Table of Contents

1. Introduction to SPSS 2. Preparing and using data files 3. Exploring the data 4. Descriptive statistics 5. Tests of difference: t-tests 6. Tests of difference: One-way ANOVA 7. Tests of association: Correlation analysis 8. Tests of association: Regression 9. Tests of association: Chi-square 10. Preparing and using output files

About the Author

Hume Winzar is an Associate Professor in Business at Macquarie University, Sydney.� He is director of the Bachelor of Business Analytics in the Department of Actuarial Studies and Business Analytics. Teaching and research focuses on marketing research and analytics at undergraduate and postgraduate levels. Hume is regarded as one of Australia�s authorities on research design and marketing research analysis. Over the last 30 years he has taught the full range of marketing courses in universities across Australia, SE-Asia, Eastern Europe, Canada and the USA. He has also published in marketing theory, consumer behaviour and research methodology and has contributed to publications in psychology, management, accounting and banking. Qualifications: B.Business (QUT), MBA (UQ), M.Commerce (Bond), PhD (Sydney), GCHE (Griffith). Steven D�Alessandro is a Professor of Marketing at the University of Tasmania.� Steve has published 114 refereed papers in leading international journals (including The European Journal of Marketing, Journal of Business Research, International Marketing Review, Psychology and Marketing, Marketing Letters, Journal of Services Marketing,�Journal of Macromarketing, International Journal of Consumer Studies, Journal of Retailing and Consumer Studies, Accounting and Finance, Food Quality and Preference, Applied Economics, and Journal of Environmental Management), books and conferences. Steve has also worked as a market research consultant for blue-chip companies such as Pacific-Dunlop, ANZ, Challenge Bank, BHP, Telstra and Ford. He has published a number of market-leading textbooks on Market Research and Consumer Behaviour as well as an original text on Services Marketing with Oxford University Press. In 2012 he was awarded the ANZMAC Distinguished Marketing Educator of the Year Award, in recognition of his sustained excellence and innovation in marketing education. In 2017, he was part of the successful bid team�and co-investigator for the Cyber Security CRC which was awarded 140 million dollars by industry and government. He is currently co-editor of the Journal of Consumer Behaviour. Ben Lowe is Professor of Marketing at Kent Business School, University of Kent. He was previously Head of the Marketing Group for a number of years and has also taken on other leadership roles within the School (e.g., Interim Director of Education, Programme Director for the MSc in Marketing and the MSc in Management, Academic Lead for the School�s Periodic Programme Review). Currently he is on the editorial board of several journals and is an Associate Editor at the European Journal of Marketing. He has published extensively in the field of consumer behaviour, and his research made contributions to our understanding of pricing, innovation adoption, social marketing, marketing communications and interactive marketing. Qualifications: PhD (Griffith), BBus (Monash), BCom (Sydney), PGCHE (Kent).