SPSS Tutorial - Download as PowerPoint

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					    SPSS Tutorial

     AEB 37 / AE 802
Marketing Research Methods
          Week 5
                  SPSS
• 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
Variable view
Data view
        Case summaries
• Analyze / Report / Case
  summaries
  – Select target variable(s)
  – Select grouping variable(s)
  – Include additional statistics
                                              Variable(s) you are
                                                 interested in


                                                       Grouping
                                                       variables




Do not limit/display
       cases
                       Click here to choose
                        the statistics you
                               need
Output window
   Categorising
     variables

• Transform/categorize variables
  – Select variable
  – Choose number of categories
        Tables


• Analyze / Custom Tables / General Tables
  – Choose variables to be represented
  – Tick summary option
  – Choose summary statistic
  – Choose layer
  Example: average amount spent for each supermarket by
    those with and without a car (layer)
 TABLES


                        1. Select the variable to be
                        measured and summarised

                                       2. Click “Is summarized” +
                                       EDIT STATISTICS and
                                       select the statistics you want

5. Select
columns and
layers vars

          6. Click OK
          for output
                                 4. Click here
Own a car No
                                                        Supermarket
                                   Asda     Kwiksave      Safeway     Tesco     Waitrose
Monthly   Mean                      55.57      33.52         52.21     65.06      67.58
amount    Std Deviation              8.02       4.54          4.46       5.50       3.29
spent     Standard Error of Mean     1.75         .93         1.69       1.42       2.33



Own a car Yes
                                                        Supermarket
                                   Asda     Kwiksave      Safeway     Tesco     Waitrose
Monthly   Mean                      53.59      30.75         54.11     66.28      70.66
amount    Std Deviation              9.44       4.15          6.52       5.29       3.39
spent     Standard Error of Mean     1.75       1.25          1.81       1.18       1.20
        Basic statistics and
        confidence intervals
• Analyze /
  Descriptive
  Statistics /
  Explore
  – Choose variables
  – Choose factor(s)
  – Chose level of
    confidence
             Graphs

• Graphs / Histogram
• Graphs / Pie or
• Graphs / Interactive / Pie
           Correlations
• Analyze / Correlate / Bivariate
  – Choose variables
  – Check / edit output

  Example:   relation between income,
   monthly amount spent and age
Principal components
       analysis
    Principal components
    analysis: 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
Analyze /Data reduction
Select the variables


         Press here




Select
 here
Define extraction method



    2. Select
   Correlation       3. Extraction
     matrix            technique




1. Click
here first         Extraction rule
Save components score




         1. Click
         here first




  Tick this
    box
Run the analysis
Output(1)



      Communalities
                                    Output (2)
                                Component Matrixa

                                                Component
                            1             2        3                4           5
Vegetables expenditure       .192         -.345     -.127            .383        .199
% spent in own-brand
                             .646         -.281        -.134        -.239       -.207
product
Own a car                    .536          .619        -.102         -.172 6.008E-02
% spent in organic food      .492         -.186         .190          .460      .342
Vegetarian              1.784E-02    -9.24E-02          .647         -.287      .507
Household Size               .649          .612         .135    -6.12E-02 -3.29E-03
Number of kids               .369          .663         .247          .184 1.694E-02     Components
Weekly TV watching
(hours)
                             .124    -9.53E-02          .462         .232       -.529
                                                                                        interpretation
Weekly Radio listening
                        2.989E-02          .406        -.349         .559   -8.14E-02
(hours)
Surf the web                 .443         -.271          .182   -5.61E-02       -.465
Yearly household income      .908    -4.75E-02     -7.46E-02         -.197 -3.26E-02
Age of respondent            .891    -5.64E-02     -6.73E-02         -.228 6.942E-04
Monthly amount spent         .810         -.294    -4.26E-02          .183       .173
Meat expenditure             .480         -.152          .347         .334 -5.95E-02
Fish expenditure             .525         -.206         -.475   -4.35E-02        .140
Extraction Method: Principal Component Analysis.
  a. 5 components extracted.

				
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posted:7/30/2012
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