Lecture%204%20Ch%2016_17

Lecture%204%20Ch%2016_17 - 1 ChapterSixteen Fundamentals of...

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Chapter Sixteen 1 Fundamentals of Data Analysis
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Data Analysis A set of methods and techniques used to obtain information and  insights from data Helps avoid erroneous judgments and conclusions Can constructively influence the research objectives and the research  design 2 Major Data Preparation techniques:   Data editing   Coding   Statistically adjusting the data
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Data Editing Identifies omissions, ambiguities, and errors in responses Conducted in the field by interviewer and field supervisor and  by the analyst prior to data analysis Problems identified with data editing: Interviewer Error Omissions Ambiguity Inconsistencies Lack of Cooperation Ineligible Respondent 3
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Coding Coding closed-ended questions involves specifying  how the responses are to be entered Open-ended questions are difficult to code   Lengthy list of possible responses is generated 4
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Statistically Adjusting the Data Weighting Each response is assigned a number according to a pre-specified rule Makes sample data more representative of target population on  specific characteristics Modifies number of cases in the sample that possess certain  characteristics Adjusts the sample so that greater importance is attached to  respondents with certain characteristics 5
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Statistically Adjusting the Data (Contd.)   Variable Re-specification Existing data is modified to create new variables Large number of variables collapsed into fewer variables  Creates variables that are consistent with study objectives Dummy variables are used  Binary, dichotomous, instrumental, quantitative variables Use (d-1) dummy variables to specify (d) levels of qualitative variable 6
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Statistically Adjusting the Data (Contd.) Scale Transformation Scale values are manipulated to ensure comparability with other  scales Standardization allows the researcher to compare variables that  have been measured using different types of scales Variables are forced to have a mean of zero and a standard  deviation of one Can be done only on interval or ratio scaled data Standardized score,  7
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Simple Tabulation Consists of counting the number of cases that fall 
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Lecture%204%20Ch%2016_17 - 1 ChapterSixteen Fundamentals of...

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