Chapter Fifteen Chapter 15

Relationship to Marketing Figure 15.1 Relationship of Data Preparation to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Preparing Data for Analysis Marketing Research Process (Chapter 1) Research Design Components (Chapter 3) Problem Definition Approach to Problem Figure 15.1 Relationship to the Previous Chapters & The Marketing Research Process Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 15.2 Data Preparation: An Overview Opening Vignette The Data Preparation Process Fig 15.3 Questionnaire Checking and Editing Fig 15.4 Coding Internet Applications Focus on Elrick & Lavidge Fig 15.5 Transcribing Fig 15.6 Data Cleaning Selecting Data Analysis Strategy Fig 15.7 Application to Contemporary Issues TQM International Technology Ethics

Figure 15.3 Data Preparation Process Preliminary Plan of Data Analysis Figure 15.3 Data Preparation Process Questionnaire Checking Editing Coding Transcribing Data Cleaning Selecting a Data Analysis Strategy

Figure 15.4 Treatment of Unsatisfactory Responses Return to the Field Assign Missing Values Discard Unsatisfactory Respondents Substitute a Neutral Value Casewise Deletion Pairwise Deletion

Figure 15.5 A Codebook Excerpt Column Number 1-3 4 5-6 7-8 9-14 15-20 21-22 23-24 25 26 27 28 35 Variable Number 1 2 3 4 5 6 7 8 9 10 11 18 Variable Name Respondent ID Record Number Project Code Interview Code date Code Time Code Validation Code Blank Who shops Familiarity with store 1 Familiarity with store 2 Familiarity with store 3 Familiarity with store 10 Question Number I IIa IIb IIc IIj Coding Instructions 001 to 890 add leading zeros as necessary 1 (same for all respondents) 31 (same for all respondents) As coded on the questionnaire Leave these columns blank Male head =1 Female head =2 Other =3 Punch the number circled Missing values =9 For question II parts a through j Not so familiar =1 Very familiar =6 Missing Values =9

Figure 15.6 Data Transcription Raw Data Figure 15.6 Data Transcription CATI/ CAPI Key Punching via CRT Terminal Mark Sense Forms Optical Scanning Computerized Sensory Analysis Verification: Correct Key Punching Errors Computer Memory Disks Magnetic Tapes Transcribed Data

Figure 15.7 Selecting A Data Analysis Strategy Earlier Steps(1, 2, 3) of the Marketing Research Process Known Characteristics of Data Properties of Statistical Techniques Background & Philosophy of the Researcher Data Analysis Strategy Figure 15.7 Selecting A Data Analysis Strategy

Table 15.1 Illustrative Computer File: Department Store Patronage Project