SPSS Softdrink Questionnaire Marketing Research, 6e Carl McDaniel and Roger Gates SPSS Exercises prepared by Joe Cangelosi

University of Central Arkansas INTRODUCTION TO STUDENTS SPSS is recognized as one of the leading software packages for statistical analysis. For about the last 5-7 years, it has been packaged with marketing research texts as an ancillary resource. However, there has not been an organized attempt to integrate SPSS with the marketing research course. The objective of these SPSS Exercises is to do just that integrate the use of SPSS into the Marketing Research course, resulting a significant data management component. The need for a significant data management component came from several sources. First, the University of Central Arkansas College of Business has a Business Advisory Council, which advises the college with regard to curriculum, recommended that graduates needed stronger data management skills. Second, as Faculty Advisor for the UCA Marketing Club, and a member of the Central Arkansas Professional Chapter of the American Marketing Association, I am hearing from the marketing professionals is that marketing majors need better data management skills. Given the preceding, I decided to develop computer-based exercises using SPSS, with the objective of increasing student proficiency in data analysis and data management. The SPSS Exercises which correlate with the Softdrink Questionnaire are included in the data analysis chapters in McDaniel & Gates, Marketing Research, 6e. The SPSS Software is very user-friendly, and the mechanics of its use can be integrated into daily class sessions. Lastly, SPSS provides a number of learning resources. Their web site address is www.spss.com.

Soft Drink & Beverage Consumption Questionnaire 1. 2. Do you drink soft drinks? _____YES(1) If ANO@ go to number 11. _____NO(0)

What percent of your soft drink consumption is: a. Drinks with sugar b. Drinks without sugar (diet) What percent of your soft drink consumption is: a. Drinks with caffeine b. Drinks without caffeine What percent of your soft drink consumption is: a. Your favorite soft drink b. Your 2nd favorite soft drink c. Other brands of soft drink

_____% _____% _____% _____% _____% _____% _____%

3.

4.

5. 6.

On the average how many soft drinks do you consume weekly? (Use the equivalent of 12 oz. Cans.) ___________ 12 oz. Cans What is your favorite soft drink? ________________________________ 7. Indicate the extent to which you agree or disagree with each of the following statements using the scale below: strongly strongly disagree disagree indifferent agree agree |________|________|________|________|________| 1 2 3 4 5 ___a. ___b. ___c. ___d. ___e. ___f. ___g. ___h. ___i. ___j. ___k. Soft drinks really give me a lift during the day. I am hooked on soft drinks. Diet soft drinks give me a headache. When I was last on a diet, one of the lifestyle changes I made was not to drink soft drinks with sugar. Advertising has nothing to do with my choice of soft drink. I prefer ice tea to soft drinks. Soft drink TV commercials have gotten funnier over the past five years. I think the beer TV commercials are better than the soft drink TV commercials. Soft drinks are bad for a person=s health. On an average day, I consumer more ounces of soft drinks than water. In general, soft drinks taste better than beer.

8. Indicate which of the following beverages you would prefer to consume for each of the following occasions: 1=soft drink 2=water 3=beer 4=gatoraide or equivalent 5=ice tea 6=mixed drink 7=coffee 8=other 9=not applicable _____ a. _____ b. _____ c. _____ d. _____ e. _____ f. _____ g. _____ h. _____ i. _____ j. 9. 10. You just mowed the grass. After working out with weights. After jogging or running. Eating at a formal restaurant. Eating fried catfish, shrimp or other seafood. Eating lobster, crab legs or crawfish. Discussing life with your girl/boy friend or spouse or (to be politically correct) significant other. Having an intellectual discussion about religious beliefs. Having a passionate discussion about passionate things. You just got in from work and want to relax.

Using a scale of 1=very inactive, 2=somewhat inactive, 3=somewhat active and 4=very active, how physically active do you consider yourself? ________ Using a scale of 1=very inactive, 2=somewhat inactive, 3=somewhat active and 4=very active, how socially active do you consider yourself? ________ DEMOGRAPHIC/CLASSIFICATION INFORMATION

11.

Ethnic Group:

____Caucasian(1) ____Asian(3) ____Other(5) _____Female(1)

____African-American(2) ____ Hispanic (4) _____Male(0)

12. 13.

Gender:

Classification: ___Freshman(1) ___Junior(3) ___Grad Student(5) Age: ___0-18(1) ___23-25(4)

___Sophomore(2) ___Senior(4) ___21-22(3) ___over 30(6)

14.

___19-20(2) ___26-30(5)

THANK YOU VERY MUCH FOR YOUR COOPERATION

Instructions for having the soft drink questionnaire filled out correctly. 1. 3. Fill out all questions. Percentages in questions 2, 3, and 4 should equal 100%, i.e. if 90% of your soft drink consumption is with sugar, then 10% is without sugar, hence the two percents equal 100%. Question 5 simply requests the number of equivalent 12-ounce cans of soft drink consumed in an average week. 4. Question 6 simply requests the name of your favorite soft drink. Give only one name. 5. Question 7: just put the number corresponding to the scale in the blank to the left of each statement. 6. Question 8: simply choose your preference from the possibilities listed. Please only indicate only one choice for this question. 7. Questions 9 & 10 are scale questions. The scales range from 1 (very inactive) to 4 (very active). Simply enter a number from 1 to 4 that indicates Ahow active@ you perceive yourself physically (Q9) and socially (Q10). 8. For the demographic questions, (Q11-Q14), simply check one of the choices in each question.

2.

The SPSS Program Template: Students should understand that there is nothing sacred about the variable names, labels or value labels in the template below. The reason for providing the template is so that when the professor merges the student databases into one large database, there will be consistency in how the database is set up. This is especially critical regarding the computer coding of soft drinks in Question #6, which is an open-ended question. Provide students with the following template for developing a SPSS database: Variable Name Q1 Q2a Q2b Q3a Q3b Q4a Q4b Q4c Q5 Q6 Variable Label Do you drink soft drinks % soft drinks with sugar % soft drinks without sugar % soft drinks with caffeine % soft drinks without caffeine % of soft drinks consumed are favorite soft drink % of soft drinks consumed are 2nd favorite soft drink % of soft drinks consumed are not 1st or 2nd favorite Average weekly consumption of soft drinks (12 oz cans) Name of favorite soft drink Value Labels 1=yes 0=no

1=coca cola 2=diet coke 3=pepsi 4=diet pepsi 5=dr pepper 6=diet dr pepper 7=sprite 8=diet sprite

Q7a Q7b Q7c Q7d Q7e Q7f Q7g Q7h Q7i Q7j Q7k Q8a Q8b Q8c Q8d Q8e Q8f Q8g Q8h Q8i Q8j Q9

Soft drinks really give me a lift during the day I am hooked on soft drinks Diet soft drinks give me a headache Last diet quit sugar soft drinks Advertising doesnt affect my choice of soft drink I prefer ice tea to soft drinks Soft drink commercials have gotten funnierpast 5 years Beer TV commercials better than soft drink TV commercials Soft drinks are bad for a persons health On an average day, I consume more ounces of soft drink than water In general, soft drinks taste better than beer You just mowed the grass After working out with weights After jogging or running Eating at a formal restaurant Eating fried catfish, shrimp or other seafood Eating lobster, crab, or crawfish Discussing life with your significant other Having an intellectual discussion about religious beliefs Having a passionate discussion about passionate things Just got in from work and want to relax How physically active

9=7up 10=diet 7up 11=mountain dew 12=diet mountain dew 13=root beer 14=diet root beer 15=orange soda 16=grape soda 17=other All of the questions in #7 used the same value labels as follows: 1=strongly disagree 2=disagree 3=indifferent 4=agree 5=strongly agree All of the questions in #8 used the same value labels as follows: 1=soft drink 2=water 3=beer 4=Gatorade type 5=ice tea 6=mixed drink 7=coffee 8=other 1=very inactive 2=somewhat inactive 3=somewhat active 4=very active 1=very inactive 2=somewhat inactive 3=somewhat active 4=very active 1=Caucasian 2=African-American 3=Asian 4=European 5=other 1=female 0=male

Q10

How socially active

Q11

Ethnic group

Q12

Gender

Q13

Classification

Q14

Age

1=freshman 2=sophomore 3=junior 4=senior 5=graduate student 1=0 to 18 2=19 to 20 3=21 to 22 4=23 to 25 5=26 to 30 6=over 30

The Data file looks like this