# CHAPTER 4: DATA ANALYSIS, FINDINGS AND DISCUSSION

4.1 INTRODUCTION
A short introduction describing this chapter (5-6 lines)
4.2 DESCRIPTIVE ANALYSIS
-Includes description of the collected data. Here, you may want to start with the reliability test for the data collection instrument

(questionnaire) by reporting Cronbach alpha. Then show the relevant Histograms, Frequency tables (e.g. Pie Chart), etc and you should

also comment on the results(describing the sample).

Descriptive analysis of the respondent’s demographics data

4.3 INFERENTIAL DATA ANALYSIS
This section is about testing the Hypotheses(mentioned in the last pages). All p-valueshave to be mentioned and reported for each test.

You should comment and justify why you rejected or fail-to-rejected a particular hypothesis.

Sometime, you may not have any option but to use the descriptive analysis to answer the research questions(mentioned in the last

pages). It can happen, but you have to mention that the results still can only be valid for the sample and can only be generalized for

the population with the proof that the sample size/selection has little effect on the results.

Analysis of the studied variables using many statistical tools (cross tabulation, correlation, regression analysis, one-way ANOVA and

T-tests).

4.4 DISCUSSION AND FINDINGS
You have to compile and link the results with research objectives(mentioned in the last pages), in order to answer the research

questions. To support your findings, you must also refer to the literature in chapter 2. Do not forget that this chapter is your own

ground, i.e. you should use your own language and opinion in the interpretation of the results with the support of the literature. It

is also about benchmarking your results with respect to the results and the finding from the other literatures. There is a need to

ascertain whether your findings are in conformity or contradiction with the extant literature and give further explanation why this is

so.

4.5DISCUSSION OF THE FINDINGS (IN TERMS OF THE CONTEXT OF KUWAIT)

This section is part of the Country Relevant Topic. It should link the research topic to the macro contextual framework of the thesis

described in Chapter 2. It should also contain a discussion about the implications of the research findings on the macro contextual

framework.
Length of this section: 450 to 900 words.
HYPOTHESES

Hypothesis 1 (The Hedonic Motivations and Participation Hypothesis).
Hedonic motivations are positively related to participation behavior.
Hypothesis 2 (The Hedonic Motivations and Browsing Hypothesis).
Hedonic motivations are positively related to browsing behavior.

Hypothesis 3 (The Utilitarian Motivations and Participation Hypothesis).
Utilitarian motivations are negatively related to participation behavior.
Hypothesis 4 (The Utilitarian Motivations and Browsing Hypothesis).
Utilitarian motivations are positively related to browsing behavior.

Hypothesis 5 (The Participation Effects Hypotheses).
Participation behavior is positively related to purchase intentions.
Hypothesis 6 (The Participation Effects Hypotheses).
Participation behavior is positively related to referral intentions.

Hypothesis 7 (The Browsing Effects Hypotheses).
Browsing behavior is positively related to purchase intentions.
Hypothesis 8 (The Browsing Effects Hypotheses).
Browsing behavior is positively related to referral intentions.
RESEARCH OBJECTIVES
• Understand the users’ behaviour when and after using different social media platforms.
• Determine the relationship between the social media and the travel industry.
• Determine the use of social media in Kuwait.
• Find out how the travel industry in Kuwait is affected by the use of social media.
• Investigate which social media platforms are being utilized during the information sourcing stage of travel purchase and

planning decision-making process.
RESEARCH QUESTIONS
Major question:
• What is the impact of using social media on purchase and referral intentions of users in the travel industry in Kuwait?

Minor questions:
• How do travelers organize their trips nowadays?
• Is social media an essential part of their process of buying a trip?
• Why do travelers use social media?
• How do people use the social media platforms when they are willing to find particular information about travel?
• How is social media utilized and what are its effects on users’ behaviours?
• What impact does social media have on the travel planning process?
• How do social media affect people’s final decisions (referral/ purchase)?
• Which form of information do people prefer to get through the information sourcing process (pictures, videos, reviews)?
• To what extent do people give to personal sources versus impersonal sources and, what is more, valuable to them?
• What are the critical aspects of social media that affect the intention to purchase and pass on information?

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