Reliabilitydescriptive: item, scale, scale item deletedSummaries: correlationsData reduction: determinant, kmo, varimax, regression, 0.5, soft by sizeCorrect: kmo: Kaiser-mayer > 0.5, sig < 0.05 Trong phn eigenvalues Total variance explained: tt c factor phi c total >1, nu nh hn th loiFactor cui cng phi c total > 1 V cumulative % > 50%Linear: R squared > 0.7, sig < 0.05, Cng thc bin ph thuc: CL = 3.350 + product *0.345 + place * 260 + price * .189 + promotion* .184 (i vi bi viettel)Nu mun thm bin ph thuc: vd ct CL, dng d liu u tin ly trung bnh ca tt c cc d liu cng dng, vd, =ROUND(AVERAGE(A2:N2),0)Vo spss, add thm 1 ct bin mi trong bng variable view, sang data view paste d liu va to bc trn vo. Chy linear nh bnh thng. Chy descriptive analysis: std, min, max.