Transcript 3220Chapter16

Marketing Research
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EDITING
CODING
DATA ENTRY
ERROR
CHECKING
AND
VERIFICATION
DATA ANALYSIS
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The process of checking and
adjusting the data
◦ for omissions
◦ for legibility
◦ for consistency
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And readying them for
coding and storage
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The process of identifying and assigning a
numerical score or other character symbol to
previously edited data
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Categories should be exhaustive
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Categories should be mutually exclusive and
independent
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Remember level of measurement when
analyzing data!
◦ Mean for gender is meaningless.
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Select logical codes
◦ E.g. 1 for most common category
◦ E.g. Low or negative numbers for disagree
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Pre-coding Example
1a. How many years have you been playing tennis on a
regular basis (if at all)?
Number of years: __________
b. What is your level of play?
Novice or non-player . . .
Lower Intermediate . . . . .
Upper Intermediate . . . . .
1
2
3
Advanced . . . . . . .
Expert . . . . . . . . .
Teaching Pro . . . .
4
5
6
c. In the last 12 months, has your level of play
improved, remained the
same or decreased?
Improved. . . . . . . . . . . . . .
Remained the same . . . . .
3
2
Decreased. . . . . . .
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
May have pre-set categories
◦ Based on your theory/lit review/expectations

May develop categories based on responses
◦ Read all responses
◦ Record in abbreviated form
◦ Develop categories
◦ Code a subset to assess categories
 Do all responses have a clear place?
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Number each statement
◦ Must determine what makes a “statement”
◦ Usually each complete idea or concept
◦ May or may not follow sentence structure
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Assign a code to each numbered statement
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May require several data entry columns
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Identifies each variable
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Provides a variable’s description
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Identifies each code name and position on
storage medium
Indicates response options and their
corresponding codes
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Add an ID number to each questionnaire
◦ Create category headers at top of each column
◦ Enter ID as the first field
◦ Enter each person across
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ID
Q1
1 james madison university
2
Babson College
3 Frostburg State University
Q2 Q3 Q4 Q5
1 0 2 2
1 1 6 5
1 0 7 7
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Checks:
◦ Look at frequency distributions
 number of responses
 how many missing values?
 consistent with the response categories?
 make sure there are no “unreasonable” answers
 If included data not in the range (e.g., “8”), the data
needs to be edited
 Find the questionnaire (with ID)
 replace with “correct” value
 includes the full range?
 e.g, all the numbers in a 1 to 7 scale
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