SPSS Analysis - mean comparison for non-normal distribution tests

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DaJo01
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Joined: Mon May 09, 2016 2:13 pm

SPSS Analysis - mean comparison for non-normal distribution tests

Postby DaJo01 » Mon May 09, 2016 2:14 pm

We are two master students working on our thesis right now and would very much appreciate your help for our SPSS analysis.

We have two hypotheses that we are not sure of how to test. The hypotheses are:

H1: A high-level ethnocentric consumer perceives local brands positively (in regards to his/her overall Brand Associations)
H2: A high-level ethnocentric consumer prefers local brands over global brands (in regards to his/her overall Brand Associations)

For the first hypothesis we have two variables here, 1: CET-level (ordinal scale with two values: High-level CET and Low-level CET) and 2: Brand Associations with local brands. The first hypothesis would be confirmed if one “value” (high level CET) would have a mean for local Brand Associations above 4 (we used a likert scale). For the second hypothesis we have three variables here, 1: CET-level (ordinal scale with two values: High-level CET and Low-level CET), 2: Brand Associations with local brands and 3: Brand Associations with global brands. The second hypothesis would be confirmed if the mean for Brand Associations with local brands is higher than for global brands for high-ethnocentric consumers. To keep in mind in both cases: we have non-normal distributed variables for Global and Local Brand Associations.


For both hypotheses we need to look at only high level ethnocentric consumers (mean above 4 on likert scale [N=33]). Our question now is how to exclude all low level ethnocentric consumers (mean below 4 on likert scale [N=309]) in order to perform the test for only high level ethnocentric consumers and still use the whole sample. Also, we are not sure which test to perform.


Thank you very much in advance!

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