1. AEB 37 / AE 802 Marketing Research Methods Week 5
SPSS Tutorial
AEB 37 / AE 802
Marketing Research Methods
Week 5

2. SPSS 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:
Start SPSS
Open the file

3. Variable view

4. Data view

5. Case summaries Analyze / Report / Case summaries
Select target variable(s)
Select grouping variable(s)
Include additional statistics

6. Variable(s) you are interested in
Grouping variables
Do not limit/display cases
Click here to choose the statistics you need

7. Output window

8. Categorising variables
Transform/categorize variables
Select variable
Choose number of categories

9. 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)

10. 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

12. Basic statistics and confidence intervals
Analyze / Descriptive Statistics / Explore
Choose variables
Choose factor(s)
Chose level of confidence

15. Graphs
Graphs / Histogram
Graphs / Pie or
Graphs / Interactive / Pie

16. Correlations Analyze / Correlate / Bivariate Choose variables
Check / edit output
Example: relation between income, monthly amount spent and age

17. Principal components analysis

18. 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

19. Analyze /Data reduction

20. Select the variables
Press here
Select here

21. Define extraction method
2. Select Correlation matrix
3. Extraction technique
1. Click here first
Extraction rule

22. Save components score
1. Click here first
Tick this box

23. Run the analysis

24. Output(1)
Communalities

25. Components interpretation
Output (2)
Components interpretation