malhotra14.ppt - Chapter Fourteen Data Preparation 14-2...

This preview shows page 1 - 10 out of 27 pages.

Chapter Fourteen Data Preparation
Image of page 1
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
Image of page 2
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
Image of page 3
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
Image of page 4
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
Image of page 5
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.
Image of page 6
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.
Image of page 7
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.
Image of page 8
14-9 Coding Guidelines for coding unstructured questions: Category codes should be mutually exclusive and collectively exhaustive.
Image of page 9
Image of page 10

You've reached the end of your free preview.

Want to read all 27 pages?

  • Fall '19

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors