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Chapter Fourteen: Data Preparation

This chapter discusses the process of preparing data for analysis. It covers questionnaire checking, editing, coding, transcribing, cleaning, and statistically adjusting the data. Key steps include consistency checks, treating missing responses, weighting data for representativeness, and selecting an analysis strategy based on known data characteristics and the researcher's goals. The overall goal is to transform raw data into a clean, coded format suitable for analysis.

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70 views21 pages

Chapter Fourteen: Data Preparation

This chapter discusses the process of preparing data for analysis. It covers questionnaire checking, editing, coding, transcribing, cleaning, and statistically adjusting the data. Key steps include consistency checks, treating missing responses, weighting data for representativeness, and selecting an analysis strategy based on known data characteristics and the researcher's goals. The overall goal is to transform raw data into a clean, coded format suitable for analysis.

Uploaded by

Shanzah S
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter Fourteen

Data Preparation
14-2

Chapter Outline
1) Overview
2) The Data Preparation Process
3) Questionnaire Checking
4) Editing
i. Treatment of Unsatisfactory Responses
5) Coding
i. Coding Questions
ii. Code-book
iii. Coding Questionnaires
14-3

Chapter Outline
6) Transcribing
7) Data Cleaning
i. Consistency Checks
ii. Treatment of Missing Responses Adjusting
the
8) Statistically Adjusting the Data Data

i. Weighting
ii. Variable Respecification
iii. Scale Transformation
9) Selecting a Data Analysis Strategy
14-4

Chapter Outline
10) A Classification of Statistical Techniques
11) Ethics in Marketing Research
12) Internet & Computer Applications
13) Focus on Burke
14) Summary
15) Key Terms and Concepts
14-5

Data Preparation Process


Fig. 14.1 Prepare Preliminary Plan of Data Analysis

Check Questionnaire

Edit

Code

Transcribe

Clean Data

Statistically Adjust the Data

Select Data Analysis Strategy


14-6

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.


14-7

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.
14-8

Questionnaire Checking And Editing


14-9

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.

Coding Questions

 Fixed field codes, which mean that the number of records for
each respondent is the same and the same data appear in the
same column(s) for all respondents, are highly desirable.
 If possible, standard codes should be used for missing data.
Coding of structured questions is relatively simple, since the
response options are predetermined.
 In questions that permit a large number of responses, each
possible response option should be assigned a separate column.
14-10

Coding
Guidelines for coding unstructured questions:
 Category codes should be mutually exclusive and

collectively exhaustive.
 Only a few (10% or less) of the responses should fall

into the “other” category.


 Category codes should be assigned for critical issues

even if no one has mentioned them.


 Data should be coded to retain as much detail as

possible.
14-11

Coding
14-12

Coded Questionnaire
14-13

Codebook
A codebook contains coding instructions and the
necessary information about variables in the data set.
A codebook generally contains the following
information:
 column number
 record number
 variable number
 variable name
 question number
 instructions for coding
14-14

Codebook
14-15

Coding Questionnaires
 The respondent code and the record number appear
on each record in the data.
 The first record contains the additional codes: project
code, interviewer code, date and time codes, and
validation code.
 It is a good practice to insert blanks between parts.
Data Cleaning 14-16

Consistency Checks

Consistency checks identify data that are out of


range, logically inconsistent, or have extreme values.

 Computer packages like SPSS, SAS, EXCEL and


MINITAB can be programmed to identify out-of-
range values for each variable and print out the
respondent code, variable code, variable name,
record number, column number, and out-of-range
value.
 Extreme values should be closely examined.
Data Cleaning 14-17

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.
14-18

SPSS Data
Statistically Adjusting the Data 14-19

Weighting
 In weighting, each case or respondent in
the database is assigned a weight to reflect
its importance relative to other cases or
respondents.
 Weighting is most widely used to make the
sample data more representative of a target
population on specific characteristics.
 Yet another use of weighting is to adjust the
sample so that greater importance is attached
to respondents with certain characteristics.
14-20

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
14-21

Selecting a Data Analysis Strategy


Fig. 14.5

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

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