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Preparing Data for
Quantitative Analysis
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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Learning Objectives
Describe the process for data preparation and analysis
Discuss validation, editing, and coding of survey data
Explain data entry procedures as well as how to detect errors
Describe data tabulation and analysis approaches
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Wal-Mart and Scanner Technology
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Data Preparation Process
Data validation
Editing and coding
Data entry
Data tabulation
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Exhibit 10.1 Overview
Errordetection
Validation
Editing and coding
Data entry
Data tabulation
Data analysis
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Exhibit 10.1 Overview_2
Data analysis
Interpretation
Univariate and bivariate
analysis
Descriptiveanalysis
Multivariate analysis
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Data Validation
Data validation is the process of determining to the extent possible whether the interviews or observations were correctly conducted and free of fraud or bias
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Primary Areas of Validation
Fraud
Screening
Procedure
Completeness
Courtesy
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Areas of Editing Concern
Asking the proper questions Recording answers accurately Screening questions correctly Recording open-ended answers completely
and accurately
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Coding
Coding involves grouping and assigning value to various responses from the survey instrument
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Developing Response Codes
Generate list of potential responses and assign values
Consolidate responses
Assign numerical value as a code
Assign a coded value to each response
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Data Entry
Data entry includes tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information
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Methods of Error Detection
Determine if the software used will allow the user to perform “error edit routines”
Scan the actual data that was entered Produce a data/column list procedure for the
entered data
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Exhibit 10.5 SPSS Data View of Coded Values
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One-Way Tabulation
Categorization of single variables in study Illustrate one-way tabulation by constructing
a one-way frequency table Used to calculate summary statistics on
questions Averages Standard deviations Percentages
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Exhibit 10.6 One-Way Frequency Distribution
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Exhibit 10.6 One-Way Frequency Table with Missing Data
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Cross-Tabulation
Simultaneously treat two or more variables in the study
Purpose is to determine if certain variables differ when compared among various subgroups of the total sample
Main form of data analysis in most research projects
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Marketing Research in Action: Deli Depot
How could Deli Depot’s survey and questionnaire be improved?
What are the competitive advantages and disadvantages of Deli Depot over Subway?
