BUSINESS RESEARCH AND ANALYTICS PROJECT

On

“ATTITUDE OF INDIVIDUALS TOWARDS DATA PROTECTION IN SOCIAL

MEDIA”

FINAL REPORT

Submitted by:

Group- 06 (Section G)

K Vivek Vardhan Reddy, Neha Dixit, Rudhrika Agarwal, Satwika Bhupathi, Vikram Ganesh
OBJECTIVE
The main purpose of this project is to determine the attitude of people towards data protection
on social media sites. There is an increased popularity of social media sites now-a-days among
people, but it also raises a question of how well the awareness of privacy policies and the safety
of the personal information are being protected by these sites.
With increasing usage of social networking sites, it is very important to have a glance on
people’s attitude towards the privacy policies, about the terms and conditions mentioned in
different media platforms. This research is conducted to know the attitude of an individual
towards the privacy and data protection provided by the social networking sites.

As people from different age groups and with a different educational qualification have a
different view on their data (personal information) being protected. Our team has mainly
focused on the awareness among people followed by the breach of private policies.

For instance, recently the CEO of Facebook, Mark Zuckerberg admitted to the breach done of
private information of people via different applications for 2016 US elections and now the
company is rectifying the errors.

Also, the relevance of studying people’s attitude towards private policies stands as the
government has prescribed laws on it and it is the duty of each and every citizen to be aware
of all the policies. For instance, State laws in the US stated in “The California Online Privacy
Protection Act (CALOPPA)” requires you to “conspicuously post a privacy policy on your
website”.

VARIABLES

INDEPENDENT VARAIBLE
There are two independent variable associated with this study i.e.
1. Age - As the use of social media and attitudes towards social media differ between
young, middle-aged, and older age segments of society and thus their attitude towards
their data protection.

2. Gender - Men and women have varying degrees of online activity across different
social media sites. As woman are considered to be more cautious towards sharing
personal data on social media sites, their attitude towards the same would be different
from each other and can reflect the same on their attitude towards data protection.
DEPENDENT VARIABLE
In the study, only attitude is the dependent variable as it will help to study the relationship
between the variables.
1. Attitude - Attitude of people towards data protection on social media sites is the
dependent variable. Attitude of people can be dependent on factors like their age,
gender etc. according to their usage and their purpose of usage.

TARGET POPULATION

The targeted population is the social media users differing in their age and gender. As huge
population uses social media these days, random sampling method is used for sampling and to
determine the attitude of the people towards the privacy and data protection policies provided
by the social media sites.

The responses are being recorded to check how the independent variable such as age and gender
influence the dependent variable – attitude towards the social media sites. The survey data
would be used to make inferences for the hypothesis.

1) From whom the data is going to be collected?

The responses have been taken from the students of IBS, Hyderabad and professionals and
families across age groups.

2) From where the data is going to be collected?

Data will be collected from college and school going students, business professionals whom
the group member has contacts, family and friends group.

3) How the data is going to be collected?

The responses will be collected by a questionnaire sent through a google form. The
responses from different individuals have been recorded to do further analysis.

4) Sample size
A decision has to be taken about the sampling unit before selecting of the sample. The
population for this study includes the students, business professional and families of
different places. A sample size of about 60-80 is taken.
METHODOLOGY

RESEARCH DESIGN:
A primary study will be conducted through online survey targeting people of different age
groups ranging from 18 and below, 19-35,36-49 and 50 and above than who use social media
sites for various purposes in day to day life.

SAMPLING DESIGN:
In this project Probability Sampling method will be used for the research work. It is a sampling
technique where the samples are gathered in a process that gives all the individuals in the
population equal chance of being selected. Since the sample is taken from infinite population,
sampling will be random sample method. The advantage of using a random sampling is that it
eliminates systematic and sampling bias.
DATA COLLECTION:
Primary data will be collected through a questionnaire, which will be sent through different
social media platform. The questionnaire will be designed in a manner to find the attitude of
people towards data protection in social media sites using METHOD OF SUMMATED
RATING. The scale, which is being used, is the LIKERT SCALE. Through this scale
respondents indicate their attitudes by checking how strongly they agree or disagree to
statements ranging from very positive to very negative attitude toward some object.

ANALYSIS TECHNIQUE:
The collected data will be analyzed using MULTIPLE REGRESSION MODEL method.
Multiple regression analysis used to study how a dependent variable is related to two or more
independent variables.
An important assumption in multiple regression is the non-existence of multicollinearity i.e. the
independent variables are not related to each other. Hence, it can be tested by computing the
correlation coefficient between each pair of independent variables.
Also, multiple regression analysis is being used as it would help in predicting a continuous
dependent variable from a number of independent variables.
In this research, with collected data the multiple regression model will be used to find how the
independent variables like age, gender has a significant effect on the dependent variable that is
the attitude towards data protection in social media sites.
QUESTIONNAIRE

8. Age
o Below 18
o 18-35
o 36-49
o 49 & Above

8. Gender
o Male
o Female

8. I spend a lot of time on social media sites than required.

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

8. Do you give importance to any changes in terms & conditions in privacy policies?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

8. Your personal data is safe on social media?

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

8. Are you fine with filling online surveys on social media?

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

7.Do you agree that privacy policies on social media are effective?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
8. Do you agree social Media is offering a very limited privacy setting option?

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Agree
o
9. Are you fine with strangers knowing about your data which is shared on social media
sites?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

10. Do you communicate with your peers, friends and family more through social media
rather than by phone calls?

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Agree

11. Your data will be safer if India has its own data protection law?

o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
ANALYSIS
An analysis has been done to find out the relationship between one Dependent Variable to
other Independent Variables. The Responses for Question Number 05 has been considered
as the dependent variable whereas all the other Questions are considered to be Independent
Variable and the analysis has been done.
KEY SUMMARY STATS
P value < 10% =0.10
RSQUARE VALUE = 0.5224
Q1 = 0.0616
Q3 = 0.0317
Q7 = 0.0529
Q9 = 0.0453

MAIN ANALYSIS AND RESULTS (SAS OUTPUT)

The REG Procedure

Model: Linear_Regression_Model
Dependent Variable: Q5

Number of Observations Read 78

Number of Observations Used 78
Analysis of Variance
Sum of Mean
Source DF Squares Square F Value Pr > F
Model 10 56.96068 5.69607 7.33 <.0001
Error 67 52.07778 0.77728
Corrected Total 77 109.03846
Root MSE 0.88163 R-Square 0.5224
Dependent Mean 3.42308 Adj R-Sq 0.4511
Coeff Var 25.75563
 Parameter Estimates
Parameter Standard
Variable DF Estimate Error t Value Pr > |t|
Intercept 1 0.63284 0.54636 1.16 0.2509
Age 1 -0.00401 0.00995 -0.40 0.6880
gender 1 -0.08760 0.23655 -0.37 0.7123
Q1 1 0.21755 0.11443 1.90 0.0616
Q2 1 0.13966 0.10306 1.36 0.1799
Q3 1 0.20850 0.09504 2.19 0.0317
Q4 1 -0.00655 0.09332 -0.07 0.9442
Q6 1 -0.14016 0.11916 -1.18 0.2437
Q7 1 0.18063 0.09166 1.97 0.0529
Q8 1 0.09421 0.10638 0.89 0.3790
Q9 1 0.19862 0.09735 2.04 0.0453

Collinearity Diagnostics
Cond Proportion of Variation
Num Eigen ition Interce
ber value Index pt Age gender Q1 Q2 Q3 Q4 Q6 Q7 Q8 Q9
9.445 1.000 0.0003 0.0011 0.0020 0.0005 0.0009 0.0009 0.0009 0.0006 0.00 0.0007 0.0007
1 31 00 6241 7 1 2519 3434 0536 7860 0029 112 3538 1137
0.640 3.839 0.0000 0.0086 0.4821 0.0001 0.0033 0.0026 0.0001 0.0001 0.01 0.0005 0.0013
2 77 33 3929 0 5 1342 8 7 6681 6333 718 1628 7
0.259 6.037 0.0000 0.0195 0.0558 0.0094 0.0398 0.1082 0.0267 0.0290 0.08 0.0180 0.0015
3 09 88 2315 1 6 3 9 8 8 1 809 3 1
0.195 6.950 0.0001 0.3621 0.0298 0.0396 0.0187 0.0054 0.0150 0.0067 0.03 0.0352 0.0065
4 54 11 4632 8 4 6 6 9 7 4 013 3 6
0.114 9.095 0.0041 0.1460 0.2541 0.0032 0.2996 0.0820 0.0077 0.0000 0.26 0.0106 0.0166
5 18 05 5 9 9 4 3 3 9 2593 604 8 8
0.089 10.26 0.0011 0.0156 0.0029 0.0062 0.0681 0.0294 0.4456 0.0445 0.09 0.2631 0.0001
6 63 566 0 7 7 5 3 9 0 1 264 4 3901
0.085 10.51 0.0066 0.0119 0.0001 0.0005 0.1246 0.0041 0.3161 0.0114 0.19 0.0734 0.2654
7 43 473 4 6 0431 7836 0 9 6 4 685 3 7
0.057 12.78 0.0511 0.0890 0.0678 0.1798 0.0063 0.5425 0.0032 0.2657 0.02 0.0001 0.0421
8 76 751 1 8 8 6 1 0 6 4 387 9554 2
0.051 13.60 0.0543 0.0006 0.0442 0.1105 0.1981 0.1233 0.1606 0.0182 0.19 0.0537 0.5363
9 01 783 0 2715 7 3 7 1 2 7 839 9 7
0.035 16.31 0.0317 0.0114 0.0599 0.1623 0.1728 0.0974 0.0131 0.6224 0.06 0.5441 0.1281
10 50 080 7 0 5 8 4 9 0 8 816 8 6
 Collinearity Diagnostics
Cond Proportion of Variation
Num Eigen ition Interce
ber value Index pt Age gender Q1 Q2 Q3 Q4 Q6 Q7 Q8 Q9
0.025 19.14 0.8503 0.3337 0.0007 0.4874 0.0673 0.0036 0.0104 0.0010 0.01 0.0000 0.0009
11 77 598 6 2 7032 3 7 5 9 1 753 7543 0425

Test of First and Second

Moment Specification
DF Chi-Square Pr > ChiSq
64 54.32 0.8004

Durbin-Watson D 2.243
Number of Observations 78
1st Order Autocorrelation -0.133

INTERPRETATION
1)Hypothesis:
Ho: b1 = b2 = b3 = b4 …. bn
Ha: Not all means are equal
From the analysis, P value < 0.10. Therefore, We Reject Ho and accept Ha.
Model is considered Significant.
2) RSQUARE = 0.5224 i.e. 52.24%
The dependent Variable is been explained by independent variable
3) Pvalue = 0.10 alpha value < 10% (0.01)
Q1, Q3, Q7, Q9 Pvalue < 0.10. Therefore, they add significance to the dependent variable
compared to other independent variable.
4) Hypothesis:
Ho: bo = b1 = b2 =bn = 0
Ha: Not equal to zero
There is NO amount of correlation among interdepend Variables as Durbin-Watson Value is
between 1.5 – 2.5.
 CONCLUSION (CONTRIBUTION)

The attitude of people toward data protection policies on social media was focus of our
research. This research is to analyze the external and internal factors which are influencing
in attitude of people towards their data protection. The recent growth and popularity of
social media platforms usage is an observable fact that crosses all age and gender
boundaries. However, In our research we found that there is a relationship between age and
gender of people and their attitude towards data protection.

LIMITATIONS
1. The model gives vague values because to calculate the data, the age factor is being taken
on an average and the data is not reliable.

2. The data may not fit the model due to the violation of the assumption that as the data
ranges between some limits and does not consist of open values.

3. Multiple interpretations can be taken from the same data.

4. The Analysis is based on a sample data taken from a large population, there are chances of
having variations in conclusion if worked on larger set of data.

REFERENCE

1. https://www.livemint.com/Companies/m7te6JHtU55bn8GZz7NLGK/Mark-
Zuckerberg-admits-mistakes-in-Facebook-data-breach-case.html

2. https://consumercal.org/about-cfc/cfc-education-foundation/california-online-
privacy-protection-act-caloppa-3/
3. https://www.forbes.com/sites/sindhujabalaji/2018/08/03/india-finally-has-a-data-
privacy-framework-what-does-it-mean-for-its-billion-dollar-tech-
industry/#23bafb3070fe

4. https://www.business-standard.com/article/economy-policy/here-are-the-hits-and-
misses-of-india-s-draft-data-protection-bill-118092600142_1.html