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Data Preparation and Analysis

Data Preparation and Analysis

Data Preparation

The steps necessary to convert data from a raw

form to a form which allows for analysis Steps in the Process Check Questionnaires Edit data Code Data Transcribe data Clean data Adjust data

Data Preparation and Analysis

Checking Questionnaires Insure you have all the questionnaires What makes a questionnaire unsusable? Incomplete questionnaires Questionable patterns of response Unusual patterns Were skip patterns followed? No variance in response Questionnaires physically incomplete

Data Preparation and Analysis

Questionnaire received after the cut-off date Questionnaire answered by someone who did not qualify

to be sample member Calculation of response rate Rate = (Contact (termination+rejection))/Contact

Data Preparation and Analysis

Editing Unsatisfactory Responses Unsatisfactory responses Poor recording Inconsistencies Difficult interpretation Words Marks for scale Dealing with unsatisfactory responses Recontact respondent Assign a missing value Discard record

Data Preparation and Analysis

Development of Data Coding
Coding The process of assigning a number to each

possible response to a question Coding questions A codebook SPSS vs EXCEL Missing data Coding of open ended responses Review all responses Develop structure Assign codes Enter data into datafile

Data Preparation and Analysis

Transcribing Data
Data Transcription The process of transferring coded data to

permanent storage Options Manual data entry Optical scanning

Data Preparation and Analysis

Data Cleaning
Data Cleaning The process of ensuring that all responses fall

within allowable ranges Example - gender Out-of-range checks Frequency tables Consistency checks Skip patterns

Data Preparation and Analysis

Missing Data Ignore Estimation

Substitute a neutral response

Imputation (remove)

Data Preparation and Analysis

Data Adjustment Data adjustment is often necessary to ensure that the sample data can be generalized to the population of interest Check for sample representativeness Options Data weighting Variable re-specification Data recoding Creating dummy variables Scale transformation Standardizing variables

Data Preparation and Analysis

Getting Ready to Answer the Management Question
The Translation Process

From Observation to Management Question

From Management Question to Marketing Management

Question From Marketing Management Question to Research Question From Research Question to Hypothesis From Research Question to Data Analysis Depends on the type of question

Data Preparation and Analysis

Planning for Data Analysis What has gone on before? Model Research question Research design The key questions What kind of question have you asked? Descriptive versus inferential? Causal or non-causal? Differences or relationships

Data Preparation and Analysis

What kind of data do you have Primary scales of measurement? Independent variable, Dependent variable?

Causal versus non-causal