual values has to be less than 2 (as evident from the frequency table),
hence, analysing this wont result in any outcome.

Cronbach’s Alpha (internal consistency) to check reliability cannot be performed because there are
no distinct factors that lead to satisfaction. Hence, finding out internal consistency is not possible.

2. Tests

a. T-Test
Independent t-test

Research Question: Does gender play a role in overall satisfaction levels of shopping?
Alternate Hypothesis: There is a difference in overall satisfaction levels of shopping
between males and females.
Independent Variable: Gender (Male, Female)
Dependent Variable: Overall Satisfaction

There is clearly a difference in the ‘mean’ & ′𝝈′ values for male and female for overall satisfaction.

(Here, both dependent and independent variables are categorical, t-test is valid as it gives same
results when we z-transform dependent variable and then apply t-test)

Levene’s test of homogeneity – to check whether variances among groups are equal or not

Significant value = .855 (>0.05), thus not significant.

Variances are homogenous

T-test result for equal variances

t-statistic (calculated) is .162 which is way less than 1.64 (less than 90% confidence)
Significant value = .871 (>0.05), thus not significant
Means are equal
Thus, there is no significant difference in the means of males and females w.r.t overall satisfaction.

Alternative hypothesis rejected.

There is no difference in overall satisfaction of shopping among males and females.

a. Anova: (One-way)
Research Question: Does age group has a significant impact on methods of payment?
Null Hypothesis: There is no significant difference between the methods of payment
among different age groups.
Alternate Hypothesis: There is a significant difference between the methods of payment
among different age groups.
Independent Variable: Age groups
Dependent Variable: Method of Payment

SPSS outputs:
Output Analysis:

From the Anova table the sig. is 0.566. Thus, we can say that the value is highly significant
(greater than 0.05). Hence, we accept the null hypothesis i.e. there is no significant
difference between the methods of payment among different age groups.
 b. Univariate
Two-way ANOVA

Research Question: Does Gender and Age together have a significant effect on the Overall
Satisfaction?
Alternate Hypothesis: There is a difference in overall satisfaction levels of shopping
between different gender and age groups
Independent Variable: Gender and Age
Dependent Variable: Overall Satisfaction

There are slight observable differences in the mean & 𝜎 values for different age groups for male and
female.

Levene’s test of homogeneity – to check whether variances among groups are equal or not

Sig value = 0.627 > 0.05, thus, variances among groups are homogenous.
Looking at Sig. values for the sources- gender, age category and both together we come to know
that all p-values are >0.05 (not significant). Thus, there are no significant differences in the mean
values among groups that has effect on overall satisfaction.

There is no significant difference among age categories as sig values are > 0.05 (Post-Hoc Tukey Test)
We have proved there are no significant differences in the means values among groups of age and
gender. Though, this Means Plot suggests that there was observable difference for Males of Age
category 64+.

Factor Analysis
(Exploratory)

To know whether the factors, which are highly correlated can be grouped together to form a
component

Variables taken- All (except gender, age category, reason 1 and reason 2)

KMO > .80 means all the factors have better relationship and are adequate to perform the test.

Bartlett’s test sig value < 0.05 means that there is no identity matrix (correlation)
This table shows how each factor is related to each other. Except Primary department, all values are
greater than 0.4, which means there is a lot commonality among factors.

5 Components explored from the Factor analysis. Factors are clubbed together which have the
highest correlation

Component matrix and (Varimax) rotated component matrix gives us the factors that lie in a
component (high correlation values under a component).

1. Price Satisfaction, Variety Satisfaction, Service Satisfaction, Item Quality Satisfaction and
Overall Satisfaction
2. Distance from Home, Store
3. Contact with employee, Organization satisfaction
4. Shopping frequency, payment method
5. Made purchase, follow-up
Theoretically, these factors may not seem to be a part of a same component, but the data here
shows that they can be clubbed together.