MIB502 Applied Marketing Research
Individual Assignment
Your Full Name: _____________
Please read the questions carefully. Use the SPSS data file (IBMData) to do the re-coding of
data and run the relevant analyses.
Your analyses and report on each of the above questions should: 1) follow (copy) these question
numbers and questions, 2) choose the appropriate analytical tools and perform data analyses, 3)
present the SPSS results and analyses by copying-over the ONLY relevant tables, graphs and statistics
into the Word document, and 4) discuss the results in terms of significant difference or effect of
variables, answer the research questions above with directly and succinctly using ONLY short
answers (limited to one paragraph per question) management implications and perhaps
recommendations.
The report of this individual assignment shall be submitted with 1) Word document of your report
following the above format, 2) the SPSS data file that is re-coded, and 3) SPSS output file in the above
order including only the clean and relevant results, labeled clearly by the chapter and question
numbers. They are due mid night on October 13th.
You should email all three documents to the instructor, gcui@ln.edu.hk, with the documents named
as 1) MIB502-IA-Report-YOUR FULL NAME.doc, 2 IBMData-recoded-YOUR FULL NAME.sav, for the
recoded data set, and 3) IBM-results-YOUR FULL NAME.spo.
There are total 20 questions. You just analyze and answer each of the first 19 questions. The
20th question is a bonus!
Please note that each of you must run the analyses and complete this report independently.
Copying others’ results, output or answers will automatically result in a failing grade.
Chapter 14
1. Run a frequency count on all the variables. Identify the variables with a large number of
missing values. How should these missing values be treated?
Paste your SPSS results here:
Then, please answer the above question:
2. Recode satisfaction (Q4) into two groups: 1 – 4 = Low Satisfaction and 5 = High
Satisfaction.
3. Recode the Q2 variable to a different variable, “Q2_Recoded,” so that the values 1
through 4 of variable Q2 are given value 1 in the variable “Q2_Recoded” and values 5
through 7 of variable Q2 are given value 2.
4. Recode the Q3 variable to a different variable, “Q3_Recoded.” The 250 cases for
company 55, Microsoft, should be recoded to 1, and the 109 cases for company 26,
Compaq/Hewlett-Packard, should be recoded to 2. All the firm variables for all the
remaining cases should be recoded to value 999. The value 999 for the variable
Q3_Recoded should be declared as a missing value.
Chapter 15
1. In this survey, participants of what role (Q1) and what size of companies (Q2) are
represented the highest? (Hint: Cross-tabulate variables Q1 and Q2.)
2. Do the top two companies in terms of frequency of responses (Q3_Recoded) differ on
the dimensions of overall measures (Q4, Q5, Q6, and Q7).
3. For Microsoft (the company with the highest frequency of selection based on Q3), how
do the evaluations differ on ratings of “Overall satisfaction,” variable Q4, and “Overall
Quality,” variable Q7?
(Hint: First, select the menu, Data  Select cases. Next, in the window that pops up,
select variable “Q3” and then click the radio button for the option, “Select – If condition
is satisfied.” In the next window that pops up, select or type “Q3 = 55” and then click on
the “Continue” button. This ensures that only the cases for Microsoft (company 55 per
the code book) are selected. Next, execute a paired-samples T-test with “Q4 – Q7” as the
paired variables.)
4. Is IBM seen as an ethical company?
(Hint: First ensure that only the cases for IBM (Q3 = 44) are selected.
Next, conduct a one-sample t test on the variable Q9 to check if the average value is
greater than 3.)
Chapter 16
1. Conduct two-factor ANOVAs with Q1 and Q2_Recoded as factors and Q4, Q5, Q6, and Q7
as the dependent variables. Interpret the results.
Chapter 17
1. Can the evaluation of the participant on “overall quality of the company in relation to
prices” (Q7) be explained in terms of the participants’ evaluation on sales and service
support variables (Q22, Q23, Q24, Q25, and Q26) when these variables are considered
simultaneously?
2. Can the likelihood of purchase from company being evaluated (Q18) be explained in
terms of the participants’ evaluation on sales and service support variables (Q22, Q23,
Q24, Q25, and Q26) when these variables are considered simultaneously?
3. Create a correlation matrix of the following variables and interpret the results:

Variables Q4, Q5, Q6 and Q7

Variables Q18, Q19, Q20, and Q21

Variables Q22, Q23, Q24, Q25, and Q26
Chapter 18
1. Do survey participants who evaluated the companies with the two highest frequencies
differ in terms of dimensions of overall measures (Q4, Q5, Q6, and Q7) when these
variables are considered simultaneously?
(Hint: First, select the menu, Data  Select cases. Next, in the window that pops up,
select variable “Q3_Reocded” and then click the radio button for the option, “Select – If
condition is satisfied.” In the next window that pops up, select or type “Q3_Recoded < 3”
and then click on the “Continue” button. This selects only the cases with Microsoft and
Compaq/Hewlett-Packard, the companies with the two highest frequencies, Next,
conduct a discriminant analysis with Q3_Recoded as the grouping variable and variables
Q4, Q5, Q6, and Q7 as independent variables.)
2. Do survey participants who belong to “Small” companies and “Large” companies
(Q2_Recoded) differ in terms of dimensions of overall measures (Q4, Q5, Q6, Q7) when
these variables are considered simultaneously?
3. Do survey participants who have different IT roles (Q1) differ in terms of dimensions of
overall measures (Q4, Q5, Q6, and Q7) when these variables are considered
simultaneously?
Chapter 19
1. Can the image variables (Q8, Q9, Q10, Q11, Q12, Q13, Q14, Q15, Q16, and Q17) be
represented by a reduced set of variables?
Chapter 20
1. Can the survey participants be segmented on their evaluation of the dimensions of
overall measures (Q4, Q5, Q6, and Q7)?
Chapter 21
1. Provide similarity ratings on a 1 to 7 scale for all possible pairs of the following IT
companies (use your impressions even if you are not familiar with them): Apple, Cisco,
Compaq/HP, Dell, EMC, Gateway, IBM, Intel, Lucent, and Microsoft. Develop a
two-dimensional MDS map. Interpret the dimensions and the map.
Chapter 23
1. Write a report for IBM management summarizing the results of your analyses. What
recommendations do you have for the management?
The last bonus question:
For the following IT companies: Apple, Cisco, Compaq/HP, Dell, EMC, Gateway, IBM, Intel,
Lucent, and Microsoft. Develop a multi-dimensional MDS map or spider web analysis, using
the four dimensions of overall measures (Q4, Q5, Q6, and Q7). Interpret the dimensions and
the map. (Hint: You may use any data analysis and graphic software of your choice!)