FULL STEP-BY-STEP GUIDE: SPSS DESCRIPTIVE STATISTICS
STEP 1: Ignore Variables
- Ignore timestamp and respondent_id.
STEP 2: Set Measure
- stay = Nominal
- hotel_type = Nominal
- time_stay = Ordinal
- All Likert variables (sq, pers, sm, sat) = Scale
STEP 3: Add Value Labels
- stay: 1=Yes, 0=No
- hotel_type: 1=Boutique, 2=Luxury, 3=Other
- time_stay: 1=Last 3 months, 2=3–6 months, 3=6–12 months
STEP 4: Save File (.sav)
STEP 5: Go to Data View
STEP 6: Run Descriptive Statistics
- Analyze → Descriptive Statistics → Descriptives
- Select Likert variables (sq1–sat3)
- Options → tick Mean and Std. Deviation → OK
STEP 7: View Output
- Table shows Mean and Standard Deviation
STEP 8: Understand Results
- Mean = average
- Std. Deviation = variation
STEP 9: Write-up Example:
Descriptive statistics were conducted to examine perceptions of service quality, personalisation,
social media influence, and customer satisfaction. Mean scores and standard deviations were
calculated. Results indicated generally high agreement, suggesting positive guest experiences.
Low standard deviations indicated consistent responses.