Describe the respondents in terms of numbers and demographics that appear in the dataset

Describe the respondents in terms of numbers and demographics that appear in the dataset. See
also the slide cast Method: Participants, Design, Measuring Instruments & Analysis Plan.
Design. In this section you will describe the research design: what is the design of this
effect evaluation called? Be as complete as possible in this. See also the slide cast Method:
Participants, Design, Measuring Instruments & Analysis Plan.
Measuring instruments (including reliability). For each variable in your hypothesis,
describe how it is operationalized in the current study. Take a good look at the questionnaire and
look for items that, according to you, measure that variable. Pay close attention to the principle
of compatibility: do the items match in terms of question and answer category, do they measure
the same thing? Furthermore, systematically indicate per variable the following: with how many
items the variable is measured, also indicate these items (not the numbers, but the actual
question), indicate the answer category and also indicate whether it is an x-point Likert scale or
semantic differential. See also the slide cast Method: Participants, Design, Measurement
Instruments & Analysis Plan.
Where applicable – if a variable is measured with multiple items in a scale – you will now
also measure the reliability of the scales. Report the Cronbach’s alpha and also indicate what
higher scores on this scale mean. See also the video on Scale construction & reliability in SPSS.
To continue testing the hypotheses later on in SPSS, you need to create new variables for
the variables that are measured by a scale (multiple items). For example: attitude towards
[behavior-X] is measured with X items that together have a reliable Cronbach’s alpha à then you
can create a new variable that you call “attitude behavior-X”, which consists of the average of the
items. In SPSS you then work with “compute new variable”. See also the video on Scale
construction & reliability in SPSS.
Tip: Each variable gets its own subheading (and don’t forget to describe the independent variable
campaign exposure and the moderator here too!).
Analysis Plan. Next, create an analysis plan. Indicate in a table, which variables per
hypothesis play which role (independent or dependent) and indicate which type of test(analysis)
in SPSS you will need to test the hypothesis. See also the slide cast Method: Participants, Design,
Measuring instruments & Analysis plan.