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What is Data Analysis and Findings Interpretation about?
Chapter Four presents the data analysis and interpretation of findings from a study involving 400 valid questionnaires. It includes demographic characteristics of respondents, reliability analysis of measurement items, descriptive statistics, and correlation analysis, revealing weak correlations between purchase intention and brand-related variables. The chapter highlights the need for improved scale development due to low internal consistency among constructs.
- Author
- rasmohbeijin
- Language
- EN