Business Research Methods: Personality Traits and Entrepreneurial Intention

This study explores the relationship between personality traits and entrepreneurial intention using a positivist paradigm. The questionnaire used measures the five dimensions of personality traits and entrepreneurial intention. The study aims to determine if there is a significant relationship between personality traits and the intention to start a business.

BA5004: Business Reserach Methods

Table of Contents
PART 1............................................................................................................................................1
1. Small review that cover key objectives...................................................................................1
2. Argument give to use Positivist paradigm..............................................................................1
3. Key concept introduce in the study.........................................................................................1
4. Questionnaire..........................................................................................................................2
PART 2............................................................................................................................................3
Objective 1..................................................................................................................................3
Objective 2..................................................................................................................................3
Objective 3..................................................................................................................................3
Objective 4..................................................................................................................................4
Objective 5..................................................................................................................................4
Objective 6..................................................................................................................................5
Objective 7..................................................................................................................................6
Objective 8................................................................................................................................21

PART 1
1. Small review that cover key objectives
The study main objective is to determine the human personality traits which is made up o
five factor such that Conscientiousness, Openness to experience, emotional stability,
extraversion and agreeable. On the other side, the study also cover measurement that helps to
measure personality trait using five dimension under the respond of TIPI in which the scale is
used which is ranges from 1 (strongly disagree) to 7 (strongly agree). On the other side, it also
provide the intention which need to be consider in order to start the business which is
entrepreneurial intention that is consider the first step for any business- start up. Also, there is a
scale that help to analyse the entrepreneurial intention which is also range from 1 i.e. untrue to 7
which is very true.
2. Argument give to use Positivist paradigm
Under this study, it I suggested to use Positivist Paradigm because it helps to exploring
the social reality which is based on the idea in which anyone can understand the human
behaviour through observation. As the study is also based upon the personality trait and that is
why, to under the trait of a human being, it is beneficial to use Positivist paradigm. On the other
side, it is also argued that by using positivist paradigm, true knowledge which is based upon the
experience of senses and that is obtain through observation and experiments. That is why, this is
used in the study.
3. Key concept introduce in the study
The key concept which is used under the study is comprehensive model used for
personality trait that is focused upon five dimension. On the other side, TIDI is measurement
tool which is also used in the study in order to measure the personality trait that is 7 point scale
ranging. Third concept is intention to start a business in which entrepreneurial intention is
consider in order to start up any firm.
Hypothesis:
H0: There is no significant relationship between the intention to start a business with regards to
personality trait.
H1: There is a significant relationship between the intention to start a business with regards to
personality trait.
1

No there is no any other factor which can be included in hypothesis which influence
dependent variables,
4. Questionnaire
1. Which of the following trait do you posses?
 Extraversion
 Agreeableness
 Conscientiousness
 Emotional stability
 Openness
2. Do you think taking risk in a business is good?
 Yes
 No
3. Do you pay attention to many details within your business?
 Yes
 No
4. Do you think entrepreneurial intention is first step in new business?
 Yes
 No
5. Do you ever use TIPI to measure the your personality trait?
 Yes
 No
6. Do you think there is a significant relationship between agreeableness and entrepreneurial
intention?
 Yes
 No
7. Do you think that openness in experience is also plays an important role in the success of
company?
 Yes
 No
2

PART 2
Objective 1
Gender Male 56 36.6%
Female 91 59.5%
Prefer not to say 6 3.9%
Age Less than 30 52 34.0%
30 to 34 53 34.6%
35 and over 48 31.4%
Occupation Student 50 32.7%
Employed 49 32.0%
Unemployed 54 35.3%
Marital_Status Single 56 36.6%
Married/Relationship 52 34.0%
Divorced/Widowed 45 29.4%
Intention No 61 39.9%
Yes 92 60.1%
As per the table, it is interpreted that there are 56 male and 91 female and most of them
are in between 30 to 34. the selected sample, are basically unemployed and most of them are
unmarried i.e. 56 of them are single, while 52 of them are married and 92 of them are also said
yes with regards to purchasing intention.
Objective 2
Binomial Test
Category N
Observed
Prop.
Test
Prop.
Exact Sig. (2-
tailed)
Intention Group 1 Yes 92 .601 .50 .015
Group 2 No 61 .399
Total 153 1.00
In accordance with the table, it is interpreted that the significant value is more than 0.05
which means that more than 50% of the customer have an intention to purchase. So, it is
analyzed that people are definitely influence through the word of mouth as a communication
style which force users to purchase the products from the store.
3

Objective 3
Reliability Statistics
Cronbach's Alpha N of Items
.864 4
Descriptive statistics
WOM credibility scores
N
Mean
Std.
Deviation Minimum Maximum
Percentiles
Valid Missing 25 50 75
153 0 12.5948 4.28651 4 20 9 13 17
By using Cronbach's Alpha scale which is a reliability tool for questionnaire, it is
reflected the value of a scale is 0.86 which is better because the value of scale is above 0.80 and
that is why, the questionnaire is help to meet the aim and objectives. As per the descriptive table,
it is interpreted that the average value shows 12.6 which means the questionnaire designed in
better manner. Also, the standard deviation shows the value of 4.2 which means the value is
deviated from 4.
Objective 4
One-Sample Test
Test Value = 12
t df Sig. (2-tailed) Mean Difference
WOM credibility total scores 1.716 152 .088 .59477
As per the above table, it is stated that the significance value is 0.88 which is greater than
0.05 and that is why, there is a significant mean difference in the average score for the factor
WOM credibility is greater than 12
Objective 5
ONEWAY ANOVA of WOM credibility BY Gender
Descriptive statistics of WOM credibility split by
gender
4

N Mean Std. Deviation
Male 56 10.41 4.053
Female 91 13.97 3.948
Total 147 12.61 4.336
WOM_Credibility Sum of Squares df Mean Square F Sig.
Between Groups 438.443 1 438.443 27.564 .000
Within Groups 2306.455 145 15.907
Total 2744.898 146
Homogeneity of variance assumption
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
WOM_Credibilit
y
Based on Mean .006 1 145 .940
In accordance with the above, it is interpreted that there is a relationship between the
average score for factor WOM credibility which is different for males and females. Hence it is
identified that promotional tool is varies from the male and female and this in turn affect the
results.
Objective 6
ONEWAY ANOVA of WOM credibility BY Buying frequency
Descriptives statistics of WOM_Credibility split buying frequency
N Mean Std. Deviation
One 50 8.34 2.967
Two to three 47 11.85 2.284
Four or more 56 17.02 1.314
Total 153 12.59 4.287
5

Tests of Between-Subjects Effects
Dependent Variable: WOM
Source
Type III
Sum of
Squares df
Mean
Square F Sig.
Partial Eta
Squared
Observed
Powerb
Buying_Freq 2026.716 2 1013.358 198.4 .000 .726 1.000
Error 766.160 150 5.108
Total 27063.000 153
Corrected Total 2792.876 152
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
WOM
credibility
Based on Mean 12.087 2 150 .000
Post Hoc Tests: LSD
Multiple Comparisons
Dependent Variable: Overall total score for WOM credibility
(I) Buying frequency
per year
(J) Buying frequency
per year
Mean Difference
(I-J)
Std.
Error Sig.
One Two to three -3.511* .459 .000
Four or more -8.678* .440 .000
Two to three One 3.511* .459 .000
Four or more -5.167* .447 .000
Four or more One 8.678* .440 .000
Two to three 5.167* .447 .000
As per the result generated, it is interpreted that the p value is 0.00 which is greater than
0.05 and that is why, alternative hypothesis is accepted which shows that there is a relationship
between the word of mouth and buying frequency. That means if the promotional tool used by
the company are good then, chances of buying product is increases.
6

Objective 7
Gender of the customer * I feel I belong when browsing through shoe virtual
communities/blogs [H1]
H1
Total1 2 3 4 5
Gender Male 16 20 11 7 2 56
Female 16 22 22 19 12 91
Total 32 42 33 26 14 147
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 8.597a 4 .072
N of Valid Cases 147
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
5.33.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .242 .072
Cramer's
V
.242 .072
N of Valid Cases 147
Gender of the customer * Virtual shoes communities represent people with similar interest
to me [H2]
H2
Total1 2 3 4 5
Gender Male 16 14 15 6 5 56
Female 18 20 23 18 12 91
Total 34 34 38 24 17 147
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 3.615a 4 .461
N of Valid Cases 147
7

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
6.48.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .157 .461
Cramer's
V
.157 .461
N of Valid Cases 147
8

Gender of the customer * Online shoes review sites on social media is representative [H3]
H3
Total1 2 3 4 5
Gender Male 17 21 13 2 3 56
Female 16 19 18 25 13 91
Total 33 40 31 27 16 147
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 19.555a 4 .001
N of Valid Cases 147
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
6.10.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .365 .001
Cramer's
V
.365 .001
N of Valid Cases 147
Gender of the customer * I prefer to communicate on social media
with people with the same ideas [H4]
H4
Total1 2 3 4 5
Gender Male 23 16 10 3 4 56
Female 17 20 18 21 15 91
Total 40 36 28 24 19 147
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 16.077a 4 .003
N of Valid Cases 147
9

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
7.24.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .331 .003
Cramer's
V
.331 .003
N of Valid Cases 147
Gender
It is stated that the p value is 0.072 which is greater than 0.05 and that is why, there is a
relationship between gender (male and female) when browsing through shoe virtual
communities.
The value of significant factor is greater and that is why, customer divided on the basis of gender
has a direct relationship between virtual shoes communities who represent people with similar
interest.
Significance value is 0.001 which is less than 0.05 and that is why, null hypothesis is accepted
and this shows that there is no relationship between gender of customer with online reviews on
social media.
P value is 0.003 which is less than 0.05 which means null hypothesis is accepted and there is no
relationship between customer and company prefer to communicate on social media.
10

Occupation of the customer * I feel I belong when browsing through shoe virtual
communities/blogs [H1]
H1
Total
1 2 3 4 5
Occupatio
n
Student 12 12 11 10 5 50
Employed 13 13 11 8 4 49
Unemploye 9 18 13 9 5 54
Total 34 43 35 27 14 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 2.480a 8 .963
N of Valid Cases 153
a. 3 cells (20.0%) have expected count less than 5. The minimum expected count is 4.48.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .127 .963
Cramer's
V
.090 .963
N of Valid Cases 153
Occupation of the customer * Virtual shoes communities represent people with similar
interest to me [H2]
H2
Total
1 2 3 4 5
Occupatio
n
Student 10 12 14 7 7 50
Employed 15 10 13 6 5 49
Unemploye 12 13 12 12 5 54
Total 37 35 39 25 17 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
11

Pearson Chi-Square 4.240a 8 .835
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.44.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .166 .835
Cramer's
V
.118 .835
N of Valid Cases 153
12

Occupation of the customer * Online shoes review sites on social media is representative
[H3]
H3
Total1 2 3 4 5
Occupatio
n
Student 13 14 7 9 7 50
Employed 12 16 10 6 5 49
Unemploye 11 12 15 12 4 54
Total 36 42 32 27 16 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 6.307a 8 .613
N of Valid Cases 153
a. 0 cells (00.0%) have expected count less than 5. The minimum expected count is 5.12.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .203 .613
Cramer's
V
.144 .613
N of Valid Cases 153
Occupation of the customer * I prefer to communicate on social media with people with
the same ideas [H4]
H4
Total1 2 3 4 5
Occupatio
n
Student 16 14 5 7 8 50
Employed 10 16 10 7 6 49
Unemploye 15 10 14 10 5 54
Total 41 40 29 24 19 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 8.266a 8 .408
N of Valid Cases 153
13

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.08.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .232 .408
Cramer's
V
.164 .408
N of Valid Cases 153
Occupation:
There is a strong relationship between Homophily occupation and other variables such
that virtual communities, social media, virtual shows communities which affect the results in
positive manner. Also, results shows that the tendency of individuals which is associated with
other people who posses the same attributes and characteristics is directly related with the online
shows reviews.
Marital status of the customer * I feel I belong when browsing through shoe virtual
communities/blogs [H1]
H1
Total1 2 3 4 5
Marita
l_Stat
us
Single 16 16 13 7 4 56
Married/ 7 15 15 8 7 52
Divorced/ 11 12 7 12 3 45
Total 34 43 35 27 14 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-
Square
9.499a 8 .302
N of Valid Cases 153
a. 2 cells (13.3%) have expected count less than 5. The minimum expected
count is 4.12.
Symmetric Measures
Value Approximate Significance
Phi .249 .302
14

Nominal by
Nominal
Cramer's
V
.176 .302
N of Valid Cases 153
Marital status of the customer * Virtual shoes communities represent people with similar
interest to me [H2]
H2
Total1 2 3 4 5
Marital_Stat
us
Single 15 10 16 9 6 56
Married/
Relationship
11 15 13 5 8 52
Divorced/
Widowed
11 10 10 11 3 45
Total 37 35 39 25 17 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 7.106a 8 .525
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
5.00.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .216 .525
Cramer's
V
.152 .525
N of Valid Cases 153
Marital status of the customer * Online shoes review sites on social media is representative
[H3]
H3
Total1 2 3 4 5
15

Marital_Stat
us
Single 18 16 12 6 4 56
Married/ 10 15 8 13 6 52
Divorced/ 8 11 12 8 6 45
Total 36 42 32 27 16 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 8.618a 8 .376
N of Valid Cases 153
a. 1 cells (6.7%) have expected count less than 5. The minimum expected count is 4.71.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .237 .376
Cramer's
V
.168 .376
N of Valid Cases 153
Marital status of the customer * I prefer to communicate on social media with people with
the same ideas [H4]
H4
Total1 2 3 4 5
Marita
l_Stat
us
Single 16 15 13 8 4 56
Married/Relationship 11 16 7 9 9 52
Divorced/Widowed 14 9 9 7 6 45
Total 41 40 29 24 19 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 5.914a 8 .657
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.59.
Symmetric Measures
Value Approximate Significance
Phi .197 .657
16

Nominal by
Nominal
Cramer's
V
.139 .657
N of Valid Cases 153
Marital Status
The marital status of the people is another characteristics of homophily and there is a
string relationship between other factor because the significant value is greater than 0.05 and
that is why, the selected respondents with their marital status affected the purchasing product of
the company. For instance, as per the martial status of respondents, they prefer to communicate
on social media with people who also posses same idea.
Buying frequency - Number of pair of shoes bought per year * I feel I belong when browsing
through shoe virtual communities/blogs [H1]
H1
Total1 2 3 4 5
Buying_Fre
q
One 23 14 10 2 1 50
Two to
Three
9 18 14 4 2 47
Four or
more
2 11 11 21 11 56
Total 34 43 35 27 14 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 57.039a 8 .000
N of Valid Cases 153
a. 2 cells (13.3%) have expected count less than 5. The minimum expected count is 4.30.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .611 .000
Cramer's
V
.432 .000
17

N of Valid Cases 153
Buying frequency - Number of pair of shoes bought per year * Virtual shoes communities
represent people with similar interest to me [H2]
H2
Total1 2 3 4 5
Buying_Fre
q
One 24 13 9 4 0 50
Two to
Three
9 17 14 6 1 47
Four or
more
4 5 16 15 16 56
Total 37 35 39 25 17 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 59.771a 8 .000
N of Valid Cases 153
a. 0 cells (00.0%) have expected count less than 5. The minimum expected count is 5.22.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .625 .000
Cramer's
V
.442 .000
N of Valid Cases 153
Buying frequency - Number of pair of shoes bought per year * Online shoes review sites on
social media is representative [H3]
H3
Total1 2 3 4 5
Buying_Fre
q
One 22 15 11 2 0 50
Two to
Three
9 19 12 5 2 47
Four or
more
5 8 9 20 14 56
Total 36 42 32 27 16 153
18

Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 57.260a 8 .000
N of Valid Cases 153
a. 1 cells (6.7%) have expected count less than 5. The minimum expected count is 4.92.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .612 .000
Cramer's
V
.433 .000
N of Valid Cases 153
Buying frequency - Number of pair of shoes bought per year * I prefer to communicate on
social media with people with the same ideas [H4]
H4
Total1 2 3 4 5
Buying_Fre
q
One 25 15 6 3 1 50
Two to
Three
13 16 12 2 4 47
Four or
more
3 9 11 19 14 56
Total 41 40 29 24 19 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 56.479a 8 .000
N of Valid Cases 153
a. 0 cells (00.0%) have expected count less than 5. The minimum expected count is 5.84.
Symmetric Measures
Value Approximate Significance
Phi .608 .000
19

Nominal by
Nominal
Cramer's
V
.430 .000
N of Valid Cases 153
Buying Frequency
The buying frequency of selected respondents have a direct relationship with the
independent factor such that the p value is 0.00 which is greater than 0.05 and thus, this shows
there is a direct relationship.
Age of the customer * I feel I belong when browsing through shoe virtual
communities/blogs [H1]
H1
Total1 2 3 4 5
Age Less than 30 14 17 8 7 6 52
30 to 34 11 14 13 11 4 53
35 and over 9 12 14 9 4 48
Total 34 43 35 27 14 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 4.953a 8 .763
N of Valid Cases 153
a. 3 cells (20.0%) have expected count less than 5. The minimum expected count is 4.39.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .180 .763
Cramer's V .127 .763
N of Valid Cases 153
Age of the customer * Virtual shoes communities represent people with similar interest to
me [H2]
H2 Total
20

1 2 3 4 5
Age Less than 30 13 11 11 12 5 52
30 to 34 12 10 17 9 5 53
35 and over 12 14 11 4 7 48
Total 37 35 39 25 17 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 6.860a 8 .552
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.33.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .212 .552
Cramer's V .150 .552
N of Valid Cases 153
Age of the customer * Online shoes review sites on social media is representative [H3]
H3
Total1 2 3 4 5
Age Less than 30 13 12 9 10 8 52
30 to 34 13 13 14 9 4 53
35 and over 10 17 9 8 4 48
Total 36 42 32 27 16 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 5.010a 8 .757
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.02.
Symmetric Measures
Value Approximate Significance
Phi .181 .757
21

Nominal by
Nominal
Cramer's V .128 .757
N of Valid Cases 153
Age of the customer * I prefer to communicate on social media with people with the same
ideas [H4]
H4
Total1 2 3 4 5
Age Less than 30 11 13 11 9 8 52
30 to 34 14 14 11 10 4 53
35 and over 16 13 7 5 7 48
Total 41 40 29 24 19 153
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 4.978a 8 .760
N of Valid Cases 153
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.96.
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .180 .760
Cramer's V .128 .760
N of Valid Cases 153
Age
In accordance with the above table, it is interpreted that on an average the value of
significant factor is greater than 0.05 and thus it is clearly reflected that there is a correlation
between the dependent factor and independent factor. For instance, the people who are middle
age, then they prefer to communicate on social media with people and also take online review
sites on social media to purchase any product.
22

Objective 8
Model Summarye
Model R R Square
Adjusted R
Square Std. Error of the Estimate
4 .920d .847 .843 1.721
ANOVAa
Model Sum of Squares df
Mean
Square F Sig.
4 Regression 2324.482 4 581.120 196.279 .000e
Residual 420.416 142 2.961
Total 2744.898 146
Coefficientsa
Model
Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
Collinearity
Statistics
B
Std.
Error Beta Tolerance VIF
4 (Constant) .825 .583 1.417 .159
Homophily .586 .053 .545 10.975 .000 .438 2.283
Authority .255 .046 .233 5.525 .000 .608 1.645
Reviewability .247 .054 .214 4.604 .000 .499 2.005
Gender
Male=1
-1.167 .312 -.131 -3.740 .000 .878 1.140
a. Dependent Variable: WOM_Credibility
Casewise Diagnosticsa
Case
Number Std. Residual WOM_Credibility
Predicted
Value Residual
142 3.363 16 10.21 5.787
By conducting Chi- square test, it is identified that there is a direct relationship between
dependent variable with independent variable and it is so because the significant value is greater
23

than 0.05 and that is why, alternative hypothesis is accepted. So, it is stated that there is a strong
relationship between Word of Mouth as a communication tool with Homophily, authority,
reviewability and gender. That is why, by using effective promotional tool, company easily
attract the range of people towards it.
24

25