OE106:
Research
skills for
Hogeschool Inholland marketeers
SPSS Test Hogeschool van
Inholland Alkmaar
Bart Komen 647303
, Hogeschool van Inholland
Bachelor Business studies
Marketing research
Name: Bart Komen
Student number: 647303
Subject : OE106: Research skills for marketeers
Year: ALBSMAVT3
Semester: 2
Teacher: Hugo Booms
Class: 3B
Alkmaar, April 2022
1
,INHOUD
Preface .................................................................................................................................................................... 4
Introduction ............................................................................................................................................................ 5
Part A: Exploring the data [30 pts] .......................................................................................................................... 6
Part B: Logistic regression [25 pts] ........................................................................................................................ 18
(B1) Residents/km2 classification ..................................................................................................................... 18
(B2) Province of The Netherlands ..................................................................................................................... 19
(B3) Gender ....................................................................................................................................................... 20
(B4) Household size ........................................................................................................................................... 20
(B5) Receives newsletter ................................................................................................................................... 21
(B6) Has allowed telemarketing ........................................................................................................................ 22
(B7) Has allowed direct marketing (mail) .......................................................................................................... 22
(B8) Has allowed email marketing .................................................................................................................... 23
(B9) Discount ..................................................................................................................................................... 24
(B10) The service selected by customer ........................................................................................................... 25
(B11) First run and adjusting categorical variables ........................................................................................... 27
(B12) Second run ............................................................................................................................................... 30
(B13) Third run .................................................................................................................................................. 31
(B14) Fourth run ................................................................................................................................................ 33
(B15) Fifth run ................................................................................................................................................... 35
Part C. Linear regression [20 pts] .......................................................................................................................... 38
(C1) Region ........................................................................................................................................................ 38
(C2) Discount ..................................................................................................................................................... 39
(C3) Urbanization .............................................................................................................................................. 40
(C4) Household size ........................................................................................................................................... 40
(C5) Opt.in.tm.................................................................................................................................................... 41
(C6) Opt.in.dm ................................................................................................................................................... 42
(C7) Opt.in.em ................................................................................................................................................... 42
(C8) Receives newsletter ................................................................................................................................... 42
(C9) Active ......................................................................................................................................................... 43
(C10) Gender ..................................................................................................................................................... 43
(C11) First step .................................................................................................................................................. 46
(C12) Second step ............................................................................................................................................. 48
(C13) Third step ................................................................................................................................................. 49
(C14) Fourth step .............................................................................................................................................. 50
(C15) Final Model .............................................................................................................................................. 51
2
, Part D: Hierarchical cluster analysis [25 pts] ......................................................................................................... 52
PLOTS ............................................................................................................................................................ 53
Method.......................................................................................................................................................... 54
(D1) Age............................................................................................................................................................. 57
(D2) Revenue ..................................................................................................................................................... 57
(D3) Discount..................................................................................................................................................... 58
(D4) Opt.in.tm ................................................................................................................................................... 59
(D5) Opt.in.dm .................................................................................................................................................. 61
(D6) Opt.in.em................................................................................................................................................... 62
(D7) Receives newsletter .................................................................................................................................. 62
(D8) Gender ....................................................................................................................................................... 63
(D9) Package...................................................................................................................................................... 64
(D10) Urbanization ............................................................................................................................................ 65
(D11) Region ...................................................................................................................................................... 65
(D12) Household size ........................................................................................................................................ 66
3
Research
skills for
Hogeschool Inholland marketeers
SPSS Test Hogeschool van
Inholland Alkmaar
Bart Komen 647303
, Hogeschool van Inholland
Bachelor Business studies
Marketing research
Name: Bart Komen
Student number: 647303
Subject : OE106: Research skills for marketeers
Year: ALBSMAVT3
Semester: 2
Teacher: Hugo Booms
Class: 3B
Alkmaar, April 2022
1
,INHOUD
Preface .................................................................................................................................................................... 4
Introduction ............................................................................................................................................................ 5
Part A: Exploring the data [30 pts] .......................................................................................................................... 6
Part B: Logistic regression [25 pts] ........................................................................................................................ 18
(B1) Residents/km2 classification ..................................................................................................................... 18
(B2) Province of The Netherlands ..................................................................................................................... 19
(B3) Gender ....................................................................................................................................................... 20
(B4) Household size ........................................................................................................................................... 20
(B5) Receives newsletter ................................................................................................................................... 21
(B6) Has allowed telemarketing ........................................................................................................................ 22
(B7) Has allowed direct marketing (mail) .......................................................................................................... 22
(B8) Has allowed email marketing .................................................................................................................... 23
(B9) Discount ..................................................................................................................................................... 24
(B10) The service selected by customer ........................................................................................................... 25
(B11) First run and adjusting categorical variables ........................................................................................... 27
(B12) Second run ............................................................................................................................................... 30
(B13) Third run .................................................................................................................................................. 31
(B14) Fourth run ................................................................................................................................................ 33
(B15) Fifth run ................................................................................................................................................... 35
Part C. Linear regression [20 pts] .......................................................................................................................... 38
(C1) Region ........................................................................................................................................................ 38
(C2) Discount ..................................................................................................................................................... 39
(C3) Urbanization .............................................................................................................................................. 40
(C4) Household size ........................................................................................................................................... 40
(C5) Opt.in.tm.................................................................................................................................................... 41
(C6) Opt.in.dm ................................................................................................................................................... 42
(C7) Opt.in.em ................................................................................................................................................... 42
(C8) Receives newsletter ................................................................................................................................... 42
(C9) Active ......................................................................................................................................................... 43
(C10) Gender ..................................................................................................................................................... 43
(C11) First step .................................................................................................................................................. 46
(C12) Second step ............................................................................................................................................. 48
(C13) Third step ................................................................................................................................................. 49
(C14) Fourth step .............................................................................................................................................. 50
(C15) Final Model .............................................................................................................................................. 51
2
, Part D: Hierarchical cluster analysis [25 pts] ......................................................................................................... 52
PLOTS ............................................................................................................................................................ 53
Method.......................................................................................................................................................... 54
(D1) Age............................................................................................................................................................. 57
(D2) Revenue ..................................................................................................................................................... 57
(D3) Discount..................................................................................................................................................... 58
(D4) Opt.in.tm ................................................................................................................................................... 59
(D5) Opt.in.dm .................................................................................................................................................. 61
(D6) Opt.in.em................................................................................................................................................... 62
(D7) Receives newsletter .................................................................................................................................. 62
(D8) Gender ....................................................................................................................................................... 63
(D9) Package...................................................................................................................................................... 64
(D10) Urbanization ............................................................................................................................................ 65
(D11) Region ...................................................................................................................................................... 65
(D12) Household size ........................................................................................................................................ 66
3
