Conducting a Survey: The SPSS workbook

Overview

This step-by-step guide enables market researchers to grasp the fundamental techniques associated with data collection and analysis, using SPSS. The text and accompanying disk will guide users through a logical sequence of stages for conducting a survey and include an introduction to using computers and the Windows environment, an explanation of the techniques for conducting a survey, practical exercises and solutions. The text is designed so that anyone interested in the process of conducting a survey, such as ...

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Overview

This step-by-step guide enables market researchers to grasp the fundamental techniques associated with data collection and analysis, using SPSS. The text and accompanying disk will guide users through a logical sequence of stages for conducting a survey and include an introduction to using computers and the Windows environment, an explanation of the techniques for conducting a survey, practical exercises and solutions. The text is designed so that anyone interested in the process of conducting a survey, such as students on market research courses, can follow the book sequentially. Those with a clearer understanding of the processes who are looking for ways of analysing data can do so using the exercises and SPSS sections.

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Product Details

  • ISBN-13: 9781861521378
  • Publisher: Cengage Learning EMEA Higher Education
  • Publication date: 8/26/1997
  • Edition number: 1
  • Pages: 192
  • Product dimensions: 7.70 (w) x 9.60 (h) x 0.60 (d)

Meet the Author

Brenda McCormack is Senior Lecturer at Anglia Ploytechnic University cambridge, specialising in Information Management and Marketing.

Liz is Senior Lecturer at Anglia Polytachnic University specialising in Information Management and Marketing.

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Table of Contents

List of Tables and Figures Acknowledgments Forward 1 Introduction What is marker research? Planning for market research Research objectives Data requirements Research methodologies Data collection methods Desk research Observation Experimentation Semi-structured and unstructured interviews Survey Constructing a research proposal Implementing a research proposal Using computers in market research Starting and using SPSS 2 The Survey Process Advantages and disadvantages of survey research Key stages in conducting a survey Stage 1: set objectives Stage 2: select a data collection method Stage 3: identify an appropriate sample Stage 4: design a questionnaire Stage 5: collect the data Stage 6: process the data Stage 7: interpret and report findings Survey data collection methods Interview surveys Telephone surveys Mail surveys Self-administered surveys Using SPSS for storing survey data The structure of SPSS data files 3 Selecting the sample The population of interest The sampling frame Census or sample- Sampling methods Probability sampling Simple or random sampling Stratified sampling Cluster sampling Non-probability sampling Convenience sampling Judgment sampling Quota sampling Determining sample size Ad hoc methods for determining sample size Statistical methods for determining sample size Calculations involving means Calculations involving proportions Generating SPSS cases from the sample Listing cases Creating a sub-group from a sample 4 Questionnaire design for SPSS Question types Question styles Open-ended questions Numeric questions Basic open-ended questions Probing questions Clarifying questions Closed questions Choice questions Scaled questions Ordered questions Question wording Designing a questionnaire Questionnaire length Question sequence Questionnaire layout Preparing an SPSS data file for a questionnaire 5 Administering a survey Questionnaire instructions Instructions for interviewers Instructions for self-administered questionnaires Pre-testing or piloting a questionnaire Coding a questionnaire Coding closed questions Coding open-ended questions Coding for an Optical Mark Reader (OMR) Collecting data Face-to-face interviews Telephone interviews Mail surveys Self-administered surveys Transferring raw data into SPSS Checking for errors in data entry Editing the data editor window 6 Data summary and descriptive statistics Classifying data and variables Summarizing data Frequency analysis Analysis of multiple response questions Analysis of a sub-group Rearranging values in a frequency table Saving frequency tables Cross tabulation Three-way cross-tabulation Cross-tabulation of multiple variables Descriptive statistics Measuring central tendency (averages) The mode The mean The median Measuring dispersion (the spread of the data) Minimum Maximum Range Variance Standard deviation Re-coding variables Computing a new variable 7 Data analysis Making inferences from sample data Hypothesis testing Using statistics for data analysis Calculating confidence intervals Calculating a confidence interval to estimate the population mean Calculating a confidence interval to estimate a population proportion Comparing means Conducting chi-square tests Identifying correlations 8 Interpreting, reporting and presenting survey findings Interpreting findings Data sorting Drawing conclusions Making recommendations Writing research reports Report contents and structure Report style Presenting research findings Creating charts and graphs with SPSS Transferring tables and charts into a word processed document Appendix 1: Copying the SPSS data disk Appendix 2: Recommended further reading Appendix 3: Solutions to exercises Index

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