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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
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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
Frequency Percent Valid Percent
Cumulative
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
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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
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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 valuethat 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.
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Variance shows the variation among peoples 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%
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coupon proneness * genderCrosstabulation
Count
gender
Totalmale female
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
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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.
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Question: 4
Answer: (a)
(i)
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(ii)
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Answer: (b)
Bivariate Correlation Matrix
Correlations
brand
consciousness
price
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.
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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
37
education elementary school Count 17 8 3 0
% within
education
53.1% 25.0% 9.4% .0%
high school Count 26 32 30 18
% within
education
18.6% 22.9% 21.4% 12.9%
higher education Count 11 19 19 29
% within
education
10.8% 18.6% 18.6% 28.4%
Total Count 54 59 52 47
% within
education
19.7% 21.5% 19.0% 17.2%
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Chi-Square Tests
Value df
Asymp. Sig. (2-
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.