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Exploring Marketing Research William G. Zikmund

Exploring Marketing Research William G. Zikmund. Chapter 19: Editing and Coding. CODING. DATA ENTRY. DATA ANALYSIS. Stages of Data Analysis. EDITING. ERROR CHECKING AND VERIFICATION. Editing. The process of checking and adjusting the data for omissions for legibility

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Exploring Marketing Research William G. Zikmund

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  1. Exploring Marketing Research William G. Zikmund Chapter 19: Editing and Coding

  2. CODING DATA ENTRY DATA ANALYSIS Stages of Data Analysis EDITING ERROR CHECKING AND VERIFICATION

  3. Editing • The process of checking and adjusting the data • for omissions • for legibility • for consistency • And readying them for coding and storage

  4. Birth Year Recorded by Interviewer • 1873? • 1973 more likely

  5. Coding • The process of identifying and assigning a numerical score or other character symbol to previously edited data

  6. Editing FIELD EDITING IN-HOUSE EDITING

  7. Reasons for Editing QUESTIONS ANSWERED OUT OF ORDER CONSISTENCY COMPLETENESS

  8. “I Don’t Know” • Legitimate don’t know • Reluctant don’t know • Confused don’t know

  9. Codes • The rules for interpreting, classifying, and recording data in the coding process • The actual numerical or other character symbols

  10. 1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice . . . . . . . . . . . . . . . -1 Advanced . . . . . . . -4 Lower Intermediate . . . . . -2 Expert . . . . . . . . . -5 Upper Intermediate . . . . . -3 Teaching Pro . . . . -6 c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved. . . . . . . . . . . . . . -1 Decreased. . . . . . . -3 Remained the same . . . . . -2

  11. 2a. Do you belong to a club with tennis facilities? Yes . . . . . . . -1 No . . . . . . . -2 b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun . . . . . . . . . . -1 To stay fit. . . . . . . . . . . . -2 To be with friends. . . . . . -3 To improve my game . . . -4 To compete. . . . . . . . . . . -5 To win. . . . . . . . . . . . . . . -6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes? Yes . . . . . . . -1 No . . . . . . . -2

  12. 4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair Poor 1 2 3 4 Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . .

  13. Strongly agree 1 Mildly agree 2 Neither agree nor disagree 3 Mildly agree 4 Strongly disagree 5 Strongly agree + 1 Mildly agree +2 Neither agree nor disagree 0 Mildly agree - 1 Strongly disagree - 2 “I believe that people judge your success by the kind of car you drive.”

  14. Rules for Coding • Categories should be exhaustive • Categories should be mutually exclusive and independent

  15. Coding Open-Ended Responses

  16. Code Book • Identifies each variable • Provides a variable’s description • Identifies each code name and position on storage medium

  17. Data Entry • The process of transforming data from the research project to computers. • Optical scanning systems • Marked-sensed questionnaires

  18. Recode • Recoding is the process of using a computer to convert original cods used for raw data to codes that are more suitable for analysis. • Var1 = 8 - Var1

  19. Error Checking and Verification • Data cleaning

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