SPSS Softdrink Questionnaire
Marketing Research, 6e
Carl McDaniel and Roger Gates
SPSS Exercises prepared by
Joe Cangelosi
University of Central Arkansas
INTRODUCTION TO STUDENTS
SPSS is recognized as one of the leading software packages for statistical analysis. For about the last 5-7 years, it has been packaged with marketing research texts as an ancillary resource. However, there has not been an organized attempt to integrate SPSS with the marketing research course. The objective of these SPSS Exercises is to do just that – integrate the use of SPSS into the Marketing Research course, resulting a significant data management component.
The need for a significant data management component came from several sources. First, the University of Central Arkansas College of Business has a Business Advisory Council, which advises the college with regard to curriculum, recommended that graduates needed stronger data management skills. Second, as Faculty Advisor for the UCA Marketing Club, and a member of the Central Arkansas Professional Chapter of the American Marketing Association, I am hearing from the marketing professionals is that marketing majors need better data management skills. Given the preceding, I decided to develop computer-based exercises using SPSS, with the objective of increasing student proficiency in data analysis and data management.
The SPSS Exercises which correlate with the Softdrink Questionnaire are included in the data analysis chapters in McDaniel & Gates, Marketing Research, 6e. The SPSS Software is very user-friendly, and the mechanics of its use can be integrated into daily class sessions. Lastly, SPSS provides a number of learning resources. Their web site address is
Soft Drink & Beverage Consumption Questionnaire
1.Do you drink soft drinks? _____YES(1) _____NO(0)
If ANO@ go to number 11.
2.What percent of your soft drink consumption is:
a.Drinks with sugar_____%
b.Drinks without sugar (diet)_____%
3.What percent of your soft drink consumption is:
a.Drinks with caffeine_____%
b. Drinks without caffeine_____%
4.What percent of your soft drink consumption is:
a.Your favorite soft drink_____%
b. Your 2nd favorite soft drink_____%
c.Other brands of soft drink_____%
5.On the average how many soft drinks do you consume weekly?
(Use the equivalent of 12 oz. Cans.)______12 oz. Cans
6.What is your favorite soft drink? ______
7. Indicate the extent to which you agree or disagree with each of the following statements using the scale below:
strongly strongly
disagree disagree indifferent agree agree
|______|______|______|______|______|
1 2 3 4 5
___a.Soft drinks really give me a lift during the day.
___b.I am hooked on soft drinks.
___c.Diet soft drinks give me a headache.
___d.When I was last on a diet, one of the lifestyle changes I made was not
to drink soft drinks with sugar.
___e.Advertising has nothing to do with my choice of soft drink.
___f.I prefer ice tea to soft drinks.
___g.Soft drink TV commercials have gotten funnier over the past five years.
___h.I think the beer TV commercials are better than the soft drink TV commercials.
___i.Soft drinks are bad for a person=s health.
___j.On an average day, I consumer more ounces of soft drinks than water.
___k.In general, soft drinks taste better than beer.
- Indicate which of the following beverages you would prefer to consume for each of the following occasions:
1=soft drink 2=water 3=beer 4=gatoraide or equivalent
5=ice tea 6=mixed drink 7=coffee8=other
9=not applicable
_____ a.You just mowed the grass.
_____ b.After working out with weights.
_____ c.After jogging or running.
_____ d.Eating at a formal restaurant.
_____ e.Eating fried catfish, shrimp or other seafood.
_____ f.Eating lobster, crab legs or crawfish.
_____ g.Discussing life with your girl/boy friend or spouse or (to be politically correct) significant other.
_____ h.Having an intellectual discussion about religious beliefs.
_____ i.Having a passionate discussion about passionate things.
_____ j.You just got in from work and want to relax.
9.Using a scale of 1=very inactive, 2=somewhat inactive, 3=somewhat active and 4=very
active, how physically active do you consider yourself? ______
10.Using a scale of 1=very inactive, 2=somewhat inactive, 3=somewhat active and 4=very
active, how socially active do you consider yourself? ______
DEMOGRAPHIC/CLASSIFICATION INFORMATION
11. Ethnic Group: ____Caucasian(1) ____African-American(2)
____Asian(3)____ European(4)
____Other(5)
12.Gender: _____Female(1) _____Male(0)
13.Classification: ___Freshman(1)___Sophomore(2)
___Junior(3)___Senior(4)
___Grad Student(5)
14.Age:___0-18(1)___19-20(2)___21-22(3)
___23-25(4) ___26-30(5)___over 30(6)
THANK YOU VERY MUCH FOR YOUR COOPERATION
Instructions for having the soft drink questionnaire filled out correctly.
- Fill out all questions.
- Percentages in questions 2, 3, and 4 should equal 100%, i.e. if 90% of your soft drink consumption is with sugar, then 10% is without sugar, hence the two percents equal 100%.
3.Question 5 simply requests the number of equivalent 12-ounce cans of soft drink
consumed in an average week.
4.Question 6 simply requests the name of your favorite soft drink. Give only one name.
5.Question 7: just put the number corresponding to the scale in the blank to the left of each statement.
6.Question 8: simply choose your preference from the possibilities listed. Please only indicate only one choice for this question.
7.Questions 9 & 10 are scale questions. The scales range from 1 (very inactive) to 4 (very active). Simply enter a number from 1 to 4 that indicates Ahow active@ you perceive yourself physically (Q9) and socially (Q10).
8.For the demographic questions, (Q11-Q14), simply check one of the choices in each question.
The SPSS Program Template:
Students should understand that there is nothing sacred about the variable names, labels or value labels in the template below. The reason for providing the template is so that when the professor merges the student databases into one large database, there will be consistency in how the database is set up. This is especially critical regarding the computer coding of soft drinks in Question #6, which is an open-ended question.
Provide students with the following template for developing a SPSS database:
Variable Name / Variable Label / Value LabelsQ1 / Do you drink soft drinks / 1=yes 0=no
Q2a / % soft drinks with sugar
Q2b / % soft drinks without sugar
Q3a / % soft drinks with caffeine
Q3b / % soft drinks without caffeine
Q4a / % of soft drinks consumed are favorite soft drink
Q4b / % of soft drinks consumed are 2nd favorite soft drink
Q4c / % of soft drinks consumed are not 1st or 2nd favorite
Q5 / Average weekly consumption of soft drinks (12 oz cans)
Q6 / Name of favorite soft drink / 1=coca cola
2=diet coke
3=pepsi
4=diet pepsi
5=dr pepper
6=diet dr pepper
7=sprite
8=diet sprite
9=7up
10=diet 7up
11=mountain dew
12=diet mountain dew
13=root beer
14=diet root beer
15=orange soda
16=grape soda
17=other
Q7a
Q7b
Q7c
Q7d
Q7e
Q7f
Q7g
Q7h
Q7i
Q7j
Q7k / Soft drinks really give me a lift during the day
I am hooked on soft drinks
Diet soft drinks give me a headache
Last diet – quit sugar soft drinks
Advertising doesn’t affect my choice of soft drink
I prefer ice tea to soft drinks
Soft drink commercials have gotten funnier—past 5 years
Beer TV commercials better than soft drink TV commercials
Soft drinks are bad for a person’s health
On an average day, I consume more ounces of soft drink than water
In general, soft drinks taste better than beer / All of the questions in #7 used the same value labels as follows:
1=strongly disagree
2=disagree
3=indifferent
4=agree
5=strongly agree
Q8a
Q8b
Q8c
Q8d
Q8e
Q8f
Q8g
Q8h
Q8i
Q8j / You just mowed the grass
After working out with weights
After jogging or running
Eating at a formal restaurant
Eating fried catfish, shrimp or other seafood
Eating lobster, crab, or crawfish
Discussing life with your – significant other
Having an intellectual discussion about religious beliefs
Having a passionate discussion about passionate things
Just got in from work and want to relax / All of the questions in #8 used the same value labels as follows:
1=soft drink
2=water
3=beer
4=Gatorade type
5=ice tea
6=mixed drink
7=coffee
8=other
Q9 / How physically active / 1=very inactive
2=somewhat inactive
3=somewhat active
4=very active
Q10 / How socially active / 1=very inactive
2=somewhat inactive
3=somewhat active
4=very active
Q11 / Ethnic group / 1=Caucasian
2=African-American
3=Asian
4=European
5=other
Q12 / Gender / 1=female
0=male
Q13 / Classification / 1=freshman
2=sophomore
3=junior
4=senior
5=graduate student
Q14 / Age / 1=0 to 18
2=19 to 20
3=21 to 22
4=23 to 25
5=26 to 30
6=over 30