18-4-2022 OE106 Research
Skills for Marketeers
[Ondertitel van document]
Jeremy de Vrij
Hogeschool Inholland
Hugo Booms
, Hogeschool Inholland Alkmaar
Bachelor Business studies
OE106 Research Skills for Marketeers
Alkmaar, April 2022
Teacher: Hugo Booms
Subject: OE106 Research Skills for Marketeers
Student: Jeremy de Vrij
Student number: 649640
Study year: 3
Class: ALBSMAVT3b
1
, Preface
Below the 4 exercises for the subject “OE106 Research Skills for Marketeers” will be shown. These questions
needed to be made with the help of SPSS.
By doing these exercises I really learned how to use SPSS and how the different subjects within the test work.
Also I want to thank mister Booms for the interesting lessons that really helped me making this test.
Alkmaar, April 2022
2
,Introduction
In this document the 4 exercises for the subject “OE106 Research Skills for Marketeers” are made. Every
exercise is supplemented of info with why something is done and how something is done via screenshots of
SPSS.
3
, TABLE OF CONTEXTS
Part A: Exploring the data [30 pts] .......................................................................................................................... 5
Part B: Logistic regression [25 pts] ........................................................................................................................ 13
Part C. Linear regression [20 pts] .......................................................................................................................... 27
Part D: Hierarchical cluster analysis [25 pts] ......................................................................................................... 40
4
Skills for Marketeers
[Ondertitel van document]
Jeremy de Vrij
Hogeschool Inholland
Hugo Booms
, Hogeschool Inholland Alkmaar
Bachelor Business studies
OE106 Research Skills for Marketeers
Alkmaar, April 2022
Teacher: Hugo Booms
Subject: OE106 Research Skills for Marketeers
Student: Jeremy de Vrij
Student number: 649640
Study year: 3
Class: ALBSMAVT3b
1
, Preface
Below the 4 exercises for the subject “OE106 Research Skills for Marketeers” will be shown. These questions
needed to be made with the help of SPSS.
By doing these exercises I really learned how to use SPSS and how the different subjects within the test work.
Also I want to thank mister Booms for the interesting lessons that really helped me making this test.
Alkmaar, April 2022
2
,Introduction
In this document the 4 exercises for the subject “OE106 Research Skills for Marketeers” are made. Every
exercise is supplemented of info with why something is done and how something is done via screenshots of
SPSS.
3
, TABLE OF CONTEXTS
Part A: Exploring the data [30 pts] .......................................................................................................................... 5
Part B: Logistic regression [25 pts] ........................................................................................................................ 13
Part C. Linear regression [20 pts] .......................................................................................................................... 27
Part D: Hierarchical cluster analysis [25 pts] ......................................................................................................... 40
4
