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Lecture 8

MKT 500 Lecture 8.pdf

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Department
Marketing
Course
MKT 500
Professor
Mark Speed
Semester
Fall

Description
MKT 500 – Week 8 Fieldwork & Data Analysis I The strategic research process • Problem Definition & Research Objectives • Research Design & Methodology • Sampling & Data Collection • Analysis • Prepare & Present Results Errors in surveying • Sampling error – Error based on difference between sample findings and true population values • Non-sampling (measurement) error – Design errors (Researcher) – Response errors (Respondent) – Administration errors (Fieldwork; Data Entry) Data ‘cleaning’ Points to consider: • Have questions/response categories been properly coded and set up in the analysis software program? (XL Data Analyst – run Utilities -> Clean Up) • Have survey responses been accurately entered into the database? (XL Data Analyst – run Summarize -> Percents… then look for anomalies) Qualitative: • Follow the proper analysis procedure • Data Preparation/Reduction/Display • Conclusions & Verificati
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