GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

PRACTICAL FILE
ON
BUSINESS RESEARCH METHODOLOGY-LAB (BBA 213)

Submitted in partial fulfillment of the requirement for the award of

the degree of

BACHELOR OF BUSINESS ADMINISTRATION

(Batch 2022 – 25)

SUBMITTED BY: SUBMITTED TO:

Dhimant Singh Dr. Chithira John
Enrollment No. 03961201722 Assistant Professor

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University and approved by AICTE, Ministry of HRD, GOI)

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 TABLE OF CONTENTS

MODULE 1 CONTENTS PAGE NO. SIGNATURE

1.1 Define SPSS. Explain its steps 3
1.2 Describe the basic elements of SPSS 4
1.3 Data entry and Variable entry in SPSS 4
1.4 Importing data from Excel to SPSS 5
MODULE 2
2.1 Recognizing errors in data set 6
Identifying cases with error value in
2.2 SPSS 7
2.3 Understanding Missing data types 8
Identifying cases with missing value in
2.4 SPSS 9
2.5 Checking Normality of data set in SPSS 11
MODULE 3
3.1 Measures of central tendency 13
3.2 Measures of dispersion 14
3.3 Data visualization 15
3.4 Creating box plot in SPSS 16
3.5 Cross Tabs in SPSS 17
MODULE 4
Checking reliability using Cronbach
4.1 alpha 19
Checking Validity using Exploratory
4.2 Factor Analysis 20
MODULE 5
5.1 Chi- Square Test 23
5.2 One-way ANOVA 24
5.3 Independent Sample T test 26

5.4 Paired Samples T test 27

5.5 Simple Regression Analysis 29
5.6 Multiple Regression Analysis 30

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 MODULE 1(INTRODUCTION TO SPSS)
1.1 Define SPSS. Explain its steps

SPSS (Statistical Package for the Social Sciences), also known as IBM SPSS Statistics, is
a software’s package used for the analysis of statistical data. The SPSS software package was
created for the management and statistical analysis of social science data. It is commonly
used in healthcare, marketing, and education research. SPSS was originally launched in 1968
by SPSS Inc., and IBM acquired it.

To begin, follow these steps:

1.Choose start All Programs SPSS Statistics 22. The SPSS welcome dialog box
appears.

2.Click the sample files tab in the lower left corner of the dialog box.
3.Select the file that needs to be opened and click open.

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1.2 Describe the basic elements of SPSS
1. Name: This is a column field, which accepts the unique ID. This helps in sorting the data.
For example, the different demographic parameters such as name, gender, age, educational
qualification are the parameters for sorting data. The only restriction is special characters
which are not allowed in this type

2. Label: The name itself suggests it gives the label. Which also gives the ability to add
special characters.

3. Type: This is very useful when different kind of data are getting inserted.

4. Width: We can measure the length of characters.

5. Decimal: While entering the percentage value, this type helps us to decide how much one
needs to define the digits required after the decimal.

6. Value: This helps the user to enter the value

7. Missing: This helps the user to skip unnecessary data which is not required during
analysis.

8. Align: Alignment, as the name suggests, helps to align left or right. But in this case, for ex.
Left align

9. Measure: This helps to measure the data being entered in the tools like ordinal, cardinal,
nominal.

1.3 Data entry and Variable entry in SPSS

Variable View-

● The data has to enter in the sheet named "variable view". It allows us to customize the

data type as required for analyzing it.

● To analyze the data, one needs to populate the different column headings like Name,

Label, Type, Width, Decimals, Values, Missing, Columns, Align, and Measures.

● These headings are the different attributes which, help to characterize the data

accordingly.

Data View-

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 ● The data view is structured as rows and columns. By importing a file or adding data

manually, we can work with SPSS

1.4 Importing data from Excel to SPSS
Step 1- Go to file > under file go to open and under open click on data

Step 2- Choose file name and choose file type as Excel

Step 3- Click on open and select on read variable names from the first row of data and then
click on ok.

OUTPUT
Variable view

Data View

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 MODULE 2(DATA PREPARATION)
2.1 Recognizing errors in data set
Step 1- Go to analyze > under analyze go to descriptive statistics > and under descriptive
statistics go to frequencies

Step 2-Put the variable in variables box

Step 3- Go to statistics and select mean

Step 4- Press on continue and then on ok > Output will be generated

OUTPUT

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Interpretation
The gender frequency table shows an error in the data set (which is represented as 5 in the
table).

2.2 Identifying Cases with error value in SPSS

Step 1- Go to data > under data go to select cases
Step 2- Select if condition is satisfied> and then click on if and put gender=5
Step 3- Press on continue and then Ok > On data view you will be able to see the mark on
correct variables

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OUTPUT

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Interpretation
The case which is not marked represents an error in that data set.

2.3 Understanding Missing data types

Step 1- Go to analyze > under analyze go to descriptive statistics > and under descriptive
statistics go to frequencies.

Step 2- Put the variable in variables box

Step 3- Go to statistics and select mean
Step 4- Press on continue and then on Ok > Output will be generated

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OUTPUT

2.4 Identifying Cases with missing value in SPSS

Step 1- Go to analyze > under analyze go to missing value analysis
Step 2- Put missing variable in quantitative variable

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Step 3- Go to patterns > and select all the cases
Step 4- Press continue and then ok > Output will be generated

Univariate Statistics

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 Std. Missing No. of Extremesa
N Mean Deviation Count Percent Low High
Gende
198 .44 .498 2 1.0 0 0
r
a. Number of cases outside the range (Q1 - 1.5*IQR, Q3 + 1.5*IQR).
OUTPUT

Missing Patterns (cases with missing values)

Missing and
Extreme
Value
Cas # % Patternsa
e Missing Missing Gender
3 1 100.0 S
5 1 100.0 S
- indicates an extreme low value, while +
indicates an extreme high value. The range used
is (Q1 - 1.5*IQR, Q3 + 1.5*IQR).
a. Cases and variables are sorted on missing
patterns.

2.5 Checking Normality of data set in SPSS

Step 1- Go to Analyze > under analyze go to descriptive statistics > and under descriptive
statistics go to Explore

Step 2- Put variables under dependent list

Step 3- Go to plots and click on normality plots with test
Step 4- Press ok and then the output will be generated

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OUTPUT

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Celebrity Advertisement 200 100.0% 0 0.0% 200 100.0%
Jingles in Advertisement 200 100.0% 0 0.0% 200 100.0%
Animation in
200 100.0% 0 0.0% 200 100.0%
Advertisement
Free Gifts in
200 100.0% 0 0.0% 200 100.0%
Advertisement

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Celebrity Advertisement .114 200 .000 .968 200 .000
Jingles in Advertisement .117 200 .000 .966 200 .000
Animation in
.131 200 .000 .957 200 .000
Advertisement
Free Gifts in
.114 200 .000 .960 200 .000
Advertisement
a. Lilliefors Significance Correction

Interpretation- Since the p value of Kolmogorov Smirnov test and Shapiro-Wilk test is less
than 0.05, the dataset does not follow normal distribution.

MODULE 3(DESCRIPTIVE STATISTICS AND EXPLORING

RELATIONSHIP IN SPSS)

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3.1 Measures of central tendency
Step 1- Go to Analyze > under analyze go to Descriptive Statistics > and under descriptive
statistics go to Frequencies

Step 2- Select any ordinal variables

Step 3- Go to Statistics > and under Central Tendency select all options > and then click on
continue

Step 5- Click on Ok > output will be generated

OUTPUT
Statistics
Number_of_childr
en Age_of_child

N Valid 20 20
Missing 0 0
Mean 2.3000 2.1500
Median 2.0000 2.0000
Mode 2.00 2.00
Sum 46.00 43.00
3.2 Measures of dispersion
Step 1- Go to Analyze > under analyze go to Descriptive Statistics > and under descriptive
statistics go to Frequencies
Step 2- Select any ordinal variables

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Step 3- Go to Statistics > and under Dispersion select all options > Click on continue
Step 4- Click on Ok > output will be generated

OUTPUT
Statistics
Number_of_childr
en Age_of_child
N Valid 20 20
Missing 0 0
Std. Error of Mean .23056 .16662
Std. Deviation 1.03110 .74516
Variance 1.063 .555
Range 3.00 2.00
Minimum 1.00 1.00
Maximum 4.00 3.00

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3.3 Data visualization
Step 1- Go to Analyze > under analyze go to Descriptive Statistics > and under descriptive
statistics go to Frequencies

Step 2- Select any ordinal variables

Step 3- Go to Charts > Select any chart > Click on continue

Step 4- Click on Ok > Output will be generated

OUTPUT

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3.4 Creating box plot in SPSS
Step 1- Go to Graphs > under graphs go to legacy dialogs > and under legacy dialogs go to
Boxplot

Step 2- click on simple and summaries of separate variables

Step 3- Select variables and transfer to boxes represent > Click on Ok > Output will be
generated

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OUTPUT

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3.5 Cross Tabs in SPSS
Step 1- Go to Analyze > under analyze go to descriptive statistics > and under descriptive
statistics go to crosstabs

Step 2- Put categorical variables in row and in column. Go to cells press continue and then
press ok. Output will be generated

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OUTPUT

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 MODULE 4(ASSESSING VALIDITY AND RELIABILITY
USING SPSS)
4.1 Checking reliability using Cronbach alpha
Step 1- Go to Analyze > under analyze go to Scale > and under scale go to Reliability
Analysis

Step 2- Select the likert scale variables

Step 3- Click on statistics > click continue > click ok

Step 4- Output will be generated

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OUTPUT

Case Processing Summary

N %
Cases Valid 200 100.0
Excludeda 0 .0
Total 200 100.0
a. Listwise deletion based on all variables in
the procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.821 4

4.2 Checking validity using Exploratory Factor Analysis

Step 1- Go to Analyze > under analyze go to Dimension Reduction > under dimension
reduction go to Factor

Step 2- Select variables > Go to rotation and click on varimax > Go to options and click on
suppress small coefficient and enter the value as .5

Step 3- Click Ok and then the output will be generated

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OUTPUT
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .883
Bartlett's Test of Approx. Chi-Square 2049.25
Sphericity 2
df 120
Sig. .000

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of % of % of
Comp Varian Cumul Varian Cumul Varian Cumul
onent Total ce ative % Total ce ative % Total ce ative %
1 6.735 42.094 42.094 6.735 42.094 42.094 3.284 20.524 20.524
2 2.226 13.914 56.008 2.226 13.914 56.008 3.223 20.142 40.666
3 1.883 11.770 67.778 1.883 11.770 67.778 2.851 17.817 58.484
4 1.136 7.102 74.880 1.136 7.102 74.880 2.623 16.396 74.880
5 .653 4.083 78.963
6 .500 3.123 82.087
7 .434 2.713 84.800
8 .398 2.490 87.290
9 .353 2.209 89.499
10 .314 1.965 91.464
11 .296 1.848 93.313
12 .266 1.664 94.977
13 .246 1.535 96.513
14 .218 1.365 97.877
15 .188 1.175 99.052
16 100.00
.152 .948
0
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2 3 4
Celebrity_1 .856
Celebrity_2 .741
Celebrity_3 .616
Celebrity_4 .730
Jingles_1 .762
Jingles_2 .829
Jingles_3 .669
Jingles_4 .836
Animation_1 .844
Animation_2 .846
Animation_3 .831
Animation_4 .844
Free_Gifts_1 .879
Free_Gifts_2 .886
Free_Gifts_3 .860
Free_Gifts_4 .792

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 Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

MODULE 5(HYPOTHESIS TESTING)

5.1 Chi- Square test
Step 1- Go to Analyze > under analyze go to Descriptive Statistics > and under descriptive
statistics go to Crosstabs

Step 2- Take variables

Step 3- Go to statistics and click ok Chi square > press continue and then Ok > Output will be
generated

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Hypothesis
H1-There is a relationship between age of the child and time spent by children on watching
tv.

OUTPUT

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Interpretation- Since the value of p is less than 0.05, the alternative hypothesis is accepted.
It means there is an association between age of the child and time spent by the children on
watching TV.

5.2 One-way ANOVA

Step 1- Go to Analyze > under analyze go to compare means > under compare means go to
One-Way ANOVA

Step 2- Select Dependent variable and transfer to the dependent list and the independent
variable to the factor

Step 3- Go to options > under statistics select descriptive

Step 4- Press continue and then ok > Output will be generated

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Hypothesis
H1-Influence of celebrity advertisement varies based on the age of the children.

OUTPUT

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Interpretation
Since the value of p is not less than 0.05 the alternative hypothesis is rejected. It means, the
influence of celebrity advertisement does not varies based on the age of the children.

5.3 Independent Sample T test

Step 1- Go to Analyze > under analyze go to compare means > under compare means go to
independent- samples T test

Step 2- Select the dependent variable and transfer to the test variable and the independent
variable in the grouping variable

Step 3- Under grouping variable define the groups

Step 4- Press ok > Output will be generated

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Hypothesis
H1: Influence of celebrity advertisement varies based on gender of children.

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OUTPUT

Interpretation
Since the value of p is less than 0.05 the alternative hypothesis is rejected. It means the
influence of celebrity advertisement does not vary based on gender of the children.

5.4 Paired Sampled T test

Step 1- Go to Analyze > under analyze go to Compare means > and under compare means go
to Paired Samples T test

Step 2- Select the paired variables

Step 3- Press Ok > Output will be generated

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Hypothesis
H0 - Performance of employees in the test before training and after training remain the same.
OUTPUT

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Interpretation
Since the value of p is more than 0.05, the null hypothesis is accepted. Hence there’s no
difference between performance of employees before and after training.

5.5 Simple Regression Analysis

Step 1- Go to Analyze > under analyze go to regression > and under regression go to linear

Step 2- Take Attention capturing intention of advertisement as dependent variable and

celebrity advertisement as independent variable

Step 3- Press Ok > Output will be generated

Hypothesis-
H1: There is an association between celebrity advertisement and attention capturing intention
of advertisement.

OUTPUT

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Interpretation-
Since the value of p is less than 0.05, the alternative hypothesis is accepted. It means there’s
an association between celebrity advertisement and attention capturing intention of
advertisement.

5.6 Multiple Regression Analysis

Step 1- Go to Analyze > under analyze go to regression > and under regression go to linear

Step 2- Take Attention capturing intention as dependent variable and celebrity advertisement,
Jingles in advertisement and Free gifts in advertisement as independent variable

Step 3- Press ok > Output will be generated

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Hypothesis
H1-There is an association between attributes of advertisement (celebrity jingles, and free
gifts) and attention capturing intention of advertisement.

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OUTPUT

Interpretation
Since the value of p is less than 0.05 for all the attributes of advertisement, alternative
hypothesis is accepted. Hence there is an association between attributes of advertisement
(celebrity, jingles, free gifts in advertisement) and attention capturing intention of
advertisement.

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