Could you do this marketing assignment?
1 4202 Marketing Research SPSS LAB 1 A. SPSS Lab I: introduction....................................................................................................................................................... 1 B. Starting SPSS ........................................................................................................................................................................ 2 C. Using SPSS: creating a dataset ............................................................................................................................................ 2 D. Naming, describing, and defining the scale level of variables ............................................................................................ 3 E. Adding (more) variables to a SPSS dataset .......................................................................................................................... 4 F. Adding the responses from the questionnaire .................................................................................................................. 5 G. Preliminary analyses: simple summary statistics ( = descriptive statistics) ........................................................................ 6 H. Recoding an existing variable into a new variable .............................................................................................................. 7 I. Computing new variables using existing variables ............................................................................................................... 8 J. Constructing a Histogram for interval or ratio scaled variables .......................................................................................... 9 K. Closing SPSS ......................................................................................................................................................................... 9 SPSS (‘originally Statistical Package for the Social Sciences’) is one of the first software packages for basic and advanced statistical analysis. It has been around since 1966. The current versions of SPSS include almost all popular analysis techniques, making it extremely useful for analyzing questionnaires. One characteristic of questionnaires is that variables are measured on different levels (nominal, ordinal, interval, ratio) and having one software package that can ‘handle’ all of those is very convenient. If you decide to pursue a career in marketing research, or expect to collaborate with marketing researchers, you will need to have some basic understanding of analyzing marketing data, in particular primary data collected through questionnaires. Most firms will work with SPSS, or packages such as SAS, JMP, Minitab, S-Plus, or Excel/Stattools for that purpose. These packages are very similar and allow for the same basic statistical research techniques. In addition, the output is generally (statistically) standardized. Hence, if you learn one package well, you will find it easy to learn or use other software too. SPSS is a Windows (or OSX, Linux) based program and its menus etc. work like most programs that you know (for instance, Excel). In addition it has a very good help function. You will find the help function useful and I recommend that you try it out. A Mac version is also available. OSU students can download SPSS (and other) Statistics packages free of charge from the OCIO website (see Carmen for details). This tutorial provides you with an introduction to SPSS and some basic variable manipulations. For this tutorial you use a (very) small-scale questionnaire among tennis players (Huizingh, 1995). You can find a copy of the questionnaire in the appendix to this tutorial. The latter part of the lab will use a dataset from a questionnaire we saw in class. CONTENTS A. SPSS LAB I: INTRODUCTION 2 4202 Marketing Research SPSS is started just like Word, Excel etc. ► Start SPSS (IBM SPSS Statistics) For the first assignment, we need to create a new dataset. Once you start SPSS, ► If you get the window below - Select “New Dataset” SPSS has two main ‘views’ of the main window: Data View and Variable View (see fig.’s below) Variable View Data View Set up new variables (e.g., from questions), define scale levels, label values according to coding scheme View raw data, manipulate data, input data DATA VIEW ► Select ‘Data view’ (see bottom left, ‘Data view’ vs. ‘Variable view’) ► You should see: a spreadsheet (much like Excel) with empty ‘cells’ ► The rows are numbered (1,2,3,4,...). Each row represents one respondent’s answers to questions (scores) of one respondent ► The columns are indicated by ‘var’. Each column represents a variable (question) that is asked in a questionnaire (for instance, age, income, etc.). ► The top shows the name of current data file. Right now it is called “Untitled2” VARIABLE VIEW ► Now select ‘Variable view’ (bottom left) ► You should see: a spreadsheet showing you information about the variables in your dataset ► The rows are numbered (1,2,3,4,...). Each row represents a variable in the dataset ► The columns are indicated by ‘Name’, ‘Type’, etc. Each column represents different pieces of information about the variables (variable attributes) ► The top shows the name of current data file. Right now it is called “Untitled2” MENU ITEMS The menu items at the top of your SPSS window (‘File’, ‘Edit’,..., ‘Help’) give you many choices of things you can do. Using these menus is similar to standard Windows programs. In due course you will learn how to use several of them. Also, you can access these functions regardless of the view (they work from ‘Data View’ and from ‘Variable View’). Later on, you will see the ‘Output Viewer’ window. All analysis functions are also accessible from within the ‘Output Viewer’. You are now ready to create a dataset from the ‘tennis’ questionnaire results. You only use the first 10 respondents for this assignment. (see Carmen for a PDF file “LAB_1_part1_Data” containing scans of 10 respondents’ filled out questionnaires). ► Select ‘Data view’. B. STARTING SPSS SPSS MAIN WINDOW: THE SPSS DATA EDITOR C. USING SPSS: CREATING A DATASET 3 4202 Marketing Research ► Type the number ‘1’ in cell (1,1), i.e. the cell in the uppermost left corner of your spreadsheet. SPSS automatically creates a variable with the name ‘VAR00001’. ► Type the numbers 2,3,4,5,6,7,8,9,10 in this column (underneath each other). It is a very good idea to save your data file every now and then (but often!). ► Go to ‘File’ and select ‘Save as’. A window opens with title Save Data As (see below) ► Choose a name for the datafile: tennis ► Carefully decide where you save it (i.e. ‘Look in’) – make sure you are able to access this file later on ► Choose “SPSS (*.sav)” (default) under “Save as type” ► Press “Save” (note: a new ‘Output’ window opens, please leave it open