SPSS Tutorial

AEB 37 / AE 802 Marketing Research Methods Week 5

 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

SPSS

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 Asda 55.57 8.02 1.75 Kwiksave 33.52 4.54 .93 Supermarket Safeway 52.21 4.46 1.69 Tesco 65.06 5.50 1.42 Waitrose 67.58 3.29 2.33

Monthly amount spent

Mean Std Deviation Standard Error of Mean

Own a car Yes Asda 53.59 9.44 1.75 Kwiksave 30.75 4.15 1.25 Supermarket Safeway 54.11 6.52 1.81 Tesco 66.28 5.29 1.18 Waitrose 70.66 3.39 1.20

Monthly amount spent

Mean Std Deviation Standard Error of Mean

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

3. Extraction technique

1. Click here first

Extraction rule

Save components score

1. Click here first

Tick this box

Run the analysis

Output(1)

Communalities

Output (2)
Component Matrixa Component 2 3 -.345 -.127 -.281 .619 -.186 -9.24E-02 .612 .663 -9.53E-02 .406 -.271 -4.75E-02 -5.64E-02 -.294 -.152 -.206 -.134 -.102 .190 .647 .135 .247 .462 -.349 .182 -7.46E-02 -6.73E-02 -4.26E-02 .347 -.475 1 Vegetables expenditure .192 % spent in own-brand .646 product Own a car .536 % spent in organic food .492 Vegetarian 1.784E-02 Household Size .649 Number of kids .369 Weekly TV watching .124 (hours) Weekly Radio listening 2.989E-02 (hours) Surf the web .443 Yearly household income .908 Age of respondent .891 Monthly amount spent .810 Meat expenditure .480 Fish expenditure .525 4 .383 -.239 5 .199 -.207

-.172 6.008E-02 .460 .342 -.287 .507 -6.12E-02 -3.29E-03 .184 1.694E-02 .232 .559 -.529 -8.14E-02

Components interpretation

-5.61E-02 -.465 -.197 -3.26E-02 -.228 6.942E-04 .183 .173 .334 -5.95E-02 -4.35E-02 .140

Extraction Method: Principal Component Analysis. a. 5 components extracted.