tailieunhanh - Marketing Research Chapter 7

7. Data preparation and preliminary data analysis. Chapter summary. After developing an appropriate questionnaire and pilot testing the same, researchers need to undertake the field study and collect the data for analysis. | Marketing Research Data preparation and preliminary data analysis 7. Data preparation and preliminary data analysis Chapter summary After developing an appropriate questionnaire and pilot testing the same researchers need to undertake the field study and collect the data for analysis. In this chapter we shall focus on the fieldwork and data collection process. Furthermore once the data is collected it is important to use editing and coding procedures to input the data in the appropriate statistical software. Once the data is entered into the software it is also important to check the data before the final analysis is carried out. This chapter also deals with the how to code the data input the data and clean the data. It will further discuss the preliminary data analysis such as normality and outlier check. The last section of this chapter will focus on the preliminary data analysis techniques such as frequency distribution and also discuss hypothesis testing using various analysis techniques. Survey fieldwork and data collection As stated earlier many marketing research problems require collection of primary data and surveys are one of the most employed techniques for collection of primary data. Primary data collection therefore in the field of marketing research requires fieldwork. In the field of marketing especially in the case of corporate research primary data is rarely collected by the person who designed the research. It is generally collected by the either people in the research department or an agency specialising in fieldwork. Issues have been raised with regard to fieldwork and ethics. If a proper recruitment procedure is followed such concerns rarely get raised. The process of data collection can be defined in four stages a selection of fieldworkers b training of fieldworkers c supervision of fieldworkers and d evaluation of fieldwork and fieldworkers. Prior to selecting any fieldworker the researcher must have clarity as to what kind of .