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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
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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.
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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
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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.
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Opening SPSS in Laptop/PC
• Start → All Programs → [ Analytical & Statistical ] → SPSS 20 → IBM SPSS
Click
Click
Double
Click
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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
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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
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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
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Variable View Window
This sheet contains
information about the waythe data set are stored.
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Variable View Window
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.
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Variable View Window
Type
Click HereYou will see the “type” box
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Variable View Window
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…
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Variable View Window
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.
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Variable View Window
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.
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Variable View Window
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.
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Variable View Window
Values
• This is used and to associate an integer toa qualitative value when the variable is
qualitative (see the next slide).
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Variable View Window
Values Cont.)
Click HereYou will see the “Value” box
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Variable View Window
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
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Variable View Window
Values Cont.)
• Now change to the Data View window …
Here are the Values
Click on the “toe tag” icon
The values change to…
Click
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Variable View Window
Missing
Click HereYou will see the “Missing” box
• Signal to SPSS which datashould be treated asmissing.
• System Missing data – SPSSdisplay a single period.
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Variable View Window
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.
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Variable View Window
Align
• This determines the data alignment in the
Data View window.
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Variable View Window
Measure
Indicates whether the values of this variable are:
• Quantitative (“Scale)
• Qualitative (“Nominal” and “Ordinal”, which are
treated differently).
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Creating an SPSS Data File
Click “File” in Menu Bar.
Then click “New”.
Then click “Data”.
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Opening an Existing a SPSS file
Click “File” in Menu Bar.
Then click “Open”.
Then click “Data”.
OR click “Open Data Doc”
icon in the Tool Bar.
Click
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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”
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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
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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.
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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”
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Opening an Existing EXCEL File Cont.)
• You will see the data appear in the Data Editor window
There are some
errors here…
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Opening an Existing EXCEL File Cont.)
• Here is the original Excel file stereo.xls.
• Some Excel formatting cannot be read in SPSS.
Prepare the Excel file
before importing it...
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Opening an Existing EXCEL File Cont.)
• 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.
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Opening an Existing EXCEL File Cont.)
• You may need to modify some of the variable definitions(in the Variable View)
These three variables are useless…
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Saving an SPSS File
Click “File” in Menu Bar.
Then click “Save”.
OR double click “Save Data
Doc” icon in Tool Bar.
Click
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• 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.)
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• 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
Saving an SPSS File Cont.)
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• Here are two different saved SPSS files from one data set…
Saving an SPSS File Cont.)
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Saving Data as an Excel File
Click “File” in Menu Bar.
Then click “Save As”.
Then you will see the “Save
Data” window
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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.)
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Saving Data as an Excel File Cont.)
• Here is the saved Excel file example.
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Merging Files
• Use the following file:
• depression scores.sav
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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
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Merging Files
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Practice
• Prepare SPSS file to content this data
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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
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Practice
• Merge the following files from the disk using the add cases o
merge1.sav and merge2.sav
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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
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Descriptive Statistics:
Measures of Variability and Central Tendency
1. Descriptive Statistics2. Frequencies
3. Crosstabs
4. Compare Means
5. Exercise
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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
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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???
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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
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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???
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