Question

SPSS DATA Output:

(Q36)How do you identify?

(Q17_a)Consider when you use "on-demand" music streaming with a specific song or album, and rank the following occasions from 1 "the most likely" to 5 "the least likely" activity you would be occupied with.

(Q18) Consider when you use "radio-mode" music streaming and rankthe following occasions from 1 "the most likely" to 6 "the least likely" activity you would be occupied with.

		F	Sig.	t	df	Sig. (2-tailed)
Using "on-demand" music streaming - While traveling long distance	Equal variances assumed	0.095	0.759	0.642	174	0.522
Using "radio-mode" music streaming - While traveling long distance	Equal variances assumed	0.323	0.57	-0.187	139	0.852

Question 4(20 points)

One could say that both intrinsic and extrinsic motivations drive people to listen to streaming music. Do these motivations change as people gain more experience with the category? Specifically, examine whether or not the motivation - listening because music is a good way to connect socially (Q25)– differs amongst people who have been listening to music streaming service(s) for varying lengths of time (Q5).To receive full marks:

1. state the null and alternative hypotheses;

2. state the correct type of statistical analysis that would be required;

3. using the table(s) provided below, showing SPSS results, provide a written interpretation of test statistic(s), the significance level(s)and answers to the following questions:

• Do you reject the null hypothesis?

• What do these results mean for management?        

Answer 1

The hypothesis being tested is:

H₀: µ₁ = µ₂ = µ₃ = µ₄ = µ₅

H_a: At least one means is not equal

Sum of Squares	df	Mean Square	F	Sig.
Between Groups	6.347	4	1.587	3.323	0.012
Within Groups	84.532	177	0.478
Total	90.879	181

The test statistic is 3.323.

The p-value is 0.012.

Since the p-value (0.012) is less than the significance level (0.05), we can reject the null hypothesis.

Therefore, we can conclude that both intrinsic and extrinsic motivations drive people to listen to streaming music.