SPSS - Everything the market researcher needs for data analysis
Updated January 08, 2018
SPSS - Everything the market researcher needs for data analysis
Score 9 out of 10
Vetted Review
Verified User
Modules Used
- IBM SPSS Statistics
Overall Satisfaction with IBM SPSS
SPSS is used widely by the marketing research department, which supports the entire organization. It is used for extensive data analysis of survey data, including descriptive statistics, cross-tabulations and other ways of slicing the data, and statistical analysis. It is often used to supplement the analyses done by survey vendors as a way to do deeper dives and respond to follow-up questions by business managers.
- Deeper dives into the data - We often like to slice data into various segments, and SPSS cross-tabulation capabilities make this easy.
- Statical analysis - Identify the variable that are most impactful in generative overall results. For example, what aspects of customer service drive overall satisfaction.
- East of use - I like how the SPSS data structure is so well suited to people who use Microsoft Excel. In particular, taking an Excel data file and importing it into SPSS is easy. It does take a bit of work in defining variables and response categories, but you end up with a very powerful dataset for deeper analysis.
- I would like to see the ability to control print outputs better. The data is all there but it's not easy to format the printouts for ease of reading them.
- I'd love to see the ability to generate a lot more data in cross-tabulation output, e.g., the 20+ banner points we often like to see.
- More powerful graphics, such as those in Tableau or even PowerPoint, would be very nice to have.
- Identified market segments that were more likely to purchase our products, resulting in more cost-effective sales focus.
- Identified agent segments more or less likely to have an interest in selling certain types of products.
- Identified key drivers of customer satisfaction among various customer segments, providing an understanding of the needed improvement initiatives and where they need to be focused.
SPSS is enormously broad-featured. They just do a lot of analysis that is beyond the capabilities of even the best survey research platforms.
Using IBM SPSS
15 - Marketing research, customer research, customer satisfaction, metrics.
Market research analysis. Those experienced in survey work, questionnaire design, analytics. Knowledge of Microsoft Excel isn;t needed but there are some nice ways to use the two products together. Statisticians.
- Survey research. Analyzing survey responses, including breakdowns by various segments.
- Identifying segments most interested in various products and services, through multivariate analysis.
Using IBM SPSS
| Pros | Cons |
|---|---|
Like to use Easy to use Well integrated Consistent Convenient Feel confident using | None |
- We use it a lot for doing crosstabulations, i.e., breaking out survey results by age, gender, education. It is very easy and an important part of survey analysis. Also, SPSS tells you when differences are statistically significant.
- One of the nice features is the similarity of the file structure to Excel. Often we get data in a spreadsheet and importing it into an SPSS file is super easy: we just cut and paste, and then define each variable (which is easy). So we can work with clients who don;t have SPSS, but have Excel, and we can use their data.
- We have used a survey platform which does a good job, except that it doesn't allow for weighting. SPSS is a full-features research package and weighting variables is easy and important, and we often use that capability.
- SPSS is an extraordinarily deep and powerful package. I would not say that the functions I have used (data tabulation, statistical analysis, multivariate analysis, etc.) are difficult or cumbersome to perform, but I will advise people that they will need to explore the documentation and get comfortable with the power of SPSS.