Marketing Research

with SPSS
Modular 3
Hien Pham

Statistical Packages for the Social Survey (SPSS)

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References
1. Field, A. (2009). Discovering Statistics Using SPSS (3rd ed.).
Thousand Oaks, CA: SAGE Publications Inc.
2. Groebner, D. F., Shannon, P. W., Fry, P. C., & Smith, K. D. (2011).
Business Statistics: A Decision-Making Approach (8th ed.). Upper
Saddle River, NJ: Prentice Hall.
3. Keller, G. (2012). Statistics for Management and Economics
Abbreviated (9th ed.). Mason, OH: South-Western Cengage
Learning.

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Learning Objectives
1.
2.
3.
4.
5.
6.

Introduction to SPSS
Entering Data
Graphing Data
Descriptive Statistics
Correlation
Regression and Multiple
Regression

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7. Comparing Means Using ttests

8. Comparing Means Using OneWay ANOVA
9. Comparing Means Using
Factorial ANOVA
10. Comparing Means Using
Repeated Measures ANOVA
11. Chi-Square
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SPSS Introduction
SPSS is a Windows based program that can be used to perform data
entry and analysis and to create tables and graphs.
SPSS is capable of handling large amounts of data and can perform all
of the analyses covered in the textbook and more.
SPSS is commonly used in the Social Sciences and in the Business
world, so familiarity with this program should serve you well in the
future.

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Opening SPSS in Laptop/PC

Start All Programs [ Analytical & Statistical ] SPSS 20 IBM SPSS Statistics

Click
Click
Double
Click

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Starting SPSS

When you first start SPSS, you will see

Here, you can open
an existing file.

Here, you can

create a new file.
Or you can ignore
this dialog by clicking CANCEL

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Menu Bar

Layout of SPSS

Tool Bar

Then you will see the main

menu of SPSS
There are two sheets in the
window
1. Data view
2. Variable view
Data
View Variable View

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Entering Data in the

Data View Window
Name of the variable

To change the name of a

variable, you must change to
the Variable View window.

Click

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Variable View Window

This sheet contains

information about the way
the data set are stored.

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Variable View Window

Name
This is where you can type the name you want for a variable.

The first character of the variable name must be alphabetic.

Variable names must be unique, and have to be less than 64
characters.
Spaces are NOT allowed.
Variable names that end with an underscore should be avoided.
Certain key words are reserved and cannot be used as
variable names, e.g. compute, sum and so forth.

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Variable View Window

Type
Click Here
You will see the type box

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Variable View Window

Type (Cont.)
This column enables you to specify the type of
data to be stored in this variable.
The two basic types of variables that you will use
are numeric and string.
String variables may contain letters or numbers.
For string values a blank is considered a valid
value.
Numeric operations on the string variables are
NOT be allowed, e.g. finding the mean, variance,
standard deviation, etc
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Variable View Window

Width

The number of characters SPSS allows for a data value to

be stored in this variable.
For a numerical value with decimals, this total width has to
include a position for each decimal, as well as one for the
decimal point.
Type the number you want or click the Up and Down
arrows.

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Variable View Window

Decimals

This is the number of decimal digits you want to display.

It has to be less than or equal to 16.
If more decimals have been entered or computed by SPSS,
the additional information will be retained internally but not
displayed on the screen.
Type the number you want or click the Up and Down

arrows.

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Variable View Window

Label
Double click,
then type in.

A sequence to characters used to identify in

detail what a variable represents.
Limited to 256 characters.
May contain spaces and punctuation.

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Variable View Window

Values

This is used and to associate an integer to

a qualitative value when the variable is
qualitative (see the next slide).

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Variable View Window

Values (Cont.)
Click Here
You will see the Value box

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Variable View Window

Values (Cont.)
Type in the code/number.
Then type in the label.

Click

Click Add.
You will see the definition in
this window.
Click

When finished, click OK.

Here Value = 1 represents Male and Value = 0 represents Female

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Variable View Window

Values (Cont.)
Click

Now change to the Data View window

Here are the Values
Click on the toe tag icon
The values change to

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Variable View Window

Missing
Click Here

You will see the Missing box

Signal to SPSS which data

should be treated as
missing.
System Missing data SPSS
display a single period.

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Variable View Window

Columns

How wide the column should be for each variable.

Columns affect only the display of values in the Data Editor.
Changing the column width does not change the defined
width of a variable.
Type in the number you want or click the Up and Down
arrows.

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Variable View Window

Align

This determines the data alignment in the

Data View window.

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Variable View Window

Measure

Indicates whether the values of this variable are:

Quantitative (Scale)
Qualitative (Nominal and Ordinal, which are
treated differently).

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Creating an SPSS Data File

Click File in Menu Bar.

Then click New.
Then click Data.

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Opening an Existing a SPSS file

Click File in Menu Bar.
Then click Open.
Then click Data.
OR click Open Data Doc
icon in the Tool Bar.

Click
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Opening an Existing SPSS file

(Cont.) Then you will see the Open Data window
Change the location in the "Look in" box

to the subdirectory where your file is.

Select the file.
Click on the Open button.
Click

All SPSS files end with .sav

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Opening an Existing SPSS file

(Cont.) You will see the data appear in the Data Editor window

and more information about the variables in the Variable View window.

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Opening an Existing EXCEL File

Get the Open Data window (just like opening an SPSS file).
And change the location in the "Look in" box to the subdirectory where
your file is.

Use the "Files of type" to select

Excel (*.xls, *.xlsx, *.xlsm) files.

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Opening an Existing EXCEL File (Cont.)

Select the file.

Click the Open button.

You will be asked about the

location of the variable names.

Click OK
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Opening an Existing EXCEL File (Cont.)

You will see the data appear in the Data Editor window

There are some

errors here

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Opening an Existing EXCEL File (Cont.)

Here is the original Excel file stereo.xls.
Some Excel formatting cannot be read in SPSS.

Prepare the Excel file

before importing it...

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Opening an Existing EXCEL File (Cont.)

Here are the four general steps when importing Excel data.
Close the Excel file before you try to import it in SPSS.
Arrange the data in a rectangular grid.
Don't mix strings and numbers.
Put variable names in your first row.

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This works

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Opening an Existing EXCEL File (Cont.)

You may need to modify some of the variable definitions

(in the Variable View)

These three variables are useless

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Saving an SPSS File

Click File in Menu Bar.
Then click Save.
OR double click Save Data
Doc icon in Tool Bar.

Click

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Saving an SPSS File (Cont.)

Then you will see the Save Data window

Change the location in the "Look in" box

to the subdirectory where your want to

save the file.
Type in the file name .
Click on the Save button.
Click

By default, SPSS will add a .sav

extension to the file name.

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Saving an SPSS File (Cont.)

If you want, you can choose the variables you want to save
Click the Variables button.
You will get the Variables window.
Choose the desired variables, then click Continue

Click
Click

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Click

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Saving an SPSS File (Cont.)

Here are two different saved SPSS files from one data set

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Saving Data as an Excel File

Click File in Menu Bar.

Then click Save As.
Then you will see the Save
Data window

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Saving Data as an Excel File (Cont.)

Use the Save as type" to select Excel (*.xlsx) files.
The other steps are same as saving an SPSS file.

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Saving Data as an Excel File (Cont.)

Here is the saved Excel file example.

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Merging Files
Use the following file:
depression scores.sav

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ID
1
2
3
4
5
6
7
8
9
11
12

depressin
30.000
32.000
35.000
45.000
45.000
25.000
60.000
55.000
40.000
37.000
30.000
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depress1
25.00
30.00
35.00
42.00
45.00
25.00
45.00
50.00
40.00
30.00
25.00

depress6
23.00
30.00
35.00
40.00
38.00
20.00
30.00
40.00
35.00
25.00
22.00

depres12
20.00
28.00
40.00
35.00
40.00
20.00
40.00
35.00
30.00
20.00
20.00
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Merging Files

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Practice
Prepare SPSS file to content this data

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Age

Gender

8
18
17
19
20
21
23
22
18

Male
Female
Female
Female
Male
Female
Male
Male
Male

Average Hours of
Sleep
Seven
Four
Six
Ten
Eight
Seven and a half
Nine
Eight
Six
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Number of Classes
Missed
0
1
2
5
2
3
1
2
3

Grade in Course
A
C
B
F
B
C
B
A
D
43

Practice
Merge the following files from the disk using the add cases option:
merge1.sav and merge2.sav

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Graphing Data
Create histograms, box plots, stem-and-leaf plots, pie charts, bar
graphs, scatterplots, and line graphs
Edit graphs using the Chart Editor
Use chart templates
appendixd.sav
Practice.sav

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Descriptive Statistics:
Measures of Variability and Central Tendency
1.
2.
3.
4.
5.

Descriptive Statistics
Frequencies
Crosstabs
Compare Means
Exercise

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One-Sample T-Test
Use Practice.sav to test this statement:

Someone stated that, the average age of SGTT

Newspaper readers is 30
Is it right or wrong?
So, we should form the hypothesis for this statement. My suggestion
is:
H0: The Average Age of SGTT Newspaper Reader is 30.
H1: The Average Age of SGTT Newspaper Reader is NOT 30
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One-Sample T-Test
Consider Variables from c2a.1 to c2a.9
Use Count to transform Category variable into Dichotomy with the
new name is readSGTT (1 for read SGTT, 0 for do not read SGTT)
Use Select Case to filter only SGTT Newspaper Readers among
database
Analyze>Compare Means>One-Sample T-Test (choose Age variable
with the value 30)
How do you read the result???

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Test Hypothesis with Gamma, Chi-square tau-b

Use Practice.sav to test this statement:

Find the correlation between Age and Family topic on

SGTT Newspaper
Which Age pay more attention on Family topic?
Step 1: Group Age into Ranges (18-25, 26-35, 36-45, 46-60)
Hint: use Transform>Recode into Different Variables
The New Variable is GrAge (Value: 1 is Age(18-25), 2 is Age(26-35))
Consider Variable c19.3
Prepare Hypothesis
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Test Hypothesis with Gamma, Chi-square tau-b

My suggestion is:
H0: Age does NOT correlate to Attention of Family topic on SGTT
Newspaper
H1: Age correlates to Attention of Family topic on SGTT Newspaper
Test the hypothesis
Use Crosstabs
Choose Gamma, Somers d and Kendalls tau-b
How do you read the result???
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