Transcript Chapter 4

Chapter 15
Data
Preparation
and
Description
McGraw-Hill/Irwin
Business Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
15-2
Learning Objectives
Understand . . .
• The importance of editing the collected raw
data to detect errors and omissions.
• How coding is used to assign number and
other symbols to answers and to categorize
responses.
• The use of content analysis to interpret and
summarize open questions.
15-3
Learning Objectives
Understand . . .
• Problems with and solutions for “don’t know”
responses and handling missing data.
• The options for data entry and manipulation.
Data Preparation
in the Research Process
15-4
15-5
Monitoring Online Survey Data
Online surveys
need special editing
attention. CfMC
provides software
and support to
research suppliers
to prevent
interruptions from
damaging data .
15-6
Editing
Accurate
Arranged for
simplification
Consistent
Criteria
Complete
Uniformly
entered
15-7
Field Editing
•
•
•
•
Field editing review
Entry gaps identified
Callbacks made
Validate results
Ad message: Speed without
accuracy won’t help the manager
choose the right direction.
15-8
Central Editing
Be familiar with instructions
given to interviewers and coders
Do not destroy the original entry
Make all editing entries identifiable and in
standardized form
Initial all answers changed or supplied
Place initials and date of editing
on each instrument completed
15-9
Sample Codebook
15-10
Precoding
15-11
Coding Open-Ended Questions
15-12
Coding Rules
Appropriate to the
research problem
Exhaustive
Categories
should be
Mutually exclusive
Derived from one
classification principle
15-13
Content Analysis
QSR’s XSight
software for
content analysis.
15-14
Content Analysis
15-15
Types of Content Analysis
Syntactical
Referential
Propositional
Thematic
15-16
Open-Question Coding
Locus of
Responsibility
Mentioned
Not Mentioned
A. Company
________________________
________________________
B. Customer
________________________
________________________
C. Joint Company-Customer
________________________
________________________
F. Other
________________________
________________________
Locus of Responsibility
A. Management
1. Sales manager
2. Sales process
3. Other
4. No action area identified
B. Management
1. Training
C. Customer
1. Buying processes
2. Other
3. No action area identified
D. Environmental conditions
E. Technology
F. Other
Frequency (n = 100)
10
20
7
3
15
12
8
5
20
Handling “Don’t Know”
Responses
Question: Do you have a productive relationship
with your present salesperson?
No
Don’t Know
10%
40%
38%
1 – 3 years
30
30
32
4 years or more
60
30
30
100%
n = 650
100%
n = 150
100%
n = 200
Years of Purchasing
Less than 1 year
Total
Yes
15-17
15-18
Data Entry
Keyboarding
Digital/
Barcodes
Database
Programs
Optical
Recognition
Voice
recognition
15-19
Missing Data
Listwise Deletion
Pairwise Deletion
Replacement
15-20
Key Terms
•
•
•
•
•
•
•
•
•
•
Bar code
Codebook
Coding
Content analysis
Data entry
Data field
Data file
Data preparation
Data record
Database
•
•
•
•
•
•
•
•
Don’t know response
Editing
Missing data
Optical character
recognition
Optical mark recognition
Precoding
Spreadsheet
Voice recognition
Appendix 15a
Describing Data
Statistically
McGraw-Hill/Irwin
Business Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
15-22
Frequencies
A
B
Unit Sales
Increase (%)
5
6
7
8
9
Total
Unit Sales
Increase (%)
Frequency
Percentage
1
2
3
2
1
9
11.1
22.2
33.3
22.2
11.1
100.0
Cumulative
Percentage
11.1
33.3
66.7
88.9
100
Frequency
Percentage
Cumulative
Percentage
Origin, foreign (1)
6
7
8
1
2
2
11.1
22.2
22.2
11.1
33.3
55.5
Origin, foreign (2)
5
6
7
9
Total
1
1
1
1
9
11.1
11.1
11.1
11.1
100.0
66.6
77.7
88.8
100.0
15-23
Distributions
15-24
Characteristics of Distributions
15-25
Measures of Central Tendency
Mean
Median
Mode
15-26
Measures of Variability
Variance
Quartile
deviation
Interquartile
range
Standard
deviation
Range
15-27
Summarizing Distribution Shape
15-28
Symbols
Variable
Population
Sample
_
X
Mean
µ
Proportion

p
Variance
2
s2
Standard deviation

s
Size
N
n
Standard error of the mean
x
Sx
Standard error of the proportion
p
_
Sp
_
15-29
Key Terms
•
•
•
•
•
Central tendency
Descriptive statistics
Deviation scores
Frequency distribution
Interquartile range
(IQR)
• Kurtosis
• Median
• Mode
•
•
•
•
•
Normal distribution
Quartile deviation (Q)
Skewness
Standard deviation
Standard normal
distribution
• Standard score (Z score)
• Variability
• Variance