MKT 09.388 – ADVANCED RESEARCH METHODS IN MARKETING
IN-CLASS SPSS ACTIVITY: REGRESSION
ACTIVITY OBJECTIVES:
This in-class activity is designed to give students an opportunity to:
(1) Practice conducting advanced statistical analyses in SPSS.
(2) Practice interpreting SPSS output and drawing conclusions.
The in-class activity is designed to apply statistical analyses discussed in lectures to prepare students for SPSS homework assignments and in-class assessment.
THE ACTIVITY:
For this activity you will be using the SPSS data set called In-Class SPSS Vacation Package File located on Canvas in the SPSS File module. Download the SPSS file and run the appropriate statistical tests to answer the questions below. Please complete the questions on the handout and turn in the handout as well as the SPSS output file by the end of class. You will submit both via Canvas.
QUESTIONS:
1. Conduct an ANOVA:
How secure would you feel on an individually planned vacation with ageNew
Is the ANOVA test significant? (circle one) YES NO
Provide support for your answer. Report all necessary statistics when discussing overall ANOVA results: ________________________________________________________
_______________________________________________________________________________
2. Conduct a correlation:
Is there a relationship between how many days you would go on an all-inclusive trip and importance of a well-structured itinerary?
Is the correlation significant? (circle one) YES NO
Report the r: _________________________________________________________________
Report the p-value: ___________________________________________________________
Interpret the results i.e. what does it mean: ___________________________________ ______________________________________________________________________________
3. Answer the following hypotheses by conducting suitable regression analyses:
Select relevant variables
Run regression and answer corresponding questions
H1: Higher level of security felt on an all-inclusive vacation impacts the number of days individuals would go on an all-inclusive vacation.
Is the overall regression model significant? (circle one) YES NO
Provide support for your answer. Report all necessary statistics when discussing overall regression results: ____________________________________________________
______________________________________________________________________________
How much of the DV is the IV explaining? ____________________________________
Write out the regression equation: ____________________________________________
What happens to Y if X is 10 based on the regression equation? _____________________________________________________________________________
H2: Higher level of security felt on an individually planned vacation impacts the number of days individuals would go on an individually planned vacation.
Is the overall regression model significant? (circle one) YES NO
Provide support for your answer. Report all necessary statistics when discussing overall regression results: ___________________________________________________
_____________________________________________________________________________
H3: Greater importance of a well-structured itinerary is impacted by greater importance of convenience of booking an all-inclusive vacation, higher levels of security felt on an all-inclusive vacation, and more number of days spend on an all-inclusive vacation.
Is the overall regression model significant? (circle one) YES NO
Provide support for your answer. Report all necessary statistics when discussing overall regression results: ___________________________________________________
_____________________________________________________________________________
Does the model have multicollinearity issues? (circle one) YES NO
Which IVs are significant and what are the corresponding coefficients? _______
_____________________________________________________________________________
Which IV has the greatest impact on the DV? Provide support. _______________ _____________________________________________________________________________
