ASSIGNMENT 2
Correlation and Regression Analysis
Introduction
This assignment uses data from an online survey conducted for DELL by a UM research team on online
relationships. Ever since DELL started selling PC systems through its website in 1996, online relationships
with its customers have been pivotal to its marketing strategy. Therefore, the company wants to get
insight into the predictors of relationship commitment.
Description dataset
The SPSS data file Assignment2.sav contains 669 respondents from the 2020 DELL Online Relationship
study. The goal of the survey is thus assessing whether familiarity (FAM), situational normality (SN),
structural assurance (SA), and trust (TR) positively influence relationship commitment (RC). The table
below gives an overview of how these variables were questioned in the survey:
MEASUREMENT INSTRUMENTS
FAMILIARITY a
FAM01 I am familiar with DELL through the press.
FAM02 I am familiar with DELL by visiting the DELL website.
FAM03 I am familiar with DELL by purchasing online on the DELL website.
SITUATIONAL NORMALITY a
SN01 The steps required for ordering on the DELL website are typical of other similar websites.
SN02 The information requested from me while ordering on the DELL website is typical of other
similar websites.
SN03 The nature of the interaction with the DELL website is typical of other similar websites.
SN04 The payment process on the DELL website is typical of other similar websites.
STRUCTURAL ASSURANCE a
SA01 I feel safe conducting online transactions with DELL because of its privacy policy.
SA02 I feel safe conducting online transactions with DELL because it provides a toll-free
telephone number for customer contacts.
SA03 I feel safe conducting online transactions with DELL because of its warranty policy.
SA04 I feel safe conducting online transactions with DELL because of its customer support
policy
a
TRUST
TR01 Based on my previous experience with DELL I feel that it is honest.
TR02 DELL cares about its customers.
TR03 I can trust DELL as a customer.
TR04 DELL will not behave opportunistically.
RELATIONSHIP COMMITMENT a
RC01 I feel emotionally attached to DELL.
RC02 DELL has great personal meaning for me.
1
, RC03 I feel like part of the “DELL family.”
RC04 DELL means a lot to me.
* all measured on an 7-point Likert scale ranging from 1: totally disagree to 7:totally agree.
DEMOGRAPHICS
GENDER Male (1)
Female (2)
AGE _____ years old
EDUCATION (1) Some high school or less
(2) High school graduate
(3) Some College/Technical School
(4) College graduate or higher
INCOME Gross yearly income: $ _____
LENGTH OF RELATIONSHIP _____ years
Questions
1. Calculate a mean score for FAM, SN, SA, RC, and TR. Specifically, for each of the variables, take the
mean of the associated scale items. State whether these resulting mean scores are categorical or
metric variables.
Compute FAM = mean(FAM01, FAM02, FAM03).
Compute SN = mean( SN01, SN02, SN03, SN04).
Compute SA = mean( SA01, SA02, SA03, SA04).
Compute RC = mean(RC01, RC02, RC03, RC04).
Compute TR = mean(TR01, TR02, TR03, TR04).
We treat Likert scales of +5/+7 items as interval data. All mean scores are thus continuous/metric.
2. Explore the bivariate correlations among FAM, SN, SA, TR, versus RC. Generally formulate all
hypotheses (H0 and H1), conduct the appropriate statistical tests, visually assess the assumptions of
linearity (using a scatterplot – HINT: use graphs>chart builder>scatterplot>scatterplot matrix) and
normality (using histograms and P-P plots), check for outliers (using boxplots) and interpret the SPSS
output with respect to the hypotheses. What are the implications of these results for the study?
HYPOTHESES
H0: correlation coefficient r = 0
H1: correlation coefficient r > 0
TEST:
Pearson Correlation, r, summarizes the strength of association between two metric (at least
interval) variables [-1, 1]
CORRELATIONS
/VARIABLES=FAM SN SA TR RC
2
Correlation and Regression Analysis
Introduction
This assignment uses data from an online survey conducted for DELL by a UM research team on online
relationships. Ever since DELL started selling PC systems through its website in 1996, online relationships
with its customers have been pivotal to its marketing strategy. Therefore, the company wants to get
insight into the predictors of relationship commitment.
Description dataset
The SPSS data file Assignment2.sav contains 669 respondents from the 2020 DELL Online Relationship
study. The goal of the survey is thus assessing whether familiarity (FAM), situational normality (SN),
structural assurance (SA), and trust (TR) positively influence relationship commitment (RC). The table
below gives an overview of how these variables were questioned in the survey:
MEASUREMENT INSTRUMENTS
FAMILIARITY a
FAM01 I am familiar with DELL through the press.
FAM02 I am familiar with DELL by visiting the DELL website.
FAM03 I am familiar with DELL by purchasing online on the DELL website.
SITUATIONAL NORMALITY a
SN01 The steps required for ordering on the DELL website are typical of other similar websites.
SN02 The information requested from me while ordering on the DELL website is typical of other
similar websites.
SN03 The nature of the interaction with the DELL website is typical of other similar websites.
SN04 The payment process on the DELL website is typical of other similar websites.
STRUCTURAL ASSURANCE a
SA01 I feel safe conducting online transactions with DELL because of its privacy policy.
SA02 I feel safe conducting online transactions with DELL because it provides a toll-free
telephone number for customer contacts.
SA03 I feel safe conducting online transactions with DELL because of its warranty policy.
SA04 I feel safe conducting online transactions with DELL because of its customer support
policy
a
TRUST
TR01 Based on my previous experience with DELL I feel that it is honest.
TR02 DELL cares about its customers.
TR03 I can trust DELL as a customer.
TR04 DELL will not behave opportunistically.
RELATIONSHIP COMMITMENT a
RC01 I feel emotionally attached to DELL.
RC02 DELL has great personal meaning for me.
1
, RC03 I feel like part of the “DELL family.”
RC04 DELL means a lot to me.
* all measured on an 7-point Likert scale ranging from 1: totally disagree to 7:totally agree.
DEMOGRAPHICS
GENDER Male (1)
Female (2)
AGE _____ years old
EDUCATION (1) Some high school or less
(2) High school graduate
(3) Some College/Technical School
(4) College graduate or higher
INCOME Gross yearly income: $ _____
LENGTH OF RELATIONSHIP _____ years
Questions
1. Calculate a mean score for FAM, SN, SA, RC, and TR. Specifically, for each of the variables, take the
mean of the associated scale items. State whether these resulting mean scores are categorical or
metric variables.
Compute FAM = mean(FAM01, FAM02, FAM03).
Compute SN = mean( SN01, SN02, SN03, SN04).
Compute SA = mean( SA01, SA02, SA03, SA04).
Compute RC = mean(RC01, RC02, RC03, RC04).
Compute TR = mean(TR01, TR02, TR03, TR04).
We treat Likert scales of +5/+7 items as interval data. All mean scores are thus continuous/metric.
2. Explore the bivariate correlations among FAM, SN, SA, TR, versus RC. Generally formulate all
hypotheses (H0 and H1), conduct the appropriate statistical tests, visually assess the assumptions of
linearity (using a scatterplot – HINT: use graphs>chart builder>scatterplot>scatterplot matrix) and
normality (using histograms and P-P plots), check for outliers (using boxplots) and interpret the SPSS
output with respect to the hypotheses. What are the implications of these results for the study?
HYPOTHESES
H0: correlation coefficient r = 0
H1: correlation coefficient r > 0
TEST:
Pearson Correlation, r, summarizes the strength of association between two metric (at least
interval) variables [-1, 1]
CORRELATIONS
/VARIABLES=FAM SN SA TR RC
2
