1. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.1 Chapter 16: Analysing Survey Data

2. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.2 Contents Survey data analysis and types of research Spreadsheet analysis Statistical package for the social sciences (SPSS) Preparation SPSS procedures The analysis process

3. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.3 Research typeAnalytical procedures Descriptive Frequencies, means Explanatory Crosstabulation, comparison of means, regression Evaluative Frequencies – compared with targets or benchmarks Crosstabulations – comparing user/customer-groups Means – compared with some benchmark or target Figure 16.1 Survey data analysis and types of research

4. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.4 Explanatory research and causality Necessary conditions: –Associations between variables (A changes with B) –Time priority (B happens after A) –Non-spurious relationships (relationships ‘make sense’) –Rationale/theory (there should be an explanation)

5. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.5 Example using data from Campus Life questionnaire (Figure 10.21) FREQUENCY procedure in Microsoft Excel used to produce: –frequency counts of coded variables –averages for numerical variables (age, spend) Figure 16.2 Spreadsheet analysis

6. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.6 Statistical package for the social sciences (SPSS) Software package produced by SPSS Inc., owned by IBM Can be used to analyse questionnaire-based and other data organised as cases with specified variables SPSS is effective and one of the most popular packages. Its use in this book does not imply endorsement as ‘the best’ package

7. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.7 SPSS procedures covered Figure 16.4 Survey analysis – overview 3. Descriptives 4. Multiple response 5. Recode 7. Weighting 6. Means 8. Crosstabs 9. Statistics - see Chapter 17 10. Graphics 1. Preparation 2. Frequencies

8. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.8 Preparation: cases and variables: from Figure 10.21 Variables qnostatuscafebarmusicsporttravelcheapEtc. CasesCases 1211001 2211101 3310002 4400002 5310011 6311102 7210003 8210103

9. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.9 Information required for each variable in the questionnaire Name Type – numeric, string (letters) or date Width – max. no. of characters Decimal places Label – longer version of name Values for coded variables Missing – blanks, no answer, etc. Columns – no. of columns in Data view screen (see below) Alignment – left, right, centre (in Data View) Measure/data type – nominal, ordinal, scale

10. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.10 Variable names Up to 8 characters (no spaces), beginning with a letter Not allowed: ALL AND BY EQ GT LE LT NE NOT OR TO WITH Can be: –Short version of item description (as used here), or –var01, var02, var03, etc. or –Q1a, Q1b, Q2, Q3, etc.

11. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.11 Types of measure Nominal: Described in words – e.g. male/female Ordinal: Ranked: 1, 2, 3… means 1st, 2nd, 3rd… Scale: Fully numeric

12. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.12 Variable View Information on variables is entered in the SPSS ‘Variable View’ screen

13. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.13 Variable View screen

14. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.14 Data View Data entered directly on the Data View screen, or Can be imported from a spreadsheet file

15. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.15 Data View screen

16. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.16 Note to teachers It is not envisaged that SPSS detailed procedures would be the subject of a PowerPoint presentation: students would benefit most from following the procedures in practical sessions A copy of the Campus Life data files is available on the book website However, teachers may wish to discuss the nature/ purpose of the various procedures Slides are therefore included with the outputs from the procedures

17. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.17 Descriptives: N, Minimum, Maximum, Mean & Standard Deviation for each variable

18. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.18 NMin.Max.Mean Std. Deviation Student status15142.53.915 Campus cafe/bar in last 4 wks1501.87.352 Live campus music in last 4 wks1501.53.516 Sport facilities in last 4 wks1501.33.488 Travel service in last 4 wks1501.13.352 Free/cheap (rank)15131.80.775 Daytime events (rank)15253.73.961 Not available elsewhere (rank)15131.60.737 Socialising (rank)15153.201.082 Quality of presentation (rank)15454.67.488 Entertainment expenditure/month 1525300115.0087.076 Relaxation opportunities – importance. 15132.20.676 Etc. Figure 16.11 Descriptives: output: first few variables

19. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.19 Frequencies Simple counts/percentages of variables Nominal/ordinal: straightforward Numeric may need to be grouped – see Recode Frequencies form the basis for a statistical summary/appendix – see Figure 16.6

20. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.20 Student statusFrequencyPercent Valid percent Cumulative percent ValidF/T student/no paid work 213.3 F/T student/paid work 533.3 46.7 P/T student – F/T job 640.0 86.7 P/T student/Other 213.3 100.0 Total 15100.0 Frequencies for all variables: see Appendix 16.1 Figure 16.12 Frequencies: output

21. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.21 Multiple response Two types of ‘Multiple Response’ Dichotomy: Q.2: Use of services: 4 ‘yes/no’ variables –Best combined into one table Category: Q.6: Suggestions: up to three responses per respondent = 3 variables –Best combined into one table

22. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.22 Dichotomy label NameCountPct of Responses Pct of Cases Campus cafe/bar in last 4 wkscafebar1346.492.9 Live campus music in last 4 wksmusic828.657.1 Sport facilities in last 4 wkssport517.935.7 Travel service in last 4 wkstravel2 7.114.3 Total responses28100.0200.0 Category label CodeCount Pct of Responses Pct of Cases Programme content1731.858.3 Timing2627.350.0 Facilities3313.625.0 Costs4418.233.3 Organisation529.116.7 Total responses22100.0183.3 Figure 16.13 Multiple response output

23. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.23 Recode Grouping/Re-grouping variable categories, especially: –presentational: numerical variables –theoretical e.g. 5 categories of tourism or just two: leisure vs non-leisure? –Comparison – with other research –statistical reasons – see Chapter 17 Examples: – Uncoded, ‘spend’ has 9 different answers (see Appendix 16.1): recode into 4 groups –Student status has 2 F/T and 2 P/T categories: recode into F/T and P/T

24. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.24 Spend recodedFrequencyPercentValid percent Cumulative percent £ 0 – 50 426.7 £ 51 – 100 640.0 66.7 £ 101 – 200 213.3 80.0 £ 201+320.0 100.0 Total15100.0 Status recodedFrequencyPercentValid percent Cumulative percent Full-time student746.7 Part-time student853.3 100.0 Total15100.0 Figure 16.14 Recode: output

25. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.25 Measures of central tendency: Mean, median, mode Mean = average Median = middle value when all cases ranked in order Mode = most popular value Only valid with scale and ordinal variables Options: –Add to ‘Frequencies’ procedure –Use ‘Means’

26. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.26 Mean, median, mode: using ‘frequencies’ procedure Additional output from ‘Frequencies’ Relaxation opportunities – importance Social interaction – importance Mental stimulation – importance NValid 15 Missing 000 Mean 2.202.671.47 Median 2.03.01.0 Mode 231

27. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.27 Means procedure Student statusMeanNStd. Deviation* F/T student/no paid work 102.50267.175 F/T student/paid work 120.00583.666 P/T student – F/T job 99.17676.643 P/T student/other 162.502194.454 Total 115.001587.076 Mean expenditure by student status

28. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.28 Crosstabulation Table showing relationships between two or more variables Table can include one or more of the following: – Counts –Row % –Column % –Total % –Statistical tests – see Chapter 17 Procedure: ‘Crosstabs’

29. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.29 Crosstabs Student status by attended live campus music: counts only Live campus music in last 4 wks Total NoYes Student status F/T student/no paid work 112 F/T student/paid work 325 P/T student - F/T job 246 P/T student/Other 112 Total 7815 Student status by attended live campus music: row percentages Live campus music in last 4 wks Total NoYes Student status F/T student/no paid work 50.0% 100.0% F/T student/paid work 60.0%40.0%100.0% P/T student - F/T job 33.3%66.7%100.0% P/T student/Other 50.0% 100.0% Total 46.7%53.3%100.0%

30. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.30 Crosstabs (Continued): three variables Gender Live campus music/4 wks Total NoYes MaleStudent status F/T student/no paid wk 112 P/T student - F/T job 235 P/T student/Other 011 Total 358 FemaleStudent status F/T student/paid work 325 P/T student - F/T job 011 P/T student/Other 101 Total 43 7

31. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.31 Weighting Weighting discussed in Chapter 13 ‘Weight cases’ procedure e.g. if Masters students under-sampled: –suppose masters students need to be given a weight of 1.3 –create new variable wt –for Masters students wt = 1.3; all others: wt = 1 –In ‘Weight cases’: weight by wt

32. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.32 Graphics Types: –bar graph –stacked bar graph –pie chart –line graph –scatter plot Different graph types suited to different data types

33. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.33 Data type NominalOrdinalScale Data characteristicsQualitative categories RanksNumerical Example questions in Figure 10.20 1, 2, 6,73, 54, 8 Mean/average possibleNoYes Types of graphic Bar graphYes Yes* Pie chartYes Yes* Line graphNo Yes Scatter plotNo Yes * Grouped – Figure 16.18 Data types and graphics

34. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.34 Figure 16.19 Bar chart

35. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.35 Stacked bar chart

36. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.36 Pie chart

37. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.37 Line graph

38. Tony Veal, Research Methods in Leisure and Tourism, 4 th Edition © Pearson Education Limited 2011 Slide 16.38 Scatterplot