10

Preparing Data
for
Quantitative Analysis

McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
 Learning Objectives

 Describe the process for data preparation and

analysis
 Discuss validation, editing, and coding of survey
data
 Explain data entry procedures as well as how to
detect errors
 Describe data tabulation and analysis approaches

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 Wal-Mart and
Scanner Technology

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 Data Preparation Process

Data validation

Editing and coding

Data entry

Data tabulation

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 Exhibit 10.1 Overview

Validation

Editing and coding

Error
detection Data entry

Data tabulation

Data analysis

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 Exhibit 10.1 Overview_2

Data analysis

Univariate
Descriptive Multivariate
and bivariate
analysis analysis
analysis

Interpretation

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 Data Validation

 Data validation is the process of

determining to the extent possible whether
the interviews or observations were correctly
conducted and free of fraud or bias

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 Primary Areas of Validation

Fraud

Screening

Procedure

Completeness

Courtesy

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 Areas of Editing Concern

 Asking the proper questions

 Recording answers accurately
 Screening questions correctly
 Recording open-ended answers completely and
accurately

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 Coding

 Coding involves grouping and assigning

value to various responses from the survey
instrument

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 Developing Response Codes

Generate list of potential responses

and assign values

Consolidate responses

Assign numerical value as a code

Assign a coded value to each response

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 Data Entry

 Data entry includes tasks involved with the

direct input of the coded data into some
specified software package that will
ultimately allow the research analyst to
manipulate and transform the raw data into
useful information

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 Methods of Error Detection

 Determine if the software used will allow the user to

perform “error edit routines”
 Scan the actual data that was entered
 Produce a data/column list procedure for the entered
data

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Exhibit 10.5 SPSS Data
View of Coded Values

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 One-Way Tabulation

 Categorization of single variables in study

 Illustrate one-way tabulation by constructing a one-
way frequency table
 Used to calculate summary statistics on questions
 Averages
 Standard deviations
 Percentages

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Exhibit 10.6 One-Way
Frequency Distribution

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Exhibit 10.6 One-Way Frequency Table
with Missing Data

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 Cross-Tabulation

 Simultaneously treat two or more variables in the

study
 Purpose is to determine if certain variables differ
when compared among various subgroups of the
total sample
 Main form of data analysis in most research projects

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 Marketing Research in Action: Deli Depot

 How could Deli Depot’s survey and questionnaire be

improved?
 What are the competitive advantages and
disadvantages of Deli Depot over Subway?

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