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Lecture 11

MARK312 Lecture Notes - Lecture 11: Scatter Plot, Central Tendency, Psychographic

Course Code
Webb Dussome

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Data Processing and Basic Data Analysis
An Overview of Data Analysis
Step 1 - Validation and Editing
validation - were interviews conducted as specified? the 75% of the 5% that needs to be
monitored. call backs to ensure the questioned fit into the sample
goal is to detect interviewer fraud or failure to follow key instructions
editing - make sure that the questionnaires have been filled out properly and completely
flatlined - doing an online interview where you just click through the answers, can tell this was
done by a really short completion time and can get rid of it
Step 2 - Coding
coding - the process of grouping and assigning numerical codes to the various responses to a
The coding process - for open ended questions
1. listing responses - do not do not state as a percentage. do not turn qualitative data into
2. consolidating responses - examination of the list indicates that a number of the responses
can be consolidated in a single category. requires subjective decisions
3. setting codes - a numerical code is assigned to each of the categories on the final
consolidated list of responses. give higher values to positive outcomes.
4. entering codes - after response have been listed and consolidated and codes set, the last
set is the actual entry of codes, includes sub-steps:
1. read responses to individual open-ended questions
2. match individual responses with the consolidated list of response categories and
determine the appropriate numeric code for each response
3. write the numeric code in the appropriate place on the questionnaire for the response
to the particular question or enter the appropriate code in the database electronically
Step 3 - Data Entry
data entry - the process of converting information to an electronic format
intelligent data entry - a form of data entry in which the information being entered into the data
entry device is checked for internal logic
scanning technology - a form of data entry in which responses on questionnaires are read
automatically by the data entry device
Step 4 - Machine Cleaning of Data
machine cleaning of data - a final computerized error check of data
error checking routines - computer programs that accept instructions from the user to check for
logical errors in the data
Step 5 - Tabulation and Statistical Analysis
One Way Frequency Tables
a table showing the number of responses to each answer
most often generated for multiple choice questions
look at the percentage for each questions - gives big picture, high level of analysis
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