Marketing

This assignment will help us become experts at analyzing for the presence/absence of non-monotonic relationships between pairs of variables. For analyses, use the dataset “Spring16data1A.” I have uploaded this new dataset on D2L just recently. The dataset is the same as the previous one, the only difference being that I have recoded the variable “LCsmaccess” and created a new variable, “RLCsmaccess.” You will find this variable in the last column in the data view page (the data spreadsheet). Alternatively, you can also confirm that this new variable is the last variable if you are in the Variable window (window where properties of all variables are described). Use this variable as the COLUMN VARIABLE in your Chi-Square analysis for Analyses # 4 below. Why the recoding? Because otherwise we faced the issue of one or more cells with expected value less than 5 in our fourth analysis! Here are the relationships you are required to test:

1. Gender (Gender) and Daily frequency of accessing “social media” networking sites (Frequency)
2. Employment status (Employ) and Daily frequency of accessing “social media” networking sites (Frequency)
3. Student nationality (Nationality) and Consumer reviews/feedback on retailer’s websites (CRRwebsite)
4. Daily frequency of accessing “social media” networking sites (Frequency) and Likelihood of accessing consumer generated content on consumer social media pages (RLCsmaccess)

NOTE: In each of the questions above, the first variable is the ROW variable and the second variable is the COLUMN variable.

So what do you do once you have opened the “Spring16data1A” data file?

SPSS DIRECTIONS:

In the menu bar, click on “Analyze”; followed by “Descriptive Statistics” in the window that appears; finally, click on “Crosstabs” in the subsequent window. A Crosstabs box pops up; this box allows you to perform Chi-Square tests, among others.
All variables in the dataset are available in the left-most column within the Crosstabs box. Highlight the row variable (for example, Gender in the first question above) and click on the appropriate directional arrow to take it to the box marked Row(s). Highlight the other variable based on the relationship you are testing, and using a directional arrow, put that variable in the Column(s) box.
Click on the Statistics button and put a check against Chi-Square; click continue. Then click on the Cells button and put a check against ‘Expected’ (counts) and ‘Row’ (percentages). The ‘Observed’ (counts) should already be checked. Click continue. In the Crosstabs box, click on the “O.K” button.

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