MARK 302 Study Guide - Final Guide: Level Of Measurement, Statistical Significance, Statistical Inference
8 Dec 2016
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Chapter 13: data processing: fundamental data analysis, and the statistical testing of hypothesis. Overview of the data analysis procedure: 5 step procedure. Validation: process of ascertaining that interviews were conducted as specified. Goal: detect interviewer fraud or failure to follow key instructions. Research firm contacts again a % of respondents ranging from 10 to 20 percent. The purpose: ensure that interviews were administered properly and completely. Editing: involves checking for interviewer and respondent mistakes. Whether the interviewer failed to ask certain questions or record answers for certain questions. Whether the interviewer paraphrased respondents" answers to open-ended questions. Coding: the process of grouping and assigning numeric codes to the various responses to a particular question. Open-ended questions create a coding dilemma: subjective to some degree, researcher tend to avoid open-ended questions. Automated coding systems: with cati and internet surveys, data entry and coding are completely eliminated for close-ended questions.
