Marketing Research Recoding HW
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MKT 3053
Data Recoding Assignment
Use the data (on Canvas) to complete this assignment using SPSS.
Your team should turn in 3 files: a revised SPSS data file, an SPSS output file, and a Word file.
Due date is posted on Canvas. Make sure to use values and labels.
1. Go through the survey (hardcopy provided) and label each question as either nominal,
ordinal, interval, or ratio. Use “N”, “O”, “I”, or “R”. You can find the scales/answer
categories used by looking at the Qualtrics survey.
2. Run a frequency distribution for each variable of interest. Why is this useful?
It’s useful because it provides insights into the data's structure, quality, and distribution, which informs subsequent statistical and modeling choices, helping you draw meaningful conclusions from your data.
3. Recode Education. Combine “less than high school” and “high school”. Combine “some
college” and “associate degree”. Keep “bachelor’s” as its own category. Combine
“masters”, “Ph.D.”, and “professional degree”. Run a frequency on this new variable.
4. Make a new variable called “IncomeR”. This new variable should have the bottom,
middle-, and top-income earners separated and labeled. The bottom earners will be
those categories below $50,000. The middle earners will be those categories between
$50,000 and $99,999. The top income earners will be those categories above $100,000.
Run a frequency on this new variable.
SKIP
5. Make summated scales for all the constructs in the survey.
6. For the modified compulsive buying index scale, make a new variable. Name it
“ShoppingAddict”. Make the bottom 90% (approx.) of this variable equal to 1 and label it “Not Addicted”, and the top 10% (approx.) of this variable equal to 2 and label it “Addicted”. Run a frequency on this new variable.
7. Make a new variable called “IncomeR”. This new variable should have the bottom,
middle, and top income earners separated and labeled. Run a frequency on this new
variable.
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