Chapter 15 Summary

Illustrate the process of preparing the data for preliminary analysis.

The value of marketing research is its ability to provide decision-making information to the user or client. To accomplish this, the raw data must be converted into usable information. After collecting data through the appropriate method, the task becomes one of ensuring that the data will provide meaning and value. Data preparation is the first part of the process of transforming raw data to usable information. This process takes into account five steps: (1) data validation, (2) editing and coding, (3) data entry, (4) error detection, and (5) data tabulation.

Demonstrate the procedure for assuring data validation.

Data validation attempts to determine whether surveys, interviews, or observations were conducted correctly and are free from fraud. In recontacting select respondents, the researcher asks whether the interview (1) was falsified, (2) was conducted with a qualifies respondent, (3) took place in the proper procedural setting, (4) was completed correctly and accurately, and (5) was accomplished in a courteous manner.

Illustrate the process of editing and coding data obtained through survey methods.
The editing process involves the manual scanning of interviews or questionnaire responses to determine whether the proper questions were asked, proper answers recorded, and proper screening questions employed, as well as whether open-ended questions were recorded accurately. Once edited, all questionnaires are coded by assigning numerical value to all responses. Coding is the process of providing numeric labels to the data so they can be entered into a computer for subsequent statistical analysis.

Acquaint the user with data entry procedures.

There are four principal methods of entering coded data into a computer. First is the keyboard terminal or PC keyboard. Data may also be entered through terminals having touch-screen capabilities, or through the use of a handheld electronic pointer or light pen. Finally, data from certain questionnaires can be entered through a scanner using optical character recognition.

Illustrate a process for detecting errors in data entry.

Unfortunately, error detection normally occurs after the data have been entered into computer storage. Entry errors can be detected through the use of error edit routines, built or developed, into the data entry software. An additional approach is to visually scan the actual data after they have been entered.

Discuss techniques used for data tabulation and data analysis.

Two common forms of data tabulation are used in marketing research. A one-way tabulation indicated the number of respondents who gave each possible answer to each question on a questionnaire. Cross-tabulation provides categorization or respondents by treating two or more variables simultaneously. Categorization is based on the number of respondents who have responded to two or more consecutive questions.