MarketingResearchComprehensiveReport

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Raj Soin College of Business Social Media Evaluation
Prepared for:
Dr. Swani
MKT 3500-01
December 5, 2014
Evan Druffel, Amber Reading, Courtland Thomas, Brittany Davis and Emily Lesniak

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Table of Contents
Page #
Executive Summary ………………. 3-4
Introduction ………………. 4-5
Methodology ………………. 5-7
Analysis/Results ………………. 7-14
Limitations/Bias ………………. 14-16
Appendix ………………. 17-45

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Executive Summary
This report was written and designed to provide useful and relevant data regarding the
usage of social media among students of the Raj Soin College of Business. The purpose of said
report is to establish differences between the information sought by seniors and
freshmen/sophomores on the social media pages of the Raj Soin College of Business.
The following report touches specifically on themes which seniors and
freshmen/sophomores of the college of business would like to see presented on the Facebook and
Twitter pages for the Raj Soin College of Business. More specifically, the report divulges details
regarding what sorts of tips and career related information students think would be useful and or
helpful to other students of the business college.
Senior business students would like to see the following on social media sites; tips on
professional exposure such as how to properly use sites such as LinkedIn, tutoring information
and networking possibilities that could lead to future employment or connections with other
business professionals in their field of choice. The report also touches upon themes the freshmen
and sophomore business students felt were important such as interview tips, making the
Facebook and twitter pages more faculty related and improving the source in which the pages are
perceived. According to the freshmen and sophomores involved with our research, when viewing
the Facebook page it appeared that the page was more oriented on Dean Li herself rather than
school of business activities or students.
After analyzing and reviewing all of the research collected, we found that the majority of
respondents and participants were users of the Facebook and twitter; however, the majority of
senior and non-senior respondents believed that the Raj Soin Facebook page should be more
student oriented rather than focusing on Di. The research also suggests that the Raj Soin College

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of Business should focus efforts on giveaways, contests and events that engage students in future
and current events related to the business school. Further recommendations for the Business
school include changing the perceived image of the page to focus more on students rather than an
individual such as the dean.
Introduction
Over the past twenty five years, advancements in technology have been changing the way
we live our everyday lives. Recent advancements in mobile technology and other social media
outlets have changed the way people approach day to day schedules and activities; but even more
importantly, it’s changed the way we do business. As students of the Raj Soin College of
Business we are conducting research to better understand how these advancements in technology
are affecting us and how we can use them to our advantage. More specifically, the objective or
motivation for our research is to increase and create awareness among the Raj Soin College of
Business’s social media outlets like Facebook and Twitter.
We have chosen to conduct our initial research via two focus groups and a survey; one
focus group will consist of seniors and one of freshman and sophomores. The survey will be sent
out to all members of the Raj Soin College of Business. The point of conducting each focus
group is to develop and gather initial exploratory information about the social media usage of our
participants. The goal of our research is to effectively learn what increases and decreases social
awareness on Facebook and Twitter among both seniors and freshmen/sophomores of Raj Soin
College of Business. We are also hoping to discover what social media posts would benefit or
interest different segments to be more active among RSCOB social media sites. The research
conducted in our focus groups and survey will help us determine exactly what variables are
responsible for the increases and decreases among social activity in the college. This information

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is critical and will be extremely useful when trying to develop a professional image and increase
engagement among students.
Methodology
ResearchDesign
A descriptive research project focusing on what seniors want to see on the Raj Soin
College of Business Facebook page compared to freshman was conducted by members of the
MKT 3500-01 class. For the research project two different methods were used to ensure
accuracy of research conclusions. The first method used was focus groups and the second
method was surveys. The target population for this research project was students of the Raj Soin
College of Business.
Method 1: Focus Group
The focus groups conducted by our research team were held in a private setting free from
any outside distraction or disturbances. The setting of the room used for the senior focus group
consisted of 10 chairs placed around a wooden conference table with two group moderators at
each side of the table. The senior focus group was held on Thursday October 2nd, 2014 and
lasted for approximately 30 minutes. Three pages of notes were written down on pads of paper
by three separate students. The Freshman and Sophomore focus group was held on Monday
October 6th in the Laurence Dunbar library and lasted for approximately 15 minutes. One page
of notes were written down on a pad of paper. The other group members assisted with video
recording and participant stimulation.
The participants for the senior focus group were 4th year Accounting major Amie, 4th
year management major Andrew, 4th year Marketing major Stephen, 5th year Accounting major
Dakota Anderson, 4th year Management major Zak Ingram and 4th year Accounting major Josh.

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The demographics of the senior focus group were rather homogenous; we had five Caucasian
males’ ages 20-22 years and 1 female Caucasian 21 years of age. All participants of the focus
group were business majors from disciplines including Accounting, Management and Marketing.
Participants of the freshman and sophomore focus group included sophomore Human Resources
major Drew, sophomore Management major Aaron, freshman International Business major
Natalie, sophomore Accounting major Paige and sophomore Management major Shelby. Overall
the group consisted of 4 Caucasian female students’ ages of 18-20 years and one male student 19
years of age.
Our data is comprised of both focus groups which were recorded via an iPhone and lasted
a total of approximately 45 minutes. A total of four pages of notes were also taken during said
focus groups. The senior focus group was conducted by two moderators and the freshman/
sophomore group was conducted by one moderator. Overall, we feel that the data collected was
extremely useful and contained numerous themes worthy of note. The participants gave great
information that will help us with both our presentation and the college of business social media
sites.
Method 2: Survey
After completion of the focus group, we conducted a survey. The survey was initially
typed into a Microsoft Word document and then input into Qualtrics which is a survey making
system provided by Wright State University to their students. From there, the survey was given
to Adam Wik, Marketing Coordinator for the Raj Soin College of Business. Adam then sent the
survey out to students of the Raj Soin College of Business who completed the survey in private.
The survey consisted of 28 questions including both ordinal and nominal inquiries. Included in
the end of the survey were certain demographic questions which will help in understanding who

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the participants are and this will allow us to compare seniors and non-seniors. There were 20
participants who took the survey. Due to low numbers of completion, it has been decided to
compare seniors and non-seniors. Non-seniors consist of any and all people who answered the as
their “year of college” being a freshman, sophomore, or junior. Upon completion of the survey,
we hope to better understand the feelings and concerns about the use of social media among
students in the Raj Soin College of Business.
Analysis/Results
The data was analyzed by reviewing, rewatching and combing the focus group videos and
notes to find common themes among the students in both the senior focus group and freshman &
sophomores focus group. The results and common themes for each group are listed below, refer
to Table 1: Group Themes.
Seniors
Professional Exposure
The senior focus group would like to see helpful tips about professional exposure, such as
how to properly use social media sites like Linkedin. The importance of properly advertising
yourself on social media outlets such as Linkedin and Facebook is crucial for not only RSCOB
seniors but all students. As the technology age continues to expand and flourish, educating
students on the proper way to use this technology to their advantage will become paramount.
Dakota said, “ I am not sure if career services does this or not but maybe offering something as
simple as showing students how to correctly present themselves on Linkedin, showing them what
you need to have on there and what you need to keep off of there.” (18:05-19:10)
Tutoring Information

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Seniors would benefit from useful information on tutoring services and tutoring
availability throughout the semester for all core classes. This is important for seniors because as
they approach graduation, developing a full understanding and mastery of core classes will be
imperative to career success. Fully understanding and learning the class topics thoroughly will be
of utmost importance for seniors who will be entering the professional workplace shorty.
Dakota gave examples on services that are available to students, “they have tutoring available
for accounting, they have free tutoring that many people don’t know about because its not
advertised.” (17:50-18:03)
Networking
Seniors in the focus group also talked largely about networking opportunities where they
would have a chance to connect with other people in hopes of using the connections to get
recruited for a position within a company. Making future job connections and opportunities is
imperative to seniors because they are so close to graduating and are beginning to look for jobs.
Having opportunities for social mixers and other gatherings with local business professionals is
exactly what seniors who are approaching graduation need.
Josh said, “I would like to see recruiting options and networking opportunities, that’s the whole
reason you come to college.” (19:28-19:40)
Dakota said, “Do they talk about networking events from any and all colleges at Wright
State?”(17:42-17:50)
Zak said, “Jobs.” (19:25)
Freshmen/Sophomores
Interview tips

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When asked what they would like to see on the Raj Soin College of Business Facebook
page, we found they all would like to see daily tips on how to behave and dress professionally
during interviews.
Drew said, “helpful tip of the week, or an interview tip or how to dress for something.” (5:40-
5:48)
Perceived Source
Our Freshmen and Sophomores believed that the Facebook page should be more oriented
towards the RSCOB students and its faculty rather than Dean Li.
Drew suggested that the profile picture be changed. She said, “I’d probably change the picture to
the actual name of the organization...put the logo of it.” (9:18-9:23)
Aaron said, “I think the faculty should be more involved. You don’t hardly see anything on the
professors.” (9:25-9:33)
Relatability
When discussing faculty involvement on the Raj Soin College of Business social media
websites, the focus group participants agreed that they felt it would make the page more relatable
seeing information about the awards faculty have won as well as articles on professors careers
outside of the Raj Soin College of Business. This is important because students would like to feel
a personal connection to the professors and teachers who influence their daily lives. Having a
better understanding of a professor’s history gives students a greater appreciation for the
knowledge and experiences professors are trying to pass on.
Aaron said, “hear their experiences or that stuff.” (Video part 2, 0:14-0:17)
Drew said, “I feel like it makes it a little more relatable like they are teaching this but yet they
actually did it.” (Video part 2, 0:00-0:07)

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Aaron said, “I think the faculty should be more involved. You don’t hardly see anything on the
professors.” (9:25-9:33)
Method 2: Survey
The data from the survey was analyzed by using SPSS, descriptive statistics, Chi-Squared
tests and T-Tests. SPSS is a Statistical Package for Social Science program which is provided to
students of Wright State University. Chi-Squared tests and T-tests are descriptive analysis
procedures used regularly to analyze survey data results. The analysis and statistical formulas for
this survey were all performed by SPSS. Upon reviewing the analysis performed by SPSS, we
came to a number of conclusions. Results from the survey for each question are listed below
while charts representing the information can be found in Appendix C:
Question 1: Do you use Facebook?
From our survey we have concluded that out of 20 participants 17 said yes they did use
Facebook and 3 said no they did not use Facebook.
Question 2: How many Facebook friends do you have?
Looking at our Qualtrics information about our survey we have concluded that five
participants have below 250 friends on Facebook, four people have 251 – 500 friends, three have
between 501 – 750 friends, two people have 751 – 1,000 friends, and three people have above
1,000 Facebook friends.
Question 3: How many organizations or company pages do you “like” on Facebook?
From the survey we have conducted we found out that only one person likes below 5
organizations or company Facebook pages. Four people like 5-10 organizations or company
Facebook pages. Four people also like 11-15 Facebook pages. Only one person likes 16-20
pages. Three participants like 21-25 Facebook pages. Four participants like above 25
organizations and company Facebook pages.
Question 4: Do you use Twitter?
From our survey we have concluded that out of the 20 participants 16 people said yes
they do use Twitter and 4 said no they do not use Twitter.

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Question 5: How many followers do you have on Twitter?
From our survey we have concluded that 12 people have below 250 Twitter followers.
Two people who completed our survey have from 251 – 500 followers on Twitter. Only one
participant had 501 – 750 followers on Twitter. For our survey we found out that zero
participants have 751 – 1,000 and above 1,000 followers on Twitter.
Questions 6: How many are you following on Twitter?
From our survey we have concluded that 14 participants have below 250 people they are
following on Twitter. Two people who have completed the survey follow 251 – 500 people on
Twitter. One person follows 501 – 750 people on Twitter and zero of our participants follow 751
– 1,000 and above 1,000 on Twitter.
Question 7: Indicate the approximate hours per day spent on social media sites (e.g.,
Facebook, Twitter, and Instagram): Scale: 1 – 24 hours.
From our survey we found that the average usage from our participants was 2.75 hours
per day.
Question 8: Have you liked RSCOB Facebook page?
Out of the 20 participants of our survey seven people said yes they did like the RSCOB
Facebook page while 13 people said no they did not like the RSCOB Facebook page.
Based on your answer above, please answer why have you liked or have you not liked RSCOB
Facebook page?
From our survey, we found that our respondents were either unaware of the page, did not
use Facebook very much, or had liked the page to stay up to date.
Question 9: Are you following RSCOB Twitter page?
Out of the 20 people who took our survey we have concluded that only 2 participants said
yes they did follow the RSCOB Twitter page, however 18 participants said no they did not
follow the page on Twitter.
Based on your answer above, why are you following or are you not following RSCOB Twitter
page?
From our survey, we found that our respondents were either unaware of the page,
disinterested in the page, did not use Twitter much/at all, or followed the page to stay up to date.
Question 10: Which of the following posts would interest you on the RSCOB Facebook
page?
1. Posts containing helpful tips about interviews - Yes/No (H1)
2. Posts containing helpful tips about professional social media exposure - Yes/No
(H2)
3. Posts containing helpful tips about tutoring services - Yes/No (H3)
4. Posts containing helpful tips about networking and recruiting events - Yes/No (H4)

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5. Posts containing relatable information about faculty members-Yes/No (H5)
6. Posts containing more information that reflect the college instead of the dean-
Yes/No (H6)
Based on our results, we found students were overwhelmingly in favor of all suggested
changes/improvements except for tutoring services, where just only 55% of respondents were in
favor of it.
Question 11: How likely are you to read (or like, comment and/or share) a post on the
RSCOB page pertaining to:
a. posts containing helpful tips about interviews (H1)
very unlikely, unlikely, neither unlikely or likely, likely, very likely
a. posts containing helpful tips about professional social media exposure (H2)
a. Posts containing helpful tips about tutoring services (H3)
a. Posts containing helpful tips about networking and recruiting events - Yes/No (H4)
a. Posts containing more information that reflect the college instead of the dean(H6)
Based on our results, we found that students were much more likely to read (or like,
comment and/or share) posts regarding interview tips, professional social media exposure, and
networking and recruiting events than posts regarding tutoring services and information
regarding the RSCOB.

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Question 12: Please indicate which gender you identify with. male, female, other
We have concluded from our survey that 11 participants were male and nine of the
participants are female. We were very pleased to find out that there were almost an even amount
of male and female participants.
Question 13: What year of college are you in?
For our survey we only had one participant who was a Freshman. Five participants were
Sophomore and five were Junior. We had nice Senior participants for our survey. The Senior to
Non Senior participants are very even so this allows us to get the best information possible.
Question 14: What is your age? ____
The mean age of our respondents is 24.55 years old.
Question 15: Do you live on campus?
Only two of our participants live on campus while 18 of our 20 participants do not live on
campus.
Question 16: What ethnicity do you associate with?
Out of our 20 participants 16 of them are White or Caucasian. We had zero Hispanic or
Latino, Black or African American, Native American or American Indian, and Pacific Islander.
Only one participant is Asian and three participants associate with Other.
Question 17: What is your major? ________
From our survey, we found that we had 3 accounting majors, 1 accounting/finance major,
1 human resource management major, 1 international business/management major, 2
management majors, 4 management and human resource majors, 7 marketing majors, and 1
person undecided.
Question 18: Did you come from a high school with a student class of
One of our participants had a high school student class size of 1-50. Six participants had a
student class size of 51-100. Two of our participants had a high school class size of 101-150.
Four people who took our survey had a high school student class of 151-200 and seven
participants had a high school student class of 200+.
Question 19: Are you currently employed?
Seventeen out of our 20 participants are currently employed and three of our
participants are currently unemployed.
If yes, how many hours per week do you work _______
Out of our 17 respondents that work, we found them to work an average of 19.12 hours
per week.

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Overall, each of the null hypothesis from the focus group (shown in Table 1, Appendix
B) were rejected. Each of the null hypothesis were rejected because the data showed no
significant difference in the opinions of seniors and non-seniors. However, the third hypothesis
(H3: Seniors want the RSCOB Facebook page to contain helpful tips about tutoring services
more than freshmen.) was found to be the opposite. According to our survey results, non-seniors
indicated they wanted tutoring services more than seniors. This may because seniors may be less
interested in tutoring services since they are closer to graduating and may have their focus
elsewhere. Seniors also may have less time for tutoring service since they are involved in campus
activities and have internships or full-time positions.
Limitations/ Bias
A limitation of the focus group is some people did not say what they truly felt in front of
the group because they were not comfortable. Many times, people simply agreed with whatever
suggestion or opinion was presented, often time not offering their own input. Some of the
obvious biases throughout the senior focus group were slight moderator bias and a few dominant
participants may have changed or influenced other participant’s answers and thoughts about
certain topics. Some social desirability bias also took place in both focus groups. Numerous
participants seemed to base responses off of other members in the group or based off of how they
thought others would perceive them for answering questions in a certain way. In the senior
group there was only a few participants that spoke up a lot and the other participants would just
agree with whatever was said before them. We also found this to be true in our
freshman/sophomore focus group. Many times it required the moderator to present very specific
questions in order to get the focus group to offer up anything of benefit to the discussion. This

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resulted in our moderator often asking yes-no questions with responses generally resulting in
agreeance.
Method 2: Survey
As with every survey, there are uncontrollable variables and factors that must be
accounted for. A few of the limitations and biases of the survey conducted for our research were,
non-response error, administrative error in the form of design and self-selection bias.
The non- response error found in our survey was the biggest limitation our research group
faced. After sending the survey out to all of the Raj Soin College of Business students, all
members of AMAWSU, and posting the survey on our personal Facebook pages; we received
only 20 responses. The number of non-respondents was extremely high which made it difficult to
precisely determine those demographic groups who were participating and not participating in
the survey. Another issue we faced was the self-selection bias of many of our respondents. Often
times the respondents had strong feelings about the subject at hand which in turn led them to
offer more or less insight regarding certain questions of the survey. The design of certain
questions was also a concern that played an important role in correctly analyzing the survey data.
Many times respondents do not correctly interpret and understand the questions being asked in a
survey. For this reason, it became somewhat difficult to accurately interpret responses of
respondents who may not have understood what the administrator was trying to get across.
Overall Conclusion and Recommendations
We found that both our senior and non-senior focus groups and survey participants had
mutual sentiments regarding the way they viewed the Raj Soin College of Business social media
sites and what they wanted to see implemented in the future. The majority of both seniors and
non-seniors were Facebook and Twitter users. This shows that the Raj Soin College of Business

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use both Facebook and Twitter for promotions and media outreach. Furthermore, we found that
while students would like to have a personal connection with the page, the page should not come
across as one individual’s page but rather that of an organization that keeps the interests of its
target audience. According to our research, both seniors and non-seniors are interested in
networking opportunities, professional exposure, relatability, and interview tips therefore the Raj
Soin College of Business social media should touch on all of these aspects to reach the students.
There are some recommendations for the Raj Soin College of Business’s Facebook page
which could be concluded from the results of the focus group and survey completed in this
research project. We believe that it is in the best interest of the Raj Soin College of Business to
restructure their social media sites and the way they promote them. This should begin with
decentralizing Dean Li as the perceived primary focus of the pages and instead revolve it around
the RSCOB and what the college has to offer students of all class levels. Also the pages should
offer more relevant information about possible job related networking opportunities and chances
for students to meet and greet with other business professionals both in and out of the school of
business.
The college should promote its page through events, giveaways, and contests that will
engage students of the college to become connected with the college’s social media sites and the
resources they offer for all students.

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Appendix A:
Introduction
Thank you for participating in our research project for our marketing research class! As
Raj Soin College of Business marketing students we are researching Facebook usage among
Wright State University’s Raj Soin College of Business students. We would appreciate if you
could answer the following questions in this survey. The survey should only take about 5
minutes to complete.
Your responses will be kept anonymous and confidential. The results from this report will
be reported in our marketing research class. Thank you.
When you are ready, click next.
Social Media Usage Questions
1. Do you use Facebook?
● Yes/No
2. How many friends do you have on Facebook?
● Below 250
● 251 – 500
● 501 – 750
● 751 – 1,000
● Above 1,000
3. How many organization or company pages do you “like” on Facebook?
● Below 5
● 5-10
● 11-15
● 16-20
● 21-25
● Above 25
4. Do you use Twitter?
Yes/No
5. How many followers do you have on Twitter?
● Below 250
● 251 – 500
● 501 – 750
● 751 – 1,000
● Above 1,000
6. How many are you following on Twitter?
● Below 250
● 251 – 500
● 501 – 750
● 751 – 1,000
● Above 1,000

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7. Indicate the approximate hours per day spent on social media sites (e.g., Facebook,
Twitter, and Instagram):
Scale: 1 – 24 hours.
8. Have you liked RSCOB Facebook page?
Yes/no
Based on your answer above, please answer why have you liked or have you not liked
RSCOB Facebook page?
9. Are you following RSCOB Twitter page?
Yes/no
Based on your answer above, why are you following or are you not following RSCOB
Twitter page?
Social Media Hypotheses and questions
Hypotheses:
H1: Freshmen want the RSCOB Facebook page to contain helpful tips about interviews
more than seniors.
H2: Seniors want the RSCOB Facebook page to contain helpful tips about professional
social media exposure more than freshmen.
H3: Seniors want the RSCOB Facebook page to contain helpful tips about tutoring
services more than freshmen.
H4: Seniors want the RSCOB Facebook page to contain helpful tips about networking
and recruiting event more than freshmen.
H5: Freshmen want the RSCOB Facebook page to contain relatable information about
faculty members more than seniors.
H6: Freshmen want the RSCOB Facebook page to reflect the college of business rather
than reflecting solely the dean more than seniors.
Questions:
10. Which of the following posts would interest you on the RSCOB Facebook page?
a. Posts containing helpful tips about interviews - Yes/No (H1)
b. Posts containing helpful tips about professional social media exposure - Yes/No (H2)
c. Posts containing helpful tips about tutoring services - Yes/No (H3)
d. Posts containing helpful tips about networking and recruiting events - Yes/No (H4)
e. Posts containing relatable information about faculty members-Yes/No (H5)
f. Posts containing more information that reflect the college instead of the dean- Yes/No
(H6)
11. How likely are you to read (or like, comment and/or share) a post on the RSCOB page
pertaining to:
a. posts containing helpful tips about interviews (H1)
Very unlikely, unlikely, neither unlikely or likely, likely, very likely
b. posts containing helpful tips about professional social media exposure (H2)

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c. Posts containing helpful tips about tutoring services (H3)
d. Posts containing helpful tips about networking and recruiting events - Yes/No (H4)
e. Posts containing more information that reflect the college instead of the dean(H6)
Demographic questions:
13. Please indicate which gender you identify with. male, female, other
14. What year of college are you in?
● Freshman
● Sophomore
● Junior
● Senior
15. What is your age? ____
16. Do you live on campus? Yes/No
17. What ethnicity do you associate with?
● White or Caucasian
● Hispanic or Latino
● Black or African American
● Native American or American Indian
● Asian
● Pacific Islander
● Other
18. What is your major? _________________
19. Did you come from a high school with a student class of
1-50, 51-100, 101-150, 151-200, 200+
20. Are you currently employed? Yes/No
If yes, how many hours per week do you work _______

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Appendix B:
Table 1: Group Theme Results
Senior Focus Group Themes Freshman / Sophomore Group Themes
1.) Professional Exposure
Dakota said, “ I am not sure if career
services does this or not but maybe offering
something as simple as showing students
how to correctly present themselves on
Linkedin, showing them what you need to
have on there and what you need to keep off
of there.” (18:05-19:10)
1.) Interview Tips
Drew said, “helpful tip of the week, or an
interview tip or how to dress for something.”
(5:40-5:48)
2.) Tutoring Information
Dakota gave examples on services that are
available to students, “they have tutoring
available for accounting, and they have free
tutoring that many people don’t know about
because it’s not advertised.”(17:50-18:03)
2.) Perceived Source
Drew suggested that the profile picture be
changed. She said, “I’d probably change the
picture to the actual name of the
organization...put the logo of it.”
Aaron said, “I think the faculty should be
more involved. You don’t hardly see anything
on the professors.” (9:25-9:33)
3.) Networking
Josh said, “I would like to see recruiting
options and networking opportunities, that’s
the whole reason you come to college.”
(19:28-19:40)
Dakota said, “Do they talk about networking
events from any and all colleges at Wright
State?”(17:42-17:50)
3.) Relatability
Drew said, “I feel like it makes it a little more
relatable like they are teaching this but yet
they actually did it.” (Video part 2, 0:00-
0:07)
Aaron said, “hear their experiences or that
stuff.” (Video part 2, 0:14-0:17)

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Appendix C: Qualtrics Results
Demographics
1. Age
Descriptive Statistics
N Range Minimum Maximum Mean Std. Deviation
What is your age? 20 32 18 50 24.55 7.134
Valid N (listwise) 20
2. Year in College
What year of college are you in?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Freshman 1 5.0 5.0 5.0
Sophomore 5 25.0 25.0 30.0

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Junior 5 25.0 25.0 55.0
Senior 9 45.0 45.0 100.0
Total 20 100.0 100.0
3. Gender
Please indicate
which gender you
identify with:
Frequency Percent Valid Percent Cumulative Percent
Valid Male 11 55.0 55.0 55.0
Female 9 45.0 45.0 100.0
Total 20 100.0 100.0
4. Major

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What is your major?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Accounting 3 15.0 15.0 15.0
Accounting/Finance 1 5.0 5.0 20.0
Human Resource
Management
1 5.0 5.0 25.0
International
Business/Management
1 5.0 5.0 30.0
Management 2 10.0 10.0 40.0
Managementand
Human Resources
4 20.0 20.0 60.0
Marketing 7 35.0 35.0 95.0

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Undecided 1 5.0 5.0 100.0
Total 20 100.0 100.0

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Appendix D: Qualtrics Results
Question 10 (Chi-Square Tests)
Crosstabs
Notes
Output Created 18-NOV-2014 12:36:58
Comments
Input Data E:MKT
3500Official_Social_Media_Survey_MKT350001
Official_Social_Media_Survey_MKT350001.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
20
Missing Value
Handling
Definition of Missing User-defined missing values are treated as
missing.
Cases Used Statistics for each table are based on all the cases
with valid data in the specified range(s) for all
variables in each table.
Syntax CROSSTABS
/TABLES=Q14_1 BY Senior_nonsenior
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ
/CELLS=COUNTEXPECTED COLUMN
/COUNT ROUND CELL.
Resources Processor Time 00:00:00.00
Elapsed Time 00:00:00.05
Dimensions Requested 2
Cells Available 131029

26
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Which of the following posts would
interestyou on the RSCOB Facebook
page? Selectall that apply.-Posts
containing helpful tips aboutinterviews
* Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
Which of the following posts would interest you
on the RSCOB Facebook page? Select all that
apply.-Posts containing helpful tips about
interviews * Senior_nonsenior Crosstabulation
Senior_n
onsenior Total
Senior
Nons
enior
Which of the following posts would interestyou on
the RSCOB Facebook page? Select all that apply.-
Posts containing helpful tips aboutinterviews
Yes Count 9 9 18
Expected
Count
8.1 9.9 18.0
% within
Senior_non
senior
100.0% 81.8
%
90.0
%
No Count 0 2 2
Expected
Count
.9 1.1 2.0
% within 0.0% 18.2 10.0

27
Senior_non
senior
% %
Total Count 9 11 20
Expected
Count
9.0 11.0 20.0
% within
Senior_non
senior
100.0% 100.0
%
100.0
%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 1.818a
1 .178
Continuity Correctionb
.359 1 .549
Likelihood Ratio 2.572 1 .109
Fisher's Exact Test .479 .289
Linear-by-Linear Association 1.727 1 .189
N of Valid Cases 20
a. 2 cells (50.0%) have expected countless
than 5. The minimum expected countis .90.
b. Computed onlyfor a 2x2 table
CROSSTABS
/TABLES=Q14_2 Q14_3 Q14_4 Q14_5 Q14_6 BY Senior_nonsenior
/STATISTICS=CHISQ
/CELLS=COUNT EXPECTED COLUMN
/COUNT ROUND CELL.
Crosstabs
Notes

28
Comments
Input Data E:MKT
Official_Social_Media_Survey_MKT350001.sav
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
20
Missing Value Handling Definition of Missing User-defined missing values are treated as
missing.
Cases Used Statistics for each table are based on all the
cases with valid data in the specified range(s) for
all variables in each table.
Syntax CROSSTABS
/TABLES=Q14_2 Q14_3 Q14_4 Q14_5 Q14_6
BY Senior_nonsenior
/STATISTICS=CHISQ
/CELLS=COUNTEXPECTED COLUMN
/COUNT ROUND CELL.
Dimensions Requested 2
Cells Available 131029
Case Processing Summary
Cases
Valid Missing Total

29
N Percent N Percent N Percent
interestyou on the RSCOB
Facebook page? Selectall that
apply.-Posts containing helpful tips
aboutprofessional social media
exposure * Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
abouttutoring services *
Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
aboutnetworking and recruiting
events * Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
apply.-Posts containing relatable
information aboutfaculty members *
Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
apply.-Posts containing more
information thatreflect the college
instead ofthe Dean *
Senior_nonsenior
20 100.0% 0 0.0% 20 100.0%
Which of the following posts would interest you on the RSCOB Facebook
page? Select all that apply.-Posts containing helpful tips about
professional social media exposure * Senior_nonsenior

30
Crosstab
Senior_no
nsenior Total
Senior Nonsenior
Which of the following posts would interest
you on the RSCOB Facebook page? Select
all that apply.-Posts containing helpful tips
aboutprofessional social media exposure
Ye
s
Count 6 9 15
Expected Count 6.8 8.3 15.0
% within
Senior_nonsenio
r
66.7% 81.8% 75.0
%
No Count 3 2 5
% within
Senior_nonsenio
r
33.3% 18.2% 25.0
%
Total Count 9 11 20
% within
Senior_nonsenio
r
100.0% 100.0% 100.0
%
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Exact Sig.
(2-sided)
Exact Sig. (1-
sided)
Pearson Chi-Square .606a
1 .436
.067 1 .795

31
Likelihood Ratio .605 1 .437
Linear-by-Linear Association .576 1 .448
N of Valid Cases 20
than 5. The minimum expected countis 2.25.
page? Select all that apply.-Posts containing helpful tips about tutoring
services * Senior_nonsenior
Crosstab
Senior_nonsenior Total
Senior Nonsenior
you on the RSCOB Facebook page?
Select all that apply.-Posts containing
helpful tips abouttutoring services
Yes Count 2 9 11
Expected
Count
5.0 6.1 11.0
% within
Senior_n
onsenior
22.2% 81.8% 55.0
%
No Count 7 2 9
Expected
Count
4.1 5.0 9.0
% within
Senior_n
onsenior
77.8% 18.2% 45.0
%
Total Count 9 11 20

32
Expected
Count
9.0 11.0 20.0
% within
Senior_n
onsenior
100.0% 100.0% 100.0
%
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig.
(1-sided)
1 .008
4.900 1 .027
N of Valid Cases 20
page? Select all that apply.-Posts containing helpful tips about networking
and recruiting events * Senior_nonsenior
Crosstab
Senior Nonsenior
all that apply.-Posts containing helpful tips
aboutnetworking and recruiting events
Yes Count 9 10 19

33
Expected
Count
8.5 10.5 19.0
% within
Senior_n
onsenior
100.0% 90.9% 95.0
%
No Count 0 1 1
Expected
Count
.5 .6 1.0
% within
Senior_n
onsenior
0.0% 9.1% 5.0%
Total Count 9 11 20
Expected
Count
9.0 11.0 20.0
% within
Senior_n
onsenior
100.0% 100.0% 100.0
%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
1 .353
.000 1 1.000
Fisher's Exact Test 1.000 .550
N of Valid Cases 20
a. 2 cells (50.0%) have expected count less

34
page? Select all that apply.-Posts containing relatable information about
faculty members * Senior_nonsenior
Crosstab
Senior Nonsenior
all that apply.-Posts containing relatable
information aboutfaculty members
Yes Count 5 8 13
Expected
Count
5.9 7.2 13.0
% within
Senior_n
onsenior
55.6% 72.7% 65.0
%
No Count 4 3 7
Expected
Count
3.2 3.8 7.0
% within
Senior_n
onsenior
44.4% 27.3% 35.0
%
Total Count 9 11 20
Expected
Count
9.0 11.0 20.0
% within
Senior_n
onsenior
100.0% 100.0% 100.0
%
Chi-Square Tests

35
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
1 .423
.109 1 .742
Likelihood Ratio .642 1 .423
N of Valid Cases 20
page? Select all that apply.-Posts containing more information that reflect
the college instead of the Dean * Senior_nonsenior
Crosstab
Senior Nonsenior
interestyou on the RSCOB Facebook
page? Selectall that apply.-Posts
containing more information thatreflect
the college instead ofthe Dean
Yes Count 9 9 18
Expected
Count
8.1 9.9 18.0
% within
Senior_n
onsenior
100.0% 81.8% 90.0%
No Count 0 2 2

36
Expected
Count
.9 1.1 2.0
% within
Senior_n
onsenior
0.0% 18.2% 10.0%
Total Count 9 11 20
Expected
Count
9.0 11.0 20.0
% within
Senior_n
onsenior
100.0% 100.0% 100.0
%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
1 .178
.359 1 .549
N of Valid Cases 20
Question 11 (T-Tests)
T-TEST GROUPS=Senior_nonsenior(1 2)
/MISSING=ANALYSIS
/VARIABLES=Q14_1.0 Q14_2.0 Q14_3.0 Q14_4.0 Q14_5.0
/CRITERIA=CI(.95).
T-Test

37
Notes
Comments
Input Data E:MKT
1Official_Social_Media_Survey_MKT350001.s
av
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data File 20
Missing Value Handling Definition of Missing User defined missing values are treated as
missing.
Cases Used Statistics for each analysis are based on the
cases with no missing or out-of-range data for
any variable in the analysis.
Syntax T-TEST GROUPS=Senior_nonsenior(1 2)
/MISSING=ANALYSIS
/VARIABLES=Q14_1.0 Q14_2.0 Q14_3.0
Q14_4.0 Q14_5.0
/CRITERIA=CI(.95).
Group Statistics
Senior_no
nsenior N Mean
Std.
Deviation
Std. Error
Mean
How likely are you to read (or like, commentand/or Senior 9 3.44 1.509 .503

38
share) a post on the RSCOB Facebook page
per...-Posts containing helpful tips aboutinterviews
Nonsenior 11 3.91 .944 .285
How likely are you to read (or like, commentand/or
per...-Posts containing helpful tips about
professional social media exposure
Senior 9 2.89 1.691 .564
Nonsenior 11 3.73 .905 .273
per...-Posts containing helpful tips abouttutoring
services
Senior 9 1.67 .707 .236
Nonsenior 11 3.45 1.508 .455
per...-Posts containing helpful tips aboutnetworking
and recruiting events
Senior 9 3.89 1.269 .423
Nonsenior 11 4.09 1.375 .415
per...-Posts containing more information thatreflect
the college instead ofthe Dean
Senior 9 2.89 1.364 .455
Nonsenior 11 3.73 1.191 .359
Independent
Samples Test
Leve
ne's
Test
for
Equal
ity of
Varia
t-test
for
Equa
lity of
Mea
ns

39
nces
F Sig. t df
Sig
.
(2-
tail
ed)
Mean
Differ
ence
Std.
Error
Differ
ence
95%
Confid
ence
Interv
al of
the
Differe
nce
Lower
Upp
er
How likely are you to
read (or like,
commentand/or
share) a post on the
RSCOB Facebook
page per...-Posts
containing helpful tips
aboutinterviews
Equal
variances
assumed
2.432 .136 -.842 1
8
.41
1
-.465 .552 -1.624 .695
Equal
variances
not
assumed
-.804 1
2.
8
8
4
.43
6
-.465 .578 -1.714 .785
read (or like,
commentand/or
RSCOB Facebook
page per...-Posts
aboutprofessional
social media
exposure
Equal
variances
assumed
8.018 .011 -
1.42
0
1
8
.17
3
-.838 .591 -2.079 .402
Equal
variances
not
-
1.33
9
1
1.
6
.20
6
-.838 .626 -2.207 .531

40
assumed 7
0
read (or like,
commentand/or
RSCOB Facebook
page per...-Posts
abouttutoring
services
Equal
variances
assumed
5.600 .029 -
3.26
4
1
8
.00
4
-
1.788
.548 -2.939 -.637
Equal
variances
not
assumed
-
3.49
2
1
4.
7
6
6
.00
3
-
1.788
.512 -2.881 -.695
read (or like,
commentand/or
RSCOB Facebook
page per...-Posts
aboutnetworking and
recruiting events
Equal
variances
assumed
.141 .712 -.338 1
8
.73
9
-.202 .597 -1.457 1.05
3
Equal
variances
not
assumed
-.341 1
7.
6
9
1
.73
7
-.202 .592 -1.448 1.04
4
read (or like,
commentand/or
RSCOB Facebook
page per...-Posts
containing more
information that
Equal
variances
assumed
.175 .681 -
1.46
8
1
8
.15
9
-.838 .571 -2.038 .362

41
reflect the college
instead ofthe Dean
Equal
variances
not
assumed
-
1.44
7
1
6.
0
8
4
.16
7
-.838 .579 -2.066 .389
GET
FILE='C:TEMPTemp1_MKT 3500-ZIP.zipMKT
3500Official_Social_Media_Survey_MKT350001Official_Social_Media_Survey_MKT3
50001.sav'.
DATASET NAME DataSet1 WINDOW=FRONT.
SORT CASES BY Q3 (A).

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