Download 12-1 Chapter Twelve Coding, Editing and Presenting Data for

Chapter Twelve
Coding, Editing and Presenting
Data for Analysis
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-1
Learning Objectives
 Illustrate the process of preparing the
data for analysis
 Demonstrate the procedure for assuring
data validation
 Illustrate the process of editing and
coding data obtained through survey
methods
 Acquaint the user with data entry
procedures
 Illustrate a process for detecting errors
in data entry
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-2
Learning Objectives
 Discuss techniques used for data
tabulation
 Understand the mean, median and
mode as measures of central tendency
 Understand the range and standard
deviation of a frequency distribution as
measures of dispersion
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-3
Introduction
PHASE II:
Design the research
Marketing Research
Prepare the data
Step 7:
 Data preparation is the process of
taking data and preparing it for
conversion into information
 Data validation is the process of determining
whether a survey’s interviews or
observations were conducted correctly
 Data editing is the process of checking the
data for mistakes made by the interviewer or
the respondent
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-4
Introduction
PHASE II:
Design the research
Marketing Research
Prepare the data
Step 7:
 Data coding is the process of grouping and
assigning value to the responses
 Data entry is the process of the direct input
of the coded data into some package to
analyse, manipulate and transform the data
into useful information
 Error detection is the process of ensuring
that the data is error-free
 Data description is the process of
describing the data sample so that general
patterns of responses and respondent
profiles are revealed
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-5
The Essentials of Data
Validation
 Data, when ‘validated’ by a
research team covers the following
five areas of concern:
 Fraud
 Screening
 Procedure
 Completeness
 Courtesy
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-6
The Essentials of Data Editing
 When data is ‘edited’ by a research
team, they focus on the following
four questions:
 Have the questions been asked properly?
 Have the answers been recorded precisely?
 Have only qualified respondents been
included in the sample?
 Have all open-ended responses been
consolidated?
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-7
How to Handle Open-ended
Questions
 There are four stages to coding openend questions:
 Brainstorm a list of possible responses and
create a list. Assign a value to each of the
responses.
 Consolidate the responses into response
categories which exhibit shared meaning.
 Assign values to data which has been
captured by the survey instrument, as well
as data which has been omitted by the
respondent.
 Assign a coded value to each response.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-8
The Master Code Form—Example
FAST-FOOD OPINION SURVEY
This questionnaire pertains to a project being conducted by a marketing research class at
The University of Memphis. The purpose of this project is to better understand the
attitudes and opinions of consumers towards fast-food restaurants. The questionnaire will
take only 10–15 minutes to complete, and all responses will remain strictly confidential.
Thank you for your help on this project.
1. Below is a listing of various fast-food restaurants. How many of these restaurants would you
say you visited in the past two months? Check as many as may apply.
Taco Bell
01
Church’s Fried Chicken
08
Hardee’s
02
McDonald’s
09
Kentucky Fried Chicken
03
Burger King
10
Wendy’s
04
Back Yard Burgers
11
Rally’s
05
Arby’s
12
Popeye’s Chicken
06
Sonic
13
Krystal’s
07
Other, please specify
Have not visited any of
these establishments
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
See code sheet
20
12-9
Data Tabulation: One-way
Tabulation
 When a research team performs a
‘one-way’ tabulation they focus
on a single variable operating in
the research study.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-10
Frequency Distribution—An
Example
5. In the past TWO WEEKS, which fast-food restaurants in your
area have you had food or beverage from?
(27) (DO NOT READ-MULTIPLE RESPONSE)
Frequency
Percentage
1. Andy’s
3
.7
2. Arby’s
25
6.2
3. Back Yard Burgers
26
6.4
4. Burger King
48
11.9
3
.7
6. Hardee’s
22
5.4
7. Kentucky Fried Chicken
39
9.7
135
33.4
5. Church’s Fried Chicken
8. McDonald’s
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-11
Frequency Distribution—An
Example
Frequency
Percentage
9. Sonic
46
11.4
10. Subway
14
3.5
11. Taco Bell
67
16.6
12. Wendy’s
84
20.8
13. Other
43
10.6
14. Refused
1
.2
15. Don’t know
6
1.5
16. None
52
12.9
17. Pizza Hut
21
5.2
18. Rally’s
14
3.5
9
2.2
404
100
19. Captain D’s
Total qualified
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-12
Data Tabulation: Crosstabulation
 When a research team performs a
‘cross-tabulation’ they focus on
two or more variables contained
in questions in the research
study.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-13
Cross-tabulation—Example
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-14
Measures of Central
Tendency
 There are three primary
measures of central
tendency:
 The Mean
 The Mode
 The Median
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-15
Desired Measures of Central
Tendency and Dispersion
 Measures of Central Tendency
 Mean is the arithmetic average of all
the data responses.
 Mode is the most common value in
the set of responses to a question.
 Median occurs where half of the
data is above the statistic value and
half is below.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-16
Measures of Dispersion
 There are two primary measures
of dispersion:


The Range
The Standard Deviation
 Note: the variance is the average
squared deviation about the
mean
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-17
Desired Measures of
Dispersion
 Measures of Dispersion
 Frequency distribution is a summary of how
many times each raw response was
recorded.
 Range represents the data responses as
groups with an upper and lower designation
value.
 Estimated sample standard deviations
specify the degree of variation in the data
responses.
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-18
Desired Measures of Central
Tendency and Dispersion
 It is important to remember the
following facts:
 If a nominal scale is used, analysis of data can
only be done using modes and frequency
distributions.
 If ordinal scales are used, analysis of data can
be done using medians and ranges (plus modes
and frequency distributions).
 If interval or ratio scales are used, analysis of
data can be done through the use of sample
means and estimated standard deviations as the
sample statistic (plus the above).
Copyright  2004 McGraw-Hill Pty Ltd
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
12-19