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名人/編輯推薦
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SPSS是一款經典流行的統計分析軟件，完全適合作為各行業進行數據挖掘和數據分析的工具。全書內容共12章，書中第1～2章介紹SPSS的基本界面和窗口操作、調查研究、SPSS數據整理與數據挖掘的基本知識；第3～12章採用10個典型應用的綜合案例分別介紹以SPSS 25.0版本在數據挖掘和數據分析中的具體應用。
本書內容由淺入深、循序漸進、結構安排合理，企業中的經營預測者與決策者、財會人員、市場營銷人員、生產管理等部門的工作者、經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濟管理類各專業的高年級本科生、研究生、MBA學員學習和參考。
本書內容由淺入深、循序漸進、結構安排合理，企業中的經營預測者與決策者、財會人員、市場營銷人員、生產管理等部門的工作者、經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濟管理類各專業的高年級本科生、研究生、MBA學員學習和參考。
名人/編輯推薦
SPSS，數據挖掘和數據分析工具
目次
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數據文件的操作 ··················· 8
1.2.1 使用數據編輯器 ················ 8
1.2.2 直接讀取其他格式的數據文件 ························· 37
1.3 SPSS統計分析報告 ···················· 49
1.4 SPSS幫助系統 ·························· 54
第2章 研究方案、調查問卷設計與數據挖掘介紹··············· 57
2.1 研究方案設計 ·································· 57
2.2 調查問卷的製作 ························· 60
2.2.1 調查問卷 ························ 60
2.2.2 調查問卷的製作步驟 ···································· 60
2.2.3 製作調查問卷時需要注意的問題 ······························· 61
2.3 數據挖掘介紹 ··························· 64
2.3.1 數據挖掘概念及過程 ····································· 64
2.3.2 SPSS中的數據挖掘分析方法 ·························· 65
第3章 新產品上市前的調查研究：以某手機產品為例 ··············· 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 為聯合分析生成計劃文件 ··································· 76
3.3.2 根據計劃文件以及其他相關因素設計調查問卷 ············· 92
3.3.3 發放問捲進行社會調查並將所得數據錄入到SPSS中 ························· 96
3.3.4 SPSS分析 ··········································· 96
3.4 研究結論 ············································ 120
第4章 服務行業客戶滿意度調研：以某財產保險公司為例 ······················· 123
4.1 案例背景與理論基礎 ························ 123
4.2 數據來源與研究思路 ··························· 127
4.3 描述分析 ··································· 130
4.3.1 SPSS分析過程 ·················· 130
4.3.2 結果分析 ························· 134
4.4 信度分析 ································ 141
4.4.1 SPSS分析過程 ················· 142
4.4.2 結果分析 ······················ 144
4.5 相關分析 ································ 146
4.5.1 SPSS分析過程 ·················· 146
4.5.2 結果分析 ························· 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 關於客戶推薦購買行為影響因素的實證分析 ··············· 167
4.7 研究結論 ··································· 174
第5章 數據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 ··
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數據文件的操作 ··················· 8
1.2.1 使用數據編輯器 ················ 8
1.2.2 直接讀取其他格式的數據文件 ························· 37
1.3 SPSS統計分析報告 ···················· 49
1.4 SPSS幫助系統 ·························· 54
第2章 研究方案、調查問卷設計與數據挖掘介紹··············· 57
2.1 研究方案設計 ·································· 57
2.2 調查問卷的製作 ························· 60
2.2.1 調查問卷 ························ 60
2.2.2 調查問卷的製作步驟 ···································· 60
2.2.3 製作調查問卷時需要注意的問題 ······························· 61
2.3 數據挖掘介紹 ··························· 64
2.3.1 數據挖掘概念及過程 ····································· 64
2.3.2 SPSS中的數據挖掘分析方法 ·························· 65
第3章 新產品上市前的調查研究：以某手機產品為例 ··············· 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 為聯合分析生成計劃文件 ··································· 76
3.3.2 根據計劃文件以及其他相關因素設計調查問卷 ············· 92
3.3.3 發放問捲進行社會調查並將所得數據錄入到SPSS中 ························· 96
3.3.4 SPSS分析 ··········································· 96
3.4 研究結論 ············································ 120
第4章 服務行業客戶滿意度調研：以某財產保險公司為例 ······················· 123
4.1 案例背景與理論基礎 ························ 123
4.2 數據來源與研究思路 ··························· 127
4.3 描述分析 ··································· 130
4.3.1 SPSS分析過程 ·················· 130
4.3.2 結果分析 ························· 134
4.4 信度分析 ································ 141
4.4.1 SPSS分析過程 ················· 142
4.4.2 結果分析 ······················ 144
4.5 相關分析 ································ 146
4.5.1 SPSS分析過程 ·················· 146
4.5.2 結果分析 ························· 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 關於客戶推薦購買行為影響因素的實證分析 ··············· 167
4.7 研究結論 ··································· 174
第5章 數據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 ··
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