SPSS 1 Research Methods

A statistician is a person who didnt have enough charisma to be an accountant

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Outlining the Questionnaire

Identify the topics to be measured based on the information needs Order the topics in a sequence that will be meaningful to the respondents Draft sample questions and compose typical scales for each topic area Organise the items into sections in a logical sequence Compose a rough questionnaire draft outline to serve as a model

Guidelines for Expressing Questions

FOCUS Every question on a questionnaire should focus directly on a single specific issue or topic BREVITY Short questions are less subject to error on the part of both interviewer and respondent CLARITY Demands that virtually everyone interprets the question in exactly the same way VOCABULARY Use words in the core vocabulary of virtually all respondents and limit vocabulary to words the least sophisticated respondent will know GRAMMAR Use simple sentences and change long, dependent clauses to short phrases where possible

Multiple-Choice Question
Single Response Please indicate your voting intentions _ The Conversation Party _ The Favour Party _ The Literal-Demagogue Party
Multiple Response Please check ANY brand of washing powder that youve tried _ Superclean _ Ultrasteril

Likert Scale
For each statement, please pick a number from the scale to show how much you agree or disagree and jot it in the space in front of the item SCALE 1 = Strongly Agree 2 = Agree 3 = Neutral 4 = Disagree 5 = Strongly Disagree
_ Air Pollution is a serious problem in this community _ British producers of eucalyptus-flavoured dog biscuits have benefited from EU membership 5

Verbal Frequency Scale

For each statement, please pick a number from the scale to show how often you do each of the things listed when food shopping SCALE 1 = Always 2 = Often 3 = Sometimes 4 = Rarely 5 = Never
_ Check the unit pricing sticker for the item before choosing _ Look at the nutritional labeling on food before buying it _ Watch the price of each item as its scanned at the checkout 6

Semantic Differential Scale

Please check a space on each line to show your opinion of this service
Economical ___:___:___:___:___:____: Extravagant
1 2 3 4 5 6

High-Tech ___:___:___:___:___:____: Low-Tech

1 2 3 4 5 6

Reliable Safe 7

___:___:___:___:___:____: Unreliable
1 1 2 2 3 3 4 4 5 5 6 6

___:___:___:___:___:____: Dangerous

Data analysis: what do we want?

Want Want Want Want Want Want

to to to to to to

obtain a measurement infer a result about the population make a comparison prove a change has taken place show an association between things demonstrate a causal connection

Techniques for comparisons of individuals across the same measure

Groups
Level of measurement

nominal

Two-sample chi-square test Mann-Whitney U test Independent-samples t-test

ordinal interval/ ratio nominal

Two

K-sample chi-square test

Kruskal-Wallis one-way ANOVA

Three or more 9

Level of measurement

ordinal interval/ ratio

One-way ANOVA

Techniques for comparisons of individuals across different measures

Groups
Level of measurement

nominal

McNemar test Paired-samples sign test Paired-samples t-test

ordinal interval/ ratio nominal

Two

Cochrans Q test
Friedmans two-way ANOVA

Three or more 10

Level of measurement

ordinal interval/ ratio

t-test for all pairs

Techniques for measures of association

INDEPENDENT nominal /ordinal D E P E N D E N T 11 Nominal / ordinal interval / ratio

Contingency Table Analysis (Cross-Tabs)

Discriminant Analysis

interval / ratio

Analysis of Variance Paired t-test

Regression Analysis Correlation Analysis

Role of Theory in Marketing Dissertations

Numerous dissertations just collect data Marketing must develop and test theories Theory is how researchers choose to organize their knowledge Theory must guide your research Logical steps are not always logical

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Nature of measurement

What do we want to measure? Concept: abstractions formed from observation Construct: concepts that have been invented for scientific purposes Think about the construct of brand loyalty Conceptual definition defines a concept in term of other concepts; aims to capture the key idea of the concept Operational definition aims to translate the concept into observable events by specifying what must be done

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How to do good research

Data sets become your best friend You are the only expert on your topic A good researcher can always use the data Think about the results before you collect the data

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Hypothesis testing: Level of significance

Levels of significance: 0.10, 0.05, 0.01 and 0.001 Most common 0.05 (default in SPSS) p=0.05 Null hypothesis is rejected: smaller than 0.05 e.g. Sig. 0.000, 0.02, 0.002 or 0.007 Null hypothesis is accepted: more than 0.05 e.g. Sig. 0.95 or 0.20

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Measure differences: Chi-Square

To Compare groups (nominal data) use ChiSquare Use Chi-Square in the Crosstabs procedure Cell frequencies must be more than 5 >Analyze > Descriptive Statistics > Crosstabs

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Chi-Square
Example: null hypothesis: There is no difference between men and women in relation to family status men women Married 13% 41% single 36% 22% Divorced 51% 37% Significance 0.000

Null hypothesis is rejected. There is a difference between men and women (Sig. 0.000)

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Chi-Square

Example: null hypothesis: There is no difference between normal scheme members and club 500 members in relation to their family status

Null hypothesis is rejected. There is a difference between normal scheme members and club 500 members (Sig. 0.000)

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Measure Differences: t-Test

To Compare 2 groups (interval data) use t-Test >Analyze > Compare Means > IndependentSamples T-Test

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t-Test
Example: null hypothesis: There is no difference between normal scheme members and club 500 members in importance of Foodcentres

Null hypothesis is rejected. There is a difference between normal scheme members and club 500 members in importance of Foodcentres (Sig. 0.000)

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Measure Differences: ANOVA

To Compare 3 or more groups (interval data) use ANOVA >Analyze > Compare Means > One-Way ANOVA

Example: null hypothesis: There is no difference between different age groups in terms of fairness

Null hypothesis is rejected. There is a difference between different age groups in terms of fairness (Sig. 0.000) 21