MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter#12DataProcessingandBasicDataAnalysisLearningObjectivesGetanoverviewofthedataanalysisprocedure.Learnhowtocodequestionsinsurveys.Getanoverviewoftheprocessofdatacapturesothatinformationcanbereadbyacomputer.Understandtheimportanceofcleaningquestionnairessothattheyarefreeoferrors.Befamiliarwithtabulationandstatisticalanalysis.Gaininsightintothegraphicrepresentationsofdata.Comprehenddescriptivestatistics.Copyright?2021JohnWiley&Sons,Inc.12-2OverviewofDataAnalysisProcedureforSurveyResearchStepOne:Validationandediting(qualitycontrol)StepTwo:CodingStepThree:DatacaptureStepFour:LogicalcleaningofdataStepFive:Tabulationandstatisticalanalysis12-3Copyright?2021JohnWiley&Sons,Inc.StepOne:ValidationandEditingofPaperSurveysWanttomakesurethatalltheinterviewsactuallywereconductedasspecified(validation)Wanttomakesurethatthequestionnaireshavebeenfilledoutproperlyandcompletely(editing)Onlyrelevantwhenaninterviewerisused12-4Copyright?2021JohnWiley&Sons,Inc.ValidationValidationisdefinedastheprocessofascertainingthatinterviewswereconductedasspecifiedInthiscontext,noassessmentismaderegardingthevalidityofthemeasurementAsmallpercentageofpeopleinterviewedarecontactedtodetermine:Wasthepersonactuallyinterviewed?Didthepersonwhowasinterviewedqualifytobeinterviewed?Wastheinterviewconductedintherequiredmanner?Researchersmustbesurethattheresearchresultsreflectthelegitimateresponsesoftargetindividuals12-5Copyright?2021JohnWiley&Sons,Inc.QualityAssuranceforInternetPanelsMethodofrecruitmentFrequencyofreplenishmentMaximumnumberofsurveyscompletedpermonthVerificationofidentityProfileinformationcollectedIncentivesusedPanelhygieneproceduresTypicalresponseratesPrivacypoliciesinplaceCustomerserviceContinuallymonitorInternetpanelperformance12-6Copyright?2021JohnWiley&Sons,Inc.QualityAssurance—RespondentCooperationandAttentionIssuesCheckformultipleresponsesandout-of-arearespondentsExcludespeedersSettingtheminimumsurveylengthExaminingindividualquestionsExcludestraightliners/flatlinersandthosewhoprovidecontradictoryresponsesMonitorkeydemographicandbehavioralcharacteristicstobesurethesampleisrepresentativeofthetargetmarketPanelshouldnotallowresponsestokeyquestionsorscreeningquestionstobechangedRemoverespondentsbeforefieldinghasendedExtendsurveyfielding12-7Copyright?2021JohnWiley&Sons,Inc.SpecialIssueswithBigDataBigdataistheaccumulationandanalysisofmassivequantitiesofinformationthatisespeciallyrelatedtohumanbehaviorandactionsThefilesizesarehuge,typicallylargerthatcanbehandledbyrelationaldatabasetoolsAsaresult,dataprocessingforbigdataistotallydifferentfromdataprocessingforsurveydata12-8Copyright?2021JohnWiley&Sons,Inc.EditingEditinginvolvescheckingforinterviewerandrespondentmistakesTheeditingprocessforpapersurveysinvolvesmanualcheckingforanumberofproblems,including:WhetheranswerswerenotrecordedforcertainquestionsWhetherskippatternswerefollowedWhethertheinterviewerparaphrasedrespondents’answerstoopen-endedquestionsThepersondoingtheeditingmustmakejudgmentcallsinregardtosubstandardresponsestoopen-endedquestionsTheeditingprocessisextremelytediousandtime-consuming12-9Copyright?2021JohnWiley&Sons,Inc.StepTwo:CodingCodingreferstotheprocessofgroupingandassigningnumericcodestotheresponsestoopenendquestionsMostquestionsonsurveysareclosed-endedandprecodedOpen-endedquestionsareusedbecausetheresearchereitherhadnoideawhatanswerstoexpectorwantedaricherresponsethanispossiblewithaclosed-endedquestionCodingopen-endedquestionsistediousandtime-consumingandtosomedegreesubjectiveWithoutsomeformofcoding,itisnotpossibletoanalyzeresultstothesequestions12-10Copyright?2021JohnWiley&Sons,Inc.CodingProcessListresponsesgivenConsolidateresponsesSetcodesEntercodes12-11Copyright?2021JohnWiley&Sons,Inc.AutomatedCodingSystemsandTextProcessingAnumberofdevelopmentsarereplacingthetediouscodingprocessforopen-endedquestionsTheTextSmartmoduleofSPSSisoneexampleofanautomatedcodingsystemAlgorithmsbasedonsemioticsareattheheartofthesesystemsandshowgreatpromiseforspeedingupthecodingprocess,reducingitscost,andincreasingitsobjectivityWordcloudsareanotherwaytosummarizeresponsestoopen-endedquestionsoranykindoffreetextresponse12-12Copyright?2021JohnWiley&Sons,Inc.WordCloudCreatedfromTextofAliceinWonderland12-13Copyright?2021JohnWiley&Sons,Inc.StepThree:DataCaptureForPaperSurveysDatacaptureistheprocessofconvertinginformationtoanelectronicformatRequiresadatacapturedevice,suchasapersonalcomputerorscanner,andastoragemediumThesmallamountofdatacapturethatisstilldonemanuallyisdonebymeansofintelligentcapturesystemsWithintelligentdatacapture,theinformationenteredischeckedforinternallogicUsually,thedataarecaptureddirectlyfromthequestionnaires12-14Copyright?2021JohnWiley&Sons,Inc.ScanningUntilrecently,scanningnotusedmuchinmarketingresearchDuetosetupcostsandneedtouseaNo.2pencilNewscanningtechnologyhavechangedthisNow,anywordprocesscancreatetheformsRespondentscanusealmostanywritingimplementThelatesttechnologydoesnotrequirerespondentstocarefullyshadetheentirecircleorsquarenexttotheirresponsechoices12-15Copyright?2021JohnWiley&Sons,Inc.StepFour:LogicalCleaningofDataLogicalormachinecleaningofdataisthefinalcomputerizederrorcheckofdataMaybedonethrougherrorcheckingroutinesand/orone-wayfrequencytabulationsSomestatisticalpackagespermittheusertowriteerror-checkingroutinesTheseroutinesincludeanumberofstatementstocheckforvariousconditionsThepurposeofthisstepistomakesurethatthedataarelogicallyconsistent12-16Copyright?2021JohnWiley&Sons,Inc.StepFive:TabulationandStatisticalAnalysisOne-wayfrequencytablesCrosstabulationsGraphicalrepresentationsofthedataLinechartsPiechartsBarchartsDescriptivestatisticsMeasuresofcentraltendencyMeasuresofdispersionPercentagesandstatisticaltests12-17Copyright?2021JohnWiley&Sons,Inc.One-WayFrequencyTablesAone-wayfrequencytableisatableshowingthenumberofrespondentschoosingeachanswertoasurveyquestionAnissuethatmustbedealtwithwhenone-wayfrequencytablesaregeneratediswhatbasetouseforthepercentagesforeachtable:TotalrespondentsNumberofpeopleaskedtheparticularquestionNumberofpeopleansweringthequestionOrdinarily,thenumberofpeoplewhowereaskedaparticularquestionisusedasthebaseforallpercentagesthroughoutthetabulationsSomequestionsmaygeneratemorethanoneresponsefromarespondent12-18Copyright?2021JohnWiley&Sons,Inc.One-WayFrequencyTable12-19Copyright?2021JohnWiley&Sons,Inc.CrossTabulationsCrosstabulationsareasimple-to-understand,yetpowerful,analyticaltoolManystudiesgonofurtherthancrosstabulationsintermsofanalysisTheyshowtheresponsestoonequestioninrelationtotheresponsestooneormoreotherquestionsMayincludepercentagesaswellasfrequencies12-20Copyright?2021JohnWiley&Sons,Inc.SimpleCrossTabulation12-21Copyright?2021JohnWiley&Sons,Inc.CrossTabulationNotesMaycalculatethepercentagesbasedonthecolumn,row,ortotalvaluesAcommonwayofsettingupcross-tabulationtablesistousecolumnstorepresentfactorssuchasdemographicsandlifestylecharacteristicsThesemaybepredictorsofstateofmind,behavior,orintentionsdataInsuchtables,percentagesusuallyarecalculatedonthebasisofcolumntotals12-22Copyright?2021JohnWiley&Sons,Inc.DeathofCrosstabs?TherearestrongindicationsthatthehistoricalhighinterestincrosstabulationsiswaningThenewgenerationofmanagersismuchlessinterestedinsortingthroughhundredsofpagesofcrosstabsThereismorerelianceontoolsthatprovidegraphicdepictions,powerfulstatisticalmethodsandothertoolsthatgive“theanswers”inamorehighlysummarizedmanner12-23Copyright?2021JohnWiley&Sons,Inc.GraphicRepresentationsofDataLinechartsPiechartsBarcharts12-24Copyright?2021JohnWiley&Sons,Inc.LineChartsLinechartsareoneofthesimplestformsofgraphsTheyareparticularlyusefulforpresentingmeasurementsovertimeGenerally,thex-axisistimeandthey-axisisusedtoreadthevalueoftheline12-25Copyright?2021JohnWiley&Sons,Inc.MonthlySalesDataforJustAddWater12-26Copyright?2021JohnWiley&Sons,Inc.PieChartsApiechartisacircledividedintowedgesThesizeofeachwedgecorrespondstoitspercentageofthewholePiechartscanbe2-Dor3-D12-27Copyright?2021JohnWiley&Sons,Inc.Three-DimensionalPieChartforTypesofMusicListenedtoMostOften12-28Copyright?2021JohnWiley&Sons,Inc.BarChartsCategoryisonthex-axisandamountisonthey-axisBarchartsmaybethemostflexibleofthethreetypesofgraphsdiscussedAnythingthatcanbeshowninalinegraphorapiechartcanalsobeshowninabarchartManythingsthatcannotbeshown—oreffectivelyshown—inothertypesofgraphscanbereadilyillustratedinbarchartsFourtypesdiscussed:PlainbarchartClusteredbarchartStackedbarchartMultiple-row,3-Dbarchart12-29Copyright?2021JohnWiley&Sons,Inc.SimpleTwo-DimensionalBarChartforTypesofMusicListenedtoMostOften12-30Copyright?2021JohnWiley&Sons,Inc.SimpleThree-DimensionalBarChartforTypesofMusicListenedtoMostOften12-31Copyright?2021JohnWiley&Sons,Inc.ClusteredBarChartforTypesofMusicListenedtoMostOftenbyAge12-32Copyright?2021JohnWiley&Sons,Inc.StackedBarChartforTypesofMusicListenedtoMostOftenbyAge12-33Copyright?2021JohnWiley&Sons,Inc.Multiple-Row,Three-DimensionalBarChartforTypesofMusicListenedtoMostOftenbyAge12-34Copyright?2021JohnWiley&Sons,Inc.DescriptiveStatisticsMeasuresofcentraltendencyMeanMedianModeMeasuresofdispersionStandarddeviationVarianceRange12-35Copyright?2021JohnWiley&Sons,Inc.MeasuresofCentralTendency

12-36Copyright?2021JohnWiley&Sons,Inc.MeasuresofCentralTendencyContinuedThemediancanbecomputedforalltypesofdataexceptnominaldataIfallthevaluesforaparticularvariablewereputinanarrayineitherascendingordescendingorder,themedianwouldbethemiddlevalueinthatarrayThemodecanbecomputedforanytypeofdataItisdeterminedbyfindingthevalueth