目前本人只学了5堂的SPSS课程，所以就我而言，对于下面这道题有点纠结，所以想向各位达人求助下。

对于第一问，我是认为Part 2 应该作为phycological（变量），Part4为demographic（自变量）。然后对Part2进行一次Factor Analysis，先删除一些不必要的点并且整合剩下来的因素。然后再和Part2一起做次N-way ANOVA。不知是否可行？

但对于第二题，我是一点想法都没得···

还有就是各位XDJM一般是依据什么对年龄分层的？

希望各位高手给点意见，

帮小妹渡过难关·····

不胜感激！！！跪谢~~~

In an extremely turbulent financial market, A bank is facing tough competition from other banks in the country. It has experienced a sharp dip in its stock price in the last three months and has become vulnerable for possible take-over bids from its rivals. The trust of the customers towards the bank has reached its rock-bottom level and the bank has experienced a long queue of its customers waiting to withdraw their life long savings. It has been a major blow to the reputation of the bank and has led to a tremendous financial crunch which the bank has never experienced before.

The management board of the bank now wants to find out how it can cope up with this crisis and regain its customer confidence. The bank hired a business turnaround consultant who carried out a survey with the bank‘s customers. The objective of the study is to understand customer investment needs and identify customer segments for better positioning of the bank’s investment products. The data is collected from 500 customers. The survey questionnaire is given below.

SURVEY QUESTIONNAIRE

 Part 1. How important are the following items when you select a bank to meet your transaction needs (5= extremely important, 1= not important at all)

1_a. Past performance record

1_b. Fees charged for transaction

1_c. Range of services provided

1_d. Problem solving ability

1_e. Online services offered

1_f. Ability to customize products/ services according to my need

1_g. Ability to offer professional advice

1_h. Knowledgeable employees

1_i. Shows concerns to understand my needs

1_j. Ability to offer innovative products/ services

1_k. Degree to which the bank knows me

1_l. Quality of service

Part 2. How would you rate the bank on the following items (5= excellent, 1= poor)

2_a. Past performance record

2_b. Fees charged for transaction

2_c. Range of services provided

2_d. Problem solving ability

2_e. Online services offered

2_f. Ability to customize products/ services according to my need

2_g. Ability to offer professional advice

2_h. Knowledgeable employees

2_i. Shows concerns to understand my needs

2_j. Ability to offer innovative products/ services

2_k. Degree to which the bank knows me

2_l. Quality of service

Part 3. Your future intentions about the bank (5= very likely, 1= very unlikely)

3_a. I plan to encourage my friends/ relatives to transact with this bank in the future

3_b. I plan to buy other products/ services which I am not using currently from the bank in the future

3_c. I plan to maintain a long-term relationship with the bank in the future

3_d. I do not foresee myself making negative comments about the bank in the future

Part 4. Tell us about yourself

4_a.      Age______ (years)

4_b.      1. Male __________ 2. Female ________

4_c. Marital status

       1. Married______       2. Separated_________     3. Never married________

4_d. Income

       1. < £30,000_______ 2. £30,000- £40, 000  ______ 3. > £40,000______

      

********

 

The bank is interested to know:

1. How to develop a profile of customers (demographic and psychological) who exhibit positive preferences/ intentions towards the bank

2. How to understand the overall customer satisfaction for the bank

[此贴子已经被作者于2008-11-12 11:31:35编辑过]