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 www.spss.com.
 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 consume more ounces of soft drinks than water.
___k. In general, soft drinks taste better than beer.
8. 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=coffee 8=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.
1. Fill out all questions.
2. 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 Variable Label Value Labels
Name
Q1 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 Soft drinks really give me a lift during the day All of the questions in
Q7b I am hooked on soft drinks #7 used the same
Q7c Diet soft drinks give me a headache value labels as
Q7d Last diet – quit sugar soft drinks follows:
Q7e Advertising doesn’t affect my choice of soft drink 1=strongly disagree
Q7f I prefer ice tea to soft drinks 2=disagree
Q7g Soft drink commercials have gotten funnier—past 5 years 3=indifferent
Q7h Beer TV commercials better than soft drink TV commercials 4=agree
Q7i Soft drinks are bad for a person’s health 5=strongly agree
Q7j On an average day, I consume more ounces of soft drink than water
Q7k In general, soft drinks taste better than beer
Q8a You just mowed the grass All of the questions in
Q8b After working out with weights #8 used the same
Q8c After jogging or running value labels as
Q8d Eating at a formal restaurant follows:
Q8e Eating fried catfish, shrimp or other seafood 1=soft drink
Q8f Eating lobster, crab, or crawfish 2=water
Q8g Discussing life with your – significant other 3=beer
Q8h Having an intellectual discussion about religious beliefs 4=Gatorade type
Q8i Having a passionate discussion about passionate things 5=ice tea
Q8j Just got in from work and want to relax 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