Chapter Fourteen Data Preparation
14-2 Chapter Outline 1) Overview 2) The Data Preparation Process 3) Questionnaire Checking 4) Editing i. Treatment of Unsatisfactory Responses 5) Coding i. Coding Questions ii. Code-book iii. Coding Questionnaires
14-3 Chapter Outline 6) Transcribing 7) Data Cleaning i. Consistency Checks ii. Treatment of Missing Responses 8) Statistically Adjusting the Data i. Weighting ii. Variable Respecification iii. Scale Transformation 9) Selecting a Data Analysis Strategy Adjusting the Data
14-4 Chapter Outline 10) A Classification of Statistical Techniques 11) Ethics in Marketing Research 12) Internet & Computer Applications 13) Focus on Burke 14) Summary 15) Key Terms and Concepts
14-5 Data Preparation Process Fig. 14.1 Select Data Analysis Strategy Prepare Preliminary Plan of Data Analysis Check Questionnaire Edit Code Transcribe Clean Data Statistically Adjust the Data
14-6 Questionnaire Checking A questionnaire returned from the field may be unacceptable for several reasons. Parts of the questionnaire may be incomplete. The pattern of responses may indicate that the respondent did not understand or follow the instructions. The responses show little variance. One or more pages are missing. The questionnaire is received after the preestablished cutoff date. The questionnaire is answered by someone who does not qualify for participation.
14-7 Editing Treatment of Unsatisfactory Results Returning to the Field – The questionnaires with unsatisfactory responses may be returned to the field, where the interviewers recontact the respondents. Assigning Missing Values – If returning the questionnaires to the field is not feasible, the editor may assign missing values to unsatisfactory responses. Discarding Unsatisfactory Respondents – In this approach, the respondents with unsatisfactory responses are simply discarded.
14-8 Coding Coding means assigning a code, usually a number, to each possible response to each question. The code includes an indication of the column position (field) and data record it will occupy. Coding Questions Fixed field codes , which mean that the number of records for each respondent is the same and the same data appear in the same column(s) for all respondents, are highly desirable. If possible, standard codes should be used for missing data. Coding of structured questions is relatively simple, since the response options are predetermined. In questions that permit a large number of responses, each possible response option should be assigned a separate column.
14-9 Coding Guidelines for coding unstructured questions: Category codes should be mutually exclusive and collectively exhaustive.
- Fall '19
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