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The aim of this lab exercise is to get you familiarised with some basic data analysis techniques that are commonly used in marketing intelligence reports using the industry standard tool for data analysis – SPSS.
At the end of this exercise you will be able to
• explore a data set and produce descriptive statistics in graph and table format
• transfer tables and charts into Word
• conduct crosstabulation and a chi-square test
• explore the correlation between two variables
But before we start, we should look at how your SPSS output tables can be configured/set to look like (Classic Default) as displayed in the lab exercise handouts and lecture ppt slides (and in most text books).
To change the configuration/setting you go to Edit Options, then chose the ‘Pivot Tables’ tab and select either <System Default> or <Classic Default> (or indeed other TableLook options, e.g., APA_TimesRoma_12pt), then click on Apply (at the bottom of the dialogue box), then click on OK. The SPSS output will then conform to your choice of TableLook selected.
The research Problem: What makes restaurant goers pick the rump steak?
The data we are using for this part of the lab comes from an experiment undertaken by a student. The objective of the research was to explore how restaurant goers make food choices when they have calorie information on the menu. The student further collected personal information regarding customers’ BMI, relationship status, if they had children and their nationality, to help gain a fuller picture of the customers.
The research questions to be addressed in this lab session are
– Is there an association between customers’ BMI and other characteristics (such as gender, relationship status, and children)?
– What variables (such as attitudes, health consciousness, and importance of calorie information for choice) are related to customers’ intention to purchase rump steak?
The data file for this lab is called “MR_Labsession_Food”
Also see the abridged version of the questionnaire
Associated reading
Field, A. (2009) Discovering statistics using SPSS: (and sex and drugs and rock ‘n’ roll). London: SAGE Publications.
this is a reminder that the Questionnaire Data file under ‘Assignments’ is an SPSS file (similar to the one we worked on during the workshops) which you will not be able to open on your personal laptops unless you have downloaded the software. You can download it free of charge from the link below:
https://www.bangor.ac.uk/itservices/software-students.php.en
If you are only using the data which has already been created, please note that a limit of 12 figures/tables should be used. If you wish to conduct additional analysis using SPSS, these figures/tables are not subject to the limit of 12.
