Student Name: MR. Jaymin B.

Shah

Student No.: M00329222

Date: 9th March 2011

Exam: SPSS Test

Module Code: Marketing Research MKT4030

Module Tutor: Simon Maniywa

Seminar Tutor: Pantea Fouroudi

Coursework: 1 Part-2

Question: 1

Answer (i)

Calculation of frequencies, central tendency and dispersion, the tables and bar
graph for variable price (price consciousness)

Copy and paste the output tables and bar graph

Statistics
price consciousness

N Valid 310

Missing 0

Mean 3.9073

Std. Error of Mean .05430

Median 3.8800

Mode 4.00a

Std. Deviation .95613

Variance .914

Range 5.88

Minimum 1.00

Maximum 6.88

Sum 1211.27

a. Multiple modes exist. The smallest

value is shown

price consciousness

Cumulative
Frequency Percent Valid Percent Percent

Valid 1.00 1 .3 .3 .3

1.25 1 .3 .3 .6

1.63 1 .3 .3 1.0

1.75 2 .6 .6 1.6

1.88 2 .6 .6 2.3

2.13 5 1.6 1.6 3.9

2.25 2 .6 .6 4.5

2.38 3 1.0 1.0 5.5

2.50 6 1.9 1.9 7.4

2.63 7 2.3 2.3 9.7

2.75 8 2.6 2.6 12.3

2.88 8 2.6 2.6 14.8

3.00 9 2.9 2.9 17.7

3.13 12 3.9 3.9 21.6

3.25 14 4.5 4.5 26.1

3.38 14 4.5 4.5 30.6

3.50 14 4.5 4.5 35.2

3.63 18 5.8 5.8 41.0

3.75 12 3.9 3.9 44.8

3.88 19 6.1 6.1 51.0

4.00 20 6.5 6.5 57.4

4.13 18 5.8 5.8 63.2

4.25 20 6.5 6.5 69.7

4.38 10 3.2 3.2 72.9

4.50 15 4.8 4.8 77.7

4.63 14 4.5 4.5 82.3

4.75 7 2.3 2.3 84.5

4.88 6 1.9 1.9 86.5

5.00 8 2.6 2.6 89.0

5.13 5 1.6 1.6 90.6

5.25 5 1.6 1.6 92.3

5.38 5 1.6 1.6 93.9

5.50 8 2.6 2.6 96.5

5.88 3 1.0 1.0 97.4

6.00 2 .6 .6 98.1

6.13 2 .6 .6 98.7

6.25 1 .3 .3 99.0

6.38 1 .3 .3 99.4

6.75 1 .3 .3 99.7

6.88 1 .3 .3 100.0

Total 310 100.0 100.0

Answer: (ii)

Interpretation of the descriptive for the variable Price Consciousness on the basis
of information in the tables and graphs

From the table it can be seen that frequencies shows ranges from 3.55 to 4.50
and it shows how frequently price consciousness occurred among people.

Mean is the average of all frequencies rated by people and it shows the average
level of price consciousness preferred by people. Median is the middle value among all
the frequencies and it shows that the other values must be around the median value
that 3.8800. Mode is the most occurred value chosen by people in terms of variable
price consciousness. In this answer multiple modes are there so the smallest value
among those that is 4.00 is chosen. It shows that maximum people is quite conscious
on the mode value of price consciousness.
 Variance shows the variation among people’s level of price consciousness. In
this answer it is 0.914. Standard deviation provides a value at which our variable that
deviates among the choice of people

Question: 2

Answer: (i)

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

coupon proneness * gender 310 100.0% 0 .0% 310 100.0%

 coupon proneness * gender Crosstabulation

Count

gender

male female Total

coupon proneness 1.00 7 6 13

1.14 2 0 2

1.29 5 4 9

1.43 3 3 6

1.57 2 4 6

1.71 1 0 1

1.86 1 3 4

2.00 4 3 7

2.14 1 4 5

2.29 2 5 7

2.43 2 3 5

2.57 3 7 10

2.71 1 8 9

2.86 1 7 8

3.00 2 10 12

3.14 4 8 12

3.29 5 8 13

3.43 4 11 15

3.57 4 2 6

3.71 5 8 13

3.86 5 3 8

4.00 5 7 12
 4.14 4 4 8

4.29 7 9 16

4.43 2 6 8

4.57 3 9 12

4.71 0 8 8

4.86 5 5 10

5.00 2 4 6

5.14 1 8 9

5.29 5 8 13

5.43 2 4 6

5.57 1 3 4

5.71 2 4 6

5.86 3 4 7

6.00 0 2 2

6.14 1 1 2

6.29 0 4 4

6.57 0 2 2

6.71 1 0 1

6.86 0 2 2

7.00 1 0 1

Total 109 201 310

Answer: (ii)

Answer :( iii)

According to the above table, this hypothesis should be rejected because from the
information in the table it has been proved that there is a vast difference in coupon
proneness between males and females.
Question: 4

Answer: (a)

(i)
(ii)
Answer: (b)

Bivariate Correlation Matrix

Correlations

brand price
consciousness consciousness impulsiveness

brand consciousness Pearson Correlation 1 -.064 .041

Sig. (2-tailed) .262 .467

N 310 310 310

price consciousness Pearson Correlation -.064 1 -.096

Sig. (2-tailed) .262 .091

N 310 310 310

impulsiveness Pearson Correlation .041 -.096 1

Sig. (2-tailed) .467 .091

N 310 310 310

Answer: (c)

(i)

H03: There is no association between Price Consciousness and Brand Consciousness

 From the above output table it has been proved that there is a negative
association between Price Consciousness and Brand Consciousness that is (0.64).

(ii)

H04: There is no relationship between Impulsiveness and Brand Consciousness.

From the above table it has been proved that there is a positive relationship
between Impulsiveness and Brand Consciousness that is 0.41 so if the impulsiveness is
more than price consciousness is more and vice-a-versa.

Question: 3

Answer: (i)

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

education * income 274 88.4% 36 11.6% 310 100.0%

 education * income Crosstabulation

income

1250-1875 1876-2500 2501- 3750

<1250 EUR EUR EUR EUR > 3750 EUR

education elementary school Count 17 8 3 0

% within 53.1% 25.0% 9.4% .0%

education

high school Count 26 32 30 18

% within 18.6% 22.9% 21.4% 12.9%

education

higher education Count 11 19 19 29

% within 10.8% 18.6% 18.6% 28.4%

education

Total Count 54 59 52 47

% within 19.7% 21.5% 19.0% 17.2%

education

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 43.649a 10 .000

Likelihood Ratio 44.435 10 .000

Linear-by-Linear Association 13.951 1 .000

N of Valid Cases 274

a. 2 cells (11.1%) have expected count less than 5. The minimum

expected count is 1.17.