3.12: Data Analysis Process

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3.12: Data Analysis process
Overall, the objective of the research analysis is to try to answer the research questions formulated in Chapter 1. Accordingly, a conceptual framework and propositions have been developed from these questions, and justified in the literature review section. Therefore, the data analysis will be pursued to gather evidence pertaining to the several concepts identified. Quantitative data from the questiormaire survey will be analyzed by utilizing the Statistical Package for Social Science version 22 (SPSS V.22) and SmartPLS v.3. These software packages have been widely used by researchers in various disciplines. Below are the steps that will be followed in the data analysis process.

3.12.1: Analysis of Survey response
The first step will be to determine the number of respondents who did or didn’t respond the
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The researcher proposes to use SPSS v.22 and SmartPLS v.3 statistical software to analyze data to be collected. The choice of the descriptive and inferential statistical techniques to be used will be informed by the type of research question to be analyzed. Below are the research questions and the proposed statistical analysis techniques to be employed.

Research question one (RQ1): What is the level of adoption of E- marketing by Small and medium size hotels?

This question contains four multiple choice items of which respondents will be required to choose one description of the level of adoption that is most applicable to them. The descriptive statistical analysis (frequency counts standard deviations and percentages) will be used to determine the level of adoption of E-marketing by small and medium hotels.

Research question two (RQ2): What is the effect of the Personality of Decision maker, Technological, Organizational and Environmental factors on adoption of E-marketing by Small and medium size hotels in

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