Data Analysis
This study will utilize quantitative data from surveys of participants engaged with
social media campaigns of café shops in Calinan Poblacion. Descriptive statistics,
including mean, median, mode, and standard deviation, will summarize the data and
demographic characteristics, along with frequencies and percentages for engagement-
related categorical variables.
Inferential statistics will include a t-test to compare brand awareness scores
between respondents who engaged with the campaigns and those who did not.
Correlation analysis will assess the relationship between engagement with social media
campaigns (independent variable) and brand awareness (dependent variable), while
multiple regression analysis will evaluate how engagement factors predict brand
awareness.
The analysis will be conducted using SPSS software for accuracy. Data cleaning
procedures will check for missing values and outliers to ensure data integrity. Results
will be presented in tables and bar charts for clarity. Limitations may include bias from
self-reported data.
This analysis aims to provide insights into the factors influencing brand
awareness among café customers, contributing to the understanding of social media
campaigns’ role.
Data Analysis
The data collected in this study will be quantitative, obtained through surveys
administered to respondents who interacted with social media campaigns of café shops
in Calinan Poblacion. The analysis will be conducted in three stages: data preparation,
descriptive analysis, and inferential analysis.
1. Data Preparation:
• The survey responses will be reviewed for completeness, excluding
any responses with significant missing data to ensure data integrity. Outliers will also be
identified and removed as necessary.
• Categorical data will be coded numerically for analysis: age groups
will be coded as 1 for 15-17 years, 2 for 18-20 years, and 3 for 21-24 years; gender will
be coded as 1 for male, 2 for female, and 3 for other/prefer not to say.
2. Descriptive Statistics:
• Descriptive statistics will summarize the demographic information of
the participants and provide an overview of their engagement with social media
campaigns. This will include calculating measures such as mean, median, mode, and
standard deviation.
• Frequencies and percentages will be reported for categorical
variables, such as the proportion of respondents participating in different types of social
media interactions.
3. Inferential Statistics:
• To test the hypothesis that social media campaigns positively affect
brand awareness, a t-test will compare the average brand awareness scores of
respondents who engaged with the campaigns versus those who did not.
• A correlation analysis will assess the strength and direction of the
relationship between the level of engagement with social media campaigns
(independent variable) and brand awareness indicators (dependent variable).
• Additionally, a multiple regression analysis will be performed to
determine the extent to which various factors related to campaign engagement predict
brand awareness.
4. Presentation of Data:
• The results will be presented using bar charts and tables for clarity.
Bar charts will display brand awareness scores across different engagement levels,
while tables will summarize key demographic information and statistical results.
Microsoft Excel will be used for creating these visuals, effectively communicating
findings related to social media campaigns and brand awareness among café
customers in Calinan Poblacion.
5. Justification for Selected Methods:
• The t-test is selected for its effectiveness in comparing the means
of two groups, while regression analysis is suitable for understanding how engagement
with social media campaigns influences brand awareness. SPSS software will be
utilized for these analyses due to its robust statistical capabilities.
6. Limitations:
• One limitation of this study is the potential bias introduced by self-
reported data, as respondents may overestimate or underestimate their level of
engagement with social media campaigns. This could affect the accuracy of the
relationship between engagement and brand awareness.
The analysis aims to provide a comprehensive understanding of the role social
media campaigns play in influencing brand awareness among café customers,
contributing valuable insights for strategies to enhance customer engagement in digital
marketing contexts.