3.

71
3.50
3.36
3.93
3.29
4.58
4.00
3.58
3.92
2.92
3.20
3.30
3.40
4.30
3.20
Wide Network
Coverage
Fast Internet Good Customer
Service
Flexible Packages
and Services
Network Failure
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Mean Ratings of the Telecom Brands
Globe Smart Sun
Bautista, Chelsea C. BA 180.1
Paguio, Vian Marie Tim Zarco
Brand Impression Analysis
Introduction
The purpose of this analysis is to observe and the comparisons between three different
telecom brands that can be seen in the data gathered from a sample of students in BA 180.1
about their impressions to the brands assigned to each of them. These telecom brands are
Globe, Smart and Sun Cellular. The students were asked five questions regarding the qualities
of these telecom brands which are the wide network coverage, fast internet, good customer
service, flexibility of packages and services and the minimal network failures. This analysis was
executed to test if these qualities are equal to each of the telecom brands.
Data
As shown in the graph of the mean ratings of the telecom brands, it can be observed on
what category that each of the telecom brands receives relatively low scores. This graph also
shows where these telecom brands can focus their resources, improve their operations and
observe the comparisons made with the other telecom that is based solely on the impressions in
the survey.





For example, Smart Telecom should check their operations and network well because it
has a mean rating that is relatively low when compared to the other two telecom brands.
Analysis
ANOVA

Sum of Squares df Mean
Square
F Sig.
Network_coverage Between Groups 10.932 2 5.466 8.439 .001
Within Groups 21.374 33 .648

Total 32.306 35

Fast_internet Between Groups 2.956 2 1.478 2.258 .121

Within Groups 21.600 33 .655

Total 24.556 35

Customer_service Between Groups .358 2 .179 .223 .802
Within Groups 26.531 33 .804

Total 26.889 35

Packages Between Groups 1.027 2 .513 .850 .437
Within Groups 19.945 33 .604

Total 20.972 35

Failures Between Groups .932 2 .466 .562 .576
Within Groups 27.374 33 .830

Total 28.306 35


The table above shows that the significant levels for Network Coverage, Internet Speed,
Customer Service, Packages and Network Failures are 0.001, 0.121, 0.802, 0.437, and 0.576
respectively. Since only Network Coverage is the only one with a significance level lower than
0.05, it means that only it has a statistically significant difference in the impressions on the
network coverage of the three telecom brands. The rest do not show any significant difference.
Multiple Comparisons (part)
(I) Network
(J) Network Mean Difference (I-J) Std. Error Sig.
95% Confidence Interval
Lower Bound Upper Bound
N
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C
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1.00

2.00 -.86905
*
.31660 .010 -1.5132 -.2249
3.00 .51429 .33322 .132 -.1636 1.1922
2.00

1.00 .86905
*
.31660 .010 .2249 1.5132
3.00 1.38333
*
.34459 .000 .6823 2.0844
3.00

1.00 -.51429 .33322 .132 -1.1922 .1636
2.00 -1.38333
*
.34459 .000 -2.0844 -.6823

Network Legend:
1.00 Globe 2.00 Smart 3.00 Sun Cellular
From the results so far, we know that there is a significant difference in the mean ratings
of the impressions on the network coverage among the three telecommunications brands. The
table above shows which telecommunications brands differ from each other. As we can see,
there is a significant difference in how good the impressions are about the coverage of networks
between Globe and Smart (p=0.10), as well as between Smart and Sun (p=0). However, there
is no significant difference on what brand has better impressions in the network coverage
between Globe and Sun (p = 0.132).
In the continuation of the Multiple Comparisons table, all significant levels among the
three telecommunications brands in internet speed, customer service, packages and network
failures are greater than 0.05. Therefore, there is no significant difference among Globe, Smart
and Sun Cellular regarding those four aspects.