Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
HNG DN S DNG SPSS NG DNG TRONG NGHIN CU MARKETING
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
NG DNG TIN HC VO PHN TCH D LIU TRONG NGHIN CU MARKETING Ngy nay, vic ng dng tin hc phn tch d liu trong nghin cu marketing l ht sc ph bin. C mt s phn mm c s dng phn tch d liu trong nghin nghin marketing, mi loi u c nhng u nhc im nht nh. Do vy, cn xc nh phn mm no c s dng trong qu trnh phn tch t c hiu qu cao nht. Trong khun kh hc phn ny, chng ti s gii thiu phn mm SPSS FOR WINDOWS (Statistical Package for Social Sciences) phn tch d liu. u im ca phn mm ny l tnh a nng v mm do trong vic lp cc bng phn tch, s dng cc m hnh phn tch ng thi loi b mt s cng on (bc) khng cn thit m mt s phn mm khc gp phi. t c kt qu nh mong mun, cn phi: - Nm vng mc tiu nghin cu d n - Nm vng v tun th nhng cam kt ca d n v thi gian, chi ph, ngun nhn lc... Trn c s xc nh bng cu hi v m hnh phn tch (k hoch phn tch d liu), qu trnh nhp liu v phn tch c th thng qua mt s cng on nh sau: NHP LIU: Giao din nhp liu Kch hot SPSS, chng ta thy giao din ca SPSS nh sau:
hoc:
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Trong : + Variable Name: tn bin (di 8 k t v khng c k t c bit) + Type: kiu ca b m ha + Labels: nhn ca bin, trong phn ny chng ta c th nhp nhiu gi tr ca nhn ph hp vi thit k ca bng cu hi. Sau khi nhp xong mi tr ca m ho, nhn Add lu li cc gi tr trn. + Value: Gi tr ca tng gi tr m ha (value) tng ng vi nhn gi tr (value label) ca n. + Missing: k hiu cu tr li ng ra phi tr li nhng b b qua (li), ch l gi tr ny phi c nt c th ring bit so vi gi tr khc d dng phn bit trong qu trnh tnh ton. + Column: thit t ln ca ct mang tn bin v v tr nhp liu ca bin ny. +Measure: thang o lng. Trn c s 4 cp thang o lng (biu danh, th t, khong cch v t l), SPSS s phn ra thnh 3 thang o (biu danh (nominal), th t (ordinal) v scale (khong cch v t l). Mt s ch khi nhp liu Nhp gi tr khuyt Trong qu trnh phng vn, c nhng cu hi m ng ra c c phng vn phi tr li cu hi , tuy nhin, do mt s nguyn nhn, ngi c phng vn b qua mt hoc vi cu hi (hoc cu tr li) gi l gi tr khuyt. m bo thng tin trong qu trnh phn tch, chng ta cn phi nh ngha nhng gi tr ny nh sau: Nhn Missing - Hp hi thoi Missing Values xut hin. Nhn Discrecte missing values, t cc tr missing values vo cc trng, tr c nhp ti cc trng s i din cho nhng gi tr khuyt. Chng ta c th nh ngha cc gi tr khuyt theo mt khong gi tr no bng cc nhn v nhp liu vo Range plus one optional discrete missing value. Tt c cc gi tr khuyt s khng tham gia vo qu trnh phn tch.
Chn mt bin mi hoc bng ghi mi - Nhn Data/Insert Variable - Nhn Data/Insert Case - Tm n bng ghi cn thit: Go to Case
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Sp xp bng ghi - Nhn Sort Case - Sp xp theo bin ti Sort by vi chiu tng (Ascending) hoc gim (Descending) Bin mt bin thnh mt bng ghi - Nhn Data/Transpose - Variable(s) l nhng bin cn thay i Kim tra gi tr nhp - Nhn ton b gi tr: Nhn View/ Value Labels - Kim tra mt bin no : Utilities/Variables - Kim tra b m ho Utilities/File Info, vi b m ho ny, ta c th kim tra li mt ln na cng vic nh ngha cc bin hoc cng c th lm danh b cho vic nhp s liu sau ny. To bin mi khng hoc c rng buc mt iu kin Trong qu trnh nhp liu, c th rt ngn thi gian nhp liu hoc phc v mc ch phn tch, chng ta cn c th to ra bin mi t cc d kin v cu trc ca bin nhp. To bin mi khng iu kin: Gi s theo s liu thng k nh trn, bit c s nm cng tc cn li trc khi ngh hu l bao nhiu nm na (gi s mi lao ng c ngh hu sau 25 nm cng tc). Nh vy ta thnh lp mt bin mi nghihuu s bng 25-nam + Nhn Transform/Compute + Trong Target Variable nhp bin mi (nghihuu), trong chng ta cn phi nh ngha Type&Label tin cho vic qun l v so snh cc gi tr sau ny. + Trong Numeric Expression nhp gi tr cn gn cho bin mi t bin ch cho trc. Ch : Khi gp cc bin thuc kiu chui, ngy thng... chng ta cn phi tm mt hm tng ng quy cc gi tr ny v gi tr tng ng m chng ta c th so snh c (s dng hm Function)
-
To bin mi c iu kin: Cng nh v d trn nhng chng ta cn phn chia ra thnh nam v n th sau khi thit t cc gi tr nh trn xong.4
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
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Nhn If tip theo nhn Include if case satisfies condition trong hp hi thoi thit t iu kin (p dng cho nhng ngi c gii tnh l nam th iu kin thit t l gioitinh=1 nh trong hp hi thoi:
M ho li bin: Trong mt s trng hp, do nhu cu ca qu trnh phn tch, chng ta cn phi m ha li cc bin. C hai hnh thc m ho nh sau: - M ho dng li tn bin c: + Nhn Transform/Recode/Into Same Variables + a bin cn m ho li vo Numeric Variable
+ Nhn If thit t cc iu kin (nu c) + Nhn Old and New Values thay i b m ho * Trong Old Value l gi tr c, v New Value l gi tr mi cn nhp * Nu nhp gi tr mi thang im biu danh, khong cch, t l th nhp ti * Nu m ho gi tr vi thang im khong cch - Nhn Range------------------------------------------------------------------------------------------------------------------------5L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Value.
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
V d: phc v cho vic phn tch, ta m ho li tui ca sinh vin theo thang im khong cch nh sau: 1 : 2 : 3 : Di 7 nm T 7 n 14 nm Trn 14 nm
* Gi tr trn 14 nm bm Range/throught Highest v nhp liu * Gi tr di 7 nm bm Range/Lowest throught v nhp liu * C th gi nguyn gi tr khuyt hay cn thay i, nu gi nguyn cn ch l gi tr c ri vo cc trng hp m chng ta m ho khng khi nh hng n cc gi tr phn tch. - M ho dng li khng dng tn bin c (lu trn bin mi): + Nhn Transform/Recode/Into Different Variables +Tn bin mi c t Name vi cc thng s tho mn mt bin bnh + Nhn ca bin c thit t ti Label, sau nhn Change lu.------------------------------------------------------------------------------------------------------------------------6L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
thng.
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
+ Cc thng s khc c thc hin nh m ho dng li bin c. PHN TCH M T (THNG K M T): Bng phn b tn sut Bng phn phi tng sut c th hin vi tt c cc bin nh tnh (ri rc) vi cc thang o biu danh, th t v cc bin nh lng (lin tc) vi thang o khong cch hoc t l.
Nhn vo la chn cc thng s o lng (mode, median, trung bnh) Nhn vo v th cc tng sut ca bin s
Central tendancy: o lng khuynh hng hi t: tham s trung bnh (mean), median, mode, tng (sum) Dispersion: o lng phn tn: lch chun (std. deviation), phng sai Distribution: Kim nh phn phi chun (skeness v kurtosis)
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Tn sut xut hinValid Dich vu thuong mai Xay dung Cong nghiep Total
Loai hinh doanh nghiep Frequency 88 56 56 200 Percent 44.0 28.0 28.0 100.0
T l phn trmCumulative Percent 44.0 72.0 100.0
Valid Percent 44.0 28.0 28.0 100.0
So lao dong Valid Tu 1 den 5 Tu 6 den 20 Tu 21 den 200 Tu 200 den 300 Tren 300 Total Frequency 25 61 63 45 6 200 Percent 12.5 30.5 31.5 22.5 3.0 100.0 Valid Percent 12.5 30.5 31.5 22.5 3.0 100.0 Cumulative Percent 12.5 43.0 74.5 97.0 100.0
Loai hinh doanh nghiepCong nghiep 28.0%
Dich vu thuong mai 44.0%
Xay dung 28.0%
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Lp bng so snh
Bng so snh 2 nhn t:
Loai hinh doanh nghiep Dich vu thuong mai Count Row % 7 28.0% 26 42.6% 26 41.3% 27 60.0% 2 33.3% 88 44.0% Xay dung Count Row % 6 24.0% 21 34.4% 19 30.2% 7 15.6% 3 50.0% 56 28.0% Cong nghiep Count Row % 12 48.0% 14 23.0% 18 28.6% 11 24.4% 1 16.7% 56 28.0%
So lao dong
Tu 1 den 5 Tu 6 den 20 Tu 21 den 200 Tu 200 den 300 Tren 300
Group Total
Phn tch mt bin nh lng c lng tham s trung bnh (mt nhm)
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Gi tr trung bnhOne-Sample Statistics N Thu nhap nam (trieu) 200 Mean 33224.00 Std. Deviation 12932.72
lch chunStd. Error Mean 914.48
Gii hn trnOne-Sample Test ca c lng Test Value = 0 Mean Difference 33224.00
Gii hn di ca c lng95% Confidence Interval of the Difference Lower Upper 31420.68 35027.32
Thu nhap nam (trieu)
t 36.331
df 199
Sig. (2-tailed) .000
c lng s khc bit gia hai tham s trung bnh (c lp hoc ph thuc) KIM NH THAM S Kim nh t i vi tham s trung bnh mu Nh chng ta bit, thu nhp trung bnh ca cc i tng phng vn l 33,224 triu/nm, c gi thit cho rng thu nhp ca i tng m chng ta phng vn trn tng th l 32 triu/nm, chng ta cn kt lun nhn nh c ng khng. Khi , gi thit ca bi ton l: H0 : = 0= 32 (triu) v H1: 0 = 32 (triu) Nhn Analyze Compare Means One sample T test. Chn bin cn phn tch vo Test Variable(s), t gi tr 0 vo Test Value.
Nhn Option thit t tin cy (gi s tin cy l 95%)
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Bm Continue v bm OK hp hi thoi ban u, kt qu thu c nh sau:Descriptive Statistics N Thu nhap nam (trieu) Valid N (listwise) 200 200 Minimum 10750 Maximum 82500 Mean 33224.00 Std. Deviation 12932.72
One-Sample Statistics N Thu nhap nam (trieu) 200 Mean 33224.00 Std. Deviation 12932.72 Std. Error Mean 914.48
One-Sample Test Test Value = 32000 95% Confidence Interval of the Difference Mean Difference Lower Upper 1224.00 -579.32 3027.32
Thu nhap nam (trieu)
t 1.34
df 199
Sig. (2-tailed) .182
Gi tr t-student = 1,34
Gi tr p-value =0,182>0,05
Ti cc biu trn, ta c th bit gi tr trung bnh, lch chun ca mu. Ngoi ra t=1,34 nn p-value=0,182>0,05 nn chng ta cha c c s bc b H0 hay cha c c s chp nhn H1. Kim nh tham s trung bnh hai mu (hai mu c lp) Gi s ta mun so snh thu nhp trung bnh gia nhng ngi c gii tnh nam v n trn tng th c khc nhau hay khng, ta c gi thit: H0: Thu nhp trung bnh ca ngi nam v ngi n bng nhau trn tng th H1: Thu nhp trung bnh ca ngi nam v ngi n khng bng nhau trn tng th Nhn Analyze Compare Means Independent sample t-test. Chn bin thunhap vo Test Variables v bin gioitinh vo Grouping Variable
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Nhn vo Define Groups nh ngha cc nhm vi Nam=1 v N = 0
Nhn vo Define Groups nh ngha cc nhm vi Nam=1 v N = 0
Kt qu nh sauGroup Statistics Thu nhap nam (trieu) Gioi tinh Nam Nu N 124 76 Mean 37053.23 26976.32 Std. Deviation 13962.42 7763.42 Std. Error Mean 1253.86 890.52
Trung bnh ngi c gii tnh l NIndependent Samples Test Levene's Test for Equality of Variances Sig. (2-ta iled) .000 .000
Trung bnh ngi c gii tnh l Nam
t-test for Equality of Means 95% Confidence Interval of the Difference Lower Upper 6630 7044 13524 13110
F Thu nhap nam (trieu) Equal variances assumed Equal variances not assumed 17
Sig. .000
t 5.77 6.55
df 198 196.4
Mean Difference 10076.91 10076.91
Std. Error Difference 1747.75 1537.92
Nu sig. trong kim nh phng sai0,05 th phng sai ca hai mu bng nhau, ta s dng kt qu kim nh t dng th nht. i vi kim nh t, ta nhn thy rng t=6,55 v p-value = 0,0000,05
V gi tr t=-0,803 v p-value = 0,435>0,05 nn chng ta cha c c s bc b H0 tc l cha c c s chp nhn H1.
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Phn tch phng sai (Analysis of variance ANOVA) Gi s chng ta mun so snh thu nhp trung bnh ca cc i tng lm trong nhng lnh vc dch v - thng mi, xy dng v cng nghip c khc nhau hay khng. Gi thit v i thit s l: H0: Thu nhp trung bnh ca nhng ngi lm trong lnh vc dch v - thng mi, xy dng v cng nghip bng nhau H1: Thu nhp trung bnh ca ngi lm trong lnh vc dch v - thng mi, xy dng v cng nghip khng bng nhau (c ngha l tn ti t nht mt thu nhp trung bnh ca mt ngnh khc vi t nht mt thu nhp trung bnh ca hai ngnh cn li) Nhn Analyze Compare Means One-way ANOVA. Chn bin cn phn tch (nh lng) vo Dependent List v bin phn loi vo Factor
Nhn Post Hoc chn loi kim nh nhm xc nh c th s khc bit gia cc nhm (nhm no khc vi nhm no). Chng ta c th chn Bonferroni hoc Tukeys-b (hai thng k ny u cho ra cng mt kt qu). Nu phng sai gia cc nhm cn so snh khng bng nhau, chng ta chn Tamhanes T2 (ng dng cho kim nh t tng cp nu phng sai ca chng khng bng nhau).
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Nhn Continue, nhn Option thit t cc la chn.
Trong Homogeneity-of-variance kim nh s bng nhau phng sai cc nhm, Means plot lm cho hnh minh ha.Test of Homogeneity of Variances Thu nhap nam (trieu) Levene Statistic .414 df1 2 df2 197 Sig. .661
V Sig. >0,05 nn ta c th khng nh l phng sai ca cc nhm l bng nhau, tha mn iu kin ca phn tch ANOVA.ANOVA Thu nhap nam (trieu) Between Groups Within Groups Total Sum of Squares 87185676.623 33196619123.377 33283804800.000 df 2 197 199 Mean Square 43592838.312 168510756.971 F .259 Sig. .772
Vi F=0,259 v p-value = 0,772>0,05 nn cha c c s bc b H0 hay cha c c s chp nhp H1 Trong cc trng hp khc, nu ta bc b H0 v chp nhn H1, vi thng k Bonferonni ta c th bit c s khc nhau tng cp ca cc tham s trung bnh. Means plots
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS -------------------------------------------------------------------------------------------------------------------------------------------35000
34000
Mean of Thu nhap nam (trieu)
33000
32000 Dich vu thuong mai Xay dung Cong nghiep
Loai hinh doanh nghiep
Hi quy tuyn tnh Gi s chng ta mong mun tm mi tng quan gia hai bin nm lm vic (bin c lp) v thu nhp hng nm (bin ph thuc) trn tng th, chng ta s thc hin nh th no. V s , kim tra bng th gic mi quan h Vo Graphs, nhn Scatter
Chn Simple v bm Define
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Chn cc bin vo Y Axis (bin ph thuc) v X Axis (bin c lp), bm OK100000
80000
60000
Thu nhap nam (trieu)
40000
20000
0 6 8 10 12 14 16 18 20
Nam lam viec
Chng ta c th xem ng hi quy l thuyt ca dy d liu bng cch click hai ln vo chut. Sau khi mt mn hnh mi hin ra, vo Chart Option, hi hi thoi tip theo s hin ra Bm OK Hi hi thoi s l:
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Bm Fit Options chn Linear regression
Bm Continue v OK100000
80000
60000
Thu nhap nam (trieu)
40000
20000
0 6 8 10 12 14 16 18 20
Nam lam viec
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L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
R rng trn hnh v bn, ta c th hnh dung c mi quan h tuyn tnh (theo ng thng) gia s nm lm vic v thu nhp/nm. kim tra mt cch chnh xc, ta thc hin thao tc hi quy. Vo Analyze v Regression chn cc bin vo cc tng ng
ANOVAb Model 1 Regression Residual Total Sum of Squares 449.294 1250.926 1700.220 df 1 198 199 Mean Square 449.294 6.318 F 71.115 Sig. .000a
a. Predictors: (Constant), Thu nhap nam (trieu) b. Dependent Variable: Nam lam viec
V F=71,115 v p-value=0,000 nn chng ta c th khng nh tn to m hnh hay tn ti mi quan h gia hai bin nm lm vic v thu nhp trn tng th.Model Summary Model 1 R .514a R Square .264 Adjusted R Square .261 Std. Error of the Estimate 2.51
a. Predictors: (Constant), Thu nhap nam (trieu)
Ta c: -
H s tng quan R
H s xc nh R2
H s tng quan R o lng mc tng quan gia hai bin H s xc nh R2 nh gi mc ph hp ca m hnh th hin mi quan h tng quan tuyn tnh
R2 = 0,264 c ngha l bin s nm lm vic s gii thch 26,4% thu nhp/ nm ca nhn vin (cn li l nhng bin s khc).------------------------------------------------------------------------------------------------------------------------19L Vn Huy, Ph.D Candidate (2007 ) Danang University of Economics, Email: [email protected]
Hng dn s dng SPSS --------------------------------------------------------------------------------------------------------------------------------------------
Ta c R2a =0,261, ta c th kt lun mi quah h gia hai bin ny rt yu v R2a =0,261
