The SPSS Student Assistant: The Integration of a Statistical Analysis Program into a Marketing Research Textbook

Abstract

This paper describes the philosophy and operation of a stand-alone tutorial developed to help students understand the many features of SPSS® for Windows™, Student Version, which is bubble-packed with a marketing research textbook (Burns and Bush 1995). The textbook and SPSS® Student Assistant are integrated so students learn the statistical analysis program’s many nonstatistical features such as file handling, variable labeling, and graphs and practice them over the course of the term. With this approach, students are well versed and comfortable with basic operations in SPSS® for Windows™, Student Version, before they use it to perform statistical analyses.