My experiment design includes both between and within subjects. My within-subject independent variable is content type (humor vs non-humor) and my between-subject independent variable is media richness (high vs low). I had 104 participants - So in other words every participant has seen both content types (video in this experiment); however 50 have seen both videos without any text description (low media richness) and 54 have seen both videos with text description (high media richness).
I have 48 questions measuring 6 dependent variables. Interestingly, in my case there is brand attitude measure at time T1 (before video exposure) and brand attitude measure at time T2 (after video exposure). This has been done for both groups (ie. for high media richness and low media richness).
I used 7-point Likert scale for all 48 questions. I will calculate the mean for all multi-item scales and consider the resulting variable as the independent variable. I used Google Forms for data collection and by large data has been coded automatically. Since every question was mandatory, data cleaning also is done to get started. I have 4 spreadsheets at the moment. Now my question is, how do I code the data in to a single sheet? Should I just code humor as 1 and non-humor as 2 and high media richness and 1 and low media richness as 2 and add all 208 entries in a singe spreadsheet? I guess, am going terribly wrong out here. Please advice.
My objectives are:
1) To check whether the video exposure (both humor and non-humor) leads to change in brand attitude
2) To check which content type is more effective - humor or non-humor
3) To check whether high-media richness condition is more effective than low-media richness condition
4) To check whether two additional variables (data collected) have any moderating effect on the content type
All my hypotheses are formulated around these objectives.