tailieunhanh - Lecture Marketing research essentials (9th Edition): Chapter 13 - McDaniel, Gates

Although some of the elements are clerical in nature, these processes are critical in making sure that the data have integrity and are free of errors related to the process of capturing respondent answers to our questions and moving those answers to tabular, graphical and statistical displays. The steps in this process are covered in this chapter. | Chapter Thirteen 13-1 The Key Steps: 1 2 3 4 5 Validation & Editing Coding Logical Cleaning of Data Tabulation & Statistical Analysis Data Entry Overview of the Data Analysis Procedure 13-2 Key Terms & Definitions Step One: Validation: Process of ascertaining that interviews actually were conducted as specified. Editing: Process of ascertaining that questionnaires were filled out properly and completely. Skip Pattern: Sequence in which later questions are asked, based on a respondent’s answer to an earlier question or questions. Step Two: Coding: Process of grouping and assigning numeric codes to the various responses to a question. Step Three: Data: Process of converting information to an electronic format. Intelligent Data: Form of data entry in which the information being entered into the data entry device is checked for internal logic. Scanning: Form of data entry in which responses on questionnaires are read in automatically by the data entry device. Overview of the Data . | Chapter Thirteen 13-1 The Key Steps: 1 2 3 4 5 Validation & Editing Coding Logical Cleaning of Data Tabulation & Statistical Analysis Data Entry Overview of the Data Analysis Procedure 13-2 Key Terms & Definitions Step One: Validation: Process of ascertaining that interviews actually were conducted as specified. Editing: Process of ascertaining that questionnaires were filled out properly and completely. Skip Pattern: Sequence in which later questions are asked, based on a respondent’s answer to an earlier question or questions. Step Two: Coding: Process of grouping and assigning numeric codes to the various responses to a question. Step Three: Data: Process of converting information to an electronic format. Intelligent Data: Form of data entry in which the information being entered into the data entry device is checked for internal logic. Scanning: Form of data entry in which responses on questionnaires are read in automatically by the data entry device. Overview of the Data Analysis Procedure 13-3 Key Terms & Definitions Specific examples of editing and skip patterns from actual questionnaires are good to use. Step Four: Clean the Data: Check for data entry errors or data entry inconsistencies. Logical or Machine Cleaning: Final computerized error check of data. Error Check Routines: Computer programs that accept instructions from the user to check for logical errors in the data. Marginal Report: Computer-generated table of the frequencies of the responses to each question, used to monitor entry of valid codes and correct use of skip patterns. Step Five: Data Analysis – . One Way Frequency Tables: Table showing the number of respondents choosing each answer to a survey question. Cross Tabulation Tables - Examination of the responses to one question relative to the responses to one or more other questions. Overview of the Data Analysis Procedure 13-4 Key Terms & Definitions The Coding Process 13-5 Key Terms & Definitions List responses Consolidate .

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