DATA COLLECTION & ANALYSIS APPLICATION
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DATA COLLECTION& ANALYSIS APPLICATIONPRINCIPLES OF MARKETING WEEK 09
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LEARNING OBJECTIVES
Data Preparation• Process of data preparation for analysis• Validation, editing, and coding of survey data• Data entry procedures• How to detect errors• Data tabulation approaches
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OVERVIEW OF DATA PREPARATION & ANALYSIS
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DATA PREPARATIONProcess of converting information from a questionnaire so it can be utilized
Four Steps:• Data Validation• Editing and Coding• Data Entry• Data Tabulation
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DATA PREPARATIONFour Steps:• Data Validation
• Determine if the survey’s interview or observations were conducted correctly and free of interviewer fraud or bias.
• Need to check for factors such as• Courtesy• Screening• Procedure• Completeness
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DATA PREPARATIONFour Steps:• Editing and Coding
• Editing• The process that checks the data for mistakes made by
either the interviewer or respondent• Areas to check:
• Asking proper questions• Accurate recording of answers• Correct screening questions• Reponses to open ended questions
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DATA PREPARATIONFour Steps:• Editing and Coding
• Editing
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DATA PREPARATIONFour Steps:• Editing and Coding
• Coding• Grouping and assigning values to various responses
from the survey instrument• Coding should be:
• Numerical (from 0-9)• Well planned and constructed questionnaires
reduce time spent on coding• Numeric codes should be designed into the
questionnaire from the beginning.• If questionnaires do not use coded responses a
master coding system must be established
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DATA PREPARATIONFour Steps:• Editing and Coding
• Example of a Master Code Sheet
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DATA PREPARATIONFour Steps:• Editing and Coding
• Coding• Coding open ended questions is a four-step process
• Generate a master list of potential responses• Assign values to the responses
• Specify a numerical value as a code• Assign a coded value to each response
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DATA PREPARATIONFour Steps:• Data Entry
• 4 Major Ways• Computer (Most popular)• Scanner• Touch Scanner• Light Pen
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DATA PREPARATIONFour Steps:• Data Entry
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DATA PREPARATIONFour Steps:• Data Entry
• Error Detection : First Step• Determine if the software used for data entry and
tabulation includes error editing routines• Identify the wrong type of data• Prepare a printed representation of the data
entered• To produce a data/column list of the data• To find individual questionnaires and verify the
proper response (code)
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DATA PREPARATIONFour Steps:• Data Tabulation
• Process of counting the numbers of observations classified into certain categories• One way tabulation• Cross tabulation
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DATA PREPARATIONFour Steps:• Data Tabulation
• One Way Tabulation Purposes• Determine the frequency of non response to individual
questions• Locate errors or blunder in data entry• Calculate summary statistics such as means, standard
deviations, range, etc.• Communicate results of research project
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DATA PREPARATIONFour Steps:• Data Tabulation
• Cross Tabulation• Determine whether variables differ when compared
across sample subgroups. • Results show frequencies and percentages for both
rows and columns.
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DATA PREPARATIONFour Steps:• Data Tabulation
• Issues to be considered• Judgment of the analyst—selection of variables
(questions) to use examining relationships• Demographic variables or lifestyle / psychographic
characteristics are the starting point in developing cross-tabulations.
• Technique is simple but findings may be difficult to interpret• Keep research objectives in mind when constructing
and using tables• Spreadsheets help
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DATA PREPARATIONFour Steps:• Data Tabulation
• Descriptive Statistics• Summarize and describe data obtained from a sample
of respondents
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DATA PREPARATIONFour Steps:• Data Tabulation
• Descriptive Statistics• Summarize and describe data obtained from a sample
of respondents
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HOMEWORKIn this week’s homework you will be expected to complete the following:
Questionnaire DesignRedesign the questionnaire from last week’s
homework and give it out to a minimum of 75 people.
Review answers and began the data analysis portion of your final project. Bring to class for review week 10.
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FINAL PROJECT SPECSThe final project is the culminating academic endeavor of the class’s research over the quarter.
It will provide you with the opportunity to explore a problem or issue of particular personal or professional interest and to address it in a thorough focused study and applied research.
This project should demonstrate your ability to synthesize and apply the knowledge and skills acquired through the class, and it should not only exemplify your ability to think critically, but should utilize the variety of research methods introduced to come to a cohesive and logical conclusion.
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FINAL PROJECT SPECS» Sections
Executive Summary Industry AnalysisMarketing ResearchHypothesis/Problem Statement/PurposeResearch ObjectivesLimitationsMethodologySample QuestionnaireData AnalysisConclusions