SPSS TutorialSPSS Tutorial

AEB 37 / AE 802Marketing Research Methods

Week 5

SPSSSPSS• 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 viewVariable view

Data viewData view

Case summariesCase summaries

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

Do not limit/display cases

Click here to choose the statistics you

need

Variable(s) you are interested in

Grouping variables

Output windowOutput window

CategorisingCategorising variables variables

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

TablesTables

• 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)

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

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

Monthlyamountspent

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

Monthlyamountspent

Asda Kwiksave Safeway Tesco Waitrose

Supermarket

Basic statistics and Basic statistics and confidence intervalsconfidence intervals

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

confidence

GraphsGraphs

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

CorrelationsCorrelations

• Analyze / Correlate / Bivariate– Choose variables– Check / edit output

Example: relation between income, monthly amount spent and age

Principal components Principal components analysisanalysis

Principal components Principal components analysis: basic stepsanalysis: 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 reductionAnalyze /Data reduction

Select the variablesSelect the variables

Select here

Press here

Define extraction methodDefine extraction method

1. Click here first

3. Extraction technique

2. SelectCorrelation

matrix

Extraction rule

Save components scoreSave components score

1. Click here first

Tick this box

Run the analysisRun the analysis

Output(1)Output(1)

Communalities

Output (2)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-brandproduct

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

1 2 3 4 5

Component

Extraction Method: Principal Component Analysis.

5 components extracted.a.