Need help formatting my Data!

#1
Hello All, (Please be prepared for minimum knowledge on my behalf!)

I am currently doing some research for university so time is of the essence!

I am looking into how prominence (Subtle & Prominenet) and humour (Funny & Not funny) effect product placement effectiveness.

Now i have distributed a questionnaire in which each participant watches a clip then answers questions (Scale) x 4 (One funny and prominent, funny and subtle, not funny and prominent and not funny and subtle).

I am having a great deal of trouble formatting the results into a layout that can be analysed.

For example. This question is related to the brand.

What was your attitude towards the product placement brand?

-3 (Unattractive),-2,-1,0,1,2,3 (Attractive)
-3 (Unlikable),-2,-1,0,1,2,3(Likeable)
-3 (Bad),-2,-1,0,1,2,3 (Good)
-3 (Boring),-2-,1,0,1,2,3 (Interesting)

I have changed the scale in excel so -3=1 -2=2 -1=3 etc.

The idea was to combine each section and go by the mean, but i am not sure that is the best way to do it!

I have no idea how to organise the results to analyse them? Or what analytical tool to use and compare?

One hypothesis I have created is:

Subjects exposed to subtle product placements in humorous film scenes are likely to…
H2a- exhibit more favourable attitudes toward the placement brand than subjects exposed to subtle product placements in non-humorous film scenes


Please Help!

Thank you