SPSS是一款經(jīng)典流行的統(tǒng)計分析軟件，完全適合作為各行業(yè)進行數(shù)據(jù)挖掘和數(shù)據(jù)分析的工具。全書內(nèi)容共12章，書中第1~2章介紹SPSS的基本界面和窗口操作、調(diào)查研究、SPSS數(shù)據(jù)整理與數(shù)據(jù)挖掘的基本知識；第3~12章采用10個典型應用的綜合案例分別介紹以SPSS 25.0版本在數(shù)據(jù)挖掘和數(shù)據(jù)分析中的具體應用。
本書內(nèi)容由淺入深、循序漸進、結(jié)構(gòu)安排合理，企業(yè)中的經(jīng)營預測者與決策者、財會人員、市場營銷人員、生產(chǎn)管理等部門的工作者、經(jīng)濟管理部門或政府的廣大工作者都可將本書用作參考書。同時，本書還可供大專院校經(jīng)濟管理類各專業(yè)的高年級本科生、研究生、MBA學員學習和參考。
前 言
第1章 SPSS概述與基本操作 ···································· 1
1.1 SPSS軟件界面的基本操作 ···································· 3
1.1.1 SPSS軟件的打開 ······································· 3
1.1.2 SPSS軟件的關閉 ··············· 7
1.2 SPSS數(shù)據(jù)文件的操作 ··················· 8
1.2.1 使用數(shù)據(jù)編輯器 ················ 8
1.2.2 直接讀取其他格式的數(shù)據(jù)文件 ························· 37
1.3 SPSS統(tǒng)計分析報告 ···················· 49
1.4 SPSS幫助系統(tǒng) ·························· 54
第2章 研究方案、調(diào)查問卷設計與數(shù)據(jù)挖掘介紹··············· 57
2.1 研究方案設計 ·································· 57
2.2 調(diào)查問卷的制作 ························· 60
2.2.1 調(diào)查問卷 ························ 60
2.2.2 調(diào)查問卷的制作步驟 ···································· 60
2.2.3 制作調(diào)查問卷時需要注意的問題 ······························· 61
2.3 數(shù)據(jù)挖掘介紹 ··························· 64
2.3.1 數(shù)據(jù)挖掘概念及過程 ····································· 64
2.3.2 SPSS中的數(shù)據(jù)挖掘分析方法 ·························· 65
第3章 新產(chǎn)品上市前的調(diào)查研究：以某手機產(chǎn)品為例 ··············· 73
3.1 研究背景及目的 ······························ 73
3.1.1 研究背景 ······················· 73
3.1.2 研究目的 ······················· 74
3.2 研究方法 ································· 75
3.3 研究過程 ·································· 76
3.3.1 為聯(lián)合分析生成計劃文件 ··································· 76
3.3.2 根據(jù)計劃文件以及其他相關因素設計調(diào)查問卷 ············· 92
3.3.3 發(fā)放問卷進行社會調(diào)查并將所得數(shù)據(jù)錄入到SPSS中 ························· 96
3.3.4 SPSS分析 ··········································· 96
3.4 研究結(jié)論 ············································ 120
第4章 服務行業(yè)客戶滿意度調(diào)研：以某財產(chǎn)保險公司為例 ······················· 123
4.1 案例背景與理論基礎 ························ 123
4.2 數(shù)據(jù)來源與研究思路 ··························· 127
4.3 描述分析 ··································· 130
4.3.1 SPSS分析過程 ·················· 130
4.3.2 結(jié)果分析 ························· 134
4.4 信度分析 ································ 141
4.4.1 SPSS分析過程 ················· 142
4.4.2 結(jié)果分析 ······················ 144
4.5 相關分析 ································ 146
4.5.1 SPSS分析過程 ·················· 146
4.5.2 結(jié)果分析 ························· 148
4.6 建立模型 ································· 151
4.6.1 客戶滿意度影響因素的實證分析 ······················ 151
4.6.2 客戶再次購買行為影響因素的實證分析···················· 161
4.6.3 關于客戶推薦購買行為影響因素的實證分析 ··············· 167
4.7 研究結(jié)論 ··································· 174
第5章 數(shù)據(jù)挖掘技術在電子商務營銷拓展中的應用 ·················· 175
5.1 研究背景 ···································· 175
5.2 研究方法 ································ 176
5.3 數(shù)據(jù)分析與報告 ························ 176
5.3.1 關于高頻次購買行為的回歸分析 ································ 177
5.3.2 關于高價值購買行為的回歸分析 ··························· 187
5.4 研究結(jié)論 ································· 192
第6章 上市公司估值與業(yè)績表現(xiàn)影響因素研究：以醫(yī)藥制造業(yè)為例 ·················· 193
6.1 數(shù)據(jù)來源與研究思路 ····································· 193
6.2 描述分析 ···························· 195
6.2.1 SPSS分析過程········································ 196
6.2.2 結(jié)果分析 ····························· 198
6.3 相關分析 ····························· 211
6.3.1 SPSS分析過程 ················· 211
6.3.2 結(jié)果分析 ····················· 213
6.4 建立模型 ······························ 216
6.4.1 市盈率口徑估值與業(yè)績表現(xiàn)研究 ······························ 216
6.4.2 市凈率口徑估值與業(yè)績表現(xiàn)研究 ······················ 230
6.5 研究結(jié)論 ········································· 240
第7章 C2C電子商務顧客信任影響因素研究 ················· 242
7.1 研究背景 ··································· 242
7.2 研究方法 ································ 243
7.3 數(shù)據(jù)分析與報告 ····················· 245
7.3.1 回歸分析 ······················ 247
7.3.2 單因素方差分析 ············· 258
7.3.3 單因變量多因素方差分析 ······························ 273
7.4 研究結(jié)論 ································· 289
第8章 區(qū)域市場產(chǎn)品消費需求調(diào)研：以某地區(qū)綠茶產(chǎn)品為例 ················· 291
8.1 研究背景及目的 ··································· 291
8.2 研究方法 ·································· 292
8.3 研究過程 ···························· 293
8.3.1 為聯(lián)合分析生成計劃文件 ································ 293
8.3.2 根據(jù)研究需要設計調(diào)查問卷 ································· 296
8.3.3 發(fā)放問卷進行社會調(diào)查并將所得數(shù)據(jù)錄入到SPSS中 ······················· 296
8.3.4 SPSS分析 ···································· 297
8.4 研究結(jié)論 ······························· 310
第9章 關于企業(yè)內(nèi)部講師素質(zhì)與培訓效果的調(diào)查研究 ···················· 311
9.1 研究背景及目的 ····································· 311
9.1.1 研究背景 ······················· 311
9.1.2 研究目的 ······································· 313
9.2 研究方法 ································· 313
9.3 問卷調(diào)查與數(shù)據(jù)獲取 ··························· 313
9.3.1 根據(jù)研究需要設計指標體系和調(diào)查問卷·························· 313
9.3.2 發(fā)放問卷進行社會調(diào)查并將所得數(shù)據(jù)錄入到SPSS中 ·············· 315
9.3.3 獲得教學效果的外部統(tǒng)計數(shù)據(jù) ·························· 316
9.4 SPSS分析···························· 317
9.4.1 因子分析 ······················ 317
9.4.2 數(shù)據(jù)的二次整理 ··································· 326
9.4.3 內(nèi)部講師素質(zhì)與獲獎成果情況的線性回歸分析 ·············· 327
9.4.4 內(nèi)部講師素質(zhì)與評教得分情況的線性回歸分析 ·············· 336
9.4.5 內(nèi)部講師素質(zhì)與達標達優(yōu)情況的Ordinal回歸分析 ···················· 341
9.5 研究結(jié)論 ······································· 346
第10章 員工健康管理數(shù)據(jù)挖掘?qū)嵗芯?··························· 348
10.1 研究背景及目的 ····························· 348
10.2 研究方法 ······························· 349
10.3 數(shù)據(jù)整理 ······························ 349
10.4 描述分析 ······························· 351
10.4.1 定距變量的描述分析 ····························· 352
10.4.2 分類變量的交叉表分析 ································· 353
10.5 相關分析 ······························ 360
10.6 回歸分析 ······························· 365
10.7 因子分析 ······························· 369
10.8 研究結(jié)論 ······························ 377
第11章 城鎮(zhèn)居民消費支出結(jié)構(gòu)研究及政策啟示 ······················ 379
11.1 研究背景 ························ 379
11.2 研究方法 ································ 382
11.3 數(shù)據(jù)分析與報告 ······················ 382
11.3.1 回歸分析 ····················· 384
11.3.2 相關分析 ······················ 413
11.3.3 因子分析 ···························· 417
11.3.4 圖形分析 ··························· 429
11.4 研究結(jié)論 ································ 430
第12章 關于大學生就業(yè)相關問題的調(diào)查研究 ······················ 433
12.1 研究背景及目的 ························ 433
12.2 研究方法 ······························ 434
12.3 研究過程 ······························ 434
12.3.1 根據(jù)研究需要設計調(diào)查問卷 ··························· 434
12.3.2 發(fā)放問卷進行社會調(diào)查并將所得數(shù)據(jù)錄入到SPSS中 ············· 436
12.3.3 SPSS分析 ····························· 438
12.4 研究結(jié)論 ······························ 468
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