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Exploring Marketing Research William G. Zikmund. Chapter 19: Editing and Coding. CODING. DATA ENTRY. DATA ANALYSIS. Stages of Data Analysis. EDITING. ERROR CHECKING AND VERIFICATION. Editing. The process of checking and adjusting the data for omissions for legibility

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Exploring marketing research william g zikmund

Exploring Marketing Research William G. Zikmund

Chapter 19:

Editing and Coding


Stages of data analysis

CODING

DATA ENTRY

DATA ANALYSIS

Stages of Data Analysis

EDITING

ERROR

CHECKING

AND

VERIFICATION


Editing

Editing

  • The process of checking and adjusting the data

    • for omissions

    • for legibility

    • for consistency

  • And readying them for coding and storage


Birth year recorded by interviewer

Birth Year Recorded by Interviewer

  • 1873?

  • 1973 more likely


Coding

Coding

  • The process of identifying and assigning a numerical score or other character symbol to previously edited data


Editing1

Editing

FIELD EDITING

IN-HOUSE

EDITING


Exploring marketing research william g zikmund

Reasons for Editing

QUESTIONS

ANSWERED

OUT OF ORDER

CONSISTENCY

COMPLETENESS


I don t know

“I Don’t Know”

  • Legitimate don’t know

  • Reluctant don’t know

  • Confused don’t know


Codes

Codes

  • The rules for interpreting, classifying, and recording data in the coding process

  • The actual numerical or other character symbols


Exploring marketing research william g zikmund

1a. How many years have you been playing tennis on a regular basis?

Number of years: __________

b. What is your level of play?

Novice . . . . . . . . . . . . . . . -1Advanced . . . . . . .-4

Lower Intermediate . . . . .-2Expert . . . . . . . . .-5

Upper Intermediate . . . . . -3Teaching Pro . . . . -6

c. In the last 12 months, has your level of play improved, remained the

same or decreased?

Improved. . . . . . . . . . . . . .-1Decreased. . . . . . . -3

Remained the same . . . . .-2


Exploring marketing research william g zikmund

2a. Do you belong to a club with tennis facilities?Yes . . . . . . . -1

No . . . . . . . -2

b. How many people in your household - including yourself - play tennis?

Number who play tennis ___________

3a. Why do you play tennis? (Please “X” all that apply.)

To have fun . . . . . . . . . . -1

To stay fit. . . . . . . . . . . . -2

To be with friends. . . . . . -3

To improve my game . . .-4

To compete. . . . . . . . . . .-5

To win. . . . . . . . . . . . . . .-6

b. In the past 12 months, have you purchased any tennis instructional

books or video tapes?Yes . . . . . . . -1

No . . . . . . . -2


Exploring marketing research william g zikmund

4. Please rate each of the following with regard to this flight, if applicable.

Excellent Good Fair Poor

1 2 3 4

Courtesy and Treatment from the:

Skycap at airport . . . . . . . . . . . . . .

Airport Ticket Counter Agent . . . . .

Boarding Point (Gate) Agent . . . . .

Flight Attendants . . . . . . . . . . . . . .

Your Meal or Snack. . . . . . . . . . . . .

Beverage Service . . . . . . . . . . . . . .

Seat Comfort. . . . . . . . . . . . . . . . . .

Carry-On Stowage Space. . . . . . . .

Cabin Cleanliness . . . . . . . . . . . . .

Video/Stereo Entertainment . . . . . .

On-Time Departure . . . . . . . . . . . .


I believe that people judge your success by the kind of car you drive

Strongly agree 1

Mildly agree 2

Neither agree

nor disagree 3

Mildly agree 4

Strongly disagree 5

Strongly agree + 1

Mildly agree +2

Neither agree

nor disagree 0

Mildly agree - 1

Strongly disagree - 2

“I believe that people judge your success by the kind of car you drive.”


Rules for coding

Rules for Coding

  • Categories should be exhaustive

  • Categories should be mutually exclusive and independent


Coding open ended responses

Coding Open-Ended Responses


Code book

Code Book

  • Identifies each variable

  • Provides a variable’s description

  • Identifies each code name and position on storage medium


Data entry

Data Entry

  • The process of transforming data from the research project to computers.

  • Optical scanning systems

    • Marked-sensed questionnaires


Recode

Recode

  • Recoding is the process of using a computer to convert original cods used for raw data to codes that are more suitable for analysis.

  • Var1 = 8 - Var1


Error checking and verification

Error Checking and Verification

  • Data cleaning


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