1. 6/24/2016 Marketing Research 1

2. 6/24/2016Marketing Research2 DATA ANALYSIS DATA ENTRY ERROR CHECKING AND VERIFICATION CODING EDITING

3.  The process of checking and adjusting the data ◦ for omissions ◦ for legibility ◦ for consistency  And readying them for coding and storage 6/24/2016Marketing Research3

4.  The process of identifying and assigning a numerical score or other character symbol to previously edited data 6/24/2016Marketing Research4

5.  Categories should be exhaustive  Categories should be mutually exclusive and independent  Remember level of measurement when analyzing data! ◦ Mean for gender is meaningless.  Select logical codes ◦ E.g. 1 for most common category ◦ E.g. Low or negative numbers for disagree 6/24/2016Marketing Research5

6. 6/24/2016Marketing Research6 1a. How many years have you been playing tennis on a regular basis (if at all)? Number of years: __________ b. What is your level of play? Novice or non-player... 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..............3Decreased....... 1 Remained the same.....2 Pre-coding Example

7.  May have pre-set categories ◦ Based on your theory/lit review/expectations  May develop categories based on responses ◦ Read all responses ◦ Record in abbreviated form ◦ Develop categories ◦ Code a subset to assess categories  Do all responses have a clear place? 6/24/2016Marketing Research7

8.  Number each statement ◦ Must determine what makes a “statement” ◦ Usually each complete idea or concept ◦ May or may not follow sentence structure  Assign a code to each numbered statement  May require several data entry columns 6/24/2016Marketing Research8

9.  Identifies each variable  Provides a variable’s description  Identifies each code name and position on storage medium  Indicates response options and their corresponding codes 6/24/2016Marketing Research9

10. Add an ID number to each questionnaire ◦ Create category headers at top of each column ◦ Enter ID as the first field ◦ Enter each person across 6/24/2016Marketing Research10

11. 6/24/2016Marketing Research11

12.  Checks: ◦ Look at frequency distributions  number of responses  how many missing values?  consistent with the response categories?  make sure there are no “unreasonable” answers  If included data not in the range (e.g., “8”), the data needs to be edited  Find the questionnaire (with ID)  replace with “correct” value  includes the full range?  e.g, all the numbers in a 1 to 7 scale 6/24/2016Marketing Research12

13. 6/24/2016 Marketing Research 13