My questionnaire is build up with several videos which the respondents watched and answered how likely they are to watch the video on a 5 point likert scale.
Eventually I would like to know which way is the best to analyze my data in a good way.
I know mostly a linear regression is used but at the moment I don't know how to do this in a good way for my study.
I was wondering if someone could help me out, so I could go further with my research and finish my Master Marketing!
I attached my (draft) thesis and my spss data
Hello Kevin,
It looks as if the "How likely are you to watch..." items represent your DV, and that a single rating for a given type of video will be the "score" (as Salvatore's reply suggests). Given that, probably ordinal regression is the way to go for evaluating the explanatory power of the other variables you're collecting.
Good luck with your work.
To my understanding of your question, it seems that you are looking into assessing participants' satisfaction with Youtube videos. In that case, satisfaction could be your dependent variable (DV) and YouTube videos could be your independent variable (IV). Now, choosing the right statisitcal procedure depends on how you treat your DV (continous vs categorical) and the number and genre of your Youtube videos. That being said, you could check out the following study by Barrot (2021).
Barrot, J. S. (2021). Social media as a language learning environment: A systematic review of the literature (2008-2019). Computer Assisted Language Learning, 1-29. https://doi.org/10.1080/09588221.2021.1883673
Article Social media as a language learning environment: a systemati...
Good luck,
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