SPSS Tutorial

AEB 37 / AE 802 Marketing Research Methods Week 5

from SPSS

SPSS

• You can open an excel file directly • 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

Do not limit/display cases Click here to choose the statistics you need Variable(s) you are interested in Grouping variables

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 5. Select columns and layers vars 6. Click OK for output 1. Select the variable to be measured and summarised 2. Click “Is summarized” + EDIT STATISTICS and select the statistics you want 4. Click here

Own a car No Monthly amount s pent Mean Std Deviation Standard Error of Mean Asda 55.57

8.02

1.75

Kwiks ave 33.52

4.54

.93

Supermarket Safeway 52.21

4.46

1.69

Tes co 65.06

5.50

1.42

Waitros e 67.58

3.29

2.33

Own a car Yes Monthly amount s pent Mean Std Deviation Standard Error of Mean Asda 53.59

9.44

1.75

Kwiks ave 30.75

4.15

1.25

Supermarket Safeway 54.11

6.52

1.81

Tes co 66.28

5.29

1.18

Waitros e 70.66

3.39

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 matrix

1. Click here first 3. Extraction technique Extraction rule

Save components score

1. Click here first Tick this box

Run the analysis

Output(1)

Communalities

Output (2)

Component Matrix a

Vegetables expenditure % s pent in own-brand product Own a car % s pent in organic food Vegetarian Hous ehold Size Number of kids Weekly TV watching (hours ) Weekly Radio lis tening (hours ) Surf the web Yearly household income Age of res pondent Monthly amount s pent Meat expenditure Fish expenditure 1 .192

.646

.536

.492

1.784E-02 .649

.369

.124

2.989E-02 .443

.908

.891

.810

.480

.525

2 -.345

-.281

.619

-.186

-9.24E-02 .612

.663

-9.53E-02 .406

-.271

-4.75E-02 -5.64E-02 -.294

-.152

-.206

Extraction Method: Principal Component Analys is.

a. 5 components extracted.

Component 3 -.127

-.134

-.102

.190

.647

.135

.247

.462

-.349

.182

-7.46E-02 -6.73E-02 -4.26E-02 .347

-.475

4 .383

-.239

-.172

.460

-.287

-6.12E-02 .184

.232

.559

-5.61E-02 -.197

-.228

.183

.334

-4.35E-02 5 .199

-.207

6.008E-02 .342

.507

-3.29E-03 1.694E-02 -.529

-8.14E-02 -.465

-3.26E-02 6.942E-04 .173

-5.95E-02 .140

Components interpretation