CRYSTAL SMITH MKT4014 PSPP3 1808092

UNIVERSITY OF TECHNOLOGY, JAMAICA

COLLEGE OF BUSINESS AND MANAGEMENT
SCHOOL OF BUSINESS ADMINISTRATION
MKT4014
SPSS/PSPP Assignment 3

A) Make sure that the SPSS output contains a Log documenting your computer
runs. A PDF copy of your SPSS Output file should be attached to your
submission.

B)  Create a Microsoft Word document and record your responses to each

question. Be sure to copy and paste the relevant output tables and/or
charts to support you answers. Save your completed file as a PDF for
submission.

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Special Instructions: This section will require the use of the following variables:
age
RP1 RP3
RP2 RP4
gender Ethnicity

If necessary, clean the variables in question. Specifically, where necessary,

declare the following responses as missing:
Don’t Know Can’t Choose
Do not know Prefer not to state
Other Prefer not to answer
None NA
Not applicable

Using the TNR data file provided, compute and report answers to the following
questions.

1. Consider the items RP1, RP2, RP3, RP4 for a “Repeat Purchase” index.
a. Assess the reliability of the proposed index. Be sure to provide the
table to support your answer (4 marks)
Test-retest reliability is determined by administering the same test to the same persons

twice to check if the results are the same. In this case, the same test was administered 4

times.

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b. Can this index be improved? Justify your response and provide the
table to support your answer.

Cronbach's Alpha is calculated to be .97, hence the index cannot be improved. This

would also suggest that there would be little to no movement if the alpha should change.

This demonstrates a high level of dependability. As can be observed from the "Item-Total

Statistics" table, all numbers given in the "Cronbach's Alpha if Item Deleted" column are

lower than the current Cronbach's Alpha, implying that if any are removed, the

Cronbach's Alpha will decline.See table below for reference. (4 marks)

c. If necessary, make required changes to improve the reliability of

the proposed index and then compute a summed, standardized
Repeat Purchase Index. Provide the syntax used to generate the
index as proof of index construction (5 marks)

It is not essential to make changes in order to improve the index's reliability

because it is currently quite good, due to the fact that the it is .97.

2. Using the newly created “Repeat Purchase” index, compute the Pearson
correlation between education and repeat purchase. For the education

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variable, please declare “none” as missing prior to running the
analysis.

a. Insert the Pearson correlation output (4 marks)

b. Interpret your output using the correct notations for the statistics
you are reporting. In interpreting the output, please report the
correlation coefficient “r”, say if it’s positive or negative and also
whether or not it is significant based on a .05 alpha cutoff (i.e. is
p<.05?). (4 marks)
A significant positive correlation was observed between education and Repeat_purchase

(r=.115;p<.05), indicating that educated participants were more likely to do repeat

purchase. That is, r= .115; p<.05.

c. Conclude your report by using a full sentence to describe the result

of this test. (2 marks)
According to the Pearson Correlation, there is a positive relationship between education

and repeat purchases. So the more educated individuals will be more likely to have repeat

purchases.

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3. Is there a significant difference in “Repeat Purchase” based on Gender
(Hint: T test, “Repeat Purchase” by “Gender”)?
Note: To fully answer this question, you need to:
 Insert the descriptive statistics and independent samples T-Test tables.
(4 marks)

 Interpret the means for each group (4 marks)


 The means reflecting in the table shows that the average respondents were
female as they have a higher mean 17.38, followed by the males with
16.05.

 Interpret the Levene’s statistic, stating if equal variances are assumed or

not (4 marks)
Equal variances were not assumed because the computed Levene's statistic
was significant (F= 9.74; p0.05). The null hypothesis of equal population
variances is rejected.

 Interpret the correct line of t output, including the mean difference, standard
error around the difference, the t statistic, degrees of freedom and p value.
(6 marks)
The computed mean difference was 1.32 with a standard error of 0.44 around that

difference. This indicates that females engage in significantly more repeat purchases than

males. A higher variance indicates that the data values are "far away" from the mean on

average.

 Conclude your findings in a full sentence. (2 marks)

Females are noted to do more repeat purchases than males this is shown through the

means, mean difference, standard error around the difference, the t statistic, degrees of

freedom and p value.

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4. Conduct a One-Way ANOVA that compares Repeat Purchase by

ethnicity. If necessary, conduct the applicable post-hoc analysis. Please
declare API, AI and Other as missing prior to conducting the analysis.

a) Provide the descriptive statistics table, the Levene’s table, the overall F
test table and post hoc table, if applicable. (10 marks)

b) Was there a significant difference in Repeat Purchase among people from

different ethnic groups? (2 marks)
The results indicated that there was a significant difference in repeat purchases among

ethnic groups (F= 0.4; df: 2, 958; p>.05).

c) If yes, which groups were different than other groups? (2 marks)

The Tukey HSD post hoc procedure was used to locate significant differences

between groups. It was observed that Hispanic/Latino reported. No other significant

between group differences were observed.

Total: 57 marks.