#3 | CORRELATION & REGRESSION
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DESCRIPTION:
For this assignment, refer to the SPSS file titled “FacebookU&G.” You are required to carry out a number of statistical tests and procedures. Do not attach the SPSS output file. Just report the results related to each question. Report all statistics to the second decimal (e.g., 8.45). This is assignment is worth 20 points.
The data set that you have includes questions about the motivations to use Facebook, the intensity to use Facebook, and some Facebook use measures (time spent on the site and the number of Facebook friends). This research investigates the ways in which the motivations to use Facebook predict: (1) the intensity to use Facebook, (2) time spent on Facebook, and (3) the number of Facebook friends.
MOTIVATIONS: To measure Facebook motivations, the researcher asked participants to rate their agreement/disagreement with each of the following items using a 9-point scale anchored by “Strongly Disagree” and “Strongly Agree.” The 18 statements reflect seven different motivations to use Facebook as shown in the following table.
Table 1.
Items used to measure the motivations to use Facebook
Motivation Item
Information Sharing I use Facebook to share information
I use Facebook to share information useful to people
I use Facebook to present information on my interests
Self-Documentation I use Facebook to record what I do in life
I use Facebook to record what I have learned
I use Facebook to record where I have been
Socialization I use Facebook to connect with people who share some of my values
I use Facebook to connect with people who are similar to me
Entertainment I use Facebook because it is enjoyable
I use Facebook because it entertains me
Diversion I use Facebook because it helps me pass the time
I use Facebook because I have nothing better to do
I use Facebook because it relaxes me
Self-Expression I use Facebook to show my personality
I use Facebook to tell others about myself
I use Facebook because I like that I can post things I want to say immediately
Convenience I use Facebook because it is easy to use
I use Facebook because it is convenient
INTENSITY TO USE FACEBOOK: To measure the intensity to use Facebook, participants were asked to indicate their agreement/disagreement with six statement related to the ways in which they use Facebook. Items were rated on 9-point scales anchored by “Strongly Disagree” to “Strongly Agree.”
Table 2.
Items used to measure the intensity to use Facebook
Facebook is part of my everyday activity
I am proud to tell people I’m on Facebook
Facebook has become part of my daily routine
I feel out of touch when I haven’t logged onto Facebook for a while
I feel I am part of the Facebook community
I would be sorry if Facebook shut down
TIME & FRIENDS: Participants were also asked to report the approximate time they spend daily on Facebook (in minutes) and the total number of friends they have on Facebook.
Q1: Reliability, variable reduction, and descriptive statistics
The first thing you need to do is reduce the major variables (motivations and intensity to use Facebook) after conducting the appropriate reliability analyses. Once you’ve done that, fill in the table found on the following page.
To calculate reliability: Analyze Scale Reliability Analysis. You need to conduct this for each of the eight variables listed in the table below (this means that you have to carry out eight different reliability analyses). Select the items that correspond with each variable, and in the dialogue box check “Item,” “Scale,” and “Scale if item deleted.”
Reducing variables: Once you’ve calculated and reported the reliability of each of the variables, you need to reduce them: Transform Compute Variable. You also need to do this eight different times, once for each variable. For each variable, select “Statistics” from the “Function Group” (on the right side of the dialogue box), select “Mean” from the menu below it “Functions and Special Variables,” and then click on the upward arrow to lift the function to the “Numeric Expression” box. In that box, input the variables that will be reduced to each of the aggregate variable. Make sure to name the new variables. Remember that no spaces are allowed for naming variables (i.e., Information_sharing; Self_Documentation; Socialization; Entertainment; Diversion; Self_Expression; Convenience; Facebook_Intensity).
Means and SD: To calculate the means and SDs for each of the new variables, Analyze Descriptive Statistics Descriptives… Drag the new variables to the dialogue box and click “OK” to get the results.
FILL IN THE TABLE BELOW [4 points]
Variable Cronbach’s α Mean SD
A. Information Sharing
B. Self-Documentation
C. Socialization
D. Entertainment
E. Diversion
F. Self-Expression
G. Convenience
H. Facebook intensity
I. Would you evaluate the reliability of the eight variables as satisfactory? (Yes/No) [1 point]
Q2: Correlation
Next, you need to perform a correlation analysis among the seven different motivations to use Facebook. Analyze Correlate Bivariate for the seven aggregate variables corresponding with the motivations to use Facebook.
A. Copy and paste (or create) the correlation matrix below [1 point]
B. From the correlation matrix, which two variables have the highest correlation between them? [1 point]
C. From the correlation matrix, which two variables have the lowest correlation between them? [1 point]
Q3: Multiple Regression – Motivations & Intensity
The first multiple regression model you will run will test how the seven motivations to use Facebook predict the intensity to use Facebook. Analyze Regression Linear. Enter the aggregate variable for the intensity to use Facebook (i.e., “Facebook_Intensity”) as a dependent variable, and the seven motivations as independent variables. The following should be checked when you click on “Statistics” in the dialogue box: Estimate, Model fit, R squared change, Descriptives.
A. Is the regression model statistically significant? If yes, then provide statistical evidence to support your decision (i.e., report regression coefficient, F-value, and p-value). [2 points]
B. What is the percent of variance explained by the independent variables in the dependent variable? [1 point]
C. Which motivation is considered the strongest predictor of the intensity to use Facebook (the one with the highest beta value)? [1 point]
Q4: Multiple Regression – Motivations & FB Friends
The second multiple regression model you will run will test how the seven motivations to use Facebook predict the number of Facebook friends. Analyze Regression Linear. Enter “FB_Friends” as a dependent variable, and the seven motivations as independent variables. The following should be checked when you click on “Statistics” in the dialogue box: Estimate, Model fit, R squared change, Descriptives.
A. Is the regression model statistically significant? If yes, then provide statistical evidence to support your decision (i.e., report regression coefficient, F-value, and p-value). [2 points]
B. What is the percent of variance explained by the independent variables in the dependent variable? [1 point]
C. Which motivation is considered the strongest predictor of the intensity to use Facebook (the one with the highest beta value)? [1 point]
Q5: Multiple Regression – Motivations & Time
The second multiple regression model you will run will test how the seven motivations to use Facebook predict the number of Facebook friends. Analyze Regression Linear. Enter “FB_Time” as a dependent variable, and the seven motivations as independent variables. The following should be checked when you click on “Statistics” in the dialogue box: Estimate, Model fit, R squared change, Descriptives.
A. Is the regression model statistically significant? If yes, then provide statistical evidence to support your decision (i.e., report regression coefficient, F-value, and p-value). [2 points]
B. What is the percent of variance explained by the independent variables in the dependent variable? [1 point]
C. Which motivation is considered the strongest predictor of the intensity to use Facebook (the one with the highest beta value)? [1 point]
Please bring a hard copy of your assignment to class (print out) and submit your assignment to D2L. Save your assignment as a word document (.doc or .docx) – NO PDFs, using YOUR LAST NAME as the file name (e.g., Smith.docx).
GOOD LUCK!
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