Download - SPSS Gadei Cristina
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Prelucrarea datelor statistice in cercetarea de marketing cu SPSS 17.0
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AGENDA
• Planul de cercetare• Interfata programului SPSS 17.0• Introducerea datelor statistice• Codificarea variabilelor• Analiza de corelatie• Recomandari
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Planul de cercetare
• Stadiul actual al cercetarii • Identificarea problemei• Obiectivele si ipotezele cercetarii • Modelare matematica preliminara• Metodologia cercetarii • Analiza si interpretarea rezultatelor• Limitele cercetarii• Proiectii viitoare de cercetare
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Elaborarea chestionarului
• Structura intrebarilor se face plecand de la general la particular;
• Adoptarea unui stil clar si precis;• Intrebari relevante;• Impartialitate in formularea intrebarilor;• Intrebarile legate de venituri, varsta, clasa
sociala etc. vor fi plasate la sfarsitul chestionarului;
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SPPS (Stastical Package of Social Sciences)
• Program de prelucrare a datelor statistice• Programul este utilizat astăzi în marketing,
cercetare experimentală, educaţie, sănătate etc.
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Interfata programului SPSS 17.0
Codificarea chestionarului
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Interfata programului SPSS 17.0
Raspunsurile respondentilor
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Sa fie unic,Cel mult 8 caracterePrimul caracter sa fie o literaUltimul caracter sa nu fie _Poate sa contina litere, cifre si simboluri
numeric
8
0
Eticheta variabilei – se introduce in coloana Label. Această etichetă
reprezintă explicaţiile care vor apărea langă rapoarte ( grafice sau tabele) atunci cand vor
fi realizate.
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Sa fie unic,Cel mult 8 caracterePrimul caracter sa fie o literaUltimul caracter sa nu fie _Poate sa contina litere, cifre si simboluri
numeric
8
0
Eticheta variabilei – se introduce in coloana Label. Această etichetă
reprezintă explicaţiile care vor apărea langă rapoarte ( grafice sau tabele) atunci cand vor
fi realizate.
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VALUES
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Codificarea intrebarilor inchiseI: Sunteti client al serviciilor de telefonie mobila?
R: Da; Nu
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Codificarea intrebarilor cu varianta de alegere multipla
I: La ce companie de telefonie mobila sunteti client?R: Orange; Vodafone; Cosmote; RDS&RCS
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Codificarea intrebarilor de tipul « diferentiala semantica »
I: Indicati gradul de acord/dezacord in legatura cu urmatoarea afirmatie: “Vorbitul la telefon are un efect nociv asupra sanatatii”
R: Acord total, Acord, Nici acord nici dezacord, Dezacord, Dezacord total
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Codificarea intrebarilor de tipul « Scala Likert »
I: Indicati gradul de utilitate al telefonului fix din perspectiva dumneavoastraR: Total inutil, Inutil, Nici util nici inutil, Inutil, Total inutil
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Codificarea intrebarilor cu variante interval
I: Optiunea pe care o detineti in momentul de fata includeR: 0-499 minute, 500-999 minute, 1000-1499 minute, 1500-3000 minute, peste 3000 minute
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Interpretarea datelor
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Interpretarea datelor
Analiza univariata
Analiza bivariata, multivariata
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Comanda Frequencies
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Comanda Frequencies – generare tabel
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Comanda Frequencies – generare grafic
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Comanda Crosstabs
Generare grafic
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Comanda Crosstabs – generare tabel
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Comanda Crosstabs – generare grafic
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Selectarea subiectilor folosind comanda Select Cases
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Selectarea subiectilor folosind comanda Select Cases
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Selectarea subiectilor folosind comanda Select Cases
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Anularea selectarii subiectilor din comanda Select Cases
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RECOMANDARI
• Cercetari de marketing – Petre Datculescu, Editura Brand Builders, 2006