MKTG460 - Marketing Research With SPSS (Modular 3)

7/25/2019 MKTG460 - Marketing Research With SPSS (Modular 3)

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Marketing Research

with SPSS

Modular 3

Hien Pham

5/21/2015 www.eiu.edu.vn

StatisticalP

ackagesfortheS

ocialS

urvey



References

1. Field, A. (2009). Discovering Statistics Using SPSS (3rd ed.)Thousand Oaks, CA: SAGE Publications Inc.

2. Groebner, D. F., Shannon, P. W., Fry, P. C., & Smith, K. D. (2Business Statistics: A Decision-Making Approach (8th ed.).Saddle River, NJ: Prentice Hall.

3. Keller, G. (2012). Statistics for Management and Economic Abbreviated (9th ed.). Mason, OH: South-Western CengagLearning.




Learning Objectives

1. Introduction to SPSS2. Entering Data

3. Graphing Data

4. Descriptive Statistics

5. Correlation

6. Regression and MultipleRegression

7. Comparing Means Utests

8. Comparing Means UWay ANOVA

9. Comparing Means U

Factorial ANOVA10. Comparing Means U

Repeated Measures A

11. Chi-Square




SPSS Introduction

•

SPSS is a Windows based program that can be used to perfoentry and analysis and to create tables and graphs.

•

SPSS is capable of handling large amounts of data and can pof the analyses covered in the textbook and more.

•

SPSS is commonly used in the Social Sciences and in the Bus

world, so familiarity with this program should serve you welfuture.




Opening SPSS in Laptop/PC

• Start → All Programs → [ Analytical & Statistical ] → SPSS 20 → IBM SPSS

Click

Click

Double

Click




Starting SPSS

When you first start SPSS, you will see…

Here, you ca

an existing fi

Here, you ca

create a new

Or you can ig

this dialog by

ing CANCEL




Layout of SPSS

• Then you will see the mainmenu of SPSS

• There are two sheets in thewindow

1. Data view

2. Variable view

Data

View Variable View

Menu Bar




Entering Data in the

Data View Window

Name of the variable

Click

To change the name of

variable, you must chan

the Variable View windo




Variable View Window

This sheet contains

information about the waythe data set are stored.





Name

• This is where you can type the name you want for a variable.

• The first character of the variable name must be alphabetic.

• Variable names must be unique, and have to be less than 64characters.

• Spaces are NOT allowed.

• Variable names that end with an underscore should be avoided.

• Certain key words are reserved and cannot be used as

• variable names, e.g. “compute”, “sum” and so forth.





Type

Click HereYou will see the “type” box





Type Cont.)

• This column enables you to specify the type odata to be stored in this variable.

• The two basic types of variables that you will uare numeric and string.

• String variables may contain letters or numberFor string values a blank is considered a validvalue.

• Numeric operations on the string variables areNOT be allowed, e.g. finding the mean, varianstandard deviation, etc…





Width

• The number of characters SPSS allows for a data value tobe stored in this variable.

• For a numerical value with decimals, this total width has to

include a position for each decimal, as well as one for thedecimal point. Type the number you want or click the Up and Down

arrows.





Decimals

• This is the number of decimal digits you want to display.

• It has to be less than or equal to 16.

• If more decimals have been entered or computed by SPSS,

the additional information will be retained internally but notdisplayed on the screen.

Type the number you want or click the Up and Downarrows.





Label

• A sequence to characters used to identify indetail what a variable represents.

• Limited to 256 characters.• May contain spaces and punctuation.

Double click,

then type in.





Values

• This is used and to associate an integer toa qualitative value when the variable is

qualitative (see the next slide).





Values Cont.)

Click HereYou will see the “Value” box





Values Cont.)

Type in the code/number

Then type in the label.

Click “Add”.

You will see the definitionthis window.

When finished, click “OK

Here Value = 1 represents Male and Value = 0 represents Female

Click

Click





Values Cont.)

• Now change to the Data View window …

Here are the Values

Click on the “toe tag” icon

The values change to…

Click





Missing

Click HereYou will see the “Missing” box

• Signal to SPSS which datashould be treated asmissing.

• System Missing data – SPSSdisplay a single period.





Columns

• How wide the column should be for each variable.

• Columns affect only the display of values in the Data Editor.Changing the column width does not change the definedwidth of a variable.

Type in the number you want or click the Up and Downarrows.





Align

• This determines the data alignment in the

Data View window.





Measure

Indicates whether the values of this variable are:

• Quantitative (“Scale)

• Qualitative (“Nominal” and “Ordinal”, which are

treated differently).




Creating an SPSS Data File

Click “File” in Menu Bar.

Then click “New”.

Then click “Data”.




Opening an Existing a SPSS file


Then click “Open”.

Then click “Data”.

OR click “Open Data Doc”

icon in the Tool Bar.

Click




Opening an Existing SPSS file

Cont.)

• Then you will see the “Open Data” window…

Change the location in the "Look in

to the subdirectory where your file

Select the file.

Click on the “Open” button.

Click

All SPSS files end with “.sav”




Opening an Existing SPSS file

Cont.)

• You will see the data appear in the Data Editor window

• and more information about the variables in the Variable View windo




Opening an Existing EXCEL File

• Get the “Open Data” window (just like opening an SPSS file).

• And change the location in the "Look in" box to the subdirectory wheryour file is.

Use the "Files of type" to select

Excel (*.xls, *.xlsx, *.xlsm) files.




Opening an Existing EXCEL File Cont.)

• Select the file.

• Click the “Open” button.

You will be asked about the

location of the variable names.

Click “OK”





• You will see the data appear in the Data Editor window

There are some

errors here…





• Here is the original Excel file stereo.xls.

• Some Excel formatting cannot be read in SPSS.

Prepare the Excel file

before importing it...





• Here are the four general steps when importing Excel data.

• Close the Excel file before you try to import it in SPSS.

• Arrange the data in a rectangular grid.

• Don't mix strings and numbers.

• Put variable names in your first row.

This works…5/21/2015 www.eiu.edu.vn




• You may need to modify some of the variable definitions(in the Variable View)

These three variables are useless…




Saving an SPSS File


Then click “Save”.

OR double click “Save Data

Doc” icon in Tool Bar.

Click




• Then you will see the “Save Data” window…

Change the location in the "Look in

to the subdirectory where your wa

save the file.

Type in the file name .

Click on the “Save” button.

Click

By default, SPSS will add a “.sav ”

extension to the file name.

Saving an SPSS File Cont.)




• If you want, you can choose the variables you want to save…

Click the “Variables” button.

You will get the “Variables” window.

Choose the desired variables, then click “Continu

Click

Click

Click





• Here are two different saved SPSS files from one data set…





Saving Data as an Excel File


Then click “Save As”.

Then you will see the “Save

Data” window




Use the ”Save as type" to select Excel (*.xlsx) file

The other steps are same as saving an SPSS file

Saving Data as an Excel File Cont.)




Saving Data as an Excel File Cont.)

• Here is the saved Excel file example.




Merging Files

• Use the following file:

• depression scores.sav


ID depressin depress1 depre

1 30.000 25.00 23.0

2 32.000 30.00 30.0

3 35.000 35.00 35.0

4 45.000 42.00 40.0

5 45.000 45.00 38.0

6 25.000 25.00 20.07 60.000 45.00 30.0

8 55.000 50.00 40.0

9 40.000 40.00 35.0

11 37.000 30.00 25.0

12 30.000 25.00 22.0



Merging Files




Practice

• Prepare SPSS file to content this data


Age Gender Average Hours of

Sleep

Number of Classes

Missed

Gra

8 Male Seven 0

18 Female Four 1

17 Female Six 2

19 Female Ten 5

20 Male Eight 2 21 Female Seven and a half 3

23 Male Nine 1

22 Male Eight 2

18 Male Six 3



Practice

• Merge the following files from the disk using the add cases o

merge1.sav and merge2.sav




Graphing Data

• Create histograms, box plots, stem-and-leaf plots, pie charts

graphs, scatterplots, and line graphs

• Edit graphs using the Chart Editor

• Use chart templates

• appendixd.sav

• Practice.sav




Descriptive Statistics:

Measures of Variability and Central Tendency

1. Descriptive Statistics2. Frequencies

3. Crosstabs

4. Compare Means

5. Exercise




One-Sample T-Test

• Use Practice.sav to test this statement:

Someone stated that, “the average age of S

Newspaper readers is 30”

• Is it right or wrong?

• So, we should form the hypothesis for this statement. My su

is:

• H0: The Average Age of SGTT Newspaper Reader is 30.

• H1: The Average Age of SGTT Newspaper Reader is NOT 30




One-Sample T-Test

• Consider Variables from c2a.1 to c2a.9

• Use Count to transform Category variable into Dichotomy wnew name is readSGTT (1 for read SGTT, 0 for do not read SG

• Use Select Case to filter only SGTT Newspaper Readers amodatabase

• Analyze>Compare Means>One-Sample T-Test (choose Age vwith the value 30)

• How do you read the result???




Test Hypothesis with Gamma, Chi-square tau

• Use Practice.sav to test this statement:

Find the correlation between Age and Family toSGTT Newspaper

• Which Age pay more attention on Family topic?

• Step 1: Group Age into Ranges (18-25, 26-35, 36-45, 46-60)

• Hint: use Transform>Recode into Different Variables…• The New Variable is GrAge (Value: 1 is Age(18-25), 2 is Age(2

• Consider Variable c19.3

• Prepare Hypothesis




Test Hypothesis with Gamma, Chi-square tau

• My suggestion is:

• H0: Age does NOT correlate to Attention of Family topic on SNewspaper

• H1: Age correlates to Attention of Family topic on SGTT New

• Test the hypothesis

• Use Crosstabs• Choose Gamma, Somers’ d and Kendall’s tau-b

• How do you read the result???


MKTG460 - Marketing Research With SPSS (Modular 3)

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