1. DATA PREPARATION AND DESCRIPTION Chapter 15 McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 15-2 Learning Objectives Understand... The importance of editing the collected raw data to detect errors and omissions. How coding is used to assign number and other symbols to answers and to categorize responses. The use of content analysis to interpret and summarize open questions.

3. 15-3 Learning Objectives Understand... Problems with and solutions for “don’t know” responses and handling missing data. The options for data entry and manipulation.

4. 15-4 Pull Quote “Pattern thinking, where you look at what’s working for someone else and apply it to your own situation, is one of the best ways to make big things happen for you and your team.” David Novak, chairman and CEO, Yum! Brands, Inc.

5. 15-5 Data Preparation in the Research Process

6. 15-6 Monitoring Online Survey Data Online surveys need special editing attention. CfMC provides software and support to research suppliers to prevent interruptions from damaging data.

7. 15-7 Editing Criteria Consistent Uniformly entered Arranged for simplification Complete Accurate

8. 15-8 Field Editing Field editing review Entry gaps identified Callbacks made Results validated

9. 15-9 Central Editing Be familiar with instructions given to interviewers and coders Do not destroy the original entry Make all editing entries identifiable and in standardized form Initial all answers changed or supplied Place initials and date of editing on each instrument completed

10. 15-10 Sample Codebook

11. 15-11 Precoding

12. 15-12 Coding Open-Ended Questions 6. What prompted you to purchase your most recent life insurance policy? _______________________________

13. 15-13 Coding Rules Categories should be Categories should be Appropriate to the research problem Exhaustive Mutually exclusive Derived from one classification principle

14. 15-14 Content Analysis

15. 15-15 Types of Content Analysis Syntactical Propositional Referential Thematic

16. 15-16 Open-Question Coding Locus of Responsibility Mentioned Not Mentioned A. Company____________________________ B. Customer____________________________ C. Joint Company- Customer____________________________ F. Other____________________________ Locus of Responsibility Frequency (n = 100) A. Management 1. Sales manager 2. Sales process 3. Other 4. No action area identified B. Management 1. Training C. Customer 1. Buying processes 2. Other 3. No action area identified D. Environmental conditions E. Technology F. Other 10 20 7 3 15 12 8 5 20

17. 15-17 Proximity Plot

18. 15-18 Handling “Don’t Know” Responses Question: Do you have a productive relationship with your present salesperson? Years of Purchasing YesNoDon’t Know Less than 1 year10%40%38% 1 – 3 years30 32 4 years or more6030 Total 100% n = 650 100% n = 150 100% n = 200

19. 15-19 Data Entry Database Programs Optical Recognition Digital/ Barcodes Voice recognition Keyboarding

20. 15-20 Missing Data Solutions Listwise Deletion Pairwise Deletion Replacement

21. 15-21 Key Terms Bar code Codebook Coding Content analysis Data entry Data field Data file Data preparation Data record Database Don’t know response Editing Missing data Optical character recognition Optical mark recognition Precoding Spreadsheet Voice recognition

22. ADDITIONAL DISCUSSION OPPORTUNITIES Chapter 15

23. 15-23 CloseUp: Dirty Data Invalid: entry errors Incomplete: missing, siloed, turf wars Inconsistent: across databases Incorrect: lost, falsified, outdated Solutions: Data Steward, Data Protocols, Error Detection Software

24. 15-24 Snapshot: CBS labs 39 Million Visitors Show Screenings Dial Testing Surveys Focus Groups

25. 15-25 PicProfile: Content Analysis QSR’s XSight software for content analysis.

26. 15-26 Snapshot: Netnography Data Posted on Internet & intranets Product & company reviews Employee experiences Message board posts Discussion forum posts

27. 15-27 Research Thought Leader “ The goal is to transform data into information, and information into insight. Carly Fiorina former president and chairwoman, Hewlett-Packard Co

28. 15-28 PulsePoint: Research Revelation 55 The percent of white-collar workers who answer work-related calls or e- mail after work hours.

29. DATA PREPARATION AND DESCRIPTION Chapter 15

30. 15-30 Photo Attributions