Impact of social media on Marketing

COMMENTS

Dear Group 2,

I had graded your Group Assignment 1, and I am proud of the understanding your group has on social research. Decent group effort but can be better still.

Perhaps I will just highlight on three areas that I hope your group can improve on - before you do your Group Assignment 3, 4, and the Final Exam.

1) For question part (iii), I noted there are 5 research questions for your intended group research. I wonder if your group really need so many research questions. Maybe your group can reduce to just 3 RQs - instead of current 5 RQs. I am just suggesting. Ultimately, it is up to your group. No point deduction here - as I still give full 2.0 points for this part.

2) For question part (iv), I felt that your group focused discussion on Surveys - which is a research data collection method - and not actually answering to the part. Your group should just spend a brief paragraph on how each of the 5 research questions satisfy your curiosity on impact of social media on marketing.

3) For question parts (viii) & (ix), I felt that your group had answered out of topic - as the question parts focus on one of the 4 Research Designs (ie. Experimental, Cross-sectional, Longitudinal, or Case Study). Yet, your group were focusing on research being Descriptive in nature.

Your total score for this assignment = 13.5/20.0 (67.5%)

i) Good equation but variables (Y, and Xs) are not clear. What in Marketing are you trying to measure (is it Marketing strategies)? Your X variables are vague too - in terms of what in each social media platform your group intend to measure (ie. what kind of social media's specific impact on marketing that your group is focusing on)? (2 marks)

ii) Your group suggested a few indicators but not sure if these indicators are applicable to all four Xs. If your group intends to use Survey data, then maybe your group can use the following X & Y variables, with the types of social media as your set of 5 indicators (Facebook, Instagram, LinkedIn, Whatsapp, Twitter). (1.5 marks)

iii) For internal reliability, no discussion on Cronbach's Alpha (refer slide 14 of Week 5 lecture) (0.5 mark). For construct validity, your group should focus on whether the findings are relevant and in congruence with the existing theory/literature (0.5 mark). For convergent validity, if you have no indicator set for each X or Y variable, then you cannot use Survey questionnaire (which requires such indicator set) - unless your survey questionnaire only use rating/scale measurements. (0.5 mark)

Total = 1.5 marks.

iv) Should divide your limitations into both Internal and External validities. (1.5 marks)

v) Noted use of Survey questions. Good discussion. However, need to consider if a set of indicators for each variable/concept is more relevant to your group - instead of rating/scale answers for the questions in your survey. (3.5 marks)

vi) Noted all 3 types of data are present in your group research. I think I see some indicators suggested here - in your nominal/ordinal/interval data proposed - but not clear and not complete. (1.5 marks)

vii) Answer is acceptable. (3 marks)

Important: For your Final Exam, if you intend to continue using Survey (ie. Quantitative Research, instead of Qualitative Research), I suggest the following revisions:

Y = X

where Y = Marketing (strategies or channels or etc?)

X = Social Media platform

Above only has one X variable.

However, for your X variable, your group can have a set of 5 indicators: Facebook, Instagram, LinkedIn, Whatsapp, Twitter - for purposes of your Questionnaire in the Survey.

By having a set of indicators for your single X variable, you can have wider selection on the questions for your Survey (ie. not just using scales/ratings measurement only).