Chapter 16 - Fundamentals of data analysis. In this chapter, the following content will be discussed: Data analysis, data editing, coding, statistically adjusting the data, simple tabulation, frequency distribution,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Sixteen 2 Fundamentals of Data Analysis Marketing Research 12th Edition 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 3 Major Data Preparation techniques: Data editing Coding Statistically adjusting the data Marketing Research 12th Edition 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 4 Marketing Research 12th Edition Coding Coding closed-ended questions involves specifying how the responses are to be entered Open-ended questions are difficult to code | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Sixteen 2 Fundamentals of Data Analysis Marketing Research 12th Edition 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 3 Major Data Preparation techniques: Data editing Coding Statistically adjusting the data Marketing Research 12th Edition 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 4 Marketing Research 12th Edition 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 5 Marketing Research 12th Edition 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 6 Marketing Research 12th Edition Statistically Adjusting the Data (Contd.) Variable Respecification Existing data are modified to create new variables Large number of variables are 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 7 Marketing Research 12th Edition Statistically Adjusting the Data (Contd.) Scale Transformation Scale values .
