Basic Data Analysis using SPSS and Marketing Research Process (Dr. Brianna Paulich)

A comprehensive set of practice flashcards covering univariate/multivariate analysis, SPSS procedures, data concepts, cross-tabulation, hypotheses, and exploratory research from the lecture notes.

What is the difference between categorical and continuous measures?

Categorical measures have two or more categories (e.g., Gender, Grade level); Continuous measures have an infinite number of values between two values (e.g., Age, Income).

What is univariate vs multivariate analysis?

Univariate analysis examines a single variable. Multivariate analysis examines two or more variables and their relationships.

List the common central tendency metrics and what they represent.

Mean (X-bar) represents the average; Median is the middle value; Mode is the most frequent value.

What does dispersion measure in a data set?

Dispersion measures how observations vary from the mean, using range, variance (s^2), standard deviation (s), and deviation scores.

What is frequency analysis used for?

Counting the number of cases in each response category and interpreting results using percentages (valid percentages exclude missing data).

What is a histogram used for in data analysis?

A bar-chart representing the frequency or relative frequency of observations, used to visualize distributions and identify outliers.

How do you obtain descriptive statistics for a variable in SPSS?

In SPSS: Analyze -> Descriptive Statistics -> Descriptives; add the variable (e.g., X24); use Options to include Dispersions (Std. deviation, Variance, Min, Max, Range).

What is missing data and how is it commonly treated?

Partial responses or uncollected data. Common but not always recommended remedies include imputing a value from similar respondents or the sample mean, requiring answers online, or dropping observations with missing values.

How can missing data be identified using frequency analysis in SPSS?

Use Analyze -> Descriptive Statistics -> Frequencies, select the variable (e.g., X24), and examine the frequencies and charts for missing data.

What is the Likely to Recommend (X24) variable and its scale?

X24 is an interval measure on a 1–7 scale: 1 = Definitely Will Not Recommend, 7 = Definitely Will Recommend.

What is a Pie Chart and when is it appropriate to use one?

Pie charts portray relative proportions (percentages) of a single variable; used for categorical data and can show percentages on the chart.

What did the example pie chart reveal about children at home?

Among 427 respondents: 46.37% have no children at home; 26.00% have 1–2 children; 27.63% have more than 2 children.

What is cross tabulation used for in marketing research?

A multivariate technique to study relationships between two or more categorical variables and compare subgroup distributions to the total.

In cross-tabulation, what are independent and dependent variables?

Independent (predictor) variable is the cause; dependent (outcome) variable is what is being explained or predicted.

How do you set up a cross tabulation in SPSS?

Analyze -> Descriptive Statistics -> Crosstabs; place X33 (Rows) and X36 (Columns); in Cells choose Observed and percentages (Row, Column, Total); OK.

What is a hypothesis in research terms?

A statement that specifies how two or more measurable variables are related; testable and formulated before data collection.

What are discovery-oriented vs. strategy-oriented decision problems?

Discovery-oriented asks What/Why questions to generate information; Strategy-oriented asks How questions to select actions.

What are the six steps in problem formulation?

1) Meet with Client; 2) Clarify Problem/Opportunity; 3) State Manager’s Decision Problem; 4) Develop full range of possible research problems; 5) Select research problems; 6) Prepare Research Request Agreement.

What is Step 1 in problem formulation?

Meet with the client to obtain the management statement, background, planned vs unplanned changes, objectives, and possible actions.

What is a Research Request Agreement?

A document summarizing the problem and the information needed to address it, ensuring everyone understands the problem and aims.

What is a Request-for-Proposal (RFP)?

A document describing the problem and asking vendors to propose how they would perform the research, including cost estimates.

What is exploratory research and its purpose?

Research conducted to gain ideas and insights to better define the problem; it may yield hypotheses but is not intended to provide final decisions.

Name common types of exploratory research.

Literature search, Depth interviews, Focus groups, Projective methods, Case analysis, Data mining.

What is literature search in exploratory research?

A comprehensive review of available information related to the problem, including statistics, articles, books, and online sources.

What is the difference between depth interviews and focus groups?

Depth interviews are one-on-one, highly probing and good for sensitive topics; focus groups are 8–12 participants, group discussions led by a moderator and faster/cheaper.

What are projective methods in exploratory research?

Indirect tasks (e.g., word association, sentence completion, storytelling, role playing) used to reveal respondents’ feelings indirectly.

What is case analysis in qualitative research?

Intensive study of selected cases using observation, existing records, unstructured interviews; ethnography and netnography are related approaches.

What is data mining in exploratory research?

The use of powerful analytic technologies to explore large data sets and extract useful information, often quantitative.

What are qualitative data analysis methods mentioned?

Sentiment analysis and thematic analysis; sentiment assesses emotional tone, thematic analysis identifies patterns or themes in data.

What are the differences between Crosstabs: Observed vs Expected counts and percentages?

Crosstabs can display Observed and Expected counts; percentages can be shown as Row, Column, and Total to interpret relationships.

What is meant by valid percent in frequency analysis?

Percentages calculated using only valid (non-missing) cases for the variable.

Why are data labels important in charts?

Data labels display exact values on charts (e.g., pie charts) to help interpret the proportions clearly.

What is the purpose of hypothesis testing in SPSS and research generally?

To decide whether to reject a null hypothesis based on sample data and statistical evidence.