{ "cells": [ { "cell_type": "markdown", "metadata": { "id": "DtNBZFHO3M7n" }, "source": [ "# **TikTok Project**\n", "**Course 3 - The Power of Statistics**" ] }, { "cell_type": "markdown", "metadata": { "id": "j-u8hxWUk64w" }, "source": [ "You are a data professional at TikTok. The current project is reaching its midpoint; a project proposal, Python coding work, and exploratory data analysis have all been completed.\n", "\n", "The team has reviewed the results of the exploratory data analysis and the previous executive summary the team prepared. You received an email from Orion Rainier, Data Scientist at TikTok, with your next assignment: determine and conduct the necessary hypothesis tests and statistical analysis for the TikTok classification project.\n", "\n", "A notebook was structured and prepared to help you in this project. Please complete the following questions." ] }, { "cell_type": "markdown", "metadata": { "id": "rgSbVJvomcVa" }, "source": [ "\n", "# **Course 3 End-of-course project: Data exploration and hypothesis testing**\n", "\n", "In this activity, you will explore the data provided and conduct hypothesis testing.\n", "
\n", "\n", "**The purpose** of this project is to demonstrate knowledge of how to prepare, create, and analyze hypothesis tests.\n", "\n", "**The goal** is to apply descriptive and inferential statistics, probability distributions, and hypothesis testing in Python.\n", "
\n", "\n", "*This activity has three parts:*\n", "\n", "**Part 1:** Imports and data loading\n", "* What data packages will be necessary for hypothesis testing?\n", "\n", "**Part 2:** Conduct hypothesis testing\n", "* How will descriptive statistics help you analyze your data?\n", "\n", "* How will you formulate your null hypothesis and alternative hypothesis?\n", "\n", "**Part 3:** Communicate insights with stakeholders\n", "\n", "* What key business insight(s) emerge from your hypothesis test?\n", "\n", "* What business recommendations do you propose based on your results?\n", "\n", "
\n", "\n", "Follow the instructions and answer the questions below to complete the activity. Then, complete an executive summary using the questions listed on the PACE Strategy Document.\n", "\n", "Be sure to complete this activity before moving on. The next course item will provide you with a completed exemplar to compare to your own work.\n", "\n" ] }, { "cell_type": "markdown", "metadata": { "id": "qwXf61KLibBj" }, "source": [ "# **Data exploration and hypothesis testing**" ] }, { "cell_type": "markdown", "metadata": { "id": "N8qrn_UAzX6j" }, "source": [ "\n", "\n", "# **PACE stages**" ] }, { "cell_type": "markdown", "metadata": { "id": "pGaoqOgZiiR_" }, "source": [ "Throughout these project notebooks, you'll see references to the problem-solving framework PACE. The following notebook components are labeled with the respective PACE stage: Plan, Analyze, Construct, and Execute." ] }, { "cell_type": "markdown", "metadata": { "id": "Bb1HNu3FzX6k" }, "source": [ "\n", "\n", "\n", "## **PACE: Plan**\n", "\n", "Consider the questions in your PACE Strategy Document and those below to craft your response.\n", "\n", "1. What is your research question for this data project? Later on, you will need to formulate the null and alternative hypotheses as the first step of your hypothesis test. Consider your research question now, at the start of this task." ] }, { "cell_type": "markdown", "metadata": { "id": "iHhO44UenHcC" }, "source": [ "To determine whether there is a statistically significant difference in the average number of views for TikTok videos posted by verified accounts versus unverified accounts." ] }, { "cell_type": "markdown", "metadata": { "id": "Kp3uDhhSg_qu" }, "source": [ "*Complete the following steps to perform statistical analysis of your data:*" ] }, { "cell_type": "markdown", "metadata": { "id": "xgQEdIN7f1Jq" }, "source": [ "### **Task 1. Imports and Data Loading**" ] }, { "cell_type": "markdown", "metadata": { "id": "ehehvUzFj0-e" }, "source": [ "Import packages and libraries needed to compute descriptive statistics and conduct a hypothesis test." ] }, { "cell_type": "markdown", "metadata": { "id": "e6cryW4WgiIL" }, "source": [ "
\n", "

Hint:

\n", "\n", "Be sure to import `pandas`, `numpy`, `matplotlib.pyplot`, `seaborn`, and `scipy`.\n", "\n", "
" ] }, { "cell_type": "code", "execution_count": 24, "metadata": { "id": "1Q-GL2UrgWWG" }, "outputs": [], "source": [ "# Import packages for data manipulation\n", "import pandas as pd\n", "import numpy as np\n", "\n", "# Import packages for data visualization\n", "import matplotlib.pyplot as plt\n", "import seaborn as sns\n", "\n", "# Import packages for statistical analysis/hypothesis testing\n", "from scipy import stats" ] }, { "cell_type": "markdown", "metadata": { "id": "IHSa7TiTkg78" }, "source": [ "Load the dataset.\n", "\n", "**Note:** As shown in this cell, the dataset has been automatically loaded in for you. You do not need to download the .csv file, or provide more code, in order to access the dataset and proceed with this lab. Please continue with this activity by completing the following instructions." ] }, { "cell_type": "code", "execution_count": 4, "metadata": { "id": "HLhV9YACjlC4" }, "outputs": [], "source": [ "# Load dataset into dataframe\n", "data = pd.read_csv(\"tiktok_dataset.csv\")" ] }, { "cell_type": "markdown", "metadata": { "id": "c8paWsdKzX6o" }, "source": [ "\n", "\n", "\n", "\n", "## **PACE: Analyze and Construct**\n", "\n", "Consider the questions in your PACE Strategy Document and those below to craft your response:\n", "1. Data professionals use descriptive statistics for Exploratory Data Analysis. How can computing descriptive statistics help you learn more about your data in this stage of your analysis?\n" ] }, { "cell_type": "markdown", "metadata": { "id": "AKY3ms4LsEsU" }, "source": [ "Descriptive statistics are used to explore and summarize data." ] }, { "cell_type": "markdown", "metadata": { "id": "UKhYTdVhf5B2" }, "source": [ "### **Task 2. Data exploration**\n", "\n", "Use descriptive statistics to conduct Exploratory Data Analysis (EDA).\n", "\n" ] }, { "cell_type": "markdown", "metadata": { "id": "aBLu1iBMr6Bd" }, "source": [ "
\n", "

Hint:

\n", "\n", "Refer back to *Self Review Descriptive Statistics* for this step-by-step proccess.\n", "\n", "
" ] }, { "cell_type": "markdown", "metadata": { "id": "JBHl90JIRuXk" }, "source": [ "Inspect the first five rows of the dataframe." ] }, { "cell_type": "code", "execution_count": 7, "metadata": { "id": "2rfk95MLp4a_" }, "outputs": [ { "data": { "text/html": [ "
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#claim_statusvideo_idvideo_duration_secvideo_transcription_textverified_statusauthor_ban_statusvideo_view_countvideo_like_countvideo_share_countvideo_download_countvideo_comment_count
01claim701766601759someone shared with me that drone deliveries a...not verifiedunder review343296.019425.0241.01.00.0
12claim401438113632someone shared with me that there are more mic...not verifiedactive140877.077355.019034.01161.0684.0
23claim985983809131someone shared with me that american industria...not verifiedactive902185.097690.02858.0833.0329.0
34claim186684799125someone shared with me that the metro of st. p...not verifiedactive437506.0239954.034812.01234.0584.0
45claim710523109819someone shared with me that the number of busi...not verifiedactive56167.034987.04110.0547.0152.0
\n", "
" ], "text/plain": [ " # claim_status video_id video_duration_sec \\\n", "0 1 claim 7017666017 59 \n", "1 2 claim 4014381136 32 \n", "2 3 claim 9859838091 31 \n", "3 4 claim 1866847991 25 \n", "4 5 claim 7105231098 19 \n", "\n", " video_transcription_text verified_status \\\n", "0 someone shared with me that drone deliveries a... not verified \n", "1 someone shared with me that there are more mic... not verified \n", "2 someone shared with me that american industria... not verified \n", "3 someone shared with me that the metro of st. p... not verified \n", "4 someone shared with me that the number of busi... not verified \n", "\n", " author_ban_status video_view_count video_like_count video_share_count \\\n", "0 under review 343296.0 19425.0 241.0 \n", "1 active 140877.0 77355.0 19034.0 \n", "2 active 902185.0 97690.0 2858.0 \n", "3 active 437506.0 239954.0 34812.0 \n", "4 active 56167.0 34987.0 4110.0 \n", "\n", " video_download_count video_comment_count \n", "0 1.0 0.0 \n", "1 1161.0 684.0 \n", "2 833.0 329.0 \n", "3 1234.0 584.0 \n", "4 547.0 152.0 " ] }, "execution_count": 7, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Display first few rows\n", "data.head()" ] }, { "cell_type": "code", "execution_count": 8, "metadata": { "id": "70vpvcv1gArp" }, "outputs": [ { "data": { "text/html": [ "
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#claim_statusvideo_idvideo_duration_secvideo_transcription_textverified_statusauthor_ban_statusvideo_view_countvideo_like_countvideo_share_countvideo_download_countvideo_comment_count
count19382.000000190841.938200e+0419382.00000019084193821938219084.00000019084.00000019084.00000019084.00000019084.000000
uniqueNaN2NaNNaN1901223NaNNaNNaNNaNNaN
topNaNclaimNaNNaNa friend read in the media a claim that badmi...not verifiedactiveNaNNaNNaNNaNNaN
freqNaN9608NaNNaN21814215663NaNNaNNaNNaNNaN
mean9691.500000NaN5.627454e+0932.421732NaNNaNNaN254708.55868884304.63603016735.2483231049.429627349.312146
std5595.245794NaN2.536440e+0916.229967NaNNaNNaN322893.280814133420.54681432036.1743502004.299894799.638865
min1.000000NaN1.234959e+095.000000NaNNaNNaN20.0000000.0000000.0000000.0000000.000000
25%4846.250000NaN3.430417e+0918.000000NaNNaNNaN4942.500000810.750000115.0000007.0000001.000000
50%9691.500000NaN5.618664e+0932.000000NaNNaNNaN9954.5000003403.500000717.00000046.0000009.000000
75%14536.750000NaN7.843960e+0947.000000NaNNaNNaN504327.000000125020.00000018222.0000001156.250000292.000000
max19382.000000NaN9.999873e+0960.000000NaNNaNNaN999817.000000657830.000000256130.00000014994.0000009599.000000
\n", "
" ], "text/plain": [ " # claim_status video_id video_duration_sec \\\n", "count 19382.000000 19084 1.938200e+04 19382.000000 \n", "unique NaN 2 NaN NaN \n", "top NaN claim NaN NaN \n", "freq NaN 9608 NaN NaN \n", "mean 9691.500000 NaN 5.627454e+09 32.421732 \n", "std 5595.245794 NaN 2.536440e+09 16.229967 \n", "min 1.000000 NaN 1.234959e+09 5.000000 \n", "25% 4846.250000 NaN 3.430417e+09 18.000000 \n", "50% 9691.500000 NaN 5.618664e+09 32.000000 \n", "75% 14536.750000 NaN 7.843960e+09 47.000000 \n", "max 19382.000000 NaN 9.999873e+09 60.000000 \n", "\n", " video_transcription_text verified_status \\\n", "count 19084 19382 \n", "unique 19012 2 \n", "top a friend read in the media a claim that badmi... not verified \n", "freq 2 18142 \n", "mean NaN NaN \n", "std NaN NaN \n", "min NaN NaN \n", "25% NaN NaN \n", "50% NaN NaN \n", "75% NaN NaN \n", "max NaN NaN \n", "\n", " author_ban_status video_view_count video_like_count \\\n", "count 19382 19084.000000 19084.000000 \n", "unique 3 NaN NaN \n", "top active NaN NaN \n", "freq 15663 NaN NaN \n", "mean NaN 254708.558688 84304.636030 \n", "std NaN 322893.280814 133420.546814 \n", "min NaN 20.000000 0.000000 \n", "25% NaN 4942.500000 810.750000 \n", "50% NaN 9954.500000 3403.500000 \n", "75% NaN 504327.000000 125020.000000 \n", "max NaN 999817.000000 657830.000000 \n", "\n", " video_share_count video_download_count video_comment_count \n", "count 19084.000000 19084.000000 19084.000000 \n", "unique NaN NaN NaN \n", "top NaN NaN NaN \n", "freq NaN NaN NaN \n", "mean 16735.248323 1049.429627 349.312146 \n", "std 32036.174350 2004.299894 799.638865 \n", "min 0.000000 0.000000 0.000000 \n", "25% 115.000000 7.000000 1.000000 \n", "50% 717.000000 46.000000 9.000000 \n", "75% 18222.000000 1156.250000 292.000000 \n", "max 256130.000000 14994.000000 9599.000000 " ] }, "execution_count": 8, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Generate a table of descriptive statistics about the data\n", "data.describe(include=\"all\")" ] }, { "cell_type": "markdown", "metadata": { "id": "9OpeNQDdyIT6" }, "source": [ "Check for and handle missing values." ] }, { "cell_type": "code", "execution_count": 25, "metadata": { "id": "BrunHcfa7xnT" }, "outputs": [ { "data": { "text/plain": [ "# 0\n", "claim_status 298\n", "video_id 0\n", "video_duration_sec 0\n", "video_transcription_text 298\n", "verified_status 0\n", "author_ban_status 0\n", "video_view_count 298\n", "video_like_count 298\n", "video_share_count 298\n", "video_download_count 298\n", "video_comment_count 298\n", "dtype: int64" ] }, "execution_count": 25, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Check for missing values\n", "data.isna().sum()" ] }, { "cell_type": "code", "execution_count": 14, "metadata": { "id": "SHSj1Hma914I" }, "outputs": [ { "name": "stdout", "output_type": "stream", "text": [ "\n", "Int64Index: 19084 entries, 0 to 19083\n", "Data columns (total 12 columns):\n", " # Column Non-Null Count Dtype \n", "--- ------ -------------- ----- \n", " 0 # 19084 non-null int64 \n", " 1 claim_status 19084 non-null object \n", " 2 video_id 19084 non-null int64 \n", " 3 video_duration_sec 19084 non-null int64 \n", " 4 video_transcription_text 19084 non-null object \n", " 5 verified_status 19084 non-null object \n", " 6 author_ban_status 19084 non-null object \n", " 7 video_view_count 19084 non-null float64\n", " 8 video_like_count 19084 non-null float64\n", " 9 video_share_count 19084 non-null float64\n", " 10 video_download_count 19084 non-null float64\n", " 11 video_comment_count 19084 non-null float64\n", "dtypes: float64(5), int64(3), object(4)\n", "memory usage: 1.9+ MB\n" ] } ], "source": [ "# Drop rows with missing values\n", "data_m = data.dropna()\n", "data_m.info()" ] }, { "cell_type": "code", "execution_count": 15, "metadata": { "id": "ZYUF3xap9_Fa" }, "outputs": [ { "data": { "text/html": [ "
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#claim_statusvideo_idvideo_duration_secvideo_transcription_textverified_statusauthor_ban_statusvideo_view_countvideo_like_countvideo_share_countvideo_download_countvideo_comment_count
01claim701766601759someone shared with me that drone deliveries a...not verifiedunder review343296.019425.0241.01.00.0
12claim401438113632someone shared with me that there are more mic...not verifiedactive140877.077355.019034.01161.0684.0
23claim985983809131someone shared with me that american industria...not verifiedactive902185.097690.02858.0833.0329.0
34claim186684799125someone shared with me that the metro of st. p...not verifiedactive437506.0239954.034812.01234.0584.0
45claim710523109819someone shared with me that the number of busi...not verifiedactive56167.034987.04110.0547.0152.0
\n", "
" ], "text/plain": [ " # claim_status video_id video_duration_sec \\\n", "0 1 claim 7017666017 59 \n", "1 2 claim 4014381136 32 \n", "2 3 claim 9859838091 31 \n", "3 4 claim 1866847991 25 \n", "4 5 claim 7105231098 19 \n", "\n", " video_transcription_text verified_status \\\n", "0 someone shared with me that drone deliveries a... not verified \n", "1 someone shared with me that there are more mic... not verified \n", "2 someone shared with me that american industria... not verified \n", "3 someone shared with me that the metro of st. p... not verified \n", "4 someone shared with me that the number of busi... not verified \n", "\n", " author_ban_status video_view_count video_like_count video_share_count \\\n", "0 under review 343296.0 19425.0 241.0 \n", "1 active 140877.0 77355.0 19034.0 \n", "2 active 902185.0 97690.0 2858.0 \n", "3 active 437506.0 239954.0 34812.0 \n", "4 active 56167.0 34987.0 4110.0 \n", "\n", " video_download_count video_comment_count \n", "0 1.0 0.0 \n", "1 1161.0 684.0 \n", "2 833.0 329.0 \n", "3 1234.0 584.0 \n", "4 547.0 152.0 " ] }, "execution_count": 15, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Display first few rows after handling missing values\n", "data_m.head()" ] }, { "cell_type": "markdown", "metadata": { "id": "-fFiNg4hdGBK" }, "source": [ "You are interested in the relationship between `verified_status` and `video_view_count`. One approach is to examine the mean value of `video_view_count` for each group of `verified_status` in the sample data." ] }, { "cell_type": "code", "execution_count": 26, "metadata": { "id": "2LGEWrdVXgI2" }, "outputs": [ { "data": { "text/plain": [ "verified_status\n", "not verified 265663.785339\n", "verified 91439.164167\n", "Name: video_view_count, dtype: float64" ] }, "execution_count": 26, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Compute the mean `video_view_count` for each group in `verified_status`\n", "data_m.groupby(\"verified_status\")[\"video_view_count\"].mean()" ] }, { "cell_type": "markdown", "metadata": { "id": "QpFRQDaNzX6p" }, "source": [ "### **Task 3. Hypothesis testing**\n", "\n", "Before you conduct your hypothesis test, consider the following questions where applicable to complete your code response:\n", "\n", "1. Recall the difference between the null hypothesis and the alternative hypotheses. What are your hypotheses for this data project?" ] }, { "cell_type": "markdown", "metadata": { "id": "ViBd7pL-tYHY" }, "source": [ "**Null hypothesis**: There is no difference in number of views between TikTok videos posted by verified accounts and TikTok videos posted by unverified accounts (any observed difference in the sample data is due to chance or sampling variability).
\n", "**Alternative hypothesis**: There is a difference in number of views between TikTok videos posted by verified accounts and TikTok videos posted by unverified accounts (any observed difference in the sample data is due to an actual difference in the corresponding population means)." ] }, { "cell_type": "markdown", "metadata": { "id": "7Mn5GJ460HUS" }, "source": [ "\n", "\n", "Your goal in this step is to conduct a two-sample t-test. Recall the steps for conducting a hypothesis test:\n", "\n", "\n", "1. State the null hypothesis and the alternative hypothesis\n", "2. Choose a signficance level\n", "3. Find the p-value\n", "4. Reject or fail to reject the null hypothesis\n", "\n" ] }, { "cell_type": "markdown", "metadata": { "id": "phXxr74vVPrs" }, "source": [ "$H_0$: There is no difference in the average video view count for TikTok videos posted by verified accounts versus unverified accounts.\n", "\n", "$H_A$: There is a difference in the average video view count for TikTok videos posted by verified accounts versus unverified accounts." ] }, { "cell_type": "markdown", "metadata": { "id": "IVHpnfvNeTUA" }, "source": [ "You choose 5% as the significance level and proceed with a two-sample t-test." ] }, { "cell_type": "code", "execution_count": 23, "metadata": { "id": "rdlsXg7Dhbrd" }, "outputs": [ { "data": { "text/plain": [ "Ttest_indResult(statistic=25.499441780633777, pvalue=2.6088823687177823e-120)" ] }, "execution_count": 23, "metadata": {}, "output_type": "execute_result" } ], "source": [ "# Conduct a two-sample t-test to compare means\n", "significance_level = 0.05\n", "a = data_m[data_m[\"verified_status\"] == \"not verified\"][\"video_view_count\"]\n", "b = data_m[data_m[\"verified_status\"] == \"verified\"][\"video_view_count\"]\n", "stats.ttest_ind(a=a, b=b, equal_var=False)" ] }, { "cell_type": "markdown", "metadata": { "id": "BmCJLuE2vwpI" }, "source": [ "**Question:** Based on the p-value you got above, do you reject or fail to reject the null hypothesis?\n" ] }, { "cell_type": "markdown", "metadata": { "id": "64Wq_VSaVsNm" }, "source": [ "With a p-value (2.6e-120) being less than 0.05 (as the significance level is 5%), we reject the null hypothesis in favor of the alternative hypothesis.\n", "\n", "Therefore, we can conclude at the 5% significance level that there is a statistically significant difference in the average video view count for TikTok videos posted by verified accounts versus unverified accounts." ] }, { "cell_type": "markdown", "metadata": { "id": "Ab4e-W3mzX6r" }, "source": [ "\n", "\n", "## **PACE: Execute**\n", "\n", "Consider the questions in your PACE Strategy Documentto reflect on the Execute stage." ] }, { "cell_type": "markdown", "metadata": { "id": "h1PRfiD3hcwE" }, "source": [ "## **Step 4: Communicate insights with stakeholders**" ] }, { "cell_type": "markdown", "metadata": { "id": "ItreFaZKhvVw" }, "source": [ "*Ask yourself the following questions:*\n", "\n", "1. What business insight(s) can you draw from the result of your hypothesis test?" ] }, { "cell_type": "markdown", "metadata": { "id": "lL__ZEvhtQIH" }, "source": [ "We can conclude at the 5% significance level that non-verified users published more TikTok videos in which a claim/opinion has been made.
\n", "It would be interesting to investigate the main cause of this difference.\n", "Also, it seems that encouraging customers to verify their accounts can decrease the amount of content that needs to be reviewed by moderators.
\n", "The next step will be to build a regression model on verified_status. A regression model is the natural next step because the end goal is to make predictions on claim status. A regression model for verified_status can help analyze user behavior in this group of verified users." ] }, { "cell_type": "markdown", "metadata": {}, "source": [ "**Congratulations!** You've completed this lab. However, you may not notice a green check mark next to this item on Coursera's platform. Please continue your progress regardless of the check mark. Just click on the \"save\" icon at the top of this notebook to ensure your work has been logged." ] } ], "metadata": { "colab": { "provenance": [], "toc_visible": true }, "kernelspec": { "display_name": "Python 3 (ipykernel)", "language": "python", "name": "python3" }, "language_info": { "codemirror_mode": { "name": "ipython", "version": 3 }, "file_extension": ".py", "mimetype": "text/x-python", "name": "python", "nbconvert_exporter": "python", "pygments_lexer": "ipython3", "version": "3.13.5" } }, "nbformat": 4, "nbformat_minor": 4 }