Marketing Research

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Marketing Research

• Week 5
• The SPSS program

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Session Objectives

• Introduction to SPSS
• Familiarity with the Three Views
• Understanding of limitations of the software
• Review topic and questionnaire
• Acquire necessary knowledge to input data

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SPSS

• Statistical Program for Social Sciences
• Available on the BTC Computers and E-vision
• Software available for loan and installation to
  student computers (Limited operating period)
• Sample Data file MOVIEWER.sav available on BTC
  computers and also downloadable from
  www.ginns.info/MOVIEWER.sav
• Tutorial Guide available from Marcus Patrick at
  the BTC for 1

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The Data View
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The Variable View
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Codes for Labels switched view
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For coding responses. Can be cut and pasted
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Only a limited number of the tools and
functions need to be used
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Seminar

• SPSS
• Review of Topics and Groups
• Next Week
• Sampling and the theory base of Marketing
  Research