Transcript Research Methods for Leisure and Tourism Fourth Edition

Slide 16.1
Chapter 16:
Analysing Survey Data
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.2
Contents
• Survey data analysis and types of research
• Spreadsheet analysis
• Statistical package for the social sciences
(SPSS)
• Preparation
• SPSS procedures
• The analysis process
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.3
Research type
Descriptive
Explanatory
Evaluative
Figure 16.1
Analytical procedures
Frequencies, means
Crosstabulation, comparison of means, regression
Frequencies – compared with targets or benchmarks
Crosstabulations – comparing user/customer-groups
Means – compared with some benchmark or target
Survey data analysis and types of research
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.4
Explanatory research and causality
• Necessary conditions:
– Associations between variables (A changes
with B)
– Time priority (B happens after A)
– Non-spurious relationships (relationships
‘make sense’)
– Rationale/theory (there should be an
explanation)
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.5
• Example using data from Campus Life
questionnaire (Figure 10.21)
• FREQUENCY procedure in Microsoft Excel
used to produce:
– frequency counts of coded variables
– averages for numerical variables (age, spend)
Figure 16.2
Spreadsheet analysis
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.6
Statistical package for the social sciences
(SPSS)
• Software package produced by SPSS Inc.,
owned by IBM
• Can be used to analyse questionnaire-based
and other data organised as cases with
specified variables
• SPSS is effective and one of the most
popular packages. Its use in this book does
not imply endorsement as ‘the best’ package
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.7
SPSS procedures covered
1. Preparation
2. Frequencies
4. Multiple
response
7. Weighting
3. Descriptives
5. Recode
8. Crosstabs
6. Means
9. Statistics
- see Chapter 17
10. Graphics
Figure 16.4
Survey analysis – overview
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.8
Preparation: cases and variables: from
Figure 10.21
Variables
C
a
s
e
s
qno
status
cafebar
music
sport
travel
cheap
1
2
1
1
0
0
1
2
2
1
1
1
0
1
3
3
1
0
0
0
2
4
4
0
0
0
0
2
5
3
1
0
0
1
1
6
3
1
1
1
0
2
7
2
1
0
0
0
3
8
2
1
0
1
0
3
Etc.
Etc.
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.9
Information required for each variable in
the questionnaire
•
•
•
•
•
•
•
•
Name
Type – numeric, string (letters) or date
Width – max. no. of characters
Decimal places
Label – longer version of name
Values for coded variables
Missing – blanks, no answer, etc.
Columns – no. of columns in Data view screen (see
below)
• Alignment – left, right, centre (in Data View)
• Measure/data type – nominal, ordinal, scale
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.10
Variable names
• Up to 8 characters (no spaces), beginning with a
letter
• Not allowed: ALL AND BY EQ GT LE LT NE
NOT OR TO WITH
• Can be:
– Short version of item description (as used here), or
– var01, var02, var03, etc. or
– Q1a, Q1b, Q2, Q3, etc.
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.11
Types of measure
• Nominal: Described in words – e.g. male/female
• Ordinal: Ranked: 1, 2, 3… means 1st, 2nd,
3rd…
• Scale: Fully numeric
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.12
Variable View
• Information on variables is entered in the
SPSS ‘Variable View’ screen
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.13
Variable View screen
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.14
Data View
• Data entered directly on the Data View
screen, or
• Can be imported from a spreadsheet file
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.15
Data View screen
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.16
Note to teachers
• It is not envisaged that SPSS detailed
procedures would be the subject of a
PowerPoint presentation: students would benefit
most from following the procedures in practical
sessions
• A copy of the Campus Life data files is available
on the book website
• However, teachers may wish to discuss the
nature/ purpose of the various procedures
• Slides are therefore included with the outputs
from the procedures
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.17
Descriptives:
N, Minimum, Maximum, Mean & Standard
Deviation for each variable
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.18
N
Student status
Campus cafe/bar in last 4 wks
Live campus music in last 4 wks
Sport facilities in last 4 wks
Travel service in last 4 wks
Free/cheap (rank)
Daytime events (rank)
Not available elsewhere (rank)
Socialising (rank)
Quality of presentation (rank)
Entertainment
expenditure/month
Relaxation opportunities –
importance.
Etc.
Figure 16.11
Min.
15
15
15
15
15
15
15
15
15
15
15
1
0
0
0
0
1
2
1
1
4
25
15
1
Max. Mean
4
2.53
1
.87
1
.53
1
.33
1
.13
3
1.80
5
3.73
3
1.60
5
3.20
5
4.67
300 115.00
3
2.20
Std.
Deviation
.915
.352
.516
.488
.352
.775
.961
.737
1.082
.488
87.076
.676
Descriptives: output: first few variables
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.19
Frequencies
•
•
•
•
Simple counts/percentages of variables
Nominal/ordinal: straightforward
Numeric may need to be grouped – see Recode
Frequencies form the basis for a statistical
summary/appendix – see Figure 16.6
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.20
Student status
Valid F/T student/no paid work
F/T student/paid work
P/T student – F/T job
P/T student/Other
Total
Frequency
2
5
6
2
15
Percent
13.3
33.3
40.0
13.3
100.0
Valid
Cumulative
percent
percent
13.3
13.3
33.3
46.7
40.0
86.7
13.3
100.0
100.0
Frequencies for all variables: see Appendix 16.1
Figure 16.12
Frequencies: output
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.21
Multiple response
• Two types of ‘Multiple Response’
• Dichotomy: Q.2: Use of services: 4 ‘yes/no’ variables
– Best combined into one table
• Category: Q.6: Suggestions: up to three responses per
respondent = 3 variables
– Best combined into one table
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.22
Dichotomy label
Name
Count
Campus cafe/bar in last 4 wks
Live campus music in last 4 wks
Sport facilities in last 4 wks
Travel service in last 4 wks
Total responses
cafebar
music
sport
travel
13
8
5
2
28
Category label
Programme content
Timing
Facilities
Costs
Organisation
Total responses
Figure 16.13
Code
1
2
3
4
5
22
Count
7
6
3
4
2
100.0
Pct of
Responses
46.4
28.6
17.9
7.1
100.0
Pct of
Responses
31.8
27.3
13.6
18.2
9.1
183.3
Pct of
Cases
92.9
57.1
35.7
14.3
200.0
Pct of
Cases
58.3
50.0
25.0
33.3
16.7
Multiple response output
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.23
Recode
• Grouping/Re-grouping variable categories, especially:
– presentational: numerical variables
– theoretical e.g. 5 categories of tourism or just two:
leisure vs non-leisure?
– Comparison – with other research
– statistical reasons – see Chapter 17
• Examples:
– Uncoded, ‘spend’ has 9 different answers (see
Appendix 16.1): recode into 4 groups
– Student status has 2 F/T and 2 P/T categories:
recode into F/T and P/T
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.24
Frequency
Percent
Valid percent
Cumulative
percent
£ 0–50
4
26.7
26.7
26.7
£ 51–100
6
40.0
40.0
66.7
£ 101–200
2
13.3
13.3
80.0
£ 201+
3
20.0
20.0
100.0
15
100.0
100.0
Frequency
Percent
Valid percent
Cumulative
percent
Full-time student
7
46.7
46.7
46.7
Part-time student
8
53.3
53.3
100.0
15
100.0
100.0
Spend recoded
Total
Status recoded
Total
Figure 16.14
Recode: output
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.25
Measures of central tendency: Mean, median, mode
• Mean = average
• Median = middle value when all cases ranked in
order
• Mode = most popular value
• Only valid with scale and ordinal variables
• Options:
– Add to ‘Frequencies’ procedure
– Use ‘Means’
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.26
Mean, median, mode: using ‘frequencies’ procedure
Additional output
Relaxation
from ‘Frequencies’
opportunities –
Social interaction
–
importance
Mental
stimulation –
importance
importance
15
15
15
0
0
0
Mean
2.20
2.67
1.47
Median
2.0
3.0
1.0
2
3
1
N
Mode
Valid
Missing
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.27
Means procedure
Mean expenditure by student status
Student status
Mean
N
Std. Deviation*
F/T student/no paid work
102.50
2
67.175
F/T student/paid work
120.00
5
83.666
99.17
6
76.643
P/T student/other
162.50
2
194.454
Total
115.00
15
87.076
P/T student – F/T job
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.28
Crosstabulation
• Table showing relationships between two or
more variables
• Table can include one or more of the following:
– Counts
–
–
–
–
Row %
Column %
Total %
Statistical tests – see Chapter 17
• Procedure: ‘Crosstabs’
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.29
Crosstabs
Student status by attended live
campus music: counts only
Student F/T student/no paid work
status
F/T student/paid work
P/T student - F/T job
P/T student/Other
Total
Student status by attended live
campus music: row percentages
Student F/T student/no paid work
status
F/T student/paid work
P/T student - F/T job
P/T student/Other
Total
Live campus music in last 4 wks
No
Yes
1
1
3
2
2
4
1
1
7
8
Live campus music in last 4 wks
No
Yes
50.0%
50.0%
60.0%
40.0%
33.3%
66.7%
50.0%
50.0%
46.7%
53.3%
Total
2
5
6
2
15
Total
100.0%
100.0%
100.0%
100.0%
100.0%
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.30
Crosstabs (Continued): three variables
Gender
Male Student F/T student/no paid wk
status
P/T student - F/T job
P/T student/Other
Total
Female Student F/T student/paid work
status
P/T student - F/T job
P/T student/Other
Total
Live campus music/4 wks
No
Yes
1
1
2
3
0
1
3
5
3
2
0
1
1
0
4
3
Total
2
5
1
8
5
1
1
7
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.31
Weighting
• Weighting discussed in Chapter 13
• ‘Weight cases’ procedure
• e.g. if Masters students under-sampled:
– suppose masters students need to be given a
weight of 1.3
– create new variable wt
– for Masters students wt = 1.3; all others: wt = 1
– In ‘Weight cases’: weight by wt
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.32
Graphics
• Types:
–
–
–
–
–
bar graph
stacked bar graph
pie chart
line graph
scatter plot
• Different graph types suited to different data
types
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.33
Data type
Nominal
Ordinal
Scale
Qualitative
categories
Ranks
Numerical
1, 2, 6,7
3, 5
4, 8
No
Yes
Yes
– Yes
Yes
Yes*
Pie chart
Yes
Yes
Yes*
Line graph
No
No
Yes
Scatter plot
No
No
Yes
Data characteristics
Example questions in Figure
10.20
Mean/average possible
Types of graphic
Bar graph
* Grouped
Figure 16.18
Data types and graphics
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.34
Figure 16.19
Bar chart
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.35
Stacked bar chart
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.36
Pie chart
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.37
Line graph
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011
Slide 16.38
Scatterplot
Tony Veal, Research Methods in Leisure and Tourism, 4th Edition © Pearson Education Limited 2011