Hi everyone,
I am currently doing my dissertation for MSc in Strategic Management. My topic focuses on the impact of social media on customer service: case study on Twitter accounts. I have already collected the data from my survey which includes different questions (demographics, semantic differential scale, rating scale and multiple choice). I have also conducted 3 face-to-face interviews. As the survey data is already coded in an Excel sheet, I am now wondering what statistical analysis should I use ? What would you recommend?
Thank you in advance.
Hi Joanna Ivanova
I guess the information provided by you is not sufficient. Further, what analysis we want to do depends on what exactly we are looking for in our data. Developing a conceptual model will help you in deciding about possible statistical analysis for survey data. Based on your literature survey, you could decide which variable will be your IV(s), DV(s), and mediator/moderator, and so on...
Regression analysis could be performed to see the impact of one variable on the other.
Nonetheless, demographic details could have been presented with the help of descriptive statistics and interview data could have been analyzed by means of content analysis.
QUESTION is not well-formed. What do you want to prove? Define you Y (outcome) and Xs (explanatory factors).
INTERVIEW. Three interviews are useless. Disregard them.
It depends on your research question. Every good research should have apriori hypothesis/ aims.
It is based on your objective, aims, hypothesis, research question. How you would like to represent the data. For a survey you can perform descriptive analysis. Joanna Ivanova
Hi everyone,
I am sorry that I did not add more information before.
Aim: To examine what motivates airline's consumers to reach out to the brand for assistance on Twitter.
Objectives:
1. To gain insight into the significance of Social CRM in the airline industry.
2. To examine the role of social media in improving customer service.
3. To evaluate the current performance rate of the airline in providing customer service on Twitter.
I am just keeping the name of the airline anonymous.
I already did descriptive analysis of the survey data but I think my supervisor wants me to also include more complex statistical analysis. I was thinking to test the validity and reliability of the data with SPSS. What are you thoughts on that?.
Thank you.
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