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Data Preparation

The document outlines steps for preparing and analyzing questionnaire data, including checking questionnaires for completeness, editing responses, coding questions, transcribing and cleaning data, adjusting weights, and selecting an analysis strategy. Some key steps are checking questionnaires for issues, assigning codes to questionnaire responses, performing consistency checks on the data, treating missing values, and statistically adjusting the data to make it representative of the population. The document also provides classifications of different univariate and multivariate statistical techniques that could be used for analysis.

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Khari haran
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50 views12 pages

Data Preparation

The document outlines steps for preparing and analyzing questionnaire data, including checking questionnaires for completeness, editing responses, coding questions, transcribing and cleaning data, adjusting weights, and selecting an analysis strategy. Some key steps are checking questionnaires for issues, assigning codes to questionnaire responses, performing consistency checks on the data, treating missing values, and statistically adjusting the data to make it representative of the population. The document also provides classifications of different univariate and multivariate statistical techniques that could be used for analysis.

Uploaded by

Khari haran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Prepare Preliminary Plan of Data Analysis

Data Preparation
Check Questionnaire

Edit

Code

Transcribe

Clean Data

Statistically Adjust the Data

Select Data Analysis Strategy


Questionnaire Checking

A questionnaire returned from the field may be unacceptable for several reasons.
• Parts of the questionnaire may be incomplete.
• The pattern of responses may indicate that the respondent did not understand or
follow the instructions.
• The responses show little variance.
• One or more pages are missing.
• The questionnaire is received after the preestablished cutoff date.
• The questionnaire is answered by someone who does not qualify for participation
Editing

Treatment of Unsatisfactory Results


• Returning to the Field – The questionnaires with unsatisfactory responses
may be returned to the field, where the interviewers recontact the
respondents.
• Assigning Missing Values – If returning the questionnaires to the field is not
feasible, the editor may assign missing values to unsatisfactory responses.
• Discarding Unsatisfactory Respondents – In this approach, the respondents
with unsatisfactory responses are simply discarded.
Coding
• Coding means assigning a code, usually a number, to each possible
response to each question. The code includes an indication of the
column position (field) and data record it will occupy.
Data Transcription
Raw Data

CATI/ Keypunching via Optical Digital Bar Code &


CAPI CRT Terminal Recognition Tech. Other
Technologies
Verification: Correct
Keypunching Errors

Computer Other
Disks
Memory Storage

Transcribed Data
Data Cleaning Consistency Checks

• Consistency checks identify data that are out of range, logically


inconsistent, or have extreme values
Data Cleaning Treatment of Missing
Responses
• Substitute a Neutral Value – A neutral value, typically the mean response to the variable,
is substituted for the missing responses.
• Substitute an Imputed Response – The respondents' pattern of responses to other
questions are used to impute or calculate a suitable response to the missing questions.
• In casewise deletion, cases, or respondents, with any missing responses are discarded
from the analysis.
• In pairwise deletion, instead of discarding all cases with any missing values, the
researcher uses only the cases or respondents with complete responses for each
calculation.
Statistically Adjusting the Data
Use of Weighting for Representativeness
 
Years of Sample Population
Education Percentage Percentage Weight
 
Elementary School
0 to 7 years 2.49 4.23 1.70
8 years 1.26 2.19 1.74

High School
1 to 3 years 6.39 8.65 1.35
4 years 25.39 29.24 1.15
 
College
1 to 3 years 22.33 29.42 1.32
4 years 15.02 12.01 0.80
5 to 6 years 14.94 7.36 0.49
7 years or more 12.18 6.90 0.57
 
Totals 100.00 100.00
Selecting a Data Analysis Strategy
Earlier Steps (1, 2, & 3) of the Marketing Research Process

Known Characteristics of the Data

Properties of Statistical Techniques

Background and Philosophy of the Researcher

Data Analysis Strategy


A Classification of Univariate Techniques
Univariate Techniques

Metric Data Non-numeric Data

One Sample Two or More One Sample Two or More


Samples Samples
* t test * Frequency
* Z test * Chi-Square
* K-S
* Runs
* Binomial
Independent Related
Independent Related
* Two- Group test * Paired
* Z test t test * Chi-Square * Sign
* One-Way * Mann-Whitney * Wilcoxon
ANOVA * Median * McNemar
* K-S * Chi-Square
* K-W ANOVA
A Classification of Multivariate
Multivariate Techniques
Techniques

Dependence Interdependence
Technique Technique

One Dependent More Than One Variable Interobject


Variable Dependent Interdependence Similarity
Variable
* Cross-Tabulation * Multivariate Analysis * Factor Analysis * Cluster Analysis
* Analysis of Variance of Variance * Confirmatory * Multidimensional
and Covariance * Canonical Correlation Factor Analysis Scaling
* Multiple Regression * Multiple Discriminant
* 2-Group Analysis
Discriminant/Logit * Structural Equation
* Conjoint Analysis Modeling
and Path Analysis

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