IBM SPSS COMPLEX SAMPLES 19 manual Estimated marginal means by levels of shopping style

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Chapter 19

Figure 19-11

Overall test results for estimated marginal means of gender

The overall test table reports the results of a test of all of the contrasts in the individual test table. Its significance value of less than 0.05 confirms that there is a difference in spending among the levels of Who shopping for.

Figure 19-12

Estimated marginal means by levels of shopping style

This table displays the model-estimated marginal means and standard errors of Amount spent at the factor levels of Use coupons. This table is useful for exploring the differences between the levels of this factor. In this example, a customer who does not use coupons is expected to spend about $319.65, and those who do use coupons are expected to spend considerably more.

Figure 19-13

Individual test results for estimated marginal means of shopping style

The individual tests table displays three simple contrasts, comparing the spending of customers who do not use coupons to those who do.

Since the significance values of the tests are less than 0.05, you can conclude that customers who use coupons tend to spend more than those who don’t.

Figure 19-14

Overall test results for estimated marginal means of shopping style

The overall test table reports the results of a test of all the contrasts in the individual test table. Its significance value of less than 0.05 confirms that there is a difference in spending among the levels of Use coupons. Note that the overall tests for Use coupons and Who shopping for are equivalent to the tests of model effects because the hypothesized contrast values are equal to 0.