Hi all,
Looking for a little SPSS support. Probably something incredibly trivial but we don't use SPSS frequently on our Business & Management course.
For my research project I have gathered quantitative data from over 400 consumers with a hypothesis that different consumer clusters describe premium high-street clothing brands in different ways dependent upon their psychometric and demographic profile. Whilst I have identified 5 groups of consumers within my data, I am having a little difficulty analysing their perception. The survey used the PRECON Scale; which is a metric of 19 likert questions used to identify the extent to which factors BRAND, INVOLVEMENT, ATMOSPHERE, QUALITY and STATUS contribute towards ones perception of a premium brand.
I have already used factor analysis to reduce the quantity of questions to the 5 variables but have come to compare the means between my consumer clusters and the factors. Subsequently, I have tried to use the raw likert question data but have a feeling that isn't the right way to do it. Any ideas?
Got quite a tight deadline on this so would be really grateful for a little help!