Marketing Final Syllabus:

● Framework Design
● Hypothesis
● Questionnaire
● Categorical questions
● Scale based questions
● Behavioral psychographic
● Qdm miner lite Thematic analysis
● Commentary
● What have u gauged out of this Spss
● Spss Output
● Hypothesis writing
● Qda miner lite par thematic analysis, graphs, themes and narrations develop Karni
hai
● spss data, calculate reliability, regression,fill in the blanks

Theoretical framework: narrations hoon gi we have to design framework

How to design theoretical framework for narrations
tell me which is moderating variable,Mediating Variable,Independent
Variable,Dependent Variables and control variable
Example: Impact of celebrity endorsements of clothing brands through television ads,
print ads and social media outreach on the buying ability of consumers
Independent variable: Celebrity endorsements (tv, print, social media)
Dependent variable: Buying Ability of consumers

What is a mediating variable: A mediating variable, also known as a mediator, explains

the process through which two variables are related. It is situated between an
independent variable and a dependent variable, providing a mechanism to explain the
existence of a causal relationship.

Here is an example of a study where a mediator variable is used:

Example: The relationship between exercise and mood
1. Independent variable: Exercise
2. Dependent variable: Mood
3. Mediator: Endorphins
In this example, exercise is the independent variable, as it is the factor that is
manipulated or controlled by the researcher. Mood is the dependent variable, as it is the
outcome that is being measured or observed. Endorphins, which are chemicals
produced by the body during exercise, act as a mediator in this relationship.
● Endorphins are caused by the independent variable (exercise) and influence the
dependent variable (mood).
● When endorphins are taken into account, the statistical correlation between
exercise and mood is higher than when endorphins are not considered.
In this case, endorphins can be considered a mediator because they explain the process
through which exercise influences mood. They provide a way for independent variables
(exercise) to impact a dependent variable (mood) by acting as a "middleman" between
the two

Moderating variable:
a moderating variable, also known as a moderator, affects the strength and direction of
the relationship between two other variables. It helps in understanding for whom, when,
or under what circumstances a relationship will hold, and it is crucial in exploring and
explaining the complexities of correlational relationships
Research question: Does the level of caffeine intake affect the relationship between
stress and sleep quality?
Dependent variable: Sleep quality
Independent variable: Level of caffeine intake
Moderator: Stress

Another example:
There is an impact on customer satisfaction due to brand essence, brand heritage,
realistic events, and message credibility. The relationship between these 4 factors and
customer satisfaction is mediated by positive electronic word of mouth such that the
relation between the mediator and dependent variable customer satisfaction is
moderated by gender.

Explanation of this diagram: There is an impact on customer satisfaction due to brand essence,
brand heritage, realistic event, and message credibility. The relationship between these 4
factors and customer satisfaction is mediated by positive electronic word of mouth such that the
relation between the mediator and dependent variable customer satisfaction is moderated by
gender.
Excel multiple pivots

How to make pivot table:

To create a pivot table in Excel, you can follow these general steps:
1. Select the Data: Click any cell inside the data set.
2. Insert the Pivot Table: Go to the "Insert" tab, then click "PivotTable."
3. Choose the Data Range: Excel will automatically select the data for you. The
default location for a new pivot table is a new worksheet.
4. Drag Fields: In the PivotTable Fields pane, drag the fields to the different areas
such as Rows, Values, and Filters to define the layout and calculations of the
pivot table

Behavioral Psychographic:
Behavioral psychographics refer to a type of market segmentation that focuses on
understanding consumers' behaviors, habits, and actions, as well as their psychological
and cognitive attributes. This approach involves grouping people based on how they act
and behave in the marketplace, and it can include variables such as purchase decisions,
brand loyalty, benefits sought, user status, and usage rate. Unlike traditional
demographic segmentation, behavioral psychographics delve into the psychological
makeup of consumers to uncover the reasons behind their purchasing decisions and
behaviors. It is a valuable tool for marketers seeking to create targeted and effective
marketing campaigns that resonate with specific consumer groups.

A company that sells outdoor gear may use behavioral psychographic segmentation to
group customers based on their outdoor activities. For instance, the company may
group customers who enjoy hiking, camping, and rock climbing together, as they share
similar interests and behaviors. By understanding the behaviors and habits of these
customers, the company can create targeted marketing campaigns that appeal to their
specific needs and preferences. For example, the company may create ads that
highlight the durability and versatility of their products, as these are important factors
for customers who engage in outdoor activities. By using behavioral psychographic
segmentation, the company can increase engagement and conversions by delivering
personalized messages that resonate with their target audience
SSPS
Reliability: go to analyze click scale and click reliability then only select scale based
questions. Reliability value should be above 0.6 at any cost.
Resolving reliability technique: go back to spss go to analyze then scale then click
reliability then click the statistics button then only choose scale if item deleted option
and press continue.
Demographic analysis: go to analyze descriptives then click frequencies then only
select nominal questions then go to charts and selects charts example bar.
Note: In the output in the statistics chart there should be no missing values.
Summated scales: Go to transform then compute then type question name in target
variable box and write and select average ka function in numeric expression’s box. EX:
(Q1+Q2)/2. Make compute variable for all headings of questionnaire for e.g; service,
price, convenience,..etc
For reverse ex: to reverse type question name then minus (scale + 1)- question that u
are reversing
(Q1+Q2R+Q3)/3 and press ok. This is for when using reverse summated scale
Then go to analyze and select descriptive and select the new variables only then in
options select range skewness and kurtosis and press ok.
Correlation: go to analyze select correlate and bivariate and select new variables only
and press ok it will give u correlation table in output. If the significance value in
correlation chart is more than 0.5% then there is error.
Regression: go to analyze, select regression then linear, select dependent and
independent variable and done.
The variable we want to predict is called the dependent variable (or sometimes, the outcome
variable). The variable we are using to predict the other variable's value is called the
independent variable (or sometimes, the predictor variable).

The Thematic Analysis Process

Braun and Clarke outline six key steps involved in conducting a thematic analysis:
 1. Familiarization with the data: Researchers immerse themselves in the data to gain a deep
understanding of the material.
2. Generating initial codes: Researchers generate initial codes that capture important concepts,
ideas, or patterns within the data.
3. Searching for themes: Researchers identify potential themes by systematically reviewing and
organizing the codes.
4. Reviewing themes: Researchers review the themes to ensure their coherence and relevance to the
research question.
5. Defining and naming themes: Researchers refine and define the themes, providing clear
descriptions and memorable names.
6. Producing the final report: Researchers integrate the themes into a coherent narrative, supported
by illustrative examples from the data.

Frame work
What is a conceptual framework?

A conceptual framework is a written or visual representation that explains the study

variables and their relationships with each other. The starting point is a literature review
of existing studies and theories about your topic.

Steps to develop a conceptual framework

● Clarify your study topic by identifying and defining key concepts in your thesis
problem statement and thesis question. Essentially, your thesis should address a
knowledge gap.
● Perform a literature review to provide a background to interpret and explain the
study findings. Also, draw on empirical knowledge that you have gained from
personal experience.
● Identify crucial variables from the literature review and your empirical knowledge,
classify them as dependent or independent variables, and define them.
● Brainstorm all the possible factors that could affect each dependent variable.
● Propose relationships among the variables and determine any associations that
exist between all variables.
● Use a flowchart or tree diagram to present your conceptual framework.

Types of variables
When developing a conceptual framework, you will need to identify the following:

● Independent variables
● Dependent variables
● Moderating variables
● Mediating variables
 ● Control variables

First, identify the independent (cause) and dependent (effect) variables in your study.
Then, identify variables that influence this relationship, such as moderating variables,
mediating variables, and control variables. A moderating variable changes the
relationship between independent and dependent variables when its value increases or
decreases. A mediating variable links independent and dependent variables to better
explain the relationship between them. A control variable could potentially impact
thecause-and-effect relationship but is kept constant throughout the study so that its
effects on the findings/outcomes can be ruled out.

Example of a conceptual framework

You want to investigate the hours spent exercising (cause) on childhood obesity
(effect).

Now, you need to consider moderating variables that affect the cause-and-effect
relationship. In our example, the amount of junk food eaten would affect the level of
obesity.

Next, you need to consider mediating variables. In our example, the maximum heart rate
during exercise would affect the child’s weight.
Finally, you need to consider control variables. In this example, because we do not want
to investigate the role of age in obesity, we can use this as a control variable. Thus, the
study subjects would be children of a specific age (e.g., aged 6–10 years).

What is a theoretical framework?

A theoretical framework provides a general framework for data analysis. It defines the
concepts used and explains existing theories and models in your field of research.

A theoretical framework provides a general framework for data analysis. It defines the
concepts used and explains existing theories and models in your field of research. It
also explains any assumptions that were used to inform your approach and your choice
of specific rationales. Theoretical frameworks are often used in the fields of social
sciences.

Purpose of a theoretical framework

● Test and challenge existing theories
● Establish orderly connections between observations and facts
● Predict and control situations
● Develop hypotheses

Steps to develop a theoretical framework

● Identify and define key concepts in your thesis problem statement and thesis
question.
● Explain and evaluate existing theories by writing a literature review that describes
the concepts, models, and theories that support your study.
● Choose the theory that best explains the relationships between the key variables
in your study.
● Explain how your research study fills a knowledge gap or fits into existing studies
(e.g., testing if an established theory applies to your thesis context).
● Discuss the relevance of any theoretical assumptions and limitations.

A thesis topic can be approached from a variety of angles, depending on the theories
used.

● In psychology, a behavioral approach would use different methods and

assumptions compared with a cognitive approach when treating anxiety.
● In literature, a book could be analyzed using different literary theories, such as
Marxism or poststructuralism.

Structuring a theoretical framework

The structure of a theoretical framework is fluid, and there are no specific rules that need
to be followed, as long as it is clearly and logically presented.

The theoretical framework is a natural extension of your literature review. The literature
review should identify gaps in the field of your research, and reviewing existing theories
will help to determine how these can be addressed. The structure of a theoretical
framework is fluid, and there are no specific rules that need to be followed, as long as it
is clearly and logically presented. The theoretical framework is sometimes integrated
into the literature review chapter of a thesis, but it can also be included as a separate
chapter, depending on the complexity of the theories.

Example of a theoretical framework

The sales staff at Company X are unmotivated and struggling to meet their monthly
targets. Some members of the management team believe that this could be achieved by
implementing a comprehensive product-training program, but others believe that
introducing a sales commission structure will help.

Problem:
Company X is not achieving their monthly sales targets

Objective:
To increase monthly sales.

Research question:
How can Company X motivate their sales team to achieve its monthly sales targets?

Sub-questions:
1. Why do the sales staff feel unmotivated?
2. What is the relationship between motivation and monetary rewards?
3. Do the sales staff feel that they have sufficient product knowledge?

Theoretical framework:
A literature search will need to be performed to understand the background of the many
different theories of motivation in psychology. For example, Maslow’s Hierarchy of
Needs (basic human needs—physiological, safety, love/belonging, esteem, and
self-actualization—have to be fulfilled before one can live up to their true potential),
Vroom’s Theory of Expectancy (people decide upon their actions based on the
outcomes they expect), and Locke’s Goal-Setting Theory (goals are a key driver of one’s
behavior). These theories would need to be investigated to determine which would be
the best approach to increase the motivation of the sales staff in Company X so that the
monthly sales targets are met.

Conclusion
A robust conceptual or theoretical framework is crucial when writing a
thesis/dissertation. It defines your research gap, identifies your approach, and guides
the interpretation of your results.

Hypothesis

What is a hypothesis?
A hypothesis states your predictions about what your research will find. It is a tentative answer to your

research question that has not yet been tested. For some research projects, you might have to write

several hypotheses that address different aspects of your research question.

A hypothesis is not just a guess – it should be based on existing theories and knowledge. It also has to be

testable, which means you can support or refute it through scientific research methods (such as

experiments, observations and statistical analysis of data).

Variables in hypotheses
Hypotheses propose a relationship between two or more types of variables.

● An independent variable is something the researcher changes or controls.

● A dependent variable is something the researcher observes and measures.

If there are any control variables, extraneous variables, or confounding variables, be sure to jot those

down as you go to minimize the chances that research bias will affect your results.

Example: HypothesisDaily exposure to the sun leads to increased levels of happiness.

In this example, the independent variable is exposure to the sun – the assumed cause. The dependent

variable is the level of happiness – the assumed effect.

Developing a hypothesis (with example)

Step 1. Ask a question

Writing a hypothesis begins with a research question that you want to answer. The question should be

focused, specific, and researchable within the constraints of your project.

Example: Research questionDo students who attend more lectures get better exam results?

Step 2. Do some preliminary research

Your initial answer to the question should be based on what is already known about the topic. Look for

theories and previous studies to help you form educated assumptions about what your research will find.
At this stage, you might construct a conceptual framework to ensure that you’re embarking on a relevant

topic. This can also help you identify which variables you will study and what you think the relationships

are between them. Sometimes, you’ll have to operationalize more complex constructs.

Step 3. Formulate your hypothesis

Now you should have some idea of what you expect to find. Write your initial answer to the question in a

clear, concise sentence.

Example: Formulating your hypothesisAttending more lectures leads to better exam results.TipAI tools

like ChatGPT can be effectively used to brainstorm potential hypotheses. To learn how to use these tools

responsibly, see our AI writing resources page.

4. Refine your hypothesis

You need to make sure your hypothesis is specific and testable. There are various ways of phrasing a

hypothesis, but all the terms you use should have clear definitions, and the hypothesis should contain:

​ The relevant variables

​ The specific group being studied

​ The predicted outcome of the experiment or analysis

5. Phrase your hypothesis in three ways

To identify the variables, you can write a simple prediction in if…then form. The first part of the sentence

states the independent variable and the second part states the dependent variable.

If a first-year student starts attending more lectures, then their exam scores will improve.

In academic research, hypotheses are more commonly phrased in terms of correlations or effects, where

you directly state the predicted relationship between variables.

The number of lectures attended by first-year students has a positive effect on their exam scores.

If you are comparing two groups, the hypothesis can state what difference you expect to find between

them.
First-year students who attended most lectures will have better exam scores than those who attended few

lectures.

6. Write a null hypothesis

If your research involves statistical hypothesis testing, you will also have to write a null hypothesis. The

null hypothesis is the default position that there is no association between the variables. The null

hypothesis is written as H0, while the alternative hypothesis is H1 or Ha.

● H0: The number of lectures attended by first-year students has no effect on their final exam scores.

● H1: The number of lectures attended by first-year students has a positive effect on their final exam

scores.

Hypothesis examples

Research question Hypothesis Null hypothesis

What are the health Increasing apple consumption in Increasing apple

benefits of eating an apple over-60s will result in decreasing consumption in over-60s

a day? frequency of doctor’s visits. will have no effect on

frequency of doctor’s visits.

Which airlines have the Low-cost airlines are more likely to Low-cost and premium

most delays? have delays than premium airlines. airlines are equally likely to

have delays.
 Can flexible work Employees who have flexible working There is no relationship

arrangements improve job hours will report greater job between working hour

satisfaction? satisfaction than employees who flexibility and job

work fixed hours. satisfaction.

How effective is high school Teenagers who received sex High school sex education

sex education at reducing education lessons throughout high has no effect on teen

teen pregnancies? school will have lower rates of pregnancy rates.

unplanned pregnancy than teenagers

who did not receive any sex

education.

What effect does daily use There is a negative There is no relationship

of social media have on the correlationbetween time spent on between social media use

attention span of social media and attention span in and attention span in

under-16s? under-16s. under-16s.

SPSS

Nominal
A variable can be treated as nominal when its values represent categories with no intrinsic

ranking. For example the department of the company in which an employee works. Examples of

nominal variables include region, zip code, or gender of individual or religious affiliation. The

nominal scale can also be coded by the researcher in order to ease out the analysis process, for

example; M=Female, F= Female.

Ordinal
A variable can be treated as ordinal when its values represent categories with some intrinsic

ranking. For example, levels of service satisfaction from highly dissatisfied to highly satisfied.

Examples of ordinal variables include a degree of satisfaction among the consumers, preference

degree from very high to very low, and degree of concern towards a certain issue. Generally, it is

preferable to assign numeric codes to represent the degree of something among respondents. For

example 1=Highly satisfied, 2=satisfied, 3= neutral, 4= dissatisfied, 5= highly dissatisfied.

Scale
A variable can be treated as a scale when its values represent ordered categories with a

meaningful metric, so that distance comparisons between values are appropriate. Examples of

scale variables include age in years, income in thousands of Rupees, or the score of a student in

the GRE exam. For example in a classroom of 60 students, each one would have been given

GRE entrance test, and therefore Scale is used to determine the average score for the class, the

highest and lowest score in the class so on and so forth.

Base Nominal Ordinal Scale

Type Qualitative Qualitative Quantitative

Meaning Categories have no Categories with The data is not

meaningful order meaningful order grouped based on

or rank but just or rank to them any linkage but just

 record the has the numerical

perception of values

different things

Feature General perception Have a level of The data has

recording for agreement or numerical values

different things record satisfaction with no associated

though are of the level order or rank with

same field but open response

completely questions

unrelated to each

other

Applicability Just want to record Things wherein no Differences in

perception for specific difference responses could be

some specific could be depicted measured and each

things that have but just an order category defines

meaningful ranking represent the the different level

variation in

perception

Example Marital status, Perception Height, weight,

political party, recorded via Likert income, time

region, eye colour, scale (3-point,

or yes/no questions 5-point, or 7-point)