Transcript SPSS Tutorial - Mathematics CSU Channel Islands

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
Monthly
amount
spent
Mean
Std Deviation
Standard Error of Mean
Asda
55.57
8.02
1.75
Supermarket
Kwiksave
Safeway
33.52
52.21
4.54
4.46
.93
1.69
Tesco
65.06
5.50
1.42
Asda
53.59
9.44
1.75
Supermarket
Kwiksave
Safeway
30.75
54.11
4.15
6.52
1.25
1.81
Tesco
66.28
5.29
1.18
Waitrose
67.58
3.29
2.33
Own a car Yes
Monthly
amount
spent
Mean
Std Deviation
Standard Error of Mean
Waitrose
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 Matrixa
.192
2
-.345
Component
3
-.127
.646
-.281
.536
.492
1.784E-02
.649
.369
1
Vegetables expenditure
% spent in own-brand
product
Own a car
% spent in organic food
Vegetarian
Household Size
Number of kids
Weekly TV watching
(hours)
Weekly Radio listening
(hours)
Surf the web
Yearly household income
Age of respondent
Monthly amount spent
Meat expenditure
Fish expenditure
4
5
.383
.199
-.134
-.239
-.207
.619
-.186
-9.24E-02
.612
.663
-.102
.190
.647
.135
.247
-.172
.460
-.287
-6.12E-02
.184
6.008E-02
.342
.507
-3.29E-03
1.694E-02
.124
-9.53E-02
.462
.232
-.529
2.989E-02
.406
-.349
.559
-8.14E-02
.443
.908
.891
.810
.480
.525
-.271
-4.75E-02
-5.64E-02
-.294
-.152
-.206
.182
-7.46E-02
-6.73E-02
-4.26E-02
.347
-.475
-5.61E-02
-.197
-.228
.183
.334
-4.35E-02
-.465
-3.26E-02
6.942E-04
.173
-5.95E-02
.140
Extraction Method: Principal Component Analysis.
a. 5 components extracted.
Components
interpretation