{"id":1699,"date":"2018-11-05T14:50:14","date_gmt":"2018-11-05T14:50:14","guid":{"rendered":"http:\/\/blogs.sussex.ac.uk\/sagestudents\/?p=1699"},"modified":"2018-11-05T14:50:14","modified_gmt":"2018-11-05T14:50:14","slug":"review-of-ibm-spss-for-marketing-analytics-and-metrics","status":"publish","type":"post","link":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/","title":{"rendered":"Review of IBM SPSS for Marketing Analytics and Metrics"},"content":{"rendered":"<p class=\"p1\"><span class=\"s2\">The following is a brief review of IBM SPSS for marketing analytics and metrics. <\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-1702\" src=\"http:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/download.jpg\" alt=\"\" width=\"119\" height=\"121\" \/><\/p>\n<p class=\"p1\"><span class=\"s2\">I first heard of and used IBM SPSS for the first time towards the end of my second year of university. The context for using and learning about SPSS was marketing analytics and metrics. The module introduced students to various descriptive and data analysis tec<\/span><span class=\"s2\">hniques which will allow students to design research projects appropriately and conduct the necessary data analysis within the context of marketing-related questions. Learning to improve the quality of marketing decisions, by grounding those decisions in metrics rather than the gut feelings or preferences of decision makers.<\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">The module incorporated IBM SPSS during workshops, where data sets were provided along with marketing-related questions. Every student had access to download the latest version of IBM SPSS for free due to it being provided through a license as part of the module.<\/span><\/p>\n<p class=\"p1\"><span class=\"s2\"><b>The Basics<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">The first week began by introducing the SPSS software; covering the basics such as, how to:<\/span><\/p>\n<ul>\n<li class=\"p1\" style=\"text-align: left\"><span class=\"s2\">Open a dataset<\/span><\/li>\n<li class=\"p1\" style=\"text-align: left\"><span class=\"s2\">Save datasets <\/span><\/li>\n<li class=\"p1\" style=\"text-align: left\"><span class=\"s2\">Make changes to datasets <\/span><\/li>\n<li class=\"p1\" style=\"text-align: left\"><span class=\"s2\">Identify variables in an SPSS dataset<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s2\">In the beginning SPSS doesn\u2019t appear to be technically challenging. This was short lived when moving on to more technical challenges. The overall appearance and navigation of the software is very outdated and to someone not in the tech field it seems like there would be a quicker way of achieving the same result.<\/span><\/p>\n<p class=\"p1\"><span class=\"s2\"><b>SPSS Data Entry <\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">The class was given a simplistic questionnaire to fill in individually, the task was to then enter the data into a spreadsheet. From the questionnaire the individual decided how to code and label each variable. With a walk through provided by the lecture it was straight forward enough. However, I don\u2019t think I would feel confident trying to do it without instructions.<\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s2\"><strong>Descriptive Analysis<\/strong> &#8211; Generating basic descriptive statistics, determination of measures of central tendency and dispersion, how to describe kurtosis and skewness.<\/span><\/li>\n<li class=\"p1\"><span class=\"s2\"><strong>Hypothesis Testing<\/strong> &#8211; Hypothesis testing, categorising of hypothesis tests, hypothesis testing for<span class=\"Apple-converted-space\">\u00a0 <\/span>cross-tabulation and cross-tabulation practice.<\/span><\/li>\n<li class=\"p1\"><strong><span class=\"s2\">Testing for Differences<\/span><\/strong><\/li>\n<li class=\"p1\"><span class=\"s2\"><strong>ANOVA <\/strong><\/span><\/li>\n<li class=\"p1\"><span class=\"s2\"><strong>Exploring Relationships <\/strong>&#8211; Using regression analysis.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s2\"><b>Presenting and Reporting Results <\/b><\/span><\/p>\n<p><a href=\"http:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39.png\"><img loading=\"lazy\" class=\"aligncenter wp-image-1701\" src=\"http:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39.png\" alt=\"\" width=\"308\" height=\"302\" srcset=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39.png 1032w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39-300x294.png 300w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39-768x753.png 768w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39-1024x1004.png 1024w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-04-13-at-11.17.39-676x663.png 676w\" sizes=\"(max-width: 308px) 100vw, 308px\" \/><\/a><\/p>\n<p class=\"p1\"><span class=\"s2\">An important element of using SPSS for marketing analytics and metrics is being able to present and report results. This of course included displaying data in graph formats. However, throughout my experience with SPSS I found it frustrating that there was not a compatibility with Microsoft Word. This was worsened by the fact a lot of us were using windows computers\u2026 If you want to copy and paste graphs or tables, find a way to screenshot what you want to copy across, or input all of the data into excel and make a graph in that and copy to word. I know, I\u2019m annoyed just thinking of having to do all of that too!<\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s2\"><a href=\"https:\/\/uk.sagepub.com\/en-gb\/eur\/author\/andy-field-0\">Andy Field<\/a>, Discovering Statistics Using IBM SPSS Statistics <\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s2\">As you can probably tell I am not confident in my knowledge of SPSS when not following instructions on how to conduct a variety of tests. I ventured the library search site and immediately typed \u201cIBM SPSS\u201d and the fantastic, <a href=\"https:\/\/uk.sagepub.com\/en-gb\/eur\/discovering-statistics-using-ibm-spss-statistics\/book257672\">Discovering Statistics Using IBM SPSS Statistics<\/a>, came up as one of the top choices. After flicking through the book I knew it was going to help. <\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">Field writes in a way that is just easy to understand. If he can help you understand ANOVA then I am confident he can help you with anything. He manages to bring a humorous side to statistics, which is something I wouldn\u2019t have ever though possible. With a whopping 1,057 pages of content including; how to use the book, 21 chapters covering a whole load of different topics, and more. <\/span><\/p>\n<p><img loading=\"lazy\" class=\" wp-image-1700 alignleft\" src=\"http:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09.png\" alt=\"\" width=\"207\" height=\"271\" srcset=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09.png 810w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09-230x300.png 230w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09-768x1003.png 768w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09-784x1024.png 784w, https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-20.25.09-676x883.png 676w\" sizes=\"(max-width: 207px) 100vw, 207px\" \/><\/p>\n<p class=\"p1\"><span class=\"s2\">Using illustrations he creates an interesting story whilst providing a unique form of key to understand the different features of the book. Illustrations are used throughout to draw the readers attention to a particularly useful or important piece of information. Another great feature is the clear display of graphs and data tables.\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">The combination of IBM SPSS, Field\u2019s Discovering Statistics, and marketing analytics made for the perfect combination. Field\u2019s book clearly explains how to perform particular tasks on IBM SPSS, delving a lot deeper than what the module was covering. This is very useful for students who are studying business but want to understand more about statistics. <\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">I personally feel confident about using IBM SPSS to do basic tasks such as testing for differences, descriptive analysis, and presenting and reporting results. However, I will be taking my Discovering Statistics book for support. <\/span><\/p>\n<div class=\"sharedaddy sd-sharing-enabled\"><div class=\"robots-nocontent sd-block sd-social sd-social-icon-text sd-sharing\"><h3 class=\"sd-title\">Share this:<\/h3><div class=\"sd-content\"><ul><li class=\"share-twitter\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"sharing-twitter-1699\" class=\"share-twitter sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=twitter\" target=\"_blank\" title=\"Click to share on Twitter\"><span>Twitter<\/span><\/a><\/li><li class=\"share-facebook\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"sharing-facebook-1699\" class=\"share-facebook sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=facebook\" target=\"_blank\" title=\"Click to share on Facebook\"><span>Facebook<\/span><\/a><\/li><li class=\"share-reddit\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"\" class=\"share-reddit sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=reddit\" target=\"_blank\" title=\"Click to share on Reddit\"><span>Reddit<\/span><\/a><\/li><li class=\"share-email\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"\" class=\"share-email sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=email\" target=\"_blank\" title=\"Click to email this to a friend\"><span>Email<\/span><\/a><\/li><li class=\"share-end\"><\/li><\/ul><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>The following is a brief review of IBM SPSS for marketing analytics and metrics. I first heard of and used IBM SPSS for the first time towards the end of my second year of university. The context for using and learning about SPSS was marketing analytics and metrics. The module introduced students to various descriptive &hellip; <a href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Review of IBM SPSS for Marketing Analytics and Metrics<\/span><\/a><\/p>\n<div class=\"sharedaddy sd-sharing-enabled\"><div class=\"robots-nocontent sd-block sd-social sd-social-icon-text sd-sharing\"><h3 class=\"sd-title\">Share this:<\/h3><div class=\"sd-content\"><ul><li class=\"share-twitter\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"sharing-twitter-1699\" class=\"share-twitter sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=twitter\" target=\"_blank\" title=\"Click to share on Twitter\"><span>Twitter<\/span><\/a><\/li><li class=\"share-facebook\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"sharing-facebook-1699\" class=\"share-facebook sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=facebook\" target=\"_blank\" title=\"Click to share on Facebook\"><span>Facebook<\/span><\/a><\/li><li class=\"share-reddit\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"\" class=\"share-reddit sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=reddit\" target=\"_blank\" title=\"Click to share on Reddit\"><span>Reddit<\/span><\/a><\/li><li class=\"share-email\"><a rel=\"nofollow noopener noreferrer\" data-shared=\"\" class=\"share-email sd-button share-icon\" href=\"https:\/\/blogs.sussex.ac.uk\/sagestudents\/2018\/11\/05\/review-of-ibm-spss-for-marketing-analytics-and-metrics\/?share=email\" target=\"_blank\" title=\"Click to email this to a friend\"><span>Email<\/span><\/a><\/li><li class=\"share-end\"><\/li><\/ul><\/div><\/div><\/div>","protected":false},"author":195,"featured_media":1703,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[141609,1,176163],"tags":[4476,4477,141517,141590,240,176164,176165,4889,59231,5070,91975],"jetpack_featured_media_url":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/files\/2018\/11\/Screen-Shot-2018-11-04-at-21.46.23.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/posts\/1699"}],"collection":[{"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/users\/195"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/comments?post=1699"}],"version-history":[{"count":2,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/posts\/1699\/revisions"}],"predecessor-version":[{"id":1705,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/posts\/1699\/revisions\/1705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/media\/1703"}],"wp:attachment":[{"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/media?parent=1699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/categories?post=1699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/sagestudents\/wp-json\/wp\/v2\/tags?post=1699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}