Marketing Research

Lecture 8 – SPSS

Course Lecturer: Dr. Hadeer Hammad

Winter Semester 2020
A Guide to Statistical
Analysis Using SPSS
Learning Objectives

8.1 Introduction to SPSS

8.2 Preparing the Data Set
8.3 Reverse Coding
8.4 Frequency Analysis
8.5 Descriptive Analysis
8.6 Correlation Analysis

Copyright © 2011 Pearson Education

The Marketing Research Process

Problem Definition Research Design Data Preparation

Formulation & Analysis

Development of a Fieldwork or Report Preparation

Research Approach Data Collection & Presentation
Introduction to SPSS
Data Analysis Plan
Research Hypotheses for RQ1.1:
H1: Wide product assortment is an important factor when shopping for food products.
H2: Poor taste will obstruct consumers’ purchase intentions for food products.
H3: Nutritional value has an influence on consumers’ selection of food products.

Research Hypotheses for RQ3.1:

H4: Health conscious consumers have high willingness to buy organic food.
H5: Price sensitivity has a negative impact on consumers’ tendency to buy organic food.
H6: Conformity has a positive impact on consumers’ tendency to buy organic food.

Research Hypotheses for RQ3.4:

H7: Females have a higher willingness to buy organic food than males.
H8: Younger consumers have more willingness to buy organic food than older consumers.
H9: Higher-income consumers are more willing to buy organic food products compared to
lower-income consumers.
Introduction to SPSS
Data Analysis Plan
Research Hypotheses for RQ1.1:
H1: Wide product assortment is an important factor when shopping for food products.
Variables to Test: Product assortment + Willingness to buy organic food products
Research Hypotheses for RQ3.1:
H4: Health conscious consumers have high willingness to buy organic food.
Variables to Test: Health consciousness + Willingness to buy organic food products
H6: Conformity has a positive impact on consumers’ tendency to buy organic food.
Variables to Test: Conformity + Willingness to buy organic food products
Research Hypotheses for RQ3.4:
H7: Females have a higher willingness to buy organic food than males.
Variables to Test: Gender+ Willingness to buy organic food products
H8: Younger consumers have more willingness to buy organic food than older consumers.
Variables to Test: Age+ Willingness to buy organic food products
Introduction to SPSS
Questionnaire Example: Measuring Health Consciousness
Please state your agreement or disagreement with the following statements.

Health Consciousness Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
1. I am very self-conscious about my
health.
2. I am concerned about my health all the
time.
3. I take responsibility for the state of my
health.
4. I only worry about my health when I
am sick. (R)
5. I don’t care about the condition of my
health.*
(R) * This refers to a negatively worded item. It moves in an opposite/reverse direction to the rest of the statements.
Notice that all the statements means that a person cares about his health (i.e. he is health conscious). Yet, statements
4 and 5 mean that a person does not care about his health (i.e. he is not health conscious). They are shown with an
asterisk or (r) letter in the original scales that you adopted . 7
Introduction to SPSS
Questionnaire Example: Measuring Conformity
Please state your agreement or disagreement with the following statements.

Conformity Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
6. I often ask my friends about the
products I buy.
7. To make sure I buy the right products, I
often observe the brands my friends buy.

8. I achieve a sense of belonging by

buying the same products my friends buy.
9. It is important that important others
like the products I buy.
10. I often consult others to help choose
the best alternative available of a
product.

8
Introduction to SPSS
Questionnaire Example: Measuring Purchase Intention
Please state your agreement or disagreement with the following statements.

Purchase Intention Strongly Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
11. I am willing to buy organic food
products.
12. On my next supermarket shopping
trip, I will consider buying organic
food products.
13. I am willing to pay a premium
price for organic food products.

9
Introduction to SPSS
Questionnaire Example: Demographic Variables
Gender:
14. What is your gender?
Male
Female
Age:
15. What is your Age?
25-35 Years
36-45 Years
46-55 Years
More than 55 Years
Income :
16. What is your monthly income level?
20,000-29,999 EGP
30,000-40,000 EGP
40,001 or More EGP
10
Introduction to SPSS
Types of Data

Types of Scales

Categorical Continuous

Nominal Scales Ordinal Scales Interval Scales Ratio Scales

Age
Gender Income Levels Likert Scale
(Open-ended)
 Introduction to SPSS
Deciding the Type of Test to Apply

Type of Variables Type of Test Objective Sample Hypothesis

2 variables are Correlation - Identify the nature (positive or Health consciousness has a
continuous (Pearson) negative) and strength of the positive influence on
relationship. consumers’ purchase
- Prerequisite for regression test intentions of organic food.

2 variables are Linear/Multiple Identify the influence of the Health consciousness has a
continuous Regression independents variable(s) on the positive influence on
dependent variable. consumers’ purchase
intentions of organic food.
 Introduction to SPSS
Deciding the Type of Test to Apply

Type of Variables Type of Test Objective Sample Hypothesis

1 variable is Independent Comparison between 2 groups Females have higher
categorical (two Sample T-test IV: (Two levels) intention to purchase organic
levels independent Gender: (Male and Female) food compared to males.
variable) and 1 DV: (Continuous)
variable is continuous Purchase Intention:(Likert scale)
(dependent)
1 variable is One way Comparison between 3 or more Consumers with higher
categorical (More ANOVA with groups income have higher intention
than two levels Post Hoc IV: (Three levels) to purchase organic food
independent analysis Income: 20,000-29,999 EGP compared to consumers with
variable) and 1 30,000-40,000 EGP lower income.
variable is continuous 40,001 or More EGP
(dependent) DV: (Continuous)
Purchase Intention:(Likert scale)
Preparing the Data Set
On collecting your data, you used one of two options:

1. Collected Data Online (Using Google Docs or Survey Monkey)

In this case, You will use Import Excel Data to SPSS
See Slides (15-26)

2. Collected Data Manually (Using Hard Copies)

In this case, You will You will Enter the Data on SPSS

See Slides (27-33)

14
Preparing the Data Set
Import Excel Data to SPSS

Download the Data in Excel sheet (Make sure to download individual responses!)
1 See this link for help on how to download the Excel sheet from google docs
https://youtu.be/iySTMUYFY9k 15
Preparing the Data Set
Import Excel Data to SPSS

Decode all words into numbers by using CTRL+F & Press on the Replace tab
2 Replace each word with the relevant number
(Strongly Disagree =1, Disagree= 2, Neutral =3, Agree=4 and Strongly Agree=5).
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Preparing the Data Set
Import Excel Data to SPSS

After using the Replace feature, you will find that all the data set is now shown into numbers.
Each Column represents a Question as you can see labeled as Q1, Q2, Q3, etc.
3 Each Row represents a Respondent as you can see the answers of each respondent is
recorded on all questions with the relevant numbers. 17
Preparing the Data Set
Import Excel Data to SPSS

4 Open the SPSS

Click File -> Open -> Data

18
Preparing the Data Set
Import Excel Data to SPSS

The Open Data box will appear. In the

Files of type box, you need to select
Excel (see no. 1). Then navigate to the
folder that contains your Excel file, and
you’ll see your Excel file pop up (see no.
2). Click on Open tab.

19
Preparing the Data Set
Import Excel Data to SPSS

You’ll get the Read Excel File dialog box.

Once you’ve selected the options as
shown here, press OK to begin the
import.

20
Preparing the Data Set
Import Excel Data to SPSS

SPSS will import your data into SPSS

7 with the columns at the top having the
same names that were used in the excel
file.

21
Preparing the Data Set
Import Excel Data to SPSS

SPSS have two tab views in the left

bottom corner:
1. Data View: this is where you see
your actual data set.
2. Variable View: this is where you
Data View define information about your
questions/variables.
Variable View

22
Preparing the Data Set
Import Excel Data to SPSS

Name Type Label Values Measure

In the Variable View

Here the information for each question is shown
by row (e.g. Row 1 is Question 1)
Name: Includes the name of the Question (e.g. Q1)
Type: All should be Numeric
Label: You can write any Description you want (e.g.
Write the statement or short description as Gender)
Values: You need to define the values (see next slide)
Measure: Set to scale for continuous data, set to
nominal or ordinal for categorical dat.
23
Preparing the Data Set
Import Excel Data to SPSS

In the Values:
1. Click the Ellipses button
2. The Value Labels dialog box will
open.
3. Define the meaning of the numbers.
For example, in the Gender Question
Type [1] in the Value box, type
[Female] in the Label box. Then click
the Add button. Type [2] in the Value
box, type [Male] in the Label box, and
then click the Add. Click the OK
button.
4. Define the values for all questions.
In the case of Likert scale, for
example, Type [1] in the Value box,
type [Strongly Disagree] in the Label
box, etc.

24
Preparing the Data Set
Import Excel Data to SPSS

In the Values:
1. Click the Ellipses button
2. The Value Labels dialog box will
open.
3. Define the meaning of the numbers.
For example, in the Gender Question
Strongly Disagree
Type [1] in the Value box, type
[Female] in the Label box. Then click
the Add button. Type [2] in the Value
box, type [Male] in the Label box, and
then click the Add. Click the OK
button.
4. Define the values for all questions.
In the case of Likert scale, for
example, Type [1] in the Value box,
type [Strongly Disagree] in the Label
box, etc.

25
Preparing the Data Set
Import Excel Data to SPSS

In the Values:
1. Click the Ellipses button
2. The Value Labels dialog box will
open.
Extremely ununattractive
3. Define the meaning of the numbers.
4. Define the values for all questions.

Each ranking or rating variable is

treated as a separate question in
Variable view.

26
Preparing the Data Set
Enter Data on SPSS

When you open the SPSS, you will have

a blank page.
SPSS have two tab views in the left
bottom corner:
1. Data View: this is where you see
your actual data set.
2. Variable View: this is where you
define information about your
Data View
questions/variables.

Variable View

27
Preparing the Data Set
Enter Data on SPSS

Columns:
Questions

In the Data View

Rows: Each Column represents a Question
Respondents Each Row represents a Respondent

Data View

28
Preparing the Data Set
Enter Data on SPSS

1. Click Variable View Tab

Here the information for each
question is shown by row (e.g. Row 1
Name Type Label Values Measure is Question 1)
Name: The easiest way is to name the
questions by Q1, Q2, Q3, etc.
Type: All should be Numeric
Label: You can write any Description
you want (e.g. Write the statement or
short description as Age or Gender)
Values: You need to define the values
Variable View (see next slide)
Measure: Set to scale for continuous
data, set to nominal or ordinal for
categorical dat.

29
Preparing the Data Set
Enter Data on SPSS

In the Values:
1. Click the Ellipses button
2. The Value Labels dialog box will
open.
3. Define the meaning of the numbers.
For example, in the Age Question Type
[1] in the Value box, type [12 years or
young] in the Label box. Then click the
Add button. Type [2] in the Value box,
type [13 years] in the Label box, and
then click the Add. Type [3] in the
Value box, type [14 years] in the Label
box, and then click the Add. Click the
OK button.
4. Define the values for all questions.
In the case of Likert scale, for
example, Type [1] in the Value box,
type [Strongly Disagree] in the Label
box, etc.
30
Preparing the Data Set
Enter Data on SPSS

After you finalize defining the Questions on the variable view,

you will return to the data view tab to start entering your data.
All question/variable names will appear at the top of the columns
(Q1, Q2, Q3, etc).
You now start entering the data for each respondent in each row. So
the answers of respondent 1 will be recorded in the first row. The
answers of respondent 2 will be recorded on the second row, etc.
(See next two Slides for an example)

Data View

31
Preparing the Data Set
Enter Data on SPSS
Example: Answers of Respondent 1
Health Consciousness Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 2 3 4 5
1. I am very self-conscious about my X
health.
2. I am concerned about my health all the X
time.
3. I take responsibility for the state of my X
health.
4. I only worry about my health when I X
am sick. (R)
5. I don’t care about the condition of my X
health.*

32
Preparing the Data Set
Enter Data on SPSS
Example: Answers of Respondent 1

Q2 Q3 Q4 Q5
4 2 4 5

-The answers of Respondent 1 is recorded on the first row.

-The data entry is based on the values
(Strongly Disagree=1,Disgree=2, Neutral=3, Agree=4, Strongly
agree=5).
-So we entered value (1) on Q1 because on the previous slide,
respondent 1 picked Strongly Disagree on the first question. We
entered value (4) on Q2 because on the previous slide,
Data View respondent 1 picked Agree on the second question, etc.

33
Reverse Coding
Negatively-worded Items
Health Consciousness Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 2 3 4 5
1. I am very self-conscious about my
health.
2. I am concerned about my health all the You will make the reverse coding
time. process ONLY IF YOU HAVE
3. I take responsibility for the state of my Negatively worded items.
health.
4. I only worry about my health when I Reversed Item
am sick. (R)
5. I don’t care about the condition of my Reversed Item
health.*
(R) * This refers to a negatively worded item. It moves in an opposite/reverse direction to the rest of the statements.
Notice that all the statements means that a person cares about his health (i.e. he is health conscious). Yet, statements
4 and 5 mean that a person does not care about his health (i.e. he is not health conscious). They are shown with an
asterisk or (r) letter in the original scales that you adopted .
34
Reverse Coding
Negatively-worded Items: Variable transformation

Recode variables
1. Select Transform Recode
into Different Variables
2. Select variable that you want to
transform (e.g. Q20)
3. Click Arrow button to put your
variable into the right window
4. Under Output Variable: type name
for new variable and label (e.g. Q20R)
,then click Change
5. Click Old and New Values

35
Reverse Coding
Negatively-worded Items: Variable transformation

I only worry about my health when I am sick. (R)

1 2 3 4 5

Strongly Disagree Neutral Agree Strongly Agree

Disagree

Old Values New Values

1 5
On the Old and New values: 2 4
We will reverse the values of the
scale as shown in this table. 3 3
4 2
5 1

36
Reverse Coding
Negatively-worded Items: Variable transformation

Recode variables
6. Type 1 under Old Value and 5
under New Value, click Add. Then
type 2 under Old Value, and 4 under
New Value, click Add. (and so on)
7. Click Continue after finish all the
changes.
8. Click Ok

37
Reverse Coding
Negatively-worded Items: Variable transformation

Q2 Q3 Q4 Q5 Q20 Q20R
4 2 4 5 5 1
1 5
5 1
4 2
2 4

As you can see in the highlighted

columns, by comparing Q20 and
Q20R, the old and new values are
reversed. We use the reversed
item in all further analysis!

38
Frequency Analysis

.>

1. Press Analyze > Descriptive Statistics > Frequencies.

2. The frequencies table will open, move the questions
you want to make the frequencies for.
3. We run frequencies for all the questions on the
survey. You can move all the questions at the same time
4. Press on the statistics tab, make sure all the icons
shown here are pressed.
5. Then press continue and OK.
39
Frequency Analysis
Frequency Output Tables: Sample Profile for Demographics
We run the frequency analysis to describe the demographic characteristics of the sample
(i.e. gender, age, income, education)
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 93 48.7 48.7 48.7
Female 98 51.3 51.3 100.0
Total 191 100.0 100.0
Age
Frequency Percent Valid Percent Cumulative Percent
Valid 18-25 16 8.4 8.4 8.4
26-33 103 53.9 53.9 62.3
34-41 47 24.6 24.6 86.9
More than 41 25 13.1 13.1 100.0
Total 191 100.0 100.0
The sample size of the current study is a total of 191 respondents. The sample comrpises
48.7% males and 51.3 % females. With regards to the age, the sample includes 53.9% of the
respodnets falling in the category of 26-33 years old. In addition, the age category of 34-41
comprises 24.6% of the respondents. Respondents in the age category of more than 41 years
old represent 13.1% of the sample. Only 8.4% of the repndents falls in the age category of
18-25 years old. 40
Frequency Analysis
Frequency Output Tables
I am willing to buy organic Food Products
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 1.0 1.0 1.0
Disagree 14 7.3 7.3 8.4
Neutral 54 28.3 28.3 36.6
Agree 104 54.5 54.5 91.1
Strongly Agree 17 8.9 8.9 100.0
Total 191 100.0 100.0
On the question asking about consumers’ willingness to buy organic food
products, the majority of the respondents (54.5%) stated that they agree to be
willing to buy organic food products. Also, (8.9%) of the sample strongly agreed
to have high willingness to buying organic food products. Some respondents
(28.3%) took a neutral position with regards to the willingness to buy organic
food products. While Few respondents (7.3%) had low willingness to buy organic
food products. Only (1%) strongly disagreed to the statement.

we comment on the percent column.

You need to do this for all the statements on the survey.
41
Frequency Analysis
Frequency Charts

Freqeuncy Analysis can also be

presented in charts. In the frequency
table, Click on the charts tab and
select the chart type (e.g. Pie chart
or Bar chart) and then press
continue and then OK.

42
Descriptive Analysis
Descriptive Analysis
Descriptive Output Table
Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Variance Age: 24.17 (SD 6.14)
What is your age? 35 19 55 24,17 6,143 37,734
Average time a person has owned
How long have you owned a
35 3 180 79,97 36,154 1307,087 a smartphone (in months) is 79.97
smartphone? (SD 36.15)
On a daily basis, the
average time (in minutes) I 34 0 600 162,35 139,720 19521,569 Average time a person spends on
spent using mobile apps is: using the apps (in minutes) is
On average, the number of 162.35.
mobile apps I use on a 34 2 23 10,15 6,071 36,857
weekly basis is: Standard Deviation = amount of
How many apps have you variation within a given data set
ever installed yourself on A low standard deviation indicates
your mobile phone? (such
that the data points tend to be
as Facebook app, games, 33 2 150 49,45 40,553 1644,568
close to the mean (also called the
expected value) of the set, while a
ringtones, GPS etc.). Please
high standard deviation indicates
give an
that the data points are spread
indication:
out over a wider range of values.
Valid N (listwise) 31
Descriptive Analysis
Ranking and Rating Questions
Descriptive Analysis
Ranking and Rating Questions

To represent the Rank or Rate

Questions based on Descending
mean, The rank and rate questions
should ask the respondents to
rank/rate the objects where
number 1 should be the least used
while number 10 is the most used.
Hence, the larger the mean is, this
means that it is more used or
preferred.
Correlation Analysis

-Correlation is used to examine the nature of the relationship/association between

two continuous variables.

-Correlation is considered to be a prerequisite for regression analysis.

-You will run the correlation analysis based on the variables in your hypothesis.

Example: The association between Health Consciousness and Purchase intention of

organic food products.

47
 Correlation Analysis
First click on Analyze from the top of the Choose your 2 variables (Consciousness and
screen > then Correlate >then Bivariate. Purchase Intention) and move them to the
variable box. Make sure to tick on Pearson
1 Correlation check box and then press OK. 2

Consciousness

48
Correlation Analysis
Correlation Output

Correlations

Conscio
Perceived Intention
Correlation Coefficient (r) usness
Control

Perceived Control
Consciousness Pearson Correlation 1 .695**
Significance (Sig.2 tailed) Sig. (2-tailed) .000

N 387 387
N=Sample Size Intention Pearson Correlation .695** 1

Sig. (2-tailed) .000

N 387 387

**. Correlation is significant at the 0.01 level (2-tailed).

49
Correlation Analysis
Interpretation of Correlation Output

Step 1: Checking the Significance of correlation

(Correlation is significant when Sig. (2tailed) < .05 Correlations
and you will find a note under the table that says
Conscio
Perceived Intention
that the correlation is sig.). It is also referred to as P usness
Control
Value.
Consciousness
Perceived Control Pearson Correlation 1 .695**
- Proceed to steps 2 and 3 only if the correlation is
significant. Sig. (2-tailed) .000

N 387 387
Step 2: Determining the Direction of the relationship Intention Pearson Correlation .695** 1
(Check the Pearson Correlation number “r” if there
Sig. (2-tailed) .000
is no negative sign then correlation is positive).
N 387 387
Step 3: Determining the Strength of the relationship
**. Correlation is significant at the 0.01 level (2-tailed).
Again check the Pearson correlation number known
as “r”
r=.10 to .29 (Weak)
r=.30 to .49 (Medium)
r=.50 to 1.0 (Strong)
50
Correlation Analysis
Interpretation of Correlation Output

Pearson Correlation

Significance Direction Strength

Sig. 2 tailed < 0.05 Check Correlation Coefficient Check Correlation Coefficient
(r) (r)

This means that the r=.10 to .29 (Weak)

+ve sign: Positive Correlation r=.30 to .49 (Medium)
correlation is significant -ve sign : Negative Correlation r=.50 to 1.0 (Strong)

51
Correlation Analysis
How to comment on Correlation Output

Pearson Correlation Coefficient was used to examine the relationship between

health consciousness and consumers’ purchase intention toward organic food
products. There was a strong positive significant correlation between the two
variables [r=.695, n=387, p=.000], with high levels of health consciousness associated
with higher levels of purchase intentions. In other words, the more health conscious
consumers are, the more they are willing to purchase organic food products.

Please note that in the case of a negative sign, There would be a negative
correlation between the two variables, with high levels on one variable associated
with low levels on another variable. For example, in the case of a negative
correlation between price sensitivity and purchase intention. This means that the
more is consumers’ price sensitivity, the lower is consumers’ purchase intention
to buy organic food products.

52
Thank You