• Bambauer-Sachse Silke
• Stuhldreier Sanja Maria
• Young Ashley

 “Data analysis with SPSS” is one component of the course “Research Methodology and Data Analysis”. The other component “Research Methodology” is offered by the Chair of Prof. Furrer. Students who want to write their bachelor or master thesis in marketing need to take this course.

For bachelor students, there is no inscription on MyUniFR available. Inscription will be handled offline by the Chairs involved. Bachelor students can get a participation certificate for the data analysis part if they have attended 12 out of 14 course weeks and submitted all exercises as expected. Later, bachelor students can validate the 3 ECTS for the two course parts in the context of their master studies (Master in Marketing: regular study plan, Master in Management: 3 out of 18 ECTS in optional courses, Master in International and European Business: 3 out of 27 ECTS in optional courses).

Master students can subscribe to the course on MyUniFR when they have submitted their master thesis. They can get a participation certificate for the data analysis part if they have attended 12 out of 14 course weeks and submitted all exercises as expected. Master students can validate the 3 ECTS for the two course parts in the context of their master studies (Master in Marketing: regular study plan, Master in Management: 3 out of 18 ECTS in optional courses, Master in International and European Business: 3 out of 27 ECTS in optional courses).

Overview of the course content (data analysis with SPSS):

1. Brief introduction
   1. General information on the tutorial
   2. Functions of the SPSS menu bar
2. Working with SPSS
   1. General information on SPSS databases
   2. Definition of variables
   3. Data input
3. Calculation of reliable values for the model variables
   1. Reliability analysis
   2. Factor analysis
4. Structural consistency checks
   1. Using a chi-square test for independence in the context of a structural consistency check
   2. Independent samples t-test in the context of a structural consistency check
   3. Analysis of variance in the context of a structural consistency check
5. Test of the research hypotheses
   1. Transforming a metric variable into a dummy variable
   2. Cross-table analysis and chi-square test for independence in the context of hypotheses testing
   3. Comparing means
   4. Regression analysis
6. Cluster Analysis
7. Conjoint Analysis

The course is open to Bachelor and Master students who are planning to write their thesis in marketing.