SPSS-week5

7/29/2019 SPSS-week5

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SPSS Tutorial

AEB 37 / AE 802

Marketing Research MethodsWeek 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
http://www.rdg.ac.uk/~aes02mm/supermarkets.savhttp://www.rdg.ac.uk/~aes02mm/supermarkets.sav


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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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Do not limit/display

casesClick here to choose

the statistics you

need

Variable(s) you are

interested in

Grouping

variables


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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 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

Monthly

amount

spent

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

Monthly

amount

spent

Asda Kwiksave Safeway Tesco Waitrose

Supermarket


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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 principalcomponents

Give instruction to save the

principal components as newvariables

Examine output


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Analyze /Data reduction


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Select the variables

Selecthere

Press here


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Define extraction method

1. Click

here first

3. Extraction

technique

2. Select

Correlation

matrix

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

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-brand

product

Own a car

% spent in organic food

Vegetarian

Household Si ze

Number of kids

Weekly T V watching

(hours)

Weekly Radio listening

(hours)

Surf the web

Yearly household income

Age o f respondent

Monthly amount spent

Meat expenditure

Fish expenditure

1 2 3 4 5

Component

Extraction Method: Principal Component Analysis.

5 components extracted.a.

Documents

SPSS-week5