SPSS

SPSS stands for Statistical Package for the

Social Sciences.

It was developed in 1968 by two doctoral

candidates and one MBA student of Stanford
University .

Norman H. Nie (Doctoral in Management)

Dale H. Bent ( Doctoral in OR)
and Hadlai Hull ( MBA in Systems)
 The primary use of SPSS
The primary use of SPSS in educational
settings is for data analysis about people,
their attitudes and behaviors.

SPSS is mainly used for research in Social

Sciences.
Relationship Formulate Problem
among the
Stages
in the Determine Research Design
Research
Process Design Data Collection
Method and Forms

Design Sample and Collect Data

Analyze and Interpret the Data

Prepare the Research Report

Stages of the Research Process
Problem Discovery Discovery and
and Definition Definition

Research and so on
Design Conclusions and
Report

Questionnaires
&other methods
Data Processing
and Analysis
Sampling &Data
Gathering
 Research Process

• There are forward and backward linkages

• Research must be seen as an integrated activity
• The researcher must not attempt a sequential
approach
 Marketing Research
Advertising
Product Research Consumer Research Corporate Research
Research

Advertisement Consumer Market Segmentation Trend Analysis

Effectiveness Perception Consumer Profile
Studies Behavioral Studies Product Positioning

Brand Image
Cluster Analysis
Paired Sample Factor Analysis Univariate
t test &
Bivariate Analysis
One Way ANOVA

IMRB Multidimensional
Scaling
AC NEILSON

WIPRO is Upcoming
 Human Resource
Performance
Motivational Study Employee`s
Measurement Psychographic test

Training Motivational
Programme`s Factors Study Employee Profile
Effectiveness or
Behavior Study

Factor Analysis
Paired Sample
t test Cluster Analysis
or
Univariate
 Finance
Stock Market Random Risk – Return
Corporate Research
Analysis Walk Hypothesis Analysis

Systematic Risk Share Price Mean Profitability

Pattern Study Variation
Standard Deviation

One – Way
ANOVA
Beta Analysis Run test
and
( Regression Auto Correlation
Analysis)
 TOP 50 RESEARCH SUPPLIERS
2000
COMPANY US NON-US %
(millions) REVENUE REVENUE NON-US
1. AC Nielsen Corp. $520.4 $ 1,056.6 67%
2. VNU $513.1 $ 13.8 26%
3. IMS $424.4 $ 707.0 63%
4. Information Resources $398.9 $ 133.0 25%
5. NFO RESEARCH $176.9 $ 293.6 62%
9. MARKETFACTS $116.7 $ 19.8 15%
10. MMRI (Maritz) $156.9 $ 33.4 18%
23. BURKE $ 34.4 $ 14.2 29%
50 .SAVITZ $ 13.8 --------- ---------

SOURCE: Marketing News, June 4, 2001

 TOP 5 WORLDWIDE
TOTAL REVENUE % REVENUE GENERATED
(millions) OUTSIDE OF HOME COUNTRY

1. ACNIELSEN CORP USA $1,525.4 68.1%

2. IMS HEALTH USA $1,275.7 60.7%
3. THE KANTAR GROUP UK $ 773.5 74.8%
4. TAYLOR NELSON
SOFRES UK $601.3 72.3%
5. INFORMATION
RESOURCES, INC. USA $546.3 23.7%

SOURCE: HOnomichl Global 25: Marketing News, Aug. 14, 2000

 NATURE OF MARKETING RESEARCH STAFFING

SENIOR LEVEL EARNING $60,000 AND MORE ANNUALLY

SOURCE: CCG Group Survey: Marketing News, June 8, 1998,

 SALARIES FOR MARKETING
RESEARCHERS
$87,000
$90,000
$74,200
$74,200
$80,000

$64,000
$70,000
$62,800

$60,000
$64,800
$50,000
$62,800
$40,000

$30,000

$20,000

$10,000

$0

1995 1996 1997 1999

SOURCE: CCG Group Survey: Marketing News, June 8, 1998 and Aug. 14, 2000
PERCENT OF US MARKET RESEARCH REVENUES BY TYPE OF
MARKETING RESEARCH
MARKET MEASURMENT 34.6 %
MEDIA AUDIENCE RESEARCH 17.4
CUSTOMER SATISFACTION RESEARCH 8.5
NEW PRODUCT/SERVICE DEVELOPMENT 6.4
MARKET MODELING 4.9
ADVERTISING/BRAND TRACKING 4.9
ATTITUDE AND USAGE STUDIES 4.5
QUALITATIVE 3.5
ADVERTISING PRE-TESTING 2.9
BUSINESS TO BUSINESS STUDIES 2.5
SYNDICATED STUDIES 1.5
OPINION RESEARCH POLLING 1.1

SOURCE: Honomichl Report: Marketing News, June 8, 1998

 Nielsen to provide Coca-Cola with Integrated
Services in more than 70 countries, 3 June 2008
Under the agreement, Nielsen will provide Coca-Cola
with insights on

1.Consumer Purchase Behavior

2.Pricing Strategy
3. Brand performance relative to its competitor
 Independent Samples t Test
Examples:

1. The difference between boys and girls on an exam score.(General)

2. The difference of performance test on sales in company A and

company B. (Marketing)

3. The difference of satisfaction test between those who are managers

and those who are not managers.(HR)

4. The difference on achievement test score for a sample of upper class

and lower class. (HR)

5. The difference of return test score for a sample of mutual fund

investors and equity investors.(Finance)

Note: In the above examples there is no overlap of membership between

the two groups.
Mini Case Study 1 Consumers Perception about the Brand

A marketer of a KILLER JEANS want to find out whether a set of

customers in Delhi and a set of customers in Mumbai have same
perception of their brand or not. You are requested to conduct a
small survey in both cities using 7 point scale.

1 Worsest of the worst

2 Worst
3 Poor
4 Average
5 Good
6 Very Good
7 Excellent

They want you to do a statistical test to find out if the two sets of
perception ratings are significantly different from each other or not.
Step 1 Problem Statement or Hypothesis

There is no significant difference in the perception ratings given by customers

in Mumbai and Delhi.

Step 2 Designing Data Collection Form

Name
Age
Gender

Ratings on Perception of the customers in Mumbai and Delhi

1 Worsest of the worst
2 Worst
3 Poor
4 Average
5 Good
6 Very Good
7 Excellent

City 1 Mumbai
2 Delhi
Step 3 Data Definition (Coding) and Tabulation of data in SPSS
Sr.No. Name Age Gender Rating City
1 Ramesh 35 Male 2 1
2 Mahesh 32 Male 3 1
3 Suresh 40 Male 3 1
4 Rajesh 50 Male 4 1
5 Mohan 25 Male 5 1
6 Sohan 26 Male 4 1
7 Sachin 40 Male 4 1
8 Saurabh 36 Male 5 1
9 Rahul 39 Male 3 1
10 Rajavi 31 Female 4 1
11 Sanjeevani 32 Female 5 1
12 Dhanlaxxmi 35 Female 4 1
13 Shoni 32 Female 3 1
14 Moni 40 Male 3 1
15 Yuvraj 50 Male 4 1
16 Jivraj 25 Male 3 2
17 Yamraj 26 Male 4 2
18 Ajgar 40 Male 5 2
19 Jurrat 36 Male 6 2
20 Amir 39 Male 5 2
21 Shohi 31 Male 5 2
22 Saeed 32 Male 5 2
23 Anver 35 Male 4 2
24 Akram 32 Male 3 2
25 Imran 40 Male 3 2
26 Kamal 50 Male 5 2
27 Akmal 25 Male 6 2
28 Salman 26 Male 6 2
29 Inzamam 40 Male 6 2
Step 4 Independent Sample t test Analysis on Data through SPSS

1. Click on Analyse menu bar

2. Click on Compare means followed by independent sample t
test
3. Select the test variable for which the test is to be done
4. Transfer the test variable from source list to target list
5. Select the group variable in the same way and transfer it to
the right side box
6. Then define the codes for two groups by clicking on define
groups just below the grouping variable
7. Click OK to get the output for an Independent sample t-test.
 Step 5 Interpretation of results
Decision Rule:

• If the ‘p’ value is less than the significance level set up by us for the
test, we reject the null hypothesis. In this case, we find that the ‘p’
value for the ‘t’ test .011 which is less than the significance level
.05, hence we reject the null hypothesis and conclude that the
ratings of Mumbai and Delhi are different. In other words, we can
say that the perception of the consumers of both the cities are
different about the brand “Killer Jeans”.

• If the ‘p’ value had been larger than .05, we would have accepted
the null hypothesis that there was no difference between the two
ratings. In other words, we can say that the perception of the
consumers of both the cities are same about the brand “Killer
Jeans”.
 IPAN – IMRB
STUDY ON
BRAND ENDORSEMENT
BY CELEBRITY
IS EFFECTIVE OR NOT?
 Paired Sample ‘t’ test
• For examples:
• We may measure somebody`s attitude towards a brand
before it is advertised and after it is advertised and we can try
to find out if their attitude has changed due to the ad
campaign. In such cases, a paired sample ‘t’ test is the
appropriate statistical test. (Marketing)

• Employees Performance Measurement before and after

training (HR)
• Return on Capital Employed before and after leverage
(Finance)

• Note: In the above examples the sample respondents are

same who had experience of two different conditions.
Case Study 2 Consumers attitude towards the product “Fair and Lovely”

Hindustan Lever Limited want you to find out that whether the attitude of
their customers have changed towards its product “Fair and Lovely” or not
using 10 point scale.

1 Brand is highly disliked

2 Brand is partly disliked
3 Brand is somewhat disliked
4 Brand is rarely disliked
5 Brand is disliked
6 Brand is liked
7 Brand is rarely liked
8 Brand is somewhat liked
9 Brand is partly liked
10 Brand is highly liked

You can use a sample of 18 respondents to whom you can ask to rate their
preference about fair and lovely on a 10 point scale.
Step 1 Problem Statement or Hypothesis

There is no significant difference in the ratings given by the respondents before and
after they saw the ad campaign.

Step 2 Designing Data Collection Method and Forms

Name
Age
Gender
Ratings of the customers on the brand fair and lovely before and after advertisement
Before
1 Brand is highly disliked
2 Brand is partly disliked
3 Brand is somewhat disliked
4 Brand is rarely disliked
5 Brand is disliked
6 Brand is liked
7 Brand is rarely liked
8 Brand is somewhat liked
9 Brand is partly liked
10 Brand is highly liked
After
1 Brand is highly disliked
2 Brand is partly disliked
3 Brand is somewhat disliked
4 Brand is rarely disliked
5 Brand is disliked
6 Brand is liked
7 Brand is rarely liked
8 Brand is somewhat liked
9 Brand is partly liked
10 Brand is highly liked
Step 3 Data Definition (Coding) and Tabulation of data in SPSS
Sr.No. Name Age Gender Before After
1 Ramesh 35 Male 3 5
2 Mahesh 32 Male 4 6
3 Suresh 40 Male 2 6
4 Rajesh 50 Male 5 7
5 Mohan 25 Male 3 8
6 Sohan 26 Male 4 4
7 Sachin 40 Male 5 6
8 Saurabh 36 Male 3 7
9 Rahul 39 Male 4 5
10 Rajavi 31 Female 2 4
11 Sanjeevani 32 Female 2 6
12 Dhanlaxxmi 35 Female 4 7
13 Shoni 32 Female 1 4
14 Moni 40 Male 3 6
15 Yuvraj 50 Male 6 8
16 Jivraj 25 Male 3 4
17 Yamraj 26 Male 2 5
18 Ajgar 40 Male 3 6
 Step 4 Paired Sample t test Analysis on Data through SPSS

• Click on Analyse menu bar

• Click on Compare means followed by paired sample t
test
• Select the test variable for which the test is to be done
• Transfer the test variable from source list to target list
• Click OK to get the output for a paired sample t-test.