前 言
第1章 SPSS概述与基本操作 ···································· 1
1.1 SPSS软件界面的基本操作 ···································· 3
1.1.1 SPSS软件的打开 ······································· 3
1.1.2 SPSS软件的关闭 ··············· 7
1.2 SPSS数据文件的操作 ··················· 8
1.2.1 使用数据编辑器 ················ 8
1.2.2 直接读取其他格式的数据文件 ························· 37
1.3 SPSS统计分析报告 ···················· 49
1.4 SPSS帮助系统 ·························· 54
第2章 研究方案、调查问卷设计与数据挖掘介绍··············· 57
2.1 研究方案设计 ·································· 57
2.2 调查问卷的制作 ························· 60
2.2.1 调查问卷 ························ 60
2.2.2 调查问卷的制作步骤 ···································· 60
2.2.3 制作调查问卷时需要注意的问题 ······························· 61
2.3 数据挖掘介绍 ··························· 64
2.3.1 数据挖掘概念及过程 ····································· 64
2.3.2 SPSS中的数据挖掘分析方法 ·························· 65
第3章 新产品上市前的调查研究：以某手机产品为例 ··············· 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 研究过程 ·································· 76
3.3.1 为联合分析生成计划文件 ··································· 76
3.3.2 根据计划文件以及其他相关因素设计调查问卷 ············· 92
3.3.3 发放问卷进行社会调查并将所得数据录入到SPSS中 ························· 96
3.3.4 SPSS分析 ··········································· 96
3.4 研究结论 ············································ 120
第4章 服务行业客户满意度调研：以某财产保险公司为例 ······················· 123
4.1 案例背景与理论基础 ························ 123
4.2 数据来源与研究思路 ··························· 127
4.3 描述分析 ··································· 130
4.3.1 SPSS分析过程 ·················· 130
4.3.2 结果分析 ························· 134
4.4 信度分析 ································ 141
4.4.1 SPSS分析过程 ················· 142
4.4.2 结果分析 ······················ 144
4.5 相关分析 ································ 146
4.5.1 SPSS分析过程 ·················· 146
4.5.2 结果分析 ························· 148
4.6 建立模型 ································· 151
4.6.1 客户满意度影响因素的实证分析 ······················ 151
4.6.2 客户再次购买行为影响因素的实证分析···················· 161
4.6.3 关于客户推荐购买行为影响因素的实证分析 ··············· 167
4.7 研究结论 ··································· 174
第5章 数据挖掘技术在电子商务营销拓展中的应用 ·················· 175
5.1 研究背景 ···································· 175
5.2 研究方法 ··
SPSS，数据挖掘和数据分析工具
SPSS是一款经典流行的统计分析软件，完全适合作为各行业进行数据挖掘和数据分析的工具。全书内容共12章，书中第1~2章介绍SPSS的基本界面和窗口操作、调查研究、SPSS数据整理与数据挖掘的基本知识；第3~12章采用10个典型应用的综合案例分别介绍以SPSS 25.0版本在数据挖掘和数据分析中的具体应用。
本书内容由浅入深、循序渐进、结构安排合理，企业中的经营预测者与决策者、财会人员、市场营销人员、生产管理等部门的工作者、经济管理部门或政府的广大工作者都可将本书用作参考书。同时，本书还可供大专院校经济管理类各专业的高年级本科生、研究生、MBA学员学习和参考。
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