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。
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
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