spss tutorial aeb 37 / ae 802 marketing research methods week 5
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SPSS TutorialSPSS Tutorial
AEB 37 / AE 802Marketing Research Methods
Week 5
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SPSSSPSS• You can open an excel file directly
from SPSS• SPSS files contain additional
information on the variables• Download the following file on your
network drive:www.rdg.ac.uk/~aes02mm/supermarkets.sav
• Start SPSS• Open the file
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Variable viewVariable view
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Data viewData view
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Case summariesCase summaries
• Analyze / Report / Case summaries– Select target variable(s)– Select grouping variable(s)– Include additional statistics
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Do not limit/display cases
Click here to choose the statistics you
need
Variable(s) you are interested in
Grouping variables
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Output windowOutput window
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CategorisingCategorising variables variables
• Transform/categorize variables– Select variable– Choose number of categories
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TablesTables
• Analyze / Custom Tables / General Tables– Choose variables to be represented– Tick summary option– Choose summary statistic– Choose layerExample: average amount spent for each
supermarket by those with and without a car (layer)
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TABLES
1. Select the variable to be measured and summarised
2. Click “Is summarized” + EDIT STATISTICS and select the statistics you want
4. Click here
6. Click OK for output
5. Select columns and layers vars
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Own a car No
55.57 33.52 52.21 65.06 67.58
8.02 4.54 4.46 5.50 3.29
1.75 .93 1.69 1.42 2.33
Mean
Std Deviation
Standard Error of Mean
Monthlyamountspent
Asda Kwiksave Safeway Tesco Waitrose
Supermarket
Own a car Yes
53.59 30.75 54.11 66.28 70.66
9.44 4.15 6.52 5.29 3.39
1.75 1.25 1.81 1.18 1.20
Mean
Std Deviation
Standard Error of Mean
Monthlyamountspent
Asda Kwiksave Safeway Tesco Waitrose
Supermarket
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Basic statistics and Basic statistics and confidence intervalsconfidence intervals
• Analyze / Descriptive Statistics / Explore– Choose variables– Choose factor(s)– Chose level of
confidence
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GraphsGraphs
• Graphs / Histogram• Graphs / Pie or • Graphs / Interactive / Pie
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CorrelationsCorrelations
• Analyze / Correlate / Bivariate– Choose variables– Check / edit output
Example: relation between income, monthly amount spent and age
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Principal components Principal components analysisanalysis
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Principal components Principal components analysis: basic stepsanalysis: basic steps
• Select the variables to perform the analysis
• Set the rule to extract principal components
• Give instruction to save the principal components as new variables
• Examine output
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Analyze /Data reductionAnalyze /Data reduction
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Select the variablesSelect the variables
Select here
Press here
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Define extraction methodDefine extraction method
1. Click here first
3. Extraction technique
2. SelectCorrelation
matrix
Extraction rule
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Save components scoreSave components score
1. Click here first
Tick this box
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Run the analysisRun the analysis
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Output(1)Output(1)
Communalities
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Output (2)Output (2)
Components interpretation
Component Matrixa
.192 -.345 -.127 .383 .199
.646 -.281 -.134 -.239 -.207
.536 .619 -.102 -.172 6.008E-02
.492 -.186 .190 .460 .342
1.784E-02 -9.24E-02 .647 -.287 .507
.649 .612 .135 -6.12E-02 -3.29E-03
.369 .663 .247 .184 1.694E-02
.124 -9.53E-02 .462 .232 -.529
2.989E-02 .406 -.349 .559 -8.14E-02
.443 -.271 .182 -5.61E-02 -.465
.908 -4.75E-02 -7.46E-02 -.197 -3.26E-02
.891 -5.64E-02 -6.73E-02 -.228 6.942E-04
.810 -.294 -4.26E-02 .183 .173
.480 -.152 .347 .334 -5.95E-02
.525 -.206 -.475 -4.35E-02 .140
Vegetables expenditure
% spent in own-brandproduct
Own a car
% spent in organic food
Vegetarian
Household Size
Number of kids
Weekly TV watching(hours)
Weekly Radio listening(hours)
Surf the web
Yearly household income
Age of respondent
Monthly amount spent
Meat expenditure
Fish expenditure
1 2 3 4 5
Component
Extraction Method: Principal Component Analysis.
5 components extracted.a.