MKT 500 Chapter Notes - Chapter 10: Descriptive Statistics, Computer File, Standard Deviation

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12 Nov 2012
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Wk. 8 Chapter 10 Data collection and basic descriptive statistics
Lecture on: October 30, 2012
Errors encountered in the data collection stage
- Nonsampling errors
o Intentional fieldworker errors
o Unintentional fieldworker errors
- Respondent errors
o Intentional respondent errors
o Unintentional respondent errors
- Data collection errors with online surveys
o Multiple submissions by the same respondent
o Bogus respondents and/or responses
o Misrepresentation of population
- Types of nonresponse:
o Refusal declines to participate in the survey
o Break-off stops answering somewhere in the middle of the survey
o Item omission doesn’t answer a particular question but continues to answer the
following questions
Coding data and data code book
- Data entry creation of the computer file that holds the raw data taken from all of the
completed questionnaires
- Data coding identification of computer code values that pertain to the possible responses
for each question on the questionnaire
- Data code book identifies all of the variable names and code numbers associated with each
possible response to each question that makes up the data set
Research objectives
- Description
o Percentages and percentage distribution (categorical data)
o Averages, range, and standard deviation (metric data)
- Generalization
o Hypothesis tests
o Confidence intervals
- Differences
o Percentage difference tests
o Averages differences tests
- Relationships
o Cross-tabs
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Document Summary

8 chapter 10 data collection and basic descriptive statistics. Data collection errors with online surveys: multiple submissions by the same respondent, bogus respondents and/or responses, misrepresentation of population. Types of nonresponse: refusal declines to participate in the survey, break-off stops answering somewhere in the middle of the survey. Item omission doesn"t answer a particular question but continues to answer the following questions. Data entry creation of the computer file that holds the raw data taken from all of the completed questionnaires. Data coding identification of computer code values that pertain to the possible responses for each question on the questionnaire. Data code book identifies all of the variable names and code numbers associated with each possible response to each question that makes up the data set. Description: percentages and percentage distribution (categorical data, averages, range, and standard deviation (metric data) Differences: percentage difference tests, averages differences tests. Variability degree to which respondents are typical.

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