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Lecture Marketing research - Chapter 12: Data Processing, fundamental data analysis, and statistical testing of differences

In this chapter you will: Develop an understanding of the importance and nature of quality control checks, understand the data entry process and data entry alternatives, learn how surveys are tabulated and cross-tabulated, understand the concept of hypothesis development and how to text hypotheses. | Copyright © 2004 John Wiley & Sons, Inc. Data Processing, Fundamental Data Analysis, and Statistical Testing of Differences CHAPTER Twelve Learning Objectives 1. To develop an understanding of the importance and nature of quality control checks. 2. To understand the data entry process and data entry alternatives. 3. To learn how surveys are tabulated and cross-tabulated. 4. To understand the concept of hypothesis development and how to text hypotheses. To get an overview of the data analysis procedure. The Data Analysis Procedure Five Step Procedure for Data Analysis: Step One: Validation and editing (quality control) Step Two: Coding Step Three: Data Entry Step Four: Machine Cleaning of Data Step Five: Tabulation and Statistical Analysis Validation The process of ascertaining that interviews actually were conducted as specified. Editing Checking for interviewer mistakes 1. Did the interviewer ask or record answers for certain questions? 2. Questionnaires are checked to make sure Skip patterns are followed. 3. Responses to open-ended responses are checked. To understand the importance and nature of quality control checks. Validation and Editing Intelligent Data Entry The checking of information being entered for internal logic by either that data entry device or another device connected to it. The Data Entry Process The mechanics of the process. The validated, edited, and coded questionnaires are given to a data entry operator. The process of going directly from the questionnaire to the data entry device and storage medium is more accurate and efficient. Data Entry To understand the data-entry process and data-entry alternatives. One Way Frequency Tables A table showing the number of responses to each answer. Base for Percentages 1. Total respondents 2. Number of people asked the question 3. Number of people answering the question Selecting the Base for One-Way Frequency Tables Showing Results from Multiple-Choice Questions Tabulation of Survey Results To learn how | Copyright © 2004 John Wiley & Sons, Inc. Data Processing, Fundamental Data Analysis, and Statistical Testing of Differences CHAPTER Twelve Learning Objectives 1. To develop an understanding of the importance and nature of quality control checks. 2. To understand the data entry process and data entry alternatives. 3. To learn how surveys are tabulated and cross-tabulated. 4. To understand the concept of hypothesis development and how to text hypotheses. To get an overview of the data analysis procedure. The Data Analysis Procedure Five Step Procedure for Data Analysis: Step One: Validation and editing (quality control) Step Two: Coding Step Three: Data Entry Step Four: Machine Cleaning of Data Step Five: Tabulation and Statistical Analysis Validation The process of ascertaining that interviews actually were conducted as specified. Editing Checking for interviewer mistakes 1. Did the interviewer ask or record answers for certain questions? 2. Questionnaires are checked to make sure Skip