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Introduction to SPSS for Market Research

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Phi Jack
Phi Jack

This document provides an introduction and overview of SPSS (Statistical Package for the Social Sciences). It discusses what SPSS is, the research process it supports, how questionnaires are translated into SPSS, different question and response formats, and levels of measurement. It also briefly outlines some of SPSS's data editing, analysis, and output features.

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Introduction to SPSS Johan Smits Senior lecturer Statistics, Research and SPSS Saxion Market Research
About SPSS Inc. ,[object Object],[object Object]
What is SPSS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Translate the Questionnaire into SPSS ,[object Object],[object Object],[object Object]
Measurement in Market Research ,[object Object],[object Object],[object Object]
Question-response formats ,[object Object],[object Object],[object Object],[object Object]
Respons-format :: Closed-Ended (1) ,[object Object],[object Object]
Coding the answers ,[object Object]
Respons-format :: Closed-Ended (2) ,[object Object],[object Object],[object Object]
Open-ended with numerical response ,[object Object],[object Object]
Open-ended with text response ,[object Object],[object Object],[object Object],[object Object]
Scale characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Levels of Measurement
Levels of measurement ,[object Object],[object Object],[object Object],[object Object]
Levels of measurement ,[object Object],[object Object]
Levels of measurement ,[object Object],[object Object]
Levels of measurement ,[object Object]
Levels of measurement ,[object Object],[object Object],[object Object]
Coding data and the data code book ,[object Object],[object Object],[object Object],[object Object],[object Object]
The SPSS Data Editor ,[object Object]
The SPSS Data Editor ,[object Object]
The SPSS Data Editor ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SPSS Menu’s ,[object Object],[object Object],[object Object],[object Object]
SPSS Menu’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SPSS Output ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Introduction to SPSS for Market Research

  • 1. Introduction to SPSS Johan Smits Senior lecturer Statistics, Research and SPSS Saxion Market Research
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