marketing research chapter 14 pt a

marketing research chapter 14 pt a - Sarah Anderson...

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Unformatted text preview: Sarah Anderson Marketing Research Chapter 14 Pt. A Page 369. Questions 13, and 14. 2. How does coding allow qualitative data to become useful to a researcher? Researchers often summarize and bring meaning to qualitative data by developing some type of logical coding scheme. The interpretation of these responses may be aided by some type of computer analysis. Coding represents the way a specific meaning is assigned to a response within previously edited data. Codes represent the meaning in data by assigning some measurement symbol to different categories of responses. In qualitative research, the codes are usually words or phrases that represent themes. 3. What is a histogram? What is the advantage of overlaying a normal distribution over a histogram? A histogram is a graphical way of showing a frequency distribution in which the height of a bar corresponds to the observed frequency of the category. Histograms are useful for any type of data, but with continuous variables (intervals or ratio) the histogram is useful for providing a quick assessment of the distribution of the data. A normal distribution line is superimposed over the histogram providing an easy comparison to see if the data are...
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This note was uploaded on 05/11/2011 for the course ECON 2000 taught by Professor Paulkivi during the Spring '11 term at Bemidji State.

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marketing research chapter 14 pt a - Sarah Anderson...

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