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Data Analysis and Interpretation - Research Paper Example

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Summary
This section presents the analysis and interpretation of the data. The questions identified in the problem were used as the basis for the presentation. The sequence of the structure includes tables, analysis and interpretation of the data.
The study used the responses on the questionnaires which was divided by three sections; SECTION A consumer's behaviour by type of factor affecting their wine purchase and familiarity; SECTION B Product-specific regional image (Human factor, Natural factor, and climatic factor), Product attribute perception (quality dimension, health dimension, exclusivity dimension), Attitude towards region of origin, and SECTION C Respondents profile.
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Data Analysis and Interpretation
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Data Analysis and Interpretation

Using the value 0.05 level of significance, F-statistics, and an Analysis of variance (ANOVA) test, the df num value is k-1, or 2 -1, or 1 and the df den value is T-k, or 150 - 2, or 148. So, with = 0.05, the critical value of F in this analysis of variance test was F0.05 (1, 148) = 253. Since computed F (FC) is less than Tabulated F (FT), Ho is accepted, which states that the British consumers' perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin.
In other words, the result of the "Analysis of Variance" (ANOVA) shows that the computed F, 1.117 is less than the tabular values of F-statistics, 253 at 0.05 degrees of freedom, 1, 148. This denotes that the British consumers' perception of "Rioja" wine attributes is affected by the image factors of "La Rioja" origin.
The resultant R square value is 0.007. This is very far from the point of reference value 1. This shows that the correlation is not on the normal curve distribution. So, it is interpreted as very small positive correlation. In percentile (%), it is 0.7 which indicates significant differences in terms of the British consumers' perception of "Rioja" wine and the image factors of "La Rioja" origin.

Moreover, because the R square value of 0.007 is not close to the adjusted R square value of 0.001, this signifies that the regression model is not fit for the data. The very small positive correlation denotes that the perception is uncorrelated with image or perception, it may be either large or small when the image is large and vice versa. This further implies that there is no systematic trend in British consumer's perception of "Rioja" wine as the image factors of "La Rioja" origin value increase.



2. Ho 2: The image of "La Rioja" origin has no direct influence on the British consumers' preference for "Rioja" wine;
Data analysis on:

Relationship of the image of "La Rioja" origin and the British consumers' preference for "Rioja" wine using analysis of variance (ANOVA)

Relationship
Computed
F
Tabulated
F
Interpretation
Image versus Preference
334
253
Rejected

Using 0.05 level of significance, F-statistics, and an Analysis of variance (ANOVA) test, it was established that the df num value is k-1, or 2 -1, or 1 and the df den value is T-k, or 150 - 2, or 148. So, with = 0.05, the critical value of F in this analysis of variance test was F0.05 (1, 148) = 253. The computed F (FC) value is greater than Tabulated F (FT). Ho is rejected. This is because the result of the "Analysis of Variance" (ANOVA) shows that the computed F (334) is greater than the tabular values of F-statistics (253) at 0.05 degree of freedom (1, 148). This means that the image of "La Rioja" origin has direct influence on the British consumers' preference for "Rioja" wine

Data analysis on:
Correlation of the image of "La Rioja" origin and the
British consumers' preference for "Rioja" wine
Using coefficient of determination (R2)
Correlation
R2
Adjusted
R2
Interpretation ... Read More
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