MARKET RESEARCH

HOMEWORK
Excel fluency

MR-B
Raghav Sharma

2018229
Cleaning up of data:

Analyse, Descriptive statistics, Frequency to see the missing values:

There were two rows which had missing values in Gender. Since we can’t replace the values because Gender is not
continuous. So, we delete them.
Next we, remove missing values in the other variables by series mean.

New variables have been created.

Then we replace Age and Experience

Check for skewness and kurtosis:
Statistics

N Mean Media Mod Std. Varian Ske Std. Kurt Std. Mini Maxim

Valid Mis n e Deviatio ce wnes Error osis Error mum um

sin n s of of

g Skewn Kurt
ess osis

Playful_1 382 2 2.7304 3.0000 2.00 .83120 .691 .291 .125 -.395 .249 1.00 5.00
Playful_2 382 2 2.8586 3.0000 2.00 .89379 .799 .104 .125 -.804 .249 1.00 5.00
Playful_3 382 2 2.7225 3.0000 2.00 .88526 .784 .299 .125 -.475 .249 1.00 5.00
Playful_4 382 2 3.0916 3.0000 4.00 .91329 .834 -.286 .125 -.681 .249 1.00 5.00
Playful_5 382 2 2.9948 3.0000 4.00 .94465 .892 -.083 .125 -.883 .249 1.00 5.00
Playful_6 382 2 3.0262 3.0000 4.00 .95260 .907 -.107 .125 -.925 .249 1.00 5.00
Playful_7 382 2 2.8796 3.0000 3.00 .89686 .804 .064 .125 -.627 .249 1.00 5.00
CompLatent_1 382 2 2.6518 2.0000 2.00 .97029 .941 .277 .125 -.798 .249 1.00 5.00
CompLatent_3 382 2 3.2382 3.0000 4.00 .96299 .927 -.422 .125 -.700 .249 1.00 5.00
CompLatent_4 382 2 2.5288 2.0000 2.00 .99234 .985 .438 .125 -.430 .249 1.00 5.00
CompLatent_5 382 2 2.6702 2.0000 2.00 1.03030 1.062 .304 .125 -.876 .249 1.00 5.00
AtypUse_1 382 2 2.3979 2.0000 2.00 .93842 .881 .835 .125 .193 .249 1.00 5.00
AtypUse_2 382 2 2.3586 2.0000 2.00 .97726 .955 .706 .125 -.090 .249 1.00 5.00
AtypUse_3 382 2 2.2042 2.0000 2.00 .82620 .683 .811 .125 .596 .249 1.00 5.00
AtypUse_4 382 2 2.2513 2.0000 2.00 .91341 .834 .707 .125 .020 .249 1.00 5.00
AtypUse_5 382 2 2.2461 2.0000 2.00 .85553 .732 .794 .125 .449 .249 1.00 5.00
Useful_1 382 2 4.0262 4.0000 4.00 .70940 .503 -.703 .125 .989 .249 2.00 5.00
382 2 3.9791 4.0000 4.00 .69083 .477 -.597 .125 1.13 .249 1.00 5.00
Useful_4
5
382 2 4.0681 4.0000 4.00 .69914 .489 -.881 .125 2.17 .249 1.00 5.00
Useful_6
6
Useful_7 382 2 4.0890 4.0000 4.00 .68920 .475 -.359 .125 -.055 .249 2.00 5.00
Joy_2 382 2 3.4895 4.0000 4.00 .92990 .865 -.452 .125 -.189 .249 1.00 5.00
Joy_3 382 2 3.5393 4.0000 4.00 .90914 .827 -.623 .125 .250 .249 1.00 5.00
382 2 3.7199 4.0000 4.00 .83088 .690 -.982 .125 1.27 .249 1.00 5.00
Joy_4
0
Joy_5 382 2 3.3717 3.0000 4.00 .95188 .906 -.289 .125 -.435 .249 1.00 5.00
Joy_6 381 3 3.6404 4.0000 4.00 .85492 .731 -.659 .125 .346 .249 1.00 5.00
Joy_7 382 2 3.7173 4.0000 4.00 .85951 .739 -.767 .125 .678 .249 1.00 5.00
382 2 3.9948 4.0000 4.00 .64395 .415 -.825 .125 2.00 .249 2.00 5.00
InfoAcq_1
4
InfoAcq_2 382 2 3.8534 4.0000 4.00 .68694 .472 -.681 .125 .946 .249 2.00 5.00
382 2 3.9188 4.0000 4.00 .70708 .500 -.869 .125 1.88 .249 1.00 5.00
InfoAcq_4
0
InfoAcq_5 382 2 3.7016 4.0000 4.00 .79364 .630 -.586 .125 .513 .249 1.00 5.00
382 2 3.8796 4.0000 4.00 .72536 .526 -.891 .125 1.89 .249 1.00 5.00
DecQual_2
2
DecQual_3 382 2 3.8796 4.0000 4.00 .73969 .547 -.626 .125 .980 .249 1.00 5.00
DecQual_4 382 2 3.7513 4.0000 4.00 .76226 .581 -.727 .125 .989 .249 1.00 5.00
 382 2 3.7513 4.0000 4.00 .71610 .513 -.671 .125 1.03 .249 1.00 5.00
DecQual_5
4
DecQual_6 382 2 3.91 4.00 4 .813 .661 -.715 .125 .621 .249 1 5
DecQual_7 382 2 3.82 4.00 4 .740 .547 -.520 .125 .733 .249 1 5
DecQual_8 382 2 3.25 3.00 3 .899 .808 -.059 .125 -.467 .249 1 5
380 4 21.650 22.000 22.0 2.12067 4.497 1.36 .125 7.36 .250 17.0 35.00
Age
0 0 0 6 9 0
Education -How 382 2 2.1832 2.0000 2.00 .94906 .901 1.53 .125 11.7 .249 .00 10.00
many years of 4 46
formal
college/university
education have
you completed?
Frequency 384 0 5.10 5.00 6 1.596 2.546 -.287 .125 -.506 .248 1 8
381 3 4.4199 3.0000 3.00 2.94190 8.655 1.58 .125 6.62 .249 .00 25.00
Experience
1 7

Inference:
1. Minimum & Maximum: To confirm this, we check the “Variable view” of the SPSS Data sheet and
we confirm if the range mentioned there collates with the data we have. In this case it does as
checked from the data sheet.
2. Mean: The mean for each of them is between the higher and the lower value. So that shows that there
is no error there.
3. Standard Deviation: This shows the variability spread of the data.
4. Skewness: Here we can see the skewness is negative for 26 out of the 37 variables, so we can say
that the data is skewed more towards the left. We can confirm the same from the histogram obtained
for these variables.
5. Kurtosis: The value for this is less than 3 and less than 0 as well, 26 out of the 37 variables, this tells
us that the outliers are not as extreme and that the peak of the curve, when plotted is flatter.
6. The ratio of skewness to its standard error can be used as a test of normality (that is, you can reject
normality if the ratio is less than -2 or greater than +2). A large positive value for skewness indicates
a long right tail; an extreme negative value indicates a long left tail.
For the first row it is 2.3 and the second row it is .83.
 Test of Normality:
Tests of Normality

Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Playful_1 .240 382 .000 .865 382 .000

Playful_2 .222 382 .000 .872 382 .000
Playful_3 .243 382 .000 .875 382 .000
Playful_4 .222 382 .000 .873 382 .000
Playful_5 .207 382 .000 .878 382 .000
Playful_6 .218 382 .000 .874 382 .000
Playful_7 .201 382 .000 .885 382 .000
CompLatent_1 .265 382 .000 .872 382 .000
CompLatent_3 .272 382 .000 .860 382 .000
CompLatent_4 .263 382 .000 .884 382 .000
CompLatent_5 .271 382 .000 .871 382 .000
AtypUse_1 .342 382 .000 .818 382 .000
AtypUse_2 .316 382 .000 .845 382 .000
AtypUse_3 .344 382 .000 .809 382 .000
AtypUse_4 .320 382 .000 .835 382 .000
AtypUse_5 .338 382 .000 .818 382 .000
Useful_1 .326 382 .000 .785 382 .000
Useful_4 .324 382 .000 .797 382 .000
Useful_6 .322 382 .000 .772 382 .000
Useful_7 .279 382 .000 .809 382 .000
Joy_2 .263 382 .000 .880 382 .000
Joy_3 .280 382 .000 .865 382 .000
Joy_4 .347 382 .000 .803 382 .000
Joy_5 .235 382 .000 .893 382 .000
Joy_7 .315 382 .000 .839 382 .000
InfoAcq_1 .367 382 .000 .729 382 .000
InfoAcq_2 .359 382 .000 .777 382 .000
InfoAcq_4 .352 382 .000 .776 382 .000
InfoAcq_5 .309 382 .000 .841 382 .000
DecQual_2 .349 382 .000 .785 382 .000
DecQual_3 .319 382 .000 .819 382 .000
DecQual_4 .332 382 .000 .817 382 .000
DecQual_5 .340 382 .000 .805 382 .000
DecQual_6 .307 382 .000 .831 382 .000
DecQual_7 .311 382 .000 .827 382 .000
DecQual_8 .207 382 .000 .891 382 .000
Education -How many years .265 382 .000 .819 382 .000
of formal college/university
education have you
completed?
Frequency .191 382 .000 .939 382 .000
SMEAN(Useful_2) .330 382 .000 .789 382 .000
SMEAN(Useful_3) .313 382 .000 .806 382 .000
SMEAN(Useful_5) .299 382 .000 .806 382 .000
SMEAN(Joy_1) .254 382 .000 .884 382 .000
SMEAN(InfoAcq_3) .354 382 .000 .701 382 .000
SMEAN(DecQual_1) .331 382 .000 .816 382 .000
SMEAN(Age) .157 382 .000 .888 382 .000
SMEAN(Experience) .225 382 .000 .834 382 .000
SMEAN(Joy_6) .307 382 .000 .847 382 .000

a. Lilliefors Significance Correction

Since the value of p is <0.05, it means that the data is not normally distributed. Now we change the level of
confidence to 99% and check again.

Tests of Normality

Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Playful_1 .240 382 .000 .865 382 .000

Playful_2 .222 382 .000 .872 382 .000
Playful_3 .243 382 .000 .875 382 .000
Playful_4 .222 382 .000 .873 382 .000
Playful_5 .207 382 .000 .878 382 .000
Playful_6 .218 382 .000 .874 382 .000
Playful_7 .201 382 .000 .885 382 .000
CompLatent_1 .265 382 .000 .872 382 .000
CompLatent_3 .272 382 .000 .860 382 .000
CompLatent_4 .263 382 .000 .884 382 .000
CompLatent_5 .271 382 .000 .871 382 .000
AtypUse_1 .342 382 .000 .818 382 .000
AtypUse_2 .316 382 .000 .845 382 .000
AtypUse_3 .344 382 .000 .809 382 .000
AtypUse_4 .320 382 .000 .835 382 .000
AtypUse_5 .338 382 .000 .818 382 .000
Useful_1 .326 382 .000 .785 382 .000
Useful_4 .324 382 .000 .797 382 .000
Useful_6 .322 382 .000 .772 382 .000
Useful_7 .279 382 .000 .809 382 .000
Joy_2 .263 382 .000 .880 382 .000
Joy_3 .280 382 .000 .865 382 .000
Joy_4 .347 382 .000 .803 382 .000
Joy_5 .235 382 .000 .893 382 .000
Joy_7 .315 382 .000 .839 382 .000
InfoAcq_1 .367 382 .000 .729 382 .000
InfoAcq_2 .359 382 .000 .777 382 .000
InfoAcq_4 .352 382 .000 .776 382 .000
InfoAcq_5 .309 382 .000 .841 382 .000
DecQual_2 .349 382 .000 .785 382 .000
DecQual_3 .319 382 .000 .819 382 .000
DecQual_4 .332 382 .000 .817 382 .000
DecQual_5 .340 382 .000 .805 382 .000
DecQual_6 .307 382 .000 .831 382 .000
DecQual_7 .311 382 .000 .827 382 .000
DecQual_8 .207 382 .000 .891 382 .000
Education -How many years .265 382 .000 .819 382 .000
of formal college/university
education have you
completed?
Frequency .191 382 .000 .939 382 .000
SMEAN(Useful_2) .330 382 .000 .789 382 .000
SMEAN(Useful_3) .313 382 .000 .806 382 .000
SMEAN(Useful_5) .299 382 .000 .806 382 .000
SMEAN(Joy_1) .254 382 .000 .884 382 .000
SMEAN(InfoAcq_3) .354 382 .000 .701 382 .000
SMEAN(DecQual_1) .331 382 .000 .816 382 .000
SMEAN(Age) .157 382 .000 .888 382 .000
SMEAN(Experience) .225 382 .000 .834 382 .000
SMEAN(Joy_6) .307 382 .000 .847 382 .000

a. Lilliefors Significance Correction

Since the value of p is still <0.05, it means that the data is not normally distributed.

Correlation:
Factor Analysis:

We conduct an exploratory factor analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .932

Approx. Chi-Square 12633.784

Bartlett's Test of Sphericity df 946

Sig. .000

This table shows two tests that indicate the suitability of your data for structure detection. The Kaiser-Meyer-Olkin
Measure of Sampling Adequacy is a statistic that indicates the proportion of variance in your variables that might be
caused by underlying factors. High values (close to 1.0) generally indicate that a factor analysis may be useful with
your data. If the value is less than 0.50, the results of the factor analysis probably won't be very useful.

Since the value is very close to 1, it means factor analysis would be useful.

Bartlett's test of sphericity tests the hypothesis that your correlation matrix is an identity matrix, which would
indicate that your variables are unrelated and therefore unsuitable for structure detection. Small values (less than
0.05) of the significance level indicate that a factor analysis may be useful with your data.

Since the value is < 0.05, it means factor analysis would be useful.

Table of Communalities:

It tell us to what extent do our 8 underlying factors account for the variance of our input variables. This is answered
by the r square values. Variables having low communalities -< 0.40- don't contribute much to measuring the
underlying factors.
We can remove such variables from the analysis.
Table of component Matrix:

The component matrix shows the Pearson correlations between the items and the components.These correlations
are called factor loadings.

Component Matrixa

Component

1 2 3 4 5 6 7 8

Playful_1 .476 .401

Playful_2 .590 .406 -.426
Playful_3 .544 .411
Playful_4 .586
Playful_5 .565 .411 -.411
Playful_6 .570 .426 -.402
Playful_7 .544
CompLatent_1 .602
CompLatent_3 .587
CompLatent_4 .641
CompLatent_5 .414 .546
AtypUse_1 .428 .567 .405
AtypUse_2 .548 .481
AtypUse_3 .410 .567 .457
AtypUse_4 .405 .556 .459
AtypUse_5 .556 .453
Useful_1 .643 -.440
Useful_4 .698 -.461
Useful_6 .619 -.427
Useful_7 .606 -.436
Joy_2 .656 -.487
Joy_3 .683
Joy_4 .682 -.441
Joy_5 .624 -.475
Joy_7 .642 -.504
InfoAcq_1 .622
InfoAcq_2 .611 -.409
InfoAcq_4 .633
InfoAcq_5 .521
DecQual_2 .614
DecQual_3 .622
DecQual_4 .582
DecQual_5 .649
DecQual_6 .628
DecQual_7 .641
DecQual_8 .459
Gender .848
SMEAN(Useful_2) .733
SMEAN(Useful_3) .694 -.453
SMEAN(Useful_5) .646 -.492
SMEAN(Joy_1) .647
SMEAN(InfoAcq_3) .645
SMEAN(DecQual_1) .622
SMEAN(Joy_6) .653 -.483

Extraction Method: Principal Component Analysis.

a. 8 components extracted.

For instance, V12 measures (correlates with) components 1,2, and 3.. If a variable has more than 1 substantial factor
loading, we call those cross loadings.
Rotated Component Matrix:

It answers which variables measure which factors.

Rotated Component Matrixa

Component

1 2 3 4 5 6 7

Playful_1 .657
Playful_2 .828
Playful_3 .759
Playful_4 .710
Playful_5 .809
Playful_6 .825
Playful_7 .653
CompLatent_1 .778
CompLatent_3 .774
CompLatent_4 .769
CompLatent_5 .723
AtypUse_1 .797
AtypUse_2 .851
AtypUse_3 .886
AtypUse_4 .866
AtypUse_5 .869
Useful_1 .806
Useful_4 .845
Useful_6 .767
Useful_7 .713
Joy_2 .815
Joy_3 .783
Joy_4 .811
Joy_5 .801
Joy_7 .831
InfoAcq_1 .676
InfoAcq_2 .674
InfoAcq_4 .480 .596
InfoAcq_5 .550
DecQual_2 .764
DecQual_3 .819
DecQual_4 .789
DecQual_5 .775
DecQual_6 .520
DecQual_7 .655
DecQual_8 .589
Gender .
SMEAN(Useful_2) .793
SMEAN(Useful_3) .832
SMEAN(Useful_5) .838
SMEAN(Joy_1) .687
SMEAN(InfoAcq_3) .682
SMEAN(DecQual_1) .570 .435
SMEAN(Joy_6) .782

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

For instance, all the variables having” Playful” are best explained by component 4.

Cronbach's alpha:
Factor 1:

You can see that the Cronbach's alpha value for Factor 1 is shown to be approximately 0.943. The cutoff value of
0.7 is usually used in social science researches. So, Cronbach's value of 0.7 or higher is generally considered
reliable. Value ranges from 0 to 1.
Factor 2:
You can see that the Cronbach's alpha value for Factor 2 is shown to be approximately 0.94. The cutoff value of
0.7 is usually used in social science researches. So, Cronbach's value of 0.7 or higher is generally considered
reliable. Value ranges from 0 to 1.
Factor 3:

You can see that the Cronbach's alpha value for Factor 3 is shown to be approximately 0.904.
Factor 4:

You can see that the Cronbach's alpha value for Factor 4 is shown to be approximately 0.912.
Factor 5:

You can see that the Cronbach's alpha value for Factor 5 is shown to be approximately 0.934.
Factor 6:

You can see that the Cronbach's alpha value for Factor 6 is shown to be approximately 0.807.
Factor 7:
You can see that the Cronbach's alpha value for Factor 7 is shown to be approximately 0.817.

Structural Equation Modelling (CFA):

Results for CFA Analysis:

In the model fit summary, we saw the CMIN Table where PCMIN/DF value is 1.756 which is less than 3. Hence, our
model can be considered fit.
After looking at the PCMIN/DF value, we look for CFI (Comparative fit Index) in the Baseline Comparisons
which is 0.894 which is closer to 1. Hence, our Factor Analysis gets confirmed at this step.

At the end, we look for the RMSEA (ROOT MEAN SEA) which calculates the badness of model fit. Our
default model showcased RMSEA Value as 0.048 which is significantly very less. Hence, our model is a good
fit.

Structural Equation Model (Path Analysis)

Removing all the constructs, we obtain a clear version of the above path analysis depicting only the factors
of the model.
Results for path analysis:

In the model fit summary, we saw the CMIN Table where PCMIN/DF value is 2.369 which is less than 3.
Hence, our model can be considered fit.

After looking at the PCMIN/DF value, we look for CFI (Comparative fit Index) in the Baseline
Comparisons which is 0.838 which is closer to 1. Hence, our Factor Analysis gets confirmed at this step.
At the end, we look for the RMSEA (ROOT MEAN SEA) which calculates the badness of model fit. Our
default model showcased RMSEA Value as 0.064 which is significantly less. Hence, our model is a good fit.

Test 1: One Sample T-Test

Problem Statement: What is the average experience of respondents using Excel?
Hypothesis: The average experience of respondents using Excel is 5

Variable used: Experience

Inference:
First table provides basic information like mean, standard deviation etc. about the selected sample.
In second table, we check the p value which should be less than 0.05 to accept the null hypothesis. Here
however, the p value is <0.05 therefore we reject the null hypothesis and we infer that the average
experience of the population is not 5.

Test 2: Independent T-Test

Problem statement: Creativity when respondent interact with Excel ( Males vs Females)
Hypothesis: There is no significant difference in the Creativity when respondent interact with Excel in
Males and Females
Dependent Variable: Creativity when respondent interact with Excel
Grouping Variable: Gender
Inferences:

Here, we check the significance value for Levene’s test first and since p here is >0.05, the data is homogenous and so
we check the significant value of the first row. Here significance is >0.05 so the null hypothesis is accepted that is
there is no significant difference in the Creativity when respondent interact with Excel in Males and Females.

Test 3: Paired T-Test

Paired T test cannot be performed as we do not have variables of before and after.

Test 4: One way Anova

Research Question: Does use a majority of the features in Excel depends on the experience one has
Hypothesis: There is no significant difference between the use a majority of the features in Excel and frequency

Dependent Variable: CompLatent_1

Independent Variable: Frequency

Levine’s test of homogeneity

To test the homogeneity of a sample we run the Levene’s test and to check the value we see the column
named “Sig.”. If the value of p is >0.05, that means equal variances are not assumed.
The means are significantly different. We reject the null hypothesis because p<0.05
Test 5: Manova

Research Question: There is no significant difference in users who find excel playful with respect to the number of
times they use excel and gender.

Hypothesis: There is no significant difference in users who find excel playful with respect to the number of times
they use excel and gender.

Dependent Variable: Playful_1, Playful_2, Playful_3

Independent Variable: Frequency, Gender

Between-Subjects Factors

Value Label N

2 Almost Never 27

3 Once per month 37

2-3 times per 67

4
month

5 Once per week 68

Frequency
2-3 times per 121
6
week

7 Daily 38

Multiple times 24
8
daily
1 Male 290
Gender
2 Female 92

This table shows all the data mike mean, standard deviation etc.

Descriptive Statistics

Frequency Gender Mean Std. Deviation N

Male 2.2222 .80845 18

Almost Never Female 2.2222 .83333 9

Total 2.2222 .80064 27

Male 2.5833 .71728 24

Once per month Female 2.3846 .96077 13

Total 2.5135 .80352 37

Male 2.9286 .89423 42

Playful_1
2-3 times per month Female 2.6000 .81650 25

Total 2.8060 .87454 67

Male 2.8364 .71398 55

Once per week Female 2.9231 .86232 13

Total 2.8529 .73839 68

Male 2.7347 .87991 98

2-3 times per week
Female 2.7391 .96377 23
 Total 2.7355 .89227 121

Male 2.8571 .60112 35

Daily Female 2.3333 .57735 3

Total 2.8158 .60873 38

Male 3.0556 .72536 18

Multiple times daily Female 2.5000 1.04881 6

Total 2.9167 .82970 24

Male 2.7724 .80865 290

Total Female 2.5978 .89024 92

Total 2.7304 .83120 382

Male 2.2778 .89479 18
Almost Never Female 2.5556 .88192 9
Total 2.3704 .88353 27
Male 2.7917 .83297 24
Once per month Female 2.6154 .96077 13
Total 2.7297 .87078 37
Male 2.8095 .96873 42
2-3 times per month Female 2.6400 .86023 25
Total 2.7463 .92676 67
Male 2.9455 .86961 55
Once per week Female 2.8462 .80064 13
Total 2.9265 .85197 68
Playful_2
Male 2.9082 .88617 98
2-3 times per week Female 2.8261 1.02922 23
Total 2.8926 .91106 121
Male 3.2857 .66737 35
Daily Female 2.6667 .57735 3
Total 3.2368 .67521 38
Male 3.0000 .90749 18
Multiple times daily Female 2.8333 1.16905 6
Total 2.9583 .95458 24
Male 2.9034 .88684 290
Total Female 2.7174 .90573 92
Total 2.8586 .89379 382
Male 2.2222 1.00326 18

Almost Never Female 2.3333 .70711 9

Total 2.2593 .90267 27

Male 2.5417 .58823 24

Once per month Female 2.3846 .86972 13

Playful_3 Total 2.4865 .69208 37

Male 2.7381 .91223 42

2-3 times per month Female 2.6000 .91287 25

Total 2.6866 .90803 67

Male 2.6909 .83606 55

Once per week
Female 2.8462 .80064 13
 Total 2.7206 .82581 68

Male 2.7959 .89626 98

2-3 times per week Female 2.7391 1.05388 23

Total 2.7851 .92382 121

Male 3.0857 .78108 35

Daily Female 2.3333 .57735 3

Total 3.0263 .78798 38

Male 2.8889 .83235 18

Multiple times daily Female 3.0000 1.41421 6

Total 2.9167 .97431 24

Male 2.7517 .86877 290

Total Female 2.6304 .93430 92

Total 2.7225 .88526 382

Box's Test of Equality

of Covariance
Matricesa

Box's M 115.504
F 1.476
df1 72
df2 11948.872
Sig. .006

Tests the null hypothesis

that the observed
covariance matrices of
the dependent variables
are equal across groups.
a. Design: Intercept +
Frequency + Gender +
Frequency * Gender

Box’s Test: It is to check the quality of the covariance matrix. Here we check the p value which is not less
0.05. Then we check the p value at 99% significance level. P value still remains 0.06>0.01, Therefore, we
reject the null hypothesis and the data is not homogeneous.

Multivariate Testsa

Effect Value F Hypothesis df Error df Sig.

Pillai's Trace .868 800.838b 3.000 366.000 .000

Wilks' Lambda .132 800.838b 3.000 366.000 .000

Intercept
Hotelling's Trace 6.564 800.838b 3.000 366.000 .000

Roy's Largest Root 6.564 800.838b 3.000 366.000 .000

Pillai's Trace .056 1.161 18.000 1104.000 .287
Frequency
Wilks' Lambda .945 1.163 18.000 1035.690 .285
 Hotelling's Trace .058 1.166 18.000 1094.000 .283
Roy's Largest Root .042 2.562c 6.000 368.000 .019
Pillai's Trace .009 1.061b 3.000 366.000 .366
Wilks' Lambda .991 1.061b 3.000 366.000 .366
Gender
Hotelling's Trace .009 1.061b 3.000 366.000 .366
Roy's Largest Root .009 1.061b 3.000 366.000 .366
Pillai's Trace .026 .526 18.000 1104.000 .947

Wilks' Lambda .975 .524 18.000 1035.690 .948

Frequency * Gender
Hotelling's Trace .026 .522 18.000 1094.000 .949

Roy's Largest Root .013 .792c 6.000 368.000 .577

a. Design: Intercept + Frequency + Gender + Frequency * Gender

b. Exact statistic
c. The statistic is an upper bound on F that yields a lower bound on the significance level.

Interpretation: We will check only wilkis lambda and Pillai’s trace, we check the significance value of each
of the factors.
a) Frequency: The significance value is 0.287, so the test value is insignificant.
b) Gender: The significance value is 0.366, so the test value is insignificant.
c) Frequency * Gender: The significance value is 0.948, so the test value is insignificant.
Therefore, these constructs have no effect.

Levene's Test of Equality of Error Variancesa

F df1 df2 Sig.

Playful_1 1.553 13 368 .097

Playful_2 .856 13 368 .600
Playful_3 1.227 13 368 .257

Tests the null hypothesis that the error variance of the

dependent variable is equal across groups.
a. Design: Intercept + Frequency + Gender + Frequency *
Gender

To test the homogeneity of a sample we run the Levene’s test and to check the value we see the column
named “Sig.”. If the value of p is >0.05, that means equal variances are not assumed.

Tests of Between-Subjects Effects

Source Dependent Variable Type IV Sum of df Mean Square F Sig.

Squares

Playful_1 15.481a 13 1.191 1.769 .046

Corrected Model Playful_2 16.612b 13 1.278 1.634 .074

Playful_3 15.343c 13 1.180 1.533 .103

Playful_1 1259.825 1 1259.825 1871.330 .000
Intercept Playful_2 1405.863 1 1405.863 1797.915 .000
Playful_3 1278.987 1 1278.987 1661.705 .000
Frequency Playful_1 8.936 6 1.489 2.212 .041
 Playful_2 5.442 6 .907 1.160 .327
Playful_3 7.625 6 1.271 1.651 .132
Playful_1 2.123 1 2.123 3.153 .077
Gender Playful_2 .990 1 .990 1.266 .261
Playful_3 .488 1 .488 .634 .426
Playful_1 2.814 6 .469 .697 .653
Frequency * Gender Playful_2 1.740 6 .290 .371 .897
Playful_3 2.294 6 .382 .497 .811
Playful_1 247.747 368 .673
Error Playful_2 287.754 368 .782
Playful_3 283.244 368 .770
Playful_1 3111.000 382
Total Playful_2 3426.000 382
Playful_3 3130.000 382
Playful_1 263.228 381

Corrected Total Playful_2 304.366 381

Playful_3 298.586 381

a. R Squared = .059 (Adjusted R Squared = .026)

b. R Squared = .055 (Adjusted R Squared = .021)
c. R Squared = .051 (Adjusted R Squared = .018)

If p<0.05, the construct has no effect

p>0.05, construct has no effect
Test 5 - Regression:
Research Question: How Playfulness in Excel relates to the experience
Hypothesis: There is no significant difference in users who find excel playful with respect to the experience
they have
Dependent Variable: Playful 1

Independent Variable: Experience

SPSS regression with default settings results in four tables. The most important table is the last table, “Coefficients”.
b coefficient is statistically significant if its p-value is smaller than 0.05. Since it is more than 0.05. So it is
insignificant.
The beta coefficients allow us to compare the relative strengths of our predictors. It is 0.035 in this case.

The value of R is 0.035, which shows very less correlation or nearly no correlation.
Test 6 – Discriminant Analysis:

Some assumptions of the Discriminant Analysis:

 Predictors should be Independent
 Group members should be mutually exclusive

Dependent Variable: Frequency

Independent Variable: Uselful_2, Joy_1, InfoAcq_3

Research Question: We want to predict the frequency of the Excel usage by Uselful_2, Joy_1, InfoAcq_3

The group statistics tells us the mean and standard deviation among the Frequency and the independent
variable.
Since Sig. value <0.05, it is statistically significant

In Pooled within groups we can see that we don’t have highly correlated variables, which was one of the pre
requisites in discriminant analysis. Log determinant values are nearly equal.

The sig. value of Box’s test is >0.01. So we fail to reject the null hypothesis of equal covariance matrices.
 Standardized Canonical Discriminant Function
Coefficients

Function

1 2 3

SMEAN(Useful_2) .803 -.120 -.791

SMEAN(Joy_1) .267 -.709 .821
SMEAN(InfoAcq_3) .125 1.020 .459

Here it explains in the order of explanation, which variable explains the most. As we can see Useful 2
explains the most.

Structure Matrix

Function

1 2 3

SMEAN(Useful_2) .955* .016 -.297

SMEAN(InfoAcq_3) .542 .715* .442
SMEAN(Joy_1) .618 -.384 .686*

Pooled within-groups correlations between discriminating

variables and standardized canonical discriminant
functions
Variables ordered by absolute size of correlation within
function.
*. Largest absolute correlation between each variable and
any discriminant function

All values are >.3, So do explain the dependent variable.

Classification Function Coefficients

Frequency

Almost Once per 2-3 times Once 2-3 Daily Multiple times daily
Never month per month per week times
per week

SMEAN(Us 4.416 5.253 5.453 5.373 5.751 6.262 6.505

eful_2)
SMEAN(Jo .199 .561 .307 .577 .500 .900 .478
y_1)
SMEAN(Inf 9.525 8.814 9.543 8.993 9.107 9.410 9.757
oAcq_3)
-29.425 -30.484 -32.752 -31.099 -32.208 -38.285 -39.711
(Constant)

Fisher's linear discriminant functions

It shows that 31.7 % of the cases which were classified from 1-8 were correctly classified.
Test 7 – Cluster Analysis:

a. Hierarchical cluster
Interpretation:
According to the hierarchical cluster, maximum number of good clusters are 4.

b. K-Means Cluster

ANOVA
Cluster Error
Mean Square df Mean Square df F Sig.
Playful 25.774 4 .268 377 96.123 .000
AtypUse 33.209 4 .297 377 111.627 .000
CompLatent 23.703 4 .386 377 61.364 .000
Useful 16.108 4 .199 377 81.083 .000
Joy 25.841 4 .319 377 80.990 .000
InfoAcq 13.515 4 .151 377 89.566 .000
DecQual 20.847 4 .242 377 86.089 .000
The F tests should be used only for descriptive purposes because the clusters have been
chosen to maximize the differences among cases in different clusters. The observed
significance levels are not corrected for this and thus cannot be interpreted as tests of the
hypothesis that the cluster means are equal.

Interpretation: We first check the significance level of all the variables we have taken. Since the significance
for all of them are less than 0.05 at 95% confidence level, we can say that all these variables are significant.

Number of Cases in each

Cluster
Cluster 1 93.000
2 89.000
3 109.000
4 36.000
5 55.000
Valid 382.000
Missing .000

Interpretation: We selected 5 clusters and we see that the number of variables in each of the cluster isn’t
uniform so we change the number of clusters to 4 and check again.
Number of Cases in each
Cluster
Clusteri 1 96.000
nt 2 112.000
3 103.000
4 71.000
Valid 382.000
Missing .000

There’s still no uniformity in the numbers so we reduce the number of clusters by one more.

Number of Cases in each

Cluster
Cluster 1 111.000
2 155.000
3 116.000
Valid 382.000
Missing .000

The values have now become pretty uniform so we will finalize 3 clusters.

c. Two-step cluster