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1 Theory Questions
Part A : 5 x 2 = 10 marks
Part B : 1 x 10 = 10 marks 20
PART A
SPSS was founded in 1968, SPSS Chairman of the Board Norman H. Nie
collaborated with C. Hadlai (Tex) Hull and Dale Bent, two of his fellow Stanford
University graduate students, and developed the first SPSS program.
Market research
Product enhancements
Product preferences and usage
Customer attitudes and behaviors
Demographic surveys
Referral identification
Population/member demographics
Employee satisfaction surveys
Employee attitude studies
Work schedule preferences
Benefit analysis
Government agency surveys
Policy analysis
Constituent preferences
Crime analysis
Academic surveys
Testing and evaluation
Student interest studies
Professor/course evaluations
Data Editor.
Viewer.
Draft Viewer.
Syntax
Script
Numeric
Comma
Scientific
Dollar
String
A variable with two values are called Dummy variable. E.g., male and female.
A variable for which numbers are simply identifiers and do not have
mathematical properties, such as order. For example, the sales territory in
which a company’s customer lives (Central, North, South) is a categorical
variable. Also called a nominal variable.
In SPSS, go to FILE/OPEN.
Click on the button “Files of Type”.
Select the option “SPSS(*.sav).
Click open.
Launch SPSS.
Get data into SPSS. You can open a previously saved SPSS data file, read a
spreadsheet, database, or text data file, or enter data directly in the Data
Editor.
Select a procedure. You can select a procedure from the menus or use SPSS
command syntax to transform data, calculate statistics, and to create charts,
interactive graphs, and maps.
Select the variables and run the procedure. The variables in the data file
are
displayed in a dialog box for the procedure.
View and manipulate the results. Results are displayed in the Viewer. You
can
browse, edit, and pivot the output and save it for use at a later time.
The Data View shows a spreadsheet view of the cases (rows) and variables
(columns). The data view contains numbers and text. It can not accept formulas.
Two variables are said to be positively correlated if both variables are change
in the same direction. i.e. increase in one variable value will increase the other
variable at the same time decrease in one value of variable leads to decrease in
another.
If the two variable change in opposite directions they are called negative
correlation.
25. Bring out the basic difference between correlation and regression.
Y=a+bX
X=a+bX
Correlation coefficient is used to simply compare two factors to see how closely
those factors correlate to another.
The Chi Square test is used to test the significant different between observed
and expected frequencies. Always the Chi-Square test is used to test whether
there is significant difference exists between two variables.
Null Hypothesis
Alternate Hypothesis
If the value is less than .05 the Null Hypothesis should be rejected.
If the value is greater than .05 the Null Hypothesis should be accepted.
Research is the serious academic activity with the set of objectives to identify
and find the problem or find the solutions to the problem by systematic way of
organizing, collecting and analyzing the data related to the problem.
All types of research conducted with in the organizations are called desk
research.
PART B
For more than 37 years, SPSS has been the clear leader in analytics technology. Here are some of the
reasons that customers have selected SPSS software to drive their decision making:
A history of innovation
Solving organization's most challenging business issues
A complete, 360° view into customers
Comprehensive predictive analytics technology
An integrated, enterprise-scalable platform
Real-time decision optimization capabilities
Easy integration with operational systems
Open, standards-based architecture
A faster return on your software investment
A lower total cost of ownership (TCO)
SPSS is the leader in predictive analytics technologies. For more than 37 years, SPSS has enabled its
customers—more than 120,000 corporations, academic institutions, healthcare providers, market
research companies and government agencies—to better focus their operations and improve their
performance. Our software helps organizations optimize interactions with their customers, regardless
of whether they're patrons, employees, patients, students, or citizens, and ensure that the actions
they are taking today will positively affect their ability to reach tomorrow's goals.
Whether you're a commercial organization seeking to attract or retain customers more efficiently,
increase the value of existing customers, or minimize losses due to fraud, SPSS has a solution
designed to meet the needs of your business.
For more than three decades, SPSS has enabled organizations to anticipate and quantify changes in
people's attitudes, preferences, and behavior so that they can confidently adapt strategies and tactics
to meet their goals.
In this era of increased competition for customers, organizations that capitalize on their customer
interactions at every touch point achieve a sustainable competitive advantage. To gain this, however,
you need more than just a customer's transaction history and demographic information. You must
understand their opinions and attitudes, what they say or write, and what they do when they visit
your Web site.
SPSS solutions help you both understand and predict customer behavior by using a unique combination
of historical and demographic data from your operational systems and attitudinal data gathered
through the many channels you use to communicate with your customers— your call center, Web site,
surveys, and other vehicles. Our software enables you to develop in-depth customer understanding by
using all of your customer information together, both traditional structured data and unstructured
data, such as call center notes and responses to open-ended survey questions. No longer will critical
customer insights remain hidden and unused in data silos. The result is a 360° view of your
customers—a comprehensive picture that enables you to act quickly and effectively—and gives you a
decisive advantage over your competitors.
SPSS predictive analytics software improves business processes by directing, optimizing, and
automating decisions made throughout an organization. Predictive analytics includes both the analysis
of past, present, and projected future outcomes using advanced analytics, and decision optimization
for determining which action will drive the optimal outcome. The recommended action is then
delivered to the systems or people that can effectively implement it. Unlike other vendors that offer
either limited predictive capabilities or predictive analytics that cannot be deployed enterprise-wide,
SPSS' comprehensive technology is highly scalable and interoperable, enabling you to perform
predictive analytics across disparate data sources and leverage your existing technology investments.
Unlike an isolated analytics tool with limited applicability or an elementary analytics component that
meets only a fraction of your business objectives, SPSS technology is robust and expandable. With
SPSS software you can address your enterprise's predictive analytic needs, whether they require
reporting, statistics, data mining, text analysis, Web analytics, survey analysis, decision optimization,
or a combination of these capabilities. Our integrated technology suite is designed to expand as your
predictive needs grow.
Real-Time Decision Optimization: For Effective Decisions that Need to be Made Now
When interacting with customers—over the Web, on the telephone, through direct mail, in a store—
SPSS technology can deliver a recommendation, along with supporting information, on the most
appropriate action to take with that particular customer. Our software evaluates possible alternative
actions, predicts which one a customer is likely to respond to, factors in which response will be most
To maximize the value your organization gains from predictive analytics, it has to be made a part of
your day-to-day business operations.
SPSS provides technology that allows businesses to easily and effectively use predictive results by
embedding them within their existing applications, such as marketing campaign management systems,
call center applications, and more. Our software integrates with software from a wide range of
vendors, including Siebel Systems, Oracle/PeopleSoft, SAP, e.Piphany, and many others. By
integrating predictive analytics into your operations, organizations gain measurable competitive
advantage through the improvement of their business processes.
SPSS software follows industry standards such as OLE DB for data access, XMLA for data/format
sharing, PMML for predictive model sharing, SSL for Internet security management, and LDAP/Active
Directory Services for authentication and authorization, just to name a few. Our technology is easy to
learn, works with your existing data structures, and easily integrates with most CRM vendor's
technology.
Unlike many other software solutions, SPSS predictive analytics solutions don't require long
implementation periods. Predictive analytics from SPSS can be implemented quickly, so your
organization begins reaping immediate value. Customers are up and running within months, not years.
For example, BankFinancial, an 80+ year-old financial institution with more than $1.5 billion in assets,
implemented an SPSS predictive analytics solution designed to optimize marketing campaigns. Within
two months, the solution was up-and-running and the organization experienced a 700% increase in
campaign response rates.
FBTO, an insurance company and part of the Achmea Group, one of the largest financial services
providers in the Netherlands, implemented a predictive analytics solution from SPSS. In two months,
FBTO achieved measurable increases in marketing response rates and lower overall marketing costs.
Your organization has already made investments in data storage, operational systems, customer
relationship management solutions, IT infrastructure and, of course, in staffing. Unlike other vendors,
who require additional investments in hardware and components such as proprietary databases in
order to effectively implement their solutions, SPSS technology is designed to work with your existing
technology infrastructure and staff resources.
To match the standard functionality of SPSS technology, competitors often require customers to
invest in an extensive IT infrastructure as well as purchase critical functional components "a la carte."
SPSS keeps your cost of ownership low by providing you with open technology and flexible licensing
options. Our software products integrate both with each other and with your existing systems, so you
get exactly what you need to accomplish your goals.
SPSS provides specialized window types for end users. In the SPSS object model,these windows
correspond to OLE Automation document objects that have methodsand properties that support most
of the functionality found in the user interface. The window types, their purpose for the end user,
and the corresponding OLE Automation object can be summarized as follows:
Data Editor. The working data file is displayed in the Data Editor, which is a spreadsheet-like system
for entering and editing data. The corresponding OLE Automation object is Spss. Data document.
Viewer. All statistical results, tables, charts, and other output are displayed in the Viewer. The
Viewer makes it easy to browse and edit your results, selectively show and hide output, and move
presentation-quality output items (for example, tables and charts) between SPSS and other
applications. The corresponding OLE Automation object is ISpssOutputDoc.
Draft Viewer. Output is displayed as simple text (instead of presentation-quality output items) in the
Draft Viewer. Editing is limited. The corresponding OLE Automation object is ISpssDraftDoc.
Syntax. Syntax is displayed and edited in the syntax window. You can type the syntax
directly or create command syntax by pasting dialog box choices into a syntax window,
where your selections appear in the form of command syntax. You can save these
commands in a file for use in subsequent SPSS sessions. The corresponding OLE Automation
object is Spss SyntaxDoc.
Script. The script window provides a programming environment for SPSS scripts.
Scripts allow you to customize and automate many tasks in SPSS. The script window
doesn’t have a corresponding OLE Automation object—it is a programming
environment.