Session 8

Descriptive Analysis
SPSS basic operation II
Types of analysis used in Marketing Research
 Types of Statistical Analyses Used in
Marketing Research

1. Descriptive analysis: used to describe the sample data set

e.g., sample mean, frequency, range, standard
deviation of quiz score…

2. Inferential analysis: used to generate conclusions about the

population’s characteristics based on the sample data
e.g., the confidence intervals of the quiz score…
 Types of Statistical Analyses Used in
Marketing Research
3. Differences analysis: used to compare the mean of the responses
of one group to that of another group
e.g., do boys and girls differ in their quiz score?

4. Associative analysis: determines the strength and direction of

relationships between two or more variables
e.g., is in-class participation related to quiz score?

5. Predictive analysis: allows one to make forecasts for future events

e.g., Is quiz score determined by their in-class participation, study
time at home, the level of preference towards marketing research?
Descriptive Analysis
 Descriptive Analysis
• Descriptive statistics are used for summarizing
frequency or measures of central tendency.
• Are used to describe the sample data set.
Code book
 Frequency Distribution
[ for all measurement scale ]
• In a frequency distribution, one variable is
considered at a time

• For example
– What percentage of tourists visiting friends or relatives?
 SPSS Steps
Step1: Use festival.sav

Step2: Step3:
 Output
We tend to use valid percent rather than
percent to interpret the result if missing
values are founded in the dataset.

9 respondents recorded for NA (i.e.

missing). Only 141 respondents
provided valid data. Remember to set
Missing Code in
SPSS
 Descriptive Statistics [ for interval or ratio scale only]

• Measure of location (i.e. central tendency)

– To describe the center of the distribution (i.e. what is the
characteristics of a typical respondent?)

• Mean: the average value

• Median : the middle value
• Mode : the most in a sample distribution
 Descriptive Analysis Cont. – Measure of Location

Asymmetrical Distribution
Symmetrical Distribution (i.e. has extreme values – outliers)

(skewed to the right) (skewed to the left)

Percentage on SPSS exam

12
Numeracy Percentage of lectures attended
40 12
10
10

8 30
8

6
6
20

4 4
Frequency

Frequency
10 Std. Dev = 21.68
Std. Dev = 21.32 2
Frequency

2
Std. Dev = 2.71 Mean = 59.8
Mean = 58.1
Mean = 4.9 0 N = 100.00
0 N = 100.00
0 N = 100.00
15.0 25.0 35.0 45.0 55.0 65.0 75.0 85.0 95.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0
20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Percentage of lectures attended
Numeracy
Percentage on SPSS exam
 Descriptive Statistics [ for interval or ratio scale only]

• Measure of variability indicate the dispersion of a distribution.

The variable should be on interval or ratio scale
 Range
 The spread of the data, difference between the largest and smallest values in the
sample. Range = Xlargest – Xsmallest.

 Standard deviation (s)

 The average distance from the mean

 Variance (s2)
 The mean squared deviation from the mean.
 The variance can never be negative.
 The variance is small when data points are scattered around the mean
 Mode=3
Median= 3
Range=7-1=6
7 6 3 3 1 Mean = 4
Standard deviation
=2.449

Mode=4
Median=4

4 4 4 4 4 Range= 0
Mean = 4
Standard deviation
=0
Code book
 SPSS Step: Descriptive Statistics

Step1: Use festival.sav

Step 2:
Output
 SPSS Step: Descriptive Statistics
Step1: Use festival.sav

Step 2:
Draw histogram:
Output
When to Use a Particular Statistic

21
SPSS Basic Operation II
 SPSS Basic Operation II
I. Recode into same variables (Transform)
II. Compute Variables
III. Recode into different variables (Transform)
IV. “Frequency Counts”
V. Split Files -> Descriptive Statistics
VI. Select Case

Use IKEA.sav data file

I. Recode into the same variable
• Questionniare

Below are a number of statements regarding attitudes towards

IKEA. Please read each one and indicate whether you agree or
disagree with it by circling one number for each statement.

Strongly Strongly
disagree agree

– I like to shop at IKEA 1 2 3 4 5

– I do not like the advertising done by IKEA 1 2 3 4 5
 IKEA Data View

Open Ikea.sav
data

I like to shop at IKEA 1 2 3 4 5

I do not like the advertising done by IKEA 1 2 3 4 5
 IKEA Variable View

Like_shop and notlike_adv : 5-pt scale from 1 strongly disagree to 5 strongly

agree
I. Recode into the same variable cont.
• Reverse “I do not like the advertising..”
to “I like the advertising”
• Step1:
I. Recode into the same variable cont.
• Step2: Put “notlike_adv” to Numeric variables. Click “old and
new values”. Covert variable from old value to new value.
I. Recode into the same variable cont.
• Step3: In “variable view”, change the variable
name from “notlike_adv” to “like_adv”.
Change the label to “I like the advertising done
by IKEA”
I. Recode into the same variable cont.
Before After
II. Compute Variables
 II. Compute Variables
• Now you want to add up the rating scale of
like_shop and like_adv

• Step1:
 II. Compute Variables cont.
• Step 2:
II. Compute Variables cont.
III. Recode into different variables
 III. Recode into Different Variables
• Suppose you want to recode the total_rating as a new
variable “new_rating” as follows:

New Variable Name: new_rating

“I like IKEA” (1. Disagree /2.
Agree)

If the rating is from 1-5: Disagree

If the rating is from 6-10: Agree
 III. Recode into Different Variables cont.
• Step 1
 III. Recode into Different Variables cont.

• Step 2: put “total_rating” to the variable box.

Rename output variable. Click “Change”
button
 III. Recode into Different Variables cont.

• Step 3:
 III. Recode into Different Variables cont.
• Step 4: Define the new_rating variable in
variable view.
III. Recode into Different Variables cont.
IV. Frequency Counts
 IV “Frequencies Count”
• Use Analyze/descriptive statistics/frequencies
to count the number of “New_rating”
Output
V. Split File -> Descriptive Statistics
V. Split File -> Descriptive Statistics
• Suppose you want to calculate the “average
spending” of IKEA by “different location”

• Step1: Click Data -> Split file

• Click Compare Group and put “IKEA shop
location” into the box…

After Ok, SORT CASES BY shop_location.

Output window shows.. SPLIT FILE LAYERED BY shop_location.
• Step 2: Choose Analyze -> Descriptive
Statistics -> Descriptive
• Put “spending” into the Variable box,
• Then click “Options”
Output
Remember to reset your Split File Option
after use!
VI. Select Cases
 VI. Select Case
• Suppose you only want
to know the statistics of
IKEA store located at
Causeway Bay…

• Step 1: Choose Data ->

Select Case
• Set “If condition” by clicking the “If” button
• Set the equation “shop_location = 2”
The code for
Causeway Bay
is “2”)
• Step 2: You want to generate the statistics of
Causeway Bay’s Store
• Now, you might put the variables into the
descriptive statistics
Output for Causeway Bay’s IKEA Store
Remember to reset Case File

Please
choose “All
Cases” after
use!
• The end!