Swinburne University

STA20005 Survey Research Methods

Assignment 2 Instructions
A questionnaire that measured information about charity donation behaviours, attitudes
and perceptions, and demographics was administered to a large random sample of the
Australian public. A copy of the questionnaire is included, as a separate document, with this
assignment.
The data gathered have been analysed and the results are presented in the accompanying
analysis report.
Attitudes and Perceptions
A factor analysis was performed on the 20 items that made up question 6 in the
questionnaire and a four factor model was produced. The analysis report specifies which
items loaded on each of the four factors.
For each of these four factors you need to:
a) consider the items that have loaded on it and identify whether or not there is an
underlying concept or variable that could explain why these items correlated. Give a
name to this factor that clearly explains what the factor is measuring and indicate what
a high score on this factor means. For example, if the factor measures the importance
of health in food choices, does a high score mean that people consider health to be a
very important consideration in choosing food or that health is not an important
consideration in food choices?
b) Answer the following research question,
What type of person scores high on this factor?
by describing the statistically significant relationships. Write your answer in terms of
the factor name you identified above rather than using the factor number. In other
words, if the factor measures the importance of health in food choices, dont write:
Factor 1 is important to older consumers
but write,
Older consumers tend to consider health to be more important
In your answer, consider demographics, behaviours and the other factors. Also, be
careful with absolute vs relative comparisons more important is different from
important.
You should format this section with bullet points for each significant relationship.

Recommendations
Based on your answers to the previous research questions for each factor and any other
relationships identified in the data analysis report, answer the following two questions. You
should come up with at least 3 recommendations for each. Your recommendations should
explain what should be done, why it should be done, and how it should be done.
c) Imagine that you are providing recommendations for an Australian charity. Based
on the survey results, what recommendations can you make for designing a charity
campaign (excluding the marketing)?
d) Imagine you work in the marketing department of an Australian charity. Based on
the survey results, what recommendations can you make for marketing their next
charity campaign?
There is no specific word limit for (c) and (d) but as a rough guide, if you have written less
than half a page, you have probably not written enough, and if you write more than 2 pages
for each, you are possibly getting a bit carried away. See the next page for the marking
rubric for this assignment.

IMPORTANT NOTES:

All submissions must be made using the provided template document available on
Blackboard.
Please submit your assignment as a Word document or pdf file.
Ensure your survey is submitted by the due date and time (Melbourne time).

How do I start this assignment?

Naming and describing the factors:
1. Look at all of the scale items that match up to each factor. Figure out what each scale is
measuring and give it a clear, specific name.
2. Figure out what a high score represents (reserve scored items will be accounted for)
3. Using the p-value table, identify the significant relationships that each factor has to the
other variables.
4. Use the correlation table and accompanying notes to describe each significant
relationship. Use plain language (you should not be talking about scores and
factors). You can present these as a set of bullet points.
Recommendations:
1. Use the p-value table to identify any other relevant significant relationships and the
correlations table and notes to see what kind of relationships they are.
2. Come up with at least 3 recommendations in each section based on the relevant
significant relationship(s).
3. Ensure your recommendations have clear what, why and how components, and
that they make sense.

Marking Rubric
Low Fail
Factor Names
High score means

Type of Person
(relationships)
Recommendations
to designing
campaign

Recommendations
to marketing the
charity

Two or more factors at

clear fail level (see
below)
0/3
Recommendations are
unclear, not based on
evidence from data, or
otherwise incoherent.
0-0.5/4

Recommendations are
unclear, not based on
evidence from data, or
otherwise incoherent.
0-0.5/4

Fail
Clear factor names for 2 or
fewer factors
0/1
Clear description of what high
score means for 2 or fewer
factors
0/1
Two or more factors at fail
level (see below)
1/3

Pass
Clear factor names for 3 out of 4 factors
1/2

At least 2 recommendations
Some recommendations may
contradict data or not make
sense.
1-1.5/4

At least 2 recommendations
Some recommendations may
contradict data or not make
sense.
1-1.5/4

Credit

Distinction
Clear factor names for all 4
factors
2/2
Clear description of what a high
score means for each factor
2/2

At least 3 factors at pass level or

better.
1.5/3

At least 3 factors at credit level

th
(and 4 at pass or better)
2/3

At least 3 factors at distinction

th
level (and 4 at credit or better)
3/3

At least 3 sensible recommendations.

Recommendations based on evidence
from the data.
Description of what, why & how.
Possibly some minor logic or
communication issues but substance or
recommendations still of value.
2/4
At least 3 sensible recommendations.
Recommendations based on evidence
from the data.
Description of what, why & how.
Possibly some minor logic or
communication issues but substance or
recommendations still of value.
2/4

At least 3 clear, coherent,

sensible recommendations.
Recommendations based on
evidence from the data.
Description of what, why &
how.
3/4

At least 3 clear, coherent,

sensible recommendations.
Recommendations based on
evidence from the data.
Thorough description of what,
why & how.
4/4

At least 3 clear, coherent,

sensible recommendations.
Recommendations based on
evidence from the data.
Description of what, why &
how.
3/4

At least 3 clear, coherent,

sensible recommendations.
Recommendations based on
evidence from the data.
Thorough description of what,
why & how.
4/4

Clear description of what a high score

means for 3 out of 4 factors
1/2

Marking Notes
The rubric above provides a guide to how the assignment will be marked. Marking will be holistic, so it will be possible to be given a score in between two of the
categories (ie 3.5/4 for a high credit/low distinction in behavioural questions).
Type of person (relationships) requirements
o Distinction All relevant variables identified, no incorrect variables identified as relevant, No use of causal or otherwise incorrect language in descriptions
o Credit No more than one relevant variable not identified, No incorrect variables identified as relevant, No use of causal or otherwise incorrect language in descriptions
o Pass No more than one relevant variable not identified, Up to one incorrect variables identified as relevant, Minor use of causal or otherwise incorrect language in description
o Fail No more than two relevant variables not identified., up to one incorrect variables identified as relevant, Some incorrect language in descriptions
o Clear fail Three or more relevant variables not identified, Two or more irrelevant variables incorrectly identified, Poor use of language around relationships