1. McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter 14 Preparing Survey Data for Analysis

3. 1. Describe the process of data preparation for analysis. 2. Discuss validation, editing, and coding of survey data. 3. Explain data entry procedures as well as how to detect errors. 4. Describe data tabulation approaches. Learning Objectives 14-3

4. Overview of Data Preparation and Analysis 14-4

5. Data Tabulation Data Validation Data Preparation... process of converting information from a questionnaire so it can be transferred to a data warehouse. Four Steps... Data Preparation... process of converting information from a questionnaire so it can be transferred to a data warehouse. Four Steps... Editing and Coding Data Entry 14-5

6. ... determine if the survey’s interviews or observations were conducted correctly and free of interviewer fraud or bias. DataValidation 14-6

7. CourtesyCourtesy CompletenessCompleteness ScreeningScreeningFraudFraudDataValidationProcessDataValidationProcess ProcedureProcedure 14-7

8. Areas of concern to check... Asking the proper questions Asking the proper questions Accurate recording of answers Accurate recording of answers Correct screening questions Correct screening questions Responses to open-ended questions Responses to open-ended questions Areas of concern to check... Asking the proper questions Asking the proper questions Accurate recording of answers Accurate recording of answers Correct screening questions Correct screening questions Responses to open-ended questions Responses to open-ended questions Editing – process that checks the data for mistakes made by either the interviewer or the respondent. 14-8

9. Responses to an Open-Ended Question 14-9

10. Codes are numerical – a number from 0 - 9. Codes are numerical – a number from 0 - 9. Well planned and constructed questionnaires reduce time spent on coding. Well planned and constructed questionnaires reduce time spent on coding. Numeric codes should be designed into the questionnaire from the beginning. Numeric codes should be designed into the questionnaire from the beginning. If questionnaires do not use coded responses a master coding system must be established. If questionnaires do not use coded responses a master coding system must be established. Codes are numerical – a number from 0 - 9. Codes are numerical – a number from 0 - 9. Well planned and constructed questionnaires reduce time spent on coding. Well planned and constructed questionnaires reduce time spent on coding. Numeric codes should be designed into the questionnaire from the beginning. Numeric codes should be designed into the questionnaire from the beginning. If questionnaires do not use coded responses a master coding system must be established. If questionnaires do not use coded responses a master coding system must be established. Coding – grouping and assigning values to various responses from the survey instrument... 14-10

11. An Illustration of a Master Code Sheet 14-11

12. Illustration of Response Consolidation for Open-Ended Questions 14-12

13. Coding open-ended questions is a four-step process... Coding open-ended questions is a four-step process... 1.Generate a master list of potential responses – assign values to the responses 2.Consolidate responses 3.Specify a numerical value as a code 4.Assign a coded value to each response 14-13

14. Light pen Touch screen ScannerScanner PC – most popular 4 Major Ways Ways Data Entry 14-14

15. Example of Optical Character Recognition Questionnaire 14-15

16. First step – determine if the software used for data entry and tabulation includes error editing routines: To identify the wrong type of data To identify the wrong type of data To prepare a printed representation of the data entered To prepare a printed representation of the data entered To produce a data/column list of the data To produce a data/column list of the data To find individual questionnaires and verify the proper response (code) To find individual questionnaires and verify the proper response (code) Error Detection 14-16

17. SPSS Data View of Coded Values for Santa Fe Grill Observations 14-17

18. Example of Data/Column List Procedure 14-18

19. ... process of counting the number of observations classified into certain categories; e.g., one-way tabulation or cross-tabulation.... process of counting the number of observations classified into certain categories; e.g., one-way tabulation or cross-tabulation. DataTabulation 14-19

20. Determine the frequency of non- response to individual questions. Determine the frequency of non- response to individual questions. Locate errors or blunders in data entry. Locate errors or blunders in data entry. Calculate summary statistics such as means, standard deviations, range, etc. Calculate summary statistics such as means, standard deviations, range, etc. Communicate results of research project. Communicate results of research project. One-Way Tabulation – Purposes: 14-20

21. One-way frequency tables... Identify missing data Identify missing data Determine valid percentages Determine valid percentages Provide summary statistics Provide summary statistics One-way frequency tables... Identify missing data Identify missing data Determine valid percentages Determine valid percentages Provide summary statistics Provide summary statistics One-way frequency table – the number of respondents that responded to each possible answer to a question’s available alternatives. 14-21

22. Example of One-Way Frequency Distribution 14-22

23. One-Way Frequency Table Illustrating Missing Data 14-23

24. ... determine whether variables differ when compared across sample subgroups. Results show frequencies and percentages for both rows and columns. CrossTabulation 14-24

25. Overview of Descriptive Statistics 14-25

26. Judgment of the analyst – selection of variables (questions) to use in examining relationships. Judgment of the analyst – selection of variables (questions) to use in examining relationships. Demographic variables or lifestyle/psychographic characteristics are the starting point in developing cross- tabulations. Demographic variables or lifestyle/psychographic characteristics are the starting point in developing cross- tabulations. Technique is simple but findings may be difficult to interpret... Technique is simple but findings may be difficult to interpret... Keep research objectives in mind when constructing and using tables Keep research objectives in mind when constructing and using tables Spreadsheets help Spreadsheets help Data Tabulation – Issues to be Considered 14-26

27. Descriptive Statistics... summarize and describe data obtained from a sample of respondents. CentralTendencyCentralTendencyDispersionDispersion 14-27

28. ... technique for communicating research results from preliminary data analysis to the client.... translation of one-way frequency and cross- tabulation tables into graphs. GraphicalIllustrationsGraphicalIllustrations 14-28

29. Deli Depot Questionnaire 14-29

30. Deli Depot Questionnaire (continued) 14-30