SPSS instruction

Date: 19/03/2020

CHAP 16: Analysis of Variance & Covariance

Review: 6/13 techniques studied

Previous: 2 types of T-test, Crosstab

Current: 2 types of ANOVA, ANCOVA (ANOVA compares Mean of 3+ groups);

Independent Variable (IV): n nonmetric variable, Dependent Variable (DV): 1 metric variable,
Control Variable (CV): metric variable

1. One-way ANOVA: (1 Dependent Variable + 1 Independent Variable)

- Analyze => Compare Means => One-way ANOVA
- Dependent list: Dependent Variable (Consumer Satisfaction), metric form
- Factor: Independent Variable, nonmetric form (3 levels: 1 = 1 to 2.3; 2 = 2.3 to 3.7; 3
= 3.7 to 5)
- Post Hoc: tick LSD
- Read: Check Sig (Critical Value: 0.05)
2. Two-way ANOVA: (1 Dependent Variable + 2 Independent Variable)
- Analyze => General Linear Model => Univariate
- Dependent Variable: Metric Variable (Consumer Satisfaction)
- Fixed factor: 2 Independent Variable, nonmetric
- Read: Check Sig (2 factors together First, then each factor separately).
- If Sig 2 factors > 0.05 = good because the interaction of the 2 factors is insignificant,
therefore can be rejected => Aim to test significance of each factor independently.
3. ANCOVA: (1 Dependent Variable + 2 Independent Variable + 1 Control Variable)
- Analyze => General Linear Model => Univariate
- Dependent Variable: Metric Variable (Consumer Satisfaction)
- Fixed factor: 2 Independent Variable, nonmetric
- Covariate: Metric Variable (=/= Consumer Satisfaction) (other factor)
 - The same reading techniques with Two-way ANOVA
- For Control Variable, only conclude whether it has effect on Dependent Variable

Note:

- Error value will become smaller as you put more factors/independent variables into
ANOVA
- Only use 2-way ANOVA at most; for 3+ factors, use ANCOVA
- When all Sigs are good (<0.05), compare Sum of Squares (SS) to tell which factor
has stronger effect

Date: 26/03/2021

Review: 8/13 techniques studied

CHAP 17: Correlation and Regression

1. Correlation: (-1 < r <1)

- Analyze => Correlate => Bivariate
- Variables: input metric variables (both DV and IV)
- Tick Pearson, 1 or 2 tailed, Flag significant correlations => OK
- Read: Check Sigs, check Pearson Correlation (Correlation > 0.9: large correlation
(=not good))
2. Regression:
- Analyze => Regression => Linear
- Dependents: DV (Consumer Satisfaction)
- Block 1 of 1: IV(s) (1 or more)
- Read: In coefficients table, check Sig first (remove any >0.05), the B(s) is used to
form regression equation, the Beta(s) is used for comparing power of affecting factors
(the larger the better)
- Prefer Adjusted R Square
Date: 02/04/2021

Review: 10/13 techniques studied

CHAP 18: Discriminant and Logit Analysis

1. Discriminant analysis:
- IV: n, metric; DV: 1, nonmetric (2-3 levels)
- Analyze => Classify => Discriminant
- Grouping Variable: DV (define range based on DV level)
- Independents: IV(s)
- Classify: Tick Leave-one-out classification (Display); if 3 levels, then tick
Combined-groups (Plots)
- SPSS table: (for 3 levels)
2
o Eigenvalues: read correlation (r) => square them up (𝑅 )
o Wilks’ Lamda: read Sig
o Standardized Canonical Discriminant: check and compare Beta (for 3 levels,
check both functions)
o Classification result: Check cross-validated for correctly classified data
- For 3 levels, examine the figure Canonical Discriminant Functions to determine
which function best serve Group Centroid 3 (normally function 1)

Example.:
 -

2. Logit analysis:
- Analyze => Regression => Binary Logistic
- Dependent: DV (2-3 levels)
- Covariate: IV(s)
- SPSS table: (Block 1)
o Model summary: use Nagelkerke R square
o Variables in the equation: check Sigs & B (ignore constant)

Date: 09/04/2021

Review: 11/13 techniques studied

CHAP 20: Cluster analysis

1. Cluster number:
- Analyze => Classify => Hierarchical cluster
- Variables: IV(s)
 - Statistics: Tick Agglomeration schedule
- Plots: Tick Dendrogram
- Method: Ward’s method (Cluster method), Squared Euclidean distance (Interval)
- SPSS table:
o Agglomeration Schedule: look at column Coefficients, compare changes in
coefficients as No. observations (Stage) changes, choose the largest change to
determine No. cluster. E.g.: change “stage 164-165” is the largest (166 obs)
=> 2 clusters
o Dendrogram using Ward Linkage: same purpose with Agglomeration
Schedule. Zoom to better observe (height & width: 500) and draw straight
vertical (cut) lines (can be assumed) along with existed vertical lines. No.
clusters = No. longest horizontal lines after drawing cut lines
2. Cluster characteristics:
- Analyze => Classify => K-means cluster
- Variables: IV(s) + DV
- No. clusters: 2 (normally). For differentiation purpose, test No. clusters in ascending
order until able to clearly differentiate cluster (E.g.: 5 clusters in this case)
- SPSS table: Final Cluster Centers (5 clusters only)
o Compare results for DV (Consumer satisfaction) and rank 1-5 with 5 is lowest
and 1 is highest, normally there are 2 distinct clusters 1 & 5 with extreme
results => determine the others
o Similar process applied for IVs (factors), spot out clusters that have high rank
in at least 1 factor (rank 1-2) and name it based on that characteristic, for more
than 1 factor => name cluster by general characteristics
o There are times when the results between DV and IVs are contrary (E.g.: high
DV but low for all IVs) => imply that this cluster need further investigation
(more surveys and research needed)

Date: 16/04/2021
Review: 13/13 techniques studied

CHAP 21: Multidimensional scaling and Conjoint analysis

MDS => Positioning => Spatial map

Conjoint => Product test => Attribute

1. Multidimensional scaling: (Comparing brands)

- Analyze => Scale => MDS (PROXSCAL)
- Tick Create proximities from data => Define
- Variables: all variables (brands)
- Measure: Interval: Squared Euclidean distance
- Model: tick Interval
- Output: tick Distances
- SPSS table
o Object Points Common Space = Positioning map; however, all factors are
computed into 2 dimensions
o Distances: Compare distance for all brands
o There are 2 types of MDS: Internal MDS (comparing brands with each other)
and External MDS (creating a Perfect brand with maximum score for all
factors and comparing all brands with it)
2. Conjoint analysis: