Analyse the Respondents Based from the Questionnaire or Survey Form

...

Hierachical Regression Analysis (Moderator)

To assess the effects of a moderating variable is using hierarchical multiple regression. In order to examine the moderation, the researchers will look at the interaction effect between independent variable and the moderator as well as whether or not such an effect is significant in predicting DV. Moderation can also be examined by using the linear regression menu item in SPSS software. It is easy to run multiple regression analysis in SPSS software for mediated regression. Firstly, have to test mediation, and it basically runs 3 separate regressions which are 2 simple regressions and 1 multiple regression analysis. The first regression is to degenerate the Mediator to IV. For the second regression is to degenerate the DV to the IV. The last regression is to degenerate DV to both the IV and Moderator.

References:

Zikmund, W.G., Babin, B.J., Carr,J.C. & Griffi, M. 2013, Business Research Method, 9th Edn, Cengage Learning: Singapore.

Malhotra, K. & Birks, D.F. 2003, Marketing research: An applied approach, New Jersey: Pearson Education.

Malhotra, N.K., Hall, J., Shaw, M. & Oppenheim, P. 2008. Essentials of marketing research: an applied orientation, 2nd Edn, Pearson Education Australia.

Malhotra, N.K. 2012. Basic marketing research: Integration of social media, 4th Edn, Pearson.

McDaniel, C. & Gates, R. 2013, Marketing Research, 9th Edn, International Student Version.

Hair, J.F., Wolfinbarger, M.F., Ortinau, D.J. & Bush, R.P., 2013, Essentials of marketing research, 3rd Edn, McGraw-Hill Irwin.

Alvin C. Burns & Ronald F. Bush 2012, Basic Marketing Research, Using Microsoft Excel Data Analysis, 3rd Edn, Pearson Education Inc.

Twycross, A. & Shields, L. 2005, ‘Validity and reliability - What's it all about? Part 3 Reliability in quantitative studies’, Paediatric Nursing, Vol 17, pp. 35-36

Tavakol, M. & Dennick, R. 2011, ‘Making sense of Cronbach’s alpha’, International journal of Medical Education, Vol 2, pp.53-55

Chiew, S.W., Ariff, Md, Zokuan, N & Tajudin, Mohd. 2014, ‘Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Product’, Society of Interdisciplinary Business Research, Vol 3(2), pp. 378-397

Baron, R. M., & Kenny, D. A. 1986, ‘The moderator-mediator distinction in social psychological research: Conceptual, strategic, and statistical considerations’, Journal of Personality and Social Psychology, Vol 51, pp. 1173–1182

MacKinnon, D.P., Fairchild, A.J., & Fritz, M.S. 2007, ‘Mediation analysis’, Annual Review of Psychology, Vol 58, pp. 593-614.