OPERATION

1) INTRODUCTIONa) Before we go into operation first we will have three type of data
set1) Master data set which contains all the sets combined
2) E-grocery subset which contains basic details of subjects
belonging to e- grocery and contains questions 20 till 32 only
3) Non E-grocery subset which contains basic details of subjects and
contains questions 33 till 42
b) If we try to get data on the subjects
2) OBJECTIVEwe need to do analyses in different perspectives but two main
objectives area. To analyse people who are under e- grocery their satisfaction
level, is there any need for development in the service by these
e-groceries firm?
b. To analyse people who are under non e- grocery -compare with
people who are in e-grocery, reason(factors) affecting the people
for not going into e- grocery thereby detecting the areas to be
developed and people understanding on e-grocery.
3) THINGS TO BE KNOWNA. We will denote from question from 1 till 19 as X independent
variable (here within these question we can make analyses but
for a broader perspective will denote it as like this
B. From question 20 till 32 as dependent variable Y1 with respect
to first sub data set and
from questions 33 till 42 as dependent variable Y2 with respect
to second sub data set
4) OPERATION At initial level we shall start by three approach a) we can try factor analysis using R language just to identify
what are all the variables in data turned out to be quite
significant and narrow down our analysis (but this would be
informal approach)
b) Either from former step or we can start dependency test like Chisquare test X2, G2 test and linear trend analysis variables on
ordinal variables, for this dependency test we should take Y1 and
Y2 as dependent factors and X as independent factors thus there
will n number of dependency test which will give us insight that
for what are all the factors which influence decision made by
subjects on particular question (note these test can be
conducted only for two categorical variable)
c) Similarly we can try with odds and odds ratio (here dependent
variable should have only two options).

 Dependency testOf many different combination of dependency test the

interesting ones would be
1) Take y1 as satisfaction question 21 Vs Question 1-12(gender,
marital status..etc.) Here we can convert continuous variables
like age, monthly income into categorical variable by grouping
here we should use chi-square and G-square.
If we detect dependency we can further go for standardized
Pearson X2 so that we can find cells having lack of fit this helps in
narrowing down the factor having highest dependency for
example consider table between satisfaction level and place of
living here if cell having satisfaction-strongly agree for a person
from south Chennai have highest positive standardized Pearson
X2 then it shows that people from south Chennai are highly
satisfied with e-grocery.
2) Now consider Q22 Vs Q11, 12,2- this might give insight on
whether subjects feelings on security is affected by their age or
proficiency in internet or amount time spent in internet
3) Consider Q35 Vs education level, age here both variable can
be considered as ordinal thus linear trend analysis can be carried
out thus it give insight on whether the degree of insecurity about
identity theft increases as education level or age increases
(note-using one sided hypothesis). Similarly we can conduct this
for Q23, Q41 Vs income level.
4) We can consider Q25 Vs Q32 might help firms on payment mode
5) Q33Vs place of living- this will give insights on which area of
people are less accessible for e- grocery for example people
from north Chennai might not have so many e-grocery stores
which may delay in delivery thus there may be more need of
warehouses or stores in north Chennai.
Thus by not only carrying out only the important ones if we take
different independent variable and dependent variable and if
take out the significant dependencies we might be able to detect
the areas that have been developed and to be developed and
whop are all their target customer and who can be made as their
customer, if the variable are ordinal that will give us much more
understanding.

 Odds ,odds ratio1) At basic level we can find odds for a person having specific
quality shop at e-grocery or not eg- take e- grocery as
success consider gender i.e. we can find odds for male to
shop online and odds for female to shop online.
Odds ratio- here we can find odds for female to shop online
compared to a male to shop online.
2) Marginal odds ratio, conditional odds ratio
Above example for odds ratio is marginal odds ratio. For the
example we add another factor(x) say sector i.e. we are
conditioning on factor sector
Therefore this would be a 3 dimensional table- here we can
find odds for a woman from IT sector choosing e-grocery
compare to a man from IT sector choosing e-grocery,
similarly for other sector.
This helps us on who are all your potential customer and
what are customer remaining to be covered. Thus this will
narrow down on marketing strategy also.
Similarly we can use different type factors affecting people
to choose e-grocery.
Binary logistic regression model1) We can take y as people choosing e- grocery as success and
consider independent variables like Q1-12, Q14-18 and
build binary logistic regression model. This model will help
us interpreting the factors X affecting probability of
success i.e. here people choosing e- grocery for e.g. if slope
coefficient for age is negative means as age increases the
odds for people choosing e-grocery reduces
Consider if slope coefficient for income is positive means as
income increases the odds for people choosing e-grocery
increases- high income prefer e-grocery.
Multinomial logistic regression model1) Here consider y which has more than 2 categories e.g.consider Q31 medium of online shopping as Y and consider
suitable X and build multinomial logistic regression model
here there three categories-pc, tablet ,mobile thus masking
one category we will get coefficients for other two i.e.
probabilities for person to choose tablet or mobile can be
find using coefficients and interpretations are quite similar
to above

This will help in firms on the matter of advertising e.g. if

people using mobiles and tablet more means then there
should be proper application
(in android or other) and connectivity.
2) Similarly consider dependent variable as Q32 medium of
payment this will help in financial front for e.g. online
payment they might give offers or by cards there might be
shopping points etc.
3) By taking y which is most common category as baseline or
reference we mask that effect and build model with
remaining categories we get baseline category model

Ordinal logistic regression model

1) Here it as same as multinomial logistic regression model
except dependent categories are ordinal (there is inherent
ranking)
We can build 10 ordinal logistic regression model under egrocer taking Q21-30 as dependent variable.
We can build 10 ordinal logistic regression model under non
e- grocery taking Q33-42 as dependent variable.
Ordinal response- cumulative category logit
1) This cumulative category logit gives better interpretation in
case of ordinal responses. From above example we have y
as
1) Strongly disagree 2) disagree 3) neutral 4) agree 5)
strongly agree
Here first cumulative logit will have strongly disagree
divided by sum of remaining categories, next will sum of
first two categories then sum of 3,4,5 and so on
these type of logits helps interpretation as there is degree
of ranking on opinion on given question.
Ordinal response- adjacent category logit
1) Here the logits are such that it compares only two
categories in a particular pattern such that it compares only
neighbouring catgory e.g. it will start from comparing
probabilities of strongly disagree with disagree, next one
disagree to neutral.
in this type of situation adjacent category logit is most
suitable

Other than these analysis if we have data base of a firm from

e- grocery we can do time-series analysis on number of

products being bought at which part of time and we can do

conditioning using factors from questionnaire.
Further we can try multivariate analysis (more than one Y) .
we can use clustering, structural equation modelling ,decision
tree.

Note- the data sets should be altered suitable to the tools that is being
used for analysis.