Why do people watch Mukbang?
Why do people watch Mukbang?
PROJECT OUTLINE
The following study was conducted for KNS Live, a free-to-air TV channel with the aim of better understanding factors that may motivate individuals to watch Mukbang. Specifically, the current study aimed at resolving the research problem of What will motivate someone to watch Mukbang? Specifically, it aimed to find out:
RQ1: What would motivate an individual to watch Mukbang?
RQ2: Are there differences in these motivations for different demographic profiles?
METHODOLOGY
Study site: Data was collected from individuals in the Singapore city centre. The city centre was chosen due to its larger population density and cultural diversity of its population.
Sampling frame and method: Data was collected from at the city centre by trained data collectors. Data was collected over the months of August till October 2020 at different times of the day to ensure external validity. A systematic sampling method was applied to minimise sampling bias, with every fifth visitor crossing a designated point being approached to complete the questionnaire. As the current study aimed to examine the general publics motivations to watch Mukbang, no stringent selection criteria was implemented. Respondents were first provided with a brief introduction about the purpose of the study. Consent to complete the questionnaire was also obtained in the introduction.
Sample size: A total of 523 questionnaires were collected. Following data cleaning, 251 questionnaires were removed due to missing data or straightlining.
Research design: A quantitative research design was adopted for this study. Specifically, a self-administered questionnaire was developed to collect quantitative data from respondents with relations to key factors that influence intention to watch Mukbang.
Instrumentation: The questionnaire comprised existing scales which were adapted from existing studies for their reliability and relevance to the studys context. Section A related to respondents motivations to watch Mukbang (namely loneliness, collectivism, social norms, health consciousness, novelty, host attractiveness, voyeurism). Measures in this section were developed based one existing scales in the marketing and psychology literature. Section B related to attitudes and intentions to watch Mukbang. Section C recorded demographic information. Respondents were not required to complete Section C if they did not want to disclose their personal information. As such, percentages may not amount to 100%.
Key definitions:
Loneliness: Loneliness is when people to feel empty, alone, and unwanted. People who are lonely often crave human contact, but their state of mind makes it more difficult to form connections with other people.
Collectivism: Collectivism is a value that is characterised by emphasis on cohesiveness among individuals and prioritisation of the group over the self. Collectivism promotes an affinity towards group activities as opposed to solitary activities.
Susceptibility to social norms: Social norms are unwritten rules about how to behave. They provide us with an expected idea of how to behave in a particular social group or culture. An individual who is susceptible to social norms is more likely to behave in accordance with the groups normative behaviour.
Health Consciousness: Health consciousness refers to the extent to which an individual tends to think about their health and promotes health actions.
Novelty: Novelty is the quality of being new, or following from that, of being striking, original or unusual.
Host attractiveness: Host attractiveness is the quality of being appealing or sexually alluring to look at.
Voyeurism: Voyeurism is the tendency to observe or peep into the lives of others, without their conscious knowledge.
STUDY ON MOTIVATIONS TO WATCH MUKBANG
Dear Respondent,
The purpose of this research is to explore the various reasons why individuals may choose watch Mukbang. Your participation in this study is voluntary so there are no consequences should you wish to withdraw from this study at any time.
The attached survey questionnaire takes approximately 10 minutes to complete. Information collected in this research will be non-identifiable (anonymous). This means that we do not need to collect individual names. No one, not even the research team will be able to identify your information. Any information we collect and use during this research will be treated as confidential. The following people will have access to the information we collect in this research: the research team, and, in the event of an audit or investigation, staff from the Curtin University Office of Research and Development. The information we collect in this study will be kept under secure conditions at Curtin University for 7 years after the research has ended and then it will be destroyed.
Curtin Universitys Human Research Ethics Committee (HREC) has approved this study (HRE2031-1234). Should you wish to discuss the study with someone not directly involved, in particular, any matters concerning the conduct of the study or your rights as a participant, or wish to make a confidential complaint, you may contact the Ethics Officer on (08( 9266 9223 or the Manager, Research Integrity on (08) 9266 7093 or email hrec@curtin.edu.au.
Please answer all the questions in this questionnaire and give the responses that most accurately reflect your views about fashion products. There is no right or wrong answer.
Thank you for your kind participation!
Researcher:
Zucchini Broccolini+618 9266 1234
Zucchini.b@curtin.edu.au
School of Marketing, Curtin University
Consent Statement: I have received information regarding this research and had an opportunity to ask questions. I believe I understand the purpose, extent and possible risks of my involvement in this project and I voluntarily consent to take part.
Yes NoSection A
A1 How aware are you of Mukbang?
[1] I am not aware of it [2] I have heard of it before
[3] I am well-aware of it *Note for students: Awareness measure (Code: Aware)
A2 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 I lack companionship 1 2 3 4 5 6 7
2 There is no one I can turn to 1 2 3 4 5 6 7
3 I am no longer close to anyone 1 2 3 4 5 6 7
4 My interests and ideas are not shared by those around me 1 2 3 4 5 6 7
5 I feel left out 1 2 3 4 5 6 7
*Note for students: Loneliness measure (Code: Lonely)
A3 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 If a co-worker gets a prize, I would feel proud 1 2 3 4 5 6 7
2 The well-being of my co-workers is important to me 1 2 3 4 5 6 7
3 To me, pleasure is spending time with others 1 2 3 4 5 6 7
4 I feel good when I cooperate with others 1 2 3 4 5 6 7
*Note for students: Collectivism measure (Code: Collect)
A4 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 I like to know what entertainment shows make good impressions on others 1 2 3 4 5 6 7
2 I achieve a sense of belonging by watching the same entertainment shows that others watch 1 2 3 4 5 6 7
3 If I want to be like someone, I often try to watch the same entertainment programs they watch 1 2 3 4 5 6 7
4 I often identify with other people by watching the same entertainment shows they watch 1 2 3 4 5 6 7
*Note for students: Susceptibility to social norms measure (Code: Soc)
A5 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 I reflect about my health a lot 1 2 3 4 5 6 7
2 I am very self-conscious about my health 1 2 3 4 5 6 7
3 I am alert to changes in my health 1 2 3 4 5 6 7
4 I am usually aware of my health 1 2 3 4 5 6 7
5 I take responsibility for the state of my health 1 2 3 4 5 6 7
6 I am aware of the state of my health as I go through the day 1 2 3 4 5 6 7
*Note for students: Health consciousness measure (Code: Health)
A6 Please indicate your perceptions of Mukbang in general.
Mukbang is
1 Not novel at all 1 2 3 4 5 6 7 Novel
2 Familiar 1 2 3 4 5 6 7 Unfamiliar
3 Easy to understand 1 2 3 4 5 6 7 Complex
4 Common 1 2 3 4 5 6 7 Unique
5 Boring 1 2 3 4 5 6 7 Interesting
*Note for students: Novelty measure (Code: Nov)
A7 Please indicate your agreement or disagreement with the following statements.
To me, it is important that the host is Strongly Disagree Strongly
Agree
1 Attractive 1 2 3 4 5 6 7
2 Classy 1 2 3 4 5 6 7
3 Beautiful 1 2 3 4 5 6 7
4 Elegant 1 2 3 4 5 6 7
5 Sexy 1 2 3 4 5 6 7
*Note for students: Host attractiveness measure (Code: Attract)
A8 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 When I watch that video, I feel like Im getting a peek into other peoples lives 1 2 3 4 5 6 7
2 When I watch that video, I get to see a side of people that I wouldnt normally get to see 1 2 3 4 5 6 7
3 I enjoy watching the video because you never know what you might see 1 2 3 4 5 6 7
4 The people on the video arent very aware of being filmed 1 2 3 4 5 6 7
5 The person on the video arent acting much different than she would if the cameras werent there 1 2 3 4 5 6 7
*Note for students: Voyeurism measure (Code: Voyeur)
Section B
B1 Please indicate your perceptions of Mukbang.
Mukbang is
1 Not novel at all 1 2 3 4 5 6 7 Appealing
2 Bad 1 2 3 4 5 6 7 Good
3 Unpleasant 1 2 3 4 5 6 7 Pleasant
4 Boring 1 2 3 4 5 6 7 Fun
5 Not favourable 1 2 3 4 5 6 7 Favourable
Not likeable 1 2 3 4 5 6 7 Likeable
*Note for students: Attitudes measure (Code: Attitude)
A8 Please indicate your agreement or disagreement with the following statements. Strongly Disagree Strongly
Agree
1 If I were finding something to watch, I would consider watching Makbung. 1 2 3 4 5 6 7
2 If I were looking for something to watch, the likelihood I would watch Mukbang is high 1 2 3 4 5 6 7
3 My willingness to watch Mukbang would be high if I were looking for something to watch 1 2 3 4 5 6 7
4 The probability I would consider watching Mukbang is high 1 2 3 4 5 6 7
*Note for students: Intentions to watch Mukbang measure (Code: Intent)
Section C
C1 What is your gender?
[1] Male [2] Female
C2 What year were you born in?
___________________________________________ year
C3 What is your current marital status?
[1] Single [2] Married [3] Widow/widower
[4] In a relationship [5] Divorced [6] C4 What is your field of occupation?
[1] Manager [2] Professional [3] Technician / Trades Worker
[4] Community and Personal Service Worker [5] Machinery Operator / Driver [6] Clerical and Administrative Worker
[7] Sales Worker [8] Labourer [9] Student
[10] Retired [11] Other
C5 Approximately, how much is your annual salary in SG dollars?
[1] $0 - $25,000 [2] $25,001 - $50,000 [3] $50,001 - $75,000
[4] $75,001 - $100,000 [5] $100,001 - $125,000 [6] $125,001 - $150,000
[7] $150,001 - $175,000 [8] $175,001 - $200,000 [9] $200,001+
[10] I prefer not to say C6 Choose the race that you consider yourself to be: - Selected Choice
[1] White [2] African American [3] Asian
[4] Other
End of Survey.
Why do people watch Mukbang?
I. Interview Phase
1.1 Introduction (1 page)
The purpose of the interview is to determine the motivations (health consciousness, psychological satisfaction, entertainment, and trending) that would drive persons to watch Mukbang, the variances in these motives for different demographic profiles, and how these motivations affect attitude towards viewing Mukbang. To conduct the individual face-to-face interviews, the probability sampling method (PSM) was chosen. It was conducted in informal environments such as a public location or any comfy zone they feel relaxed with on a weekend as it would make them feel calm and comfortable, allowing us to gather more truthful and detailed information.
The simple random sampling approach was chosen as part of the PSM because it is straightforward to create the sample and has the fairness and representativeness of a large population. To draw any conclusions from a study, a representative sample and unbiased random selection are required (Sharma 2017). As a result, we can reach out to respondents who are aware that Mukbang is being watched and enquire about their motivations.
In total, we asked XX questions in the interview, which were both closed-ended and open-ended, as detailed in the Appendix. We utilised closed-ended questions to assist us discover the demographics of the respondents and ensure they understood and were engaged in the interview topic. When respondents answer open-ended questions, they have more latitude and can provide qualitative data by further researching the possibilities, providing us with more thorough information.
The interview had a total of four respondents. They were made up of two females and two males from various backgrounds and with various qualifications, including undergraduates aged 18 to 30. We built theme analytics based on the interview responses to discover these respondents' motivations for viewing Mukbang. There are four themes, as illustrated below
1.2 Key Findings (minimum 2 pages)
1.3 Insights (minimum 2 pages)
a. Insight 1: Many individuals identify health concerns as the most crucial reason for considering watching Mukbang
b.Insight 2: Many individuals have chosen to regard Mukbang as a form of psychological satisfaction
c. Insight 3: Many individuals have chosen to regard Mukbang as a form of entertainment
d.Insight 4: The younger generation responds positively to the trend of watching Mukbang
1.4 Overall Analytics (1/2 page)
II. Survey Phase
1.1 Introduction (1/2 page) (Tom)
1.2 Descriptive Statistics (4 pages) (Tom)
a. Frequencies
b.Cross-tabulation
b.1. Analytics 1:
Key findings
Insights
b.2. Analytics 2:
Key findings
Insights
b.3 Analytics 3:
Key findings
Insights
1.3 Inferential statistic
Independent T-tests (2 pages)(Wonwoo)
Analytics 4:
Key findings
Insights
Analytics 5:
Key findings
Insights
ANOVA (1 page) (Kyk)
Analytics 6:
Key findings
Insights
Correlation (1 page)(Wonwoo)
Analytics 7
Key findings
Insights
Regression (1 page)(Wonwoo)
Analytics 8
Key findings
Insights
III. Recommendations (2 pages) (Kyk)
Figure 1
Figure 2
IV. Limitations and Future Directions (1 page) (Kyk)
1.1 Interview Phase
1.2 Survey Phase
1.3 Future Directions
References
RESEARCH REPORT BRIEF
Why do people watch Mukbang?
The free-to-air TV channel you work for, KNS Live, has recently signed a contract with Kim Soo-Jin, a popular Mukbang star in South Korea. The issue your company is facing is that little is known about what would make your local audience want to watch a Mukbang program. The existing literature is very limited in providing the producers an understanding of why people watch Mukbang. As such, you have been given the task to investigate the broad research question, What will motivate someone to watch Mukbang? Specifically, you will need to find out:
RQ1: What would motivate an individual to watch Mukbang?
RQ2: Are there differences in these motivations for different demographic profiles?
In order to address this research problem, your task is to conduct a mixed-method research project involving:
Interviews to learn more about individuals motivations to watch Mukbang. You will need to collect this data and analyse it.
Surveys to confirm the findings of (1). Fortunately, it turns out that the producer has already commissioned a survey project with Curtin University and the data is available for analysis (see document titled Mukbang Study Background, Methodology and Survey Form). As such, you will not need to conduct primary survey data collection. Instead, you will need to analyse the data and synthesise its findings with your findings from (1) and (2). The data set will be provided to you for analysis.
Your focus should be on interpreting and communicating results. Merely presenting results is of little value if it is not linked back to the research context. It may help to think about implications for the relevant industry, the brands marketing mix (4 Ps), consumer behaviour, etc.
1. INTERVIEWS PHASE
Your task will be to develop a series of interview questions to address the Research Questions. You will need to provide a brief introduction that you will use to brief the participant on the objectives of the study and other relevant information (e.g. Ethics and anonymity) prior to the commencement of the interview. Each member of your group will then need to conduct ONE interview to address the research objectives. Once you have done so, meet up with the group to discuss themes (through a thematic analysis) that you will need to answer the various research questions (which guide the research objectives). You should have at least 3 themes for the motivations, but I suspect you will find more than that. Ensure that you are synthesising the information you gather into themes and not merely listing out different motivations.
Once you have done so, you are expected to develop a list of INSIGHTS which help make sense of what you are seeing (e.g. Insight 1: Many individuals cite that health consciousness are the most important motivation to consider a watching Mukbang; or Insight 2: Females are more likely to cite health consciousness as a motivator to watch Mukbang compared to male participants; or Insight 3: Younger age appears to be associated with a more positive attitude towards Mukbang).
2. SURVEY PHASE
Fortunately, the survey has already been completed and you will not need to create a survey instrument for this phase. However, you will need to analyse the data to provide answers to the research questions. You will need to conduct a minimum of 8 different analyses to fulfill the requirements of this assignment. You will need to conduct a combination of (1) Descriptive (e.g. Frequencies, Cross tabs) (2) T-tests, (3) ANOVAs, (4) correlations; and (5) regressions.
Once you have done so, you are expected to develop a list of INSIGHTS which help make sense of the results of your analyses (e.g. Insight 1: Many individuals cite that health consciousness are the most important motivation to consider a watching Mukbang; or Insight 2: Females are more likely to cite health consciousness as a motivator to watch Mukbang compared to male participants; or Insight 3: Younger age appears to be associated with a more positive attitude towards Mukbang).
3. RECOMMENDATIONS - SYNTHESISING THE FINDINGS
While you would have conducted 2 different types of research methods for this study, you should be synthesising your findings to provide bigger picture recommendations. This requires that you integrate, compare and contrast your findings/insights and develop clear explanations for these findings. Bringing these findings together into reasonable and insightful explanations will help you develop useful recommendations for your TV channel to develop the concept of the Mukbang show. A minimum of 3 strong recommendations are required for this assignment. Make sure that you go in depth as to what the organisation should do. You can also draw inspiration on what other organisations are doing but make sure you adapt them to allow for differentiation.
*Tip: Use visual aids as much as possible to provide visualisation of your findings. Diagrams, charts and graphs are useful tools to aid in the understanding of what you are presenting (and also look very pro!).
FORMATTING THE REPORT
The following is a guide to each of the key sections in your research report.
1. EXECUTIVE SUMMARY
The executive summary is a concise 1- to 2page summary of the research project, key findings, interpretations, and recommendations. It is not an introduction or a summary of the contents page, and should contain excerpts of the key information you want to communicate.
2. COVER PAGE, CONTENTS PAGE, LISTS OF TABLES AND FIGURES
This contributes to verbal and visual communication marks. Learn to use the auto-headings function in Microsoft Word. You will thank me for it later!
3. INTERVIEW PHASE (DESCRIPTIVES, RESULTS, AND INTERPRETATION)
This section will comprise:
A brief introduction of what you did in this phase. This should cover (1) the development of your interview instrument (provided in appendix); (2) the number of participants recorded; (3) their profiles (descriptives); (3) where you conducted your interviews; and (4) when you conducted your interviews. Brief justifications should be provided to support the rationale behind your methods.
Key findings from your interviews. This will require that you conduct a thematic analysis on the content of your interviews. While you are not expected to transcribe your interviews, you should consider doing it. In this section, you will discuss a minimum of 3 key themes that you have gleaned from your interviews. These themes are broad sets of motivations to watch Mukbang. You can use a table to highlight the different themes and quotes from each of your respondents to back this up. A sample of this is provided below. However, make sure you also discuss these themes within the body of the report. Include, the sex, age and education level of the respondent. No names please!
A list of insights that you have gleaned from your observations. What does this all mean? Process that info!
Template table with examples
THEME DESCRIPTION OF THEME RELEVANT QUOTES
Health Consciousness Respondents mentioned that they watch Mukbang to vicariously consume food that they cannot consume due to fitness diets/allergies. I am a professional athlete and I am limited to eating a clean diet. So, I watch Mukbang because I can feel as though I am eating all those unhealthy foods without actually doing it. (Male, 22, Bachelors)
You know, it is really exciting to watch someone eat. I can imagine eating the same food as them. But I can still stay fit! (Female, 24, No formal education)
I have a chicken allergy. It makes me feel good to see others eat chicken even though I cannot eat it myself. (Male, 34, PhD)
5. SURVEY PHASE (DESCRIPTIVES, RESULTS, AND INTERPRETATION)
This section will comprise:
A brief introduction of what you did in this phase. This should cover (1) the various constructs in the research instrument and their relevant scales (and reliabilities); (2) the number of participants recorded; (3) their profiles (descriptives); (3) where the data collection was conducted; and (4) when the surveys were collected. Brief justifications should be provided to support the rationale behind your methods.
Key findings from your survey. As mentioned before, you will need to conduct a minimum of 8 different analyses to fulfill the requirements of this assignment. You will need to conduct a combination of (1) T-tests, (2) ANOVAs, (3) correlations; (4) regressions. Descriptive statistics should also be provided although they do not count towards the 8 analyses you will need to conduct. Think through what analysis you are conducting and how this adds to the overall narrative of your research findings. Choose wisely. Question, if the analysis would be useful. Use visuals where possible but make sure that you also provide and insightful discussion of these visuals.
A list of insights that you have gleaned from your survey. What does this all mean? Process that info!
6. RECOMMENDATIONS
Here you want to think all pro and develop strategies the organisation should put in place to provide the best most compelling arguments watching Mukbang. Link recommendations with existing industryrelevant marketing examples (screenshots, pictures, etc.), the lifestyle of users, and the 4Ps of marketing (show actual examples to support). You need to provide a minimum of 3 strong recommendations. Consider organising them based on the various research objectives.
7. LIMITATIONS AND FUTURE DIRECTIONS
No study is without its limitations. So, be critical about the current study and identify potential weaknesses in the way that it was implemented. Key limitations tend to centre around the methodology used to collect the data so think carefully about what could have been done better! Then, based on these limitations, provide solutions or future directions for what the company can do in the future to fill in the gaps or minimise errors.
8. REFERENCES
References should be formatted according to the Chicago 17th B style. You will most likely need references for (1) justification of your methodologies; and (2) supporting material for your recommendations. In general, this is not an academic research project and your focus should be on using references that help support practical managerial arguments. Nevertheless, drawing on strong academic references would help add support for any argument that you can make. A minimum of 10 references are required.
9. APPENDICES (CONTRIBUTES TO WRITTEN AND VISUAL COMMUNICATION MARKS)
The appendices hosts supporting information in your research report that is not published in the main body of the report because of its size, complexity, irrelevance, etc. You should include your interview questions here. You also need to include the output from SPSS here. They should not be in the main body; synthesise the information for the body!
10. OTHER MARKING CRITERIA: EFFECTIVE COMMUNICATION (VISUAL AND WRITTEN)
For the visual elements, tables and graphs must be summarised and formatted in a readerfriendly, aesthetically pleasing manner. Ensure visual aids are colourcoded, titled, labelled, have legends / keys, supporting numerics, etc. Competency in Microsoft Excel is advised.
For the written element, ensure that your writing is professional and proofread like there is no tomorrow! The main thing that discredits a research project is poor attention to grammar and spelling which indicates an overall lack in attention to detail. So be meticulous. Have it proofread by someone outside of the research team, if possible.
11. PROJECT PLAN
Each group must also submit a project plan with their report. Please use the template below.
Chief Investigator: <Insert student name and ID>
Section Person(s) responsible Due date Signature
Agreeing to due date Signature of CI acknowledging timely completion
e.g. Executive Summary Sean 24 April Sean Peter
Note (DELETE WHEN SUBMITTING:
The allocation of these sections need to be decided at the start of the semester and agreed upon by all group members.
Research Report Tips
The research report may seem like a massively daunting task, but it doesnt have to be! Yay!
The following are some tips that may help you with the assignment:
1. Dont rush
Take time to conduct the analysis. Do it step by step and spend some time processing the information. Running analysis requires a state of zen in which you are completely present and concentrating on what you are doing.
2. Dont do it at the last minute
Following on from the previous tip, doing up a research report requires time. So, doing it the night before will only drive you crazy. You not only have to get things right with running the analysis but you also need to think about the result and interpret it. I usually leave myself an entire day to think about the interpretation of results and to develop some initial recommendations. Ensure that you have at least a few days to work on the assignment.
3. Brevity is important (but not too much either)
This is a research report and not an essay. You dont need to write a whole lot if it does not help. So, dont worry about word counts but rather focus on addressing the key requirements of the assignment. Having said that, also ask yourself, Is what Ive written enough to convey the message I intend to communicate? I have provided a number of samples below to help you get a feel of what is enough and what isnt.
4. Keep it simple
Following on from the previous tip, you need to keep things simple and to the point. Life is full of complexity but remember, with research you cannot address all the complexities of life. As such, keep to the key research objectives and answer those questions.
5. Attend the SPSS tutorials
Tutorials are not recorded and are your only time to interact with your tutors. So, attend the tutorials! Unlike YouTube videos, at the tutorial, you can seek clarification and receive instant responses. Seriously, you pay good money for your tutors, so make them earn it!
6. Be resourceful
There are numerous YouTube videos that teach you how to do different types of analyses. Watch them to gain better insight into how to do things. Having said that, your tutor is the person marking your assignment so their methods should be the first priority.
7. Synthesise information
This particular research project has 3 Phases. Use the findings of each section insightfully. Here are some ways to think about the different sections.
The Interview Phase is where you start to gain better insight as to why people would want to watch Mukbang. While there will be numerous responses that you will receive in your interviews, try to look for commonalities amongst them.
The Survey Phase should complement the Interview Phase. Essentially, it should work as a means to clarify or fill in the gaps from the interview phase. So here, you really want to be looking at (1) reporting the result; (2) interpreting the result; and (3) comparing and contrasting it to the findings in the interview phase. The Compare and Contrast part of things come into the section on will play a key role when you write your Insights.
8. Present information step-by-step
The best way to report is to follow the following steps:
A. Present a visual of the data (table, figure, chart, graph etc.): The old clich is true! A picture does paint a thousand words! So, use graphics to your advantage. Remember to label your visuals and refer to them in the reporting writeup.
B. Report the findings: We do not need any interpretation here at the moment. The task here is to present the findings as you see it.
C. Interpret the results: These are your Insights. This is where you look at the results and provide a logical discussion of it. Go beyond what the result says and interpret it. Compare the result with previous phases of the study (but only if you have a basis for comparing; there is no point comparing with something that is not there!). Sample Reporting can be seen after these tips.
9. Dont reinvent the wheel
Use templates where possible! Unless you have a really novel methodology or some truly complex analyses, the reporting of results is generally one big template. So, find a good study and replicate their reporting formats.
10. Non-significant results are still results!
One of the most misguided focus of researchers when conducting multivariate analyses is the endless pursuit of statistical significance. However, in reality, a non-significant result is a result in itself. Non significance suggest no differences which we can still use to develop insights. For example, a research running a t-test found no significant differences in the marks attained by female and male students in the Market Research unit. This does not mean that the result is pointless. Instead, it does suggest that male and female students have a similar aptitude when it comes to their ability to address the requirements of the unit.
11. If usure, ask!
The main reason why many students dont get good marks is because they try to resolve the issue themselves or try to use a method they found online which they dont fully understand. There is no harm in writing up a draft and asking your tutor for feedback. The key though is to actually attempt something first. The tutor is not going to give you the answer but they can provide you with comments on what you have done and if you have done it correctly.
The only true wisdom is in knowing that you know nothing. Socrates
12. Be specific with recommendations
Recommendations are more than merely stating the obvious. Instead, provide clear direction for the company to allow them to develop strategies around it. See the examples for recommendation. I have provided you with a bad, ok and excellent examples. And explanations why.
REPORTING EXAMPLE 1:
Figure 1: Monthly Spend on Prepaid Phone Services for Indians, Indonesians and Malaysians, 2019 (A)
* Note that the clear title for the figure. Colours are used to differentiate between different groups. There are clear labels for the different price ranges and the actual results of the survey (percentages). A clear legend is also provided. Also, note the red box which was used to highlight a particularly salient (important/interesting) result.
(B) Figure 1 highlights the average monthly spend on prepaid phone services for the Indian, Indonesian and Malaysian markets for (Phone Company) in 2019. Indonesians spent less on their prepaid mobile services with a majority of them (97%) reported to be within the Below $30 and $30-$59 bracket. On the other hand, Malaysians appeared to spend most on their prepaid services with 57% spending $30-$59 and 39% spending $60 or more. It is noteworthy, that only the Malaysian sample reported spending over $100 (9%). The $30-$59 bracket was the most popular bracket across the three samples with 65% of Indians, 55% of Indonesians and 57% of Malaysians spending within this bracket.
* Note that there is no interpretation of the results at this point. Only the figures presented in the graph are discussed. The key is to find interesting points to report. You cannot report everything. So, think about what is most useful to report for the purpose of your report.
(C) The results of the descriptive analysis provides a number of insights:
Indonesians appear to spend less on their mobile services. This is potentially due to a larger number of respondents within the lower socio-economic backgrounds or potentially due to the lower cost of mobile services in Indonesia. Research by Roy Morgan reported that, on average, prepaid mobile plans costed between $5 and $20 in Indonesia with the highest costing approximately $30 (Roy Morgan 2017). As such, cheaper plans would be most appropriate when targeting the Indonesian market.
* Note that here, an attempt to explain the result was made for the Indonesian market. Also note the insights provided. Essentially, these insights should suggest what opportunities or cautions need to be observed. These will help in the development of your recommendations.
The Malaysian market appears to be a relatively lucrative market given their high spending on mobile services. This suggests an opportunity to offer mobile plans at a higher cost in Malaysia as they appear to have greater willingness to spend on mobile services.
REPORTING EXAMPLE 2:
(A) Table 7: Means Comparison for Males and Females for Factors that Affect Car Purchase
Male Female T-value p-value (Sig. 2 tailed)
(n=120) (n=108) Price 5.96
(1.40) 6.04
(1.52) -0.59 0.80
Design 5.69
(1.23) 4.80
(1.45) -0.71 0.01
Fuel Economy 3.66
(1.22) 3.89
(1.15) -0.21 0.05
Note consistency in the number of decimal places and clear labelling of statistics.
Note: Standard deviations in parentheses.
(B) As can be seen in Table 7, no significance differences for price, t(34)=-0.59, p=0.80, despite females (M=5.04, SD=1.52) attaining higher scores than males (M=4.96, SD=1.40). Male respondents reported significantly higher importance of design (M=5.69, SD=1.23) compared to female respondents (M=4.80, SD=1.45), t(34)=-0.71, p=0.01. Meanwhile, female respondents had significantly higher fuel economy (M=3.89, SD=1.15) ratings compared to males (M=3.66, SD=1.22), t(34)=-0.21, p=0.05.
Note that there is no interpretation of the results at this point. Only the figures presented in the table are discussed. Also note that I have not included spaces before and after the = symbol to avoid the sentence running over which can make it difficult to read.
*IMPORTANT: When dealing with statistical analyses, use the word significantly carefully. Only use it when referring to statistical significance. Otherwise, use words like markedly or notably etc.
(C) The results of the t-test provides a number of insights:
Neither male nor female respondents appeared to differ in terms of their emphasis on price when buying cars. However, in analysing the mean scores for both samples, a relatively high average rating was reported which suggests that both males and females were price conscious and carefully considered the cost of the vehicle prior to purchasing it. This reflects the findings of the qualitative research which suggested that price was a prominent determinant of car purchase behaviour.
Males appeared to value the design of the car compared to females suggesting that appreciation of aesthetics of the vehicle is more salient amongst male car buyers which may serve as a key marketing strategy for car companies.
Note how the insights reiterate the previous reporting but have been paraphrased to more lay mans terms. Also, note the references to the qualitative phase of the study.
Females reported being more sensitive to fuel economy compared to males, reflecting the findings of the qualitative phase of this study which suggests that females emphasise utilitarian value propositions when it comes to buying cars.
RECOMMENDATION EXAMPLES:
Bad: The findings from the interviews and survey suggest that females find that fuel efficiency and price are important when buying a car. Therefore, companies should promote the fuel efficiency and price to female customers.
Why? Because it merely reiterates the results and suggests a superficial solution that doesnt actually provide the company with a suggestion as to what to do. It also lacks critical thinking. So boring!
Ok: The findings of the survey suggest that females value utilitarian attributes in a car compared to hedonic ones. This is indicated by the relative importance placed on fuel efficiency and price compared to males. Further, the interviews uncovered that female respondents placed a greater emphasis on price as they were constantly considering the other expenses of the household. Therefore, marketing campaigns designed for women drivers should be informational and focus on highlighting the more functional features of the car.
Why? This is ok as it shows that there was some attempt to synthesise the information and develop some kind of higher-level analysis (e.g. grouping attributes into hedonic value). It also drew on both the interviews to provide more detail to back up the recommendation. However, the recommendation was broad and lacking in detail. Missed out on discussing males.
Excellent: The findings of the survey suggest that females value utilitarian attributes in a car compared to hedonic ones. This is indicated by the relative importance placed on fuel efficiency and price compared to males. On the other hand, males appeared to value driving quality and design which are more hedonic attributes. The interviews uncovered greater insights which that female respondents placed a greater emphasis on price as they were constantly considering the other expenses of the household. In comparison, males appeared to see cars as toys which are meant to be enjoyed.
Therefore, this suggests that distinct marketing campaigns need to be developed when targeting male and female markets. For male markets, marketing campaigns need to address the enjoyment that comes from driving a car as well as how they are seen by others. For instance, BMWs Ultimate Driving Experience ad campaign aims to highlight the joy of driving with their little to no utilitarian attributes being promoted in their print advertisements. See Figure 1. On the other hand, when marketing to female markets, a great attention needs to be placed on highlighting the practical functions of the car such as fuel efficiency, price, and warranty. Thus, informational advertisements will appeal more to females, The advertisement for Renault is a good illustration of an informational ad which highlights utilitarian functions in a car. See Figure 2.
Figure 1: Ultimate Driving Experience Ad
Figure 2: Information Renault Ad
Why? Very strong analysis of the results, drawing on both the survey and qual study. Lots of higher-level analysis (e.g. grouping attributes into hedonic value). Covered both males and females. Recommendations were then developed for each segment and examples of what other companies have done have been provided. This provides the client with a clear direction for what they could do.
Special Tips!
You have the choice to pick any analysis that you think will help build the narrative in your research report. Remember, the research report should not be a random set of analyses and individual recommendations that relate to each one. Instead, your analyses should tell a story which can then be used to build a strong overall plan in your recommendations. So, choose what you want to analyse carefully.
To aid you in your thinking about what you would like to analyse, here are some helpful questions that you can consider answering with your analyses:
Descriptive Statistics:
Are there differences in awareness for Mukbang for males and females? (think frequencies)
Does gender impact on the counts/percentages for the different responses to the individual scale items for the motivations? (e.g. health consciousness) (think frequencies/crosstabs)
Does age on the counts/percentages for the different responses to the individual scale items intention to watch Mukbang? (think frequencies/crosstabs)
Does age differences impact on the counts/percentages for the different responses to the individual scale items for health consciousness? (think frequencies)
Inferential Statistics:
Are there differences for males and females with regards to the means for the different variables? (e.g. Are there differences in the means for loneliness for males and females? or Are there differences in the means for intention to watch Mukbang for males and females?) (think t-test)
Are there differences in the means for attitudes towards Mukbang across different age groups? (think ANOVA)
Are there differences in the means for social norms for different ages? (think ANOVA)
Are loneliness and intention to watch Mukbang related? (think Pearson Correlation or Regression)
Are voyeurism and intention to watch Mukbang related? (think Pearson Correlation or Regression)
Note: These are merely suggestions to help you think about what analyses you could do. You will need to think about selecting analyses that help you to tell a story. Random analyses just will not do!
GOOD LUCK!
