Data Analysis with SPSS

U Aung Thu
B.Com, M.Com (MEUE)
Assistant Lecturer
Academic Department 1
Statistical Package for Social Science

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 How to use SPSS?

Double click ICM

SPSS Statistics 22
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 Columns are for variables.

Rows are for records

One person  One Record

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 Type of Variable in SPSS

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Note: See reference document to know in details
Coding or Value

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 Missing Value
• System missing values are values that are
completely absent from the data. They are shown as
periods in data view.
• User missing values are values that are invisible
while analyzing or editing data. The SPSS user
specifies which values -if any- must be excluded.

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Note: See reference document to know in details
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Levels of Measurement Scale

Data

Qualitative Quantitative

Interval Ratio
Nominal Ordinal
(Discrete) (Continuous)

Scale in SPSS
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Survey Research
• Suppose we want to conduct a research with
regard to “Impact of Marketing Mix on Customer
Satisfaction. A Case Study on City Express
Convenience Stores in Yangon.”

• We will collect the data through the survey

questionnaire designed below.

• See in Appendix for Questionnaire in details.

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Part I: Customer Information
1. Gender 4. How often do you shop at our store?
Male daily
Female once a week or more
2. Age once a month
3. Occupation 2 - 3 times a month
Employee Others ………………
(Government) 5. Income Level
Employee <= 100,000 Kyats
(Private Business) 100,001 - 300,000 Kyats
300,001 - 600,000 Kyats
Self-employed
>= 600,001 Kyats 11
Unemployed
Part II: Customer perception toward Marketing Mix

Disagree
disagree
Strongly

Strongly
Neutral

Agree

agree
Attitudes towards Marketing Mix

1. Product 1 2 3 4 5

2. Price 1 2 3 4 5

3. Place 1 2 3 4 5

4. Promotion 1 2 3 4 5

Disagree
disagree
Strongly

Strongly
Neutral

Agree

agree
Customer Satisfaction

1. Overall, I am satisfied with this store. 1 2 3 4 5 12

Data Entry via Excel File

• We have data file: Excel Data-Marketing Mix.xlsx.

• Open Excel Data-Marketing Mix excel file.

• Copy data from excel file to SPSS data view.

• You will see the data transported to the spread sheet of

the SPSS Data View page.

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 Statistics for Research

Statistics

Descriptive Statistics Inferential Statistics

• Organizing • Drawing
• Summarizing conclusions based
• Presenting on data observed
in a sample.
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Descriptive Analysis
Purpose
• Find wrong entries
• Have basic knowledge about the sample and
targeted variables in a study
• Summarize data
Types
• Frequency and chart
• Variable transformation
• Mean and standard deviation
• Compute variables
• Cross tabulation
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Frequency and Chart
• Analyze > Descriptive Statistics > Frequencies

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Frequency and Chart
(Continued)

Output File

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Cross Tabulation
• Construct a two-way
table.
• Analyze > Descriptive
Statistics > Crosstabs
• Example: construct a
table with occupation
(row) and gender
(column).

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Cross Tabulation
(Continued)

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Variable Transformation
• Recode variables.
• When we want to transform a
variable which is continuous
(e.g. age) into categories (e.g.
age groups), we use
‘transform’.
• The transform menu has many
options and you can for
example select ‘Recode into
different variables’.
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Variable
- Transformation
(Continued)

Age to “Age Group”

1. <= 25 years

2. 26 - 30 years
New value Old value
3. 31 - 35 years

4. >= 36 years
Variable
- Transformation
(Continued)

Age to “Age Group”

1. <= 25 years : lowest

2. 26 - 30 years : range
New value Old value
3. 31 - 35 years : range

4. >= 36 years : highest

Variable Transformation
(Continued)
1. Select Transform > Recode into
Different Variables
2. Select variable that you want to
transform (e.g. Age):
3. We want to group age categories:
e.g. below 25, 26-30, 31-35, 36 and
above.
4. Click Arrow button to put your
variable into the right window
5. Under Output Variable: type name
for new variable and label, then
click Change
6. Click Old and New Values 23
Variable Transformation
(Continued)

7. Click ‘Range: LOWEST

through value’.
• Enter the value which is
the ceiling of the first
category (e.g. 25).
• Then insert 1 in the
value.
• After that, click Add.

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Variable Transformation (Continued)

8. Click ‘Range’ and then

page will appear ‘Range ,
through’.
• add the lower value and
higher value in the blanks.
• Put the respective code
Number (e.g. 2, 3, ..) in the
value.
• Then click Add.
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Variable Transformation
(Continued)

9. As the last recoding,

select Range: value
through Highest.
• Insert the value of
last category (e.g.
36) and then the
respective value of
the Category (e.g. 4).

10. Click continue.

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Variable
- Transformation
(Continued)

Exercise: Income to “Income Group”

1. <= 100,000 Kyats : lowest

2. 100,001 - 300,000 Kyats

New value Old value
3. 300,001 - 600,000 Kyats

4. >= 600,001 Kyats : Highest

Mean and Standard Deviation

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Mean and Standard Deviation
(Continued)
• We want to know the mean value of
the statements.
• Analyze > Descriptive Analysis >
Descriptive

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Mean and Standard Deviation
(Continued)
• Analyze for minimum, maximum, mean and
standard deviation

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Compute Variables
• You will need to compute values of a variable using the
data collected.
• An example is the calculation of the average perception
on product.
• The formula is:
Average Value = (Product+ Price + Place + Promotion)/4
• The command is:
Transform  Compute Variable

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Compute Variables(Continued)

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3

Sort and Select Cases

• Sort Cases
• Sort cases by variables: Data > Sort Cases
• You can use Sort Cases to find missing.

Missing

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4

Sort and select cases

(Continued)

• Select cases
• Example 1. Select
Females for analysis.
1. Go to Data > Select
Cases
2. Under Select: check
the second one
3. Click If button

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Sort and Select Cases
(Continued)

4. Select V1 (Gender).
5. Select from the
keyboard in the
box the = 1. Or
type = 1. Click If
button
6. Click Continue.
Unselected cases

Unselected
cases : 5
V!=2
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Sort and Select Cases

(Continued)

7. You will see a new

variable: filter_$
(Variable view)

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Reliability and Validity Test

• Cronbach’s alpha, α (or coefficient alpha), developed
by Lee Cronbach in 1951, measures reliability, or
internal consistency.
• Reliability is how well a test measures what it
should.
Cronbach's alpha Internal consistency
0.9 ≤ α Excellent
0.8 ≤ α < 0.9 Good
0.7 ≤ α < 0.8 Acceptable
0.6 ≤ α < 0.7 Questionable
0.5 ≤ α < 0.6 Poor
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α < 0.5 Unacceptable
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Reliability and Validity Test

(Continued)
Command: Analyze > Scale > Reliability Analysis

Acceptable reliability
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Reliability and Validity Test

(Continued)

• Factor Analysis Factor analysis is a statistical data

reduction and analysis technique
• It strives to explain correlations among multiple
outcomes as the result of one or more underlying
explanations, or factors.
• Kaiser-Meyer-Olkin (KMO) Test
• Bartlett’s Test
• Component Matix
• Command: Analyze > Dimension Reduction > Factor
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Analysis
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Reliability and Validity Test

(Continued)

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Reliability and Validity Test KMO

(Continued) Good Reliability

Bartlett’s Test
Strong relationship
among factors at 1%
significant level

Acceptable
Factors

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Inferential Analysis
Purpose
• a variety of statistical significance tests that investigators can
use to make inferences about their sample data.
• evaluate differences, examine relationships, and make
predictions.

Types
• Correlation analysis (Pearson and Chi-square)
• Linear regression analysis (Simple and Multiple)
• t- tests
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Correlation Analysis
• To investigate the relationship among two or more
variables (the direction of relationship can be positive
or negative and the magnitude can be from 0 to 1.)
• To calculate the Pearson Product Moment Correlation,
the variables must be in interval or ratio scale.
• Command:
Analyze > Correlate > Bivariate
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Correlation Analysis
(Continued)

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Correlation Analysis
(Continued) >.05
Insignificant
correlation

Very weak, negative

correlation
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Correlation Analysis
(Continued)

• Interpret the results of the correlation table

• Exactly –1. A perfect negative relationship
• –0.70. A strong negative relationship
• –0.50. A moderate negative relationship
• –0.30. A weak negative relationship
• 0. No relationship
• +0.30. A weak positive relationship
• +0.50. A moderate positive relationship
• +0.70. A strong positive relationship
• Exactly +1. A perfect positive relationship
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 Regression Analysis
• The relationship
between independent
variable(s) and a
dependent variable can
be determined by the
regression analysis.
• For example: Product 2
and Customer
Satisfaction
• Command:
• Analyze > Regression >
Linear

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Regression Analysis
(Continued)

Strong Goodness of Fit

<.05
significant implication
Y = 0.701 + 0.846 X 48
 Chi-square
• To test the relationships
between categorical variables.
• For example: Gender and
Occupation
• Command:
• Analyze > Descriptive Statistics >
Crosstabs
Chi-square (Continued)
4
1

22
3

5
50
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 Chi-square
(Continued)

> 0.05
Insignificant association
between gender and
occupation
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t- Test
• One-sample t-test

• Two-sample t-test or Independent samples t-test

• Paired sample t-test or Dependent samples t-test

• One-way ANOVA

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 One-Sample t-Test
• To examine whether the mean of a population is statistically different from
a known or hypothesized value
• For example- Null hypothesis: Age of respondent is equal to 23 years-old.
• Command:
• Analyze > Compare means > One-Sample T Test

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 One-Sample t-Test (Continued)

< 0.05
Significant differences

If ‘t’ value is positive,

observed value is greater
than estimated value

• Age of respondent is grater than 23 years-old at 5 % significant level. 55

 Independent Samples t-Test
• To compare the means of two independent groups in order to determine
whether the associated population means are significantly different.
• Eg. Null Hypothesis: The income level of male is equal to that of female.
• Command: Analyze> Compare means> Independent-Samples T Test
1

4
2 5
3
6
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Independent Samples t-Test (Continued)

> 0.05
Insignificantly
differences:
Equal mean
> 0.05
Insignificantly
differences:
Equal variance

Ans: The income levels of male and female are the same. 57
 Paired Samples t-Test
• To determine whether the mean difference between two sets of
observations is zero
• Eg. Null Hypothesis: Perceptions of customers toward Product and
Price are no difference.
• Command: Analyze> Compare means> Paired-Samples T Test

1 2
 Paired Sample t-Test (Continued)

> 0.05
Insignificant differences:
Equal mean

Ans: Perceptions of customers toward Product and Price are no difference. 59

 One-Way ANOVA
• To determine whether there are any statistically significant differences
between the means of three or more independent (unrelated) groups.
• Eg. Null Hypothesis: The income levels of each of occupation group are
no difference.

Command: Analyze> Compare means>

One-Way ANOVA

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 One-Way ANOVA (Continued)

3
1 4

2
5

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 (Continued)

One-Way ANOVA < 0.05

significantly differences.
< 0.10
significantly differences.
# Sign of mean difference # Sign of mean difference

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Be Practical!

Be Successful!

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