《SPSS数据挖掘与案例分析应用实践》配书资源

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。

封面图

目录

• 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 ································ 176
• 5.3 数据分析与报告 ························ 176
• 5.3.1 关于高频次购买行为的回归分析 ································ 177
• 5.3.2 关于高价值购买行为的回归分析 ··························· 187
• 5.4 研究结论 ································· 192
• 第6章 上市公司估值与业绩表现影响因素研究：以医药制造业为例 ·················· 193
• 6.1 数据来源与研究思路 ····································· 193
• 6.2 描述分析 ···························· 195
• 6.2.1 SPSS分析过程········································ 196
• 6.2.2 结果分析 ····························· 198
• 6.3 相关分析 ····························· 211
• 6.3.1 SPSS分析过程 ················· 211
• 6.3.2 结果分析 ····················· 213
• 6.4 建立模型 ······························ 216
• 6.4.1 市盈率口径估值与业绩表现研究 ······························ 216
• 6.4.2 市净率口径估值与业绩表现研究 ······················ 230
• 6.5 研究结论 ········································· 240
• 第7章 C2C电子商务顾客信任影响因素研究 ················· 242
• 7.1 研究背景 ··································· 242
• 7.2 研究方法 ································ 243
• 7.3 数据分析与报告 ····················· 245
• 7.3.1 回归分析 ······················ 247
• 7.3.2 单因素方差分析 ············· 258
• 7.3.3 单因变量多因素方差分析 ······························ 273
• 7.4 研究结论 ································· 289
• 第8章 区域市场产品消费需求调研：以某地区绿茶产品为例 ················· 291
• 8.1 研究背景及目的 ··································· 291
• 8.2 研究方法 ·································· 292
• 8.3 研究过程 ···························· 293
• 8.3.1 为联合分析生成计划文件 ································ 293
• 8.3.2 根据研究需要设计调查问卷 ································· 296
• 8.3.3 发放问卷进行社会调查并将所得数据录入到SPSS中 ······················· 296
• 8.3.4 SPSS分析 ···································· 297
• 8.4 研究结论 ······························· 310
• 第9章 关于企业内部讲师素质与培训效果的调查研究 ···················· 311
• 9.1 研究背景及目的 ····································· 311
• 9.1.1 研究背景 ······················· 311
• 9.1.2 研究目的 ······································· 313
• 9.2 研究方法 ································· 313
• 9.3 问卷调查与数据获取 ··························· 313
• 9.3.1 根据研究需要设计指标体系和调查问卷·························· 313
• 9.3.2 发放问卷进行社会调查并将所得数据录入到SPSS中 ·············· 315
• 9.3.3 获得教学效果的外部统计数据 ·························· 316
• 9.4 SPSS分析···························· 317
• 9.4.1 因子分析 ······················ 317
• 9.4.2 数据的二次整理 ··································· 326
• 9.4.3 内部讲师素质与获奖成果情况的线性回归分析 ·············· 327
• 9.4.4 内部讲师素质与评教得分情况的线性回归分析 ·············· 336
• 9.4.5 内部讲师素质与达标达优情况的Ordinal回归分析 ···················· 341
• 9.5 研究结论 ······································· 346
• 第10章 员工健康管理数据挖掘实例研究 ··························· 348
• 10.1 研究背景及目的 ····························· 348
• 10.2 研究方法 ······························· 349
• 10.3 数据整理 ······························ 349
• 10.4 描述分析 ······························· 351
• 10.4.1 定距变量的描述分析 ····························· 352
• 10.4.2 分类变量的交叉表分析 ································· 353
• 10.5 相关分析 ······························ 360
• 10.6 回归分析 ······························· 365
• 10.7 因子分析 ······························· 369
• 10.8 研究结论 ······························ 377
• 第11章 城镇居民消费支出结构研究及政策启示 ······················ 379
• 11.1 研究背景 ························ 379
• 11.2 研究方法 ································ 382
• 11.3 数据分析与报告 ······················ 382
• 11.3.1 回归分析 ····················· 384
• 11.3.2 相关分析 ······················ 413
• 11.3.3 因子分析 ···························· 417
• 11.3.4 图形分析 ··························· 429
• 11.4 研究结论 ································ 430
• 第12章 关于大学生就业相关问题的调查研究 ······················ 433
• 12.1 研究背景及目的 ························ 433
• 12.2 研究方法 ······························ 434
• 12.3 研究过程 ······························ 434
• 12.3.1 根据研究需要设计调查问卷 ··························· 434
• 12.3.2 发放问卷进行社会调查并将所得数据录入到SPSS中 ············· 436
• 12.3.3 SPSS分析 ····························· 438
• 12.4 研究结论 ······························ 468