Comment on the extent to which the device used differs across psychographic groups Provide comment on why this may be. [FREQUENCY]

1. Comment on the extent to which theperceptions of the video differ across age groups. Provide comment on why this may be. [ANOVA]

1. Comment on the variability ofusers’ perceptions of the video acrossthe 4psychographic groups. What could explain the variability observed? [STANDARD DEVIATION.

1. Use measures of central tendency to comment on “Camping Enthusiasts” and “Indoor Types”interaction times with the video. [CENTRAL TENDENCY]

1. Comment on the relationship between the gender of users and their interaction times of the video? Provide comment on why this may be. [T-TEST]

2) INFERENTIAL ANALYSES:

1. Discuss how the device used to access the social media site influences users’ interaction times with the video.Compare this across age groups, and comment on why this may occur. [CHI-SQUARE]

1. Discuss how the time of day users access the social media site influencestheir interaction time with the video.Compare this across gender groups, and comment on why this may occur. [CHI-SQUARE]

1. Discuss how users’ interaction time with the video influences their perception of the video.Compare this across age groups, and comment on why this may occur[LOGISTIC REGRESSION]

 

1. Discuss how users’ perceptions of the video influence their interaction time.Compare this across psychographic groups, and comment on why this may occur.[LINEAR REGRESSION]

 

1. Discuss how users’ interaction time with the video influences their click-through.Compare this across psychographic groups, and comment on why this may occur.[LOGISTIC REGRESSION]

1. Discuss how the number of social media sites the user has followed of the brand influences their click-through.Compare this across psychographic groups, and comment on why this may occur. [LOGISTIC REGRESSION]

3) RECOMMENDATIONS:

Using specific reference to the findings of analysing this data, make recommendations for the following:

1. What strategies would you put in place to increase click-through rates of the video amongst a particular demographic group?

Make reference to the demographic profile, interaction time of the video, number of social media sites followed, and any additional information relevant to social media interaction.

1. How could you tailor the content of the video to best suit one particular psychographic group?

Make reference to the psychographic profile, device used, time of day of interaction, and any interests these individuals may have.