SPSS Tutorial

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SPSS Tutorial

• AEB 37 / AE 802
• Marketing Research Methods
• Week 5

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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

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Variable view
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Data view
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Case summaries

• Analyze / Report / Case summaries
• Select target variable(s)
• Select grouping variable(s)
• Include additional statistics

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

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

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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)

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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
5. Select columns and layers vars
6. Click OK for output
4. Click here
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Basic statistics and confidence intervals

• Analyze / Descriptive Statistics / Explore
• Choose variables
• Choose factor(s)
• Chose level of confidence

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Graphs

• Graphs / Histogram
• Graphs / Pie or
• Graphs / Interactive / Pie

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Correlations

• Analyze / Correlate / Bivariate
• Choose variables
• Check / edit output
• Example relation between income, monthly amount
  spent and age

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Principal components analysis
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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

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Analyze /Data reduction
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Select the variables
Press here
Select here
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Define extraction method
2. SelectCorrelation matrix
3. Extraction technique
1. Click here first
Extraction rule
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Save components score
1. Click here first
Tick this box
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Run the analysis
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Output(1)
Communalities
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Output (2)
Components interpretation