MKT 41523: Marketing Research

Analysis

Chapter 01: Data Preparation

Tharindi Kamalasena
Department of Marketing
University of Ruhuna
Data Preparation Process
Prepare Preliminary Plan of Data Analysis

Check Questionnaire

Edit

Code

Transcribe

Clean Data

Statistically Adjust the Data

Select Data Analysis Strategy

Questionnaire Checking
A questionnaire returned from the field may be unacceptable for several reasons.
◦ Parts of the questionnaire may be incomplete.
◦ The pattern of responses may indicate that the respondent did not understand or
follow the instructions.
◦ The responses show little variance.
◦ One or more pages are missing.
◦ The questionnaire is received after the preestablished cutoff date.
◦ The questionnaire is answered by someone who does not qualify for participation.
Editing
Treatment of Unsatisfactory Results
Returning to the field
Assigning Missing Values
Discarding Unsatisfactory Respondents
Coding
Coding means assigning a code, usually a number, to each possible response to each
question.

Coding Questions
Fixed field codes, which mean that the number of records for each respondent is the
same and the same data appear in the same column(s) for all respondents, are highly
desirable.
If possible, standard codes should be used for missing data. Coding of structured
questions is relatively simple, since the response options are predetermined.
In questions that permit a large number of responses, each possible response option
should be assigned a separate column.
Cont’d…
Guidelines for Coding Unstructured Questions:
Category codes should be mutually exclusive and collectively exhaustive.
Only a few (10% or less) of the responses should fall into the “other” category.
Category codes should be assigned for critical issues even if no one has
mentioned them.
Data should be coded to retain as much detail as possible.
Cont’d…
A codebook contains coding instructions and the necessary information about
variables in the data set. A codebook generally contains the following
information:
column number
record number
variable number
variable name
question number
instructions for coding
Cont’d…
The respondent code and the record number appear on each record in the data.

The first record contains the additional codes: project code, interviewer code,
date and time codes, and validation code.

It is a good practice to insert blanks between parts.

 Cont’d…
ID PREFER. QUALITY QUANTITY VALUE SERVICE INCOME
1 2 2 3 1 3 6
2 6 5 6 5 7 2
3 4 4 3 4 5 3
4 1 2 1 1 2 5
5 7 6 6 5 4 1
6 5 4 4 5 4 3
Restaurant Preference 7 2 2 3 2 3 5
8 3 3 4 2 3 4
9 7 6 7 6 5 2
10 2 3 2 2 2 5
11 2 3 2 1 3 6
12 6 6 6 6 7 2
13 4 4 3 3 4 3
14 1 1 3 1 2 4
15 7 7 5 5 4 2
16 5 5 4 5 5 3
17 2 3 1 2 3 4
18 4 4 3 3 3 3
19 7 5 5 7 5 5
20 3 2 2 3 3 3
Cont’d…
SPSS Variable View of the Data
 Column Variable Variable Question Coding
Cont’d… Number
1
Number
1
Name
ID
Number Instructions
1 to 20 as coded
Codebook Excerpt 2 2 Preference 1 Input the number circled.
1=Weak Preference
7=Strong Preference

3 3 Quality 2 Input the number circled.

1=Poor
7=Excellent
4 4 Quantity 3 Input the number circled.
1=Poor
7=Excellent
5 5 Value 4 Input the number circled.
1=Poor
7=Excellent
6 6 Service 5 Input the number circled.
1=Poor
7=Excellent
Cont’d…
Codebook Excerpt (cont’d…)
Column Variable Variable Question Coding
Number Number Name Number Instructions
7 7 Income 6 Input the number circled.
1 = Less than $20,000
2 = $20,000 to 34,999
3 = $35,000 to 49,999
4 = $50,000 to 74,999
5 = $75,000 to 99,999
6 = $100,00 or more
Data Transcription
Raw Data

CATI/ Keypunching Optical Digital Bar Code &

CAPI via CRT Recognition Tech. Other
Terminal Technologies
Verification:
Correct
Keypunching
Errors
Compute Disks Other
r Storage
Memory
Transcribed Data
 Data Cleaning
Consistency checks identify data that are out of range, logically inconsistent, or have
extreme values.
Data Cleaning Treatment of Missing Responses
Substitute a Neutral Value – A neutral value, typically the mean response to the
variable, is substituted for the missing responses.
Substitute an Imputed Response – The respondents' pattern of responses to other
questions are used to impute or calculate a suitable response to the missing questions.
In casewise deletion, cases, or respondents, with any missing responses are discarded
from the analysis.
In pairwise deletion, instead of discarding all cases with any missing values, the
researcher uses only the cases or respondents with complete responses for each
calculation.
 Statistically Adjusting the Data
Weighting
In weighting, each case or respondent in the database is assigned a weight to
reflect its importance relative to other cases or respondents.
Weighting is most widely used to make the sample data more representative of
a target population on specific characteristics.
Yet another use of weighting is to adjust the sample so that greater importance
is attached to respondents with certain characteristics.
Cont’d…
 Cont’d…
Variable respecification
Variable respecification involves the transformation of data to create new
variables or modify existing variables.
e.g., the researcher may create new variables that are composites of
several other variables.
Scale Transformation and Standardization
Scale transformation involves a manipulation of scale values to ensure
comparability with other scales or otherwise make the data suitable for analysis.
A more common transformation procedure is standardization. Standardized
scores, Zi, may be obtained as: Zi = (Xi - )/sx
 SPSS Windows:
Creating Overall Evaluation
1. Select TRANSFORM.
2. Click on COMPUTE.
3. Type “overall” in the TARGET VARIABLE box.
4. Click on “quality” and move it to the NUMERIC EXPRESSIONS box.
5. Click on the “+” sign.
6. Click on “quantity” and move it to the NUMERIC EXPRESSIONS box.
7. Click on the “+” sign.
8. Click on “value” and move it to the NUMERIC EXPRESSIONS box.
9. Click on the “+” sign.
10. Click on “service” and move it to the NUMERIC EXPRESSIONS box.
11. Click on TYPE & LABEL under the TARGET VARIABLE box and type “Overall Evaluation.” Click on CONTINUE.
12. Click OK.
 SPSS Windows:
Recoding Income
1. Select TRANSFORM.
2. Click on RECODE and select INTO DIFFERENT VARIABLES…
3. Click on income and move it to NUMERIC VARIABLE OUTPUT VARIABLE box.
4. Type “rincome” in OUTPUT VARIABLE NAME box.
5. Type “Recode Income” in OUTPUT VARIABLE LABEL box.
6. Click OLD AND NEW VAULES box.
7. Under OLD VALUES on the left, click RANGE. Type 1 and 2 in the range boxes. Under NEW VALUES on the right, click VALUE and type 1
in the value box. Click ADD.
8. Under OLD VALUES on the left, click VALUE. Type 3 in the value box. Under NEW VALUES on the right, click VALUE and type 2 in the
value box. Click ADD.
9. Under OLD VALUES on the left, click VALUE. Type 4 in the value box. Under NEW VALUES on the right, click VALUE and type 3 in the
value box. Click ADD.
10. Under OLD VALUES on the left, click RANGE. Type 5 and 6 in the range boxes. Under NEW VALUES on the right, click VALUE and type 4
in the value box. Click ADD.
11. Click CONTINUE.
12. Click CHANGE.
13. Click OK.
Selecting a Data Analysis Strategy
Univariate Techniques

Metric Data Non-numeric Data

One Sample Two or More One Sample Two or More

Samples Samples
* t test * Frequency
* Z test * Chi-Square
* K-S
* Runs
* Binomial
Independent Related
Independent Related
* Two- Group test * Paired
* Z test * Chi-Square * Sign
t test
* One-Way * Mann-Whitney * Wilcoxon
ANOVA * Median * McNemar
* K-S * Chi-Square
* K-W ANOVA
 Multivariate Techniques

Cont’d…
Dependence Interdependence
Technique Technique

One Dependent More Than One Variable Interobject

Variable Dependent Variable Interdependence Similarity

* Cross-Tabulation * Multivariate Analysis * Factor Analysis * Cluster Analysis

* Analysis of Variance of Variance * Confirmatory * Multidimensional
and Covariance * Canonical Correlation Factor Analysis Scaling
* Multiple Regression * Multiple Discriminant
* 2-Group Analysis
Discriminant/Logit * Structural Equation
* Conjoint Analysis Modeling
and Path Analysis
Thank You.