RBUS6902 : Quantitative Business Research Methods - Online Survey of Consumers - Business Assignment Help

Assignment Task :

Scenario 

An e-commerce website management agency is trying to predict the impact of a website for  one of their clients. For this purpose, it needs to identify the relevant factors that drive  consumer’s preference for the website. It conducted a focused group discussion with a group  of university students to identify the relevant factors and their impact on consumer  preferences.  

The focus groups were followed by an online survey of consumers (N = 340). Consumers  were asked to complete the survey, after they had browsed the client’s website, when they  were about to leave the website. The time respondents spent browsing the website was also  recorded. The data collected are included in the SPSS data file provided separately. The  coding of the variables used in the survey are included in Table 1. 

Your report should answer the following questions with respect to the above scenario based on the course principles.  

1. What is the proxy (DV) used by the website management agency to capture a  consumer’s preference for the website? 

2. Comment on the approach used by the agency (i.e., focus group) to arrive at the initial  set of factors (IVs) used in the model. How can you improve the approach?

3. Formulate a linear multiple regression model to determine which factors are  influential in predicting consumer’s preference for the website. Comment on the  suitability of the measurement approach (assess based on the provided data). 

4. Run a multiple regression analysis using the entire data. Answer the following  questions. 

a. Based solely on the correlation matrix, express your initial speculation about  suitability of the IVs that are included in the model. 

b. Solely based on the correlation matrix, comment on multicollinearity in the  data. How does one usually address the issue of multicollinearity? Explain. 

c. Which variable is the strongest driver of time spent on a website? Explain. 

5. If you are asked to offer a more parsimonious regression model, with two variables  less than the above base model, explain which two variables will you drop and why;  interpret the results of the final regression model, i.e., the significance of the  coefficients and the overall model fit and so on.

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