Slide 1Slide 2The Value of Preparing Data for AnalysisThe Essentials of Data ValidationThe Essentials of Data EditingEditingTwo Major Types of EditingResponse Problems and SolutionsResponse Problems and Solutions – cont’dWays To Perform EditingCodingCoding – cont’dSlide 13Slide 14Entering DataData TabulationReviewing TabulationsThe Essentials of Data CodingHow to Handle Open-Ended QuestionsThe Master Code Form: An ExampleSlide 21Slide 22The Essentials of Data EntryData Tabulation: One-Way TabulationFrequency Distribution: An ExampleSlide 26Data Tabulation: Cross-TabulationCross-Tabulation: An ExampleSummary of Learning Objectives1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CCHHAAPPTTEERR1234 0001 897251 000001515Coding, Editing, and Coding, Editing, and Preparing Data for Preparing Data for AnalysisAnalysis15-215-21995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of Preparing Data for AnalysisValidating, editing, and coding information captured from respondents is a necessary step along the road to providing decision-makers with information they can use to address market opportunities and business problems.Entering, “combing” or “cleaning,” and tabulating data is a complex, though fascinating process where the raw material collected via the research endeavor is packaged into a format ready for use by decision-makers. 15-315-31995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Essentials of Data ValidationData, when “validated” by a research team covers the following five areas of concern:FraudScreeningProcedureCompletenessCourtesy15-415-41995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Essentials of Data EditingWhen data is “edited” by a research team focuses on the following four questions:1) Have the answers been asked properly?2) Have the answers been recorded precisely?3) Have only qualified respondents been included in the sample?4) Have all open-end responses been consolidated?15-515-51995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Editing -Carefully checking survey data for completeness, legibility, consistency, and accuracy.Most important purpose is to eliminate or at least reduce the number of errors in the raw data.Two Forms of Error in Raw Survey DataInterviewer ErrorRespondent ErrorTwo Major Types of EditingField EditingOffice Editing1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Two Major Types of EditingField Editing: Editing done on personal interviews, mall-intercept, and telephone surveys as the data collection takes place. It must occur the same day data gathering occurs.Office Editing: Editing done at a central location by an office staff after all data collection is finished. It occurs after considerable time has elapsed.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Response Problems and SolutionsPotential ProblemsWrong InformantReturn to SenderIllegible WritingIncomplete ResponsesDamaged Measuring InstrumentApparently Confused RespondentLack of Variance Among ResponsesLack of Consistency Among ResponsesLate Responses1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Potential SolutionsFollow-up InterviewsWhere responses are incomplete or the form was incorrectly filled out, the researchers may send the respondent another form or reinterview the respondent if time permitsOffer a “no valid response” optionEliminate all unacceptable surveysResponse Problems and Solutions – cont’d1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Ways To Perform EditingPersonal Editing: Editing performed by a person.Computer Editing: Editing performed by a computer.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CodingThe process of systematically and consistently assigning each response a numerical score.The key to a good coding system is for the coding categories to be mutually exclusive and the entire system to be collectively exhaustive.To be mutually exclusive, every response must fit into only one category.To be collectively exhaustive, all possible responses must fit into one of the categories.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Coding Missing Numbers: When respondents fail to complete portions of the survey. Whatever the reason for incomplete surveys, researchers must indicate to the computer that there was no response provided by the respondent.Coding Open-Ended Questions: When open-ended questions are used, researchers must create categories. All responses must fit into a category, once all responses have been returned. Furthermore, similar responses should fall into the same category.Coding – cont’d1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Coding – cont’dPrecoded Questionnaires: Sometimes researchers place codes on the actual questionnaire, which simplifies data entry.There are Two Sets of Codes:One set codes individual responses.The second set of codes is for individual questions.1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Codebook: Contains the instructions for the people who code survey data. It is the blueprint for proper data coding.The codebook typically includes:Column NumberVariable NumberVariable NameQuestion NumberCoding InstructionsCoding – cont’d1995 7888 4320 000 000001 00023Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Entering DataIf data entry is not instantaneous, then data-entry operators (or keyboard operators) are needed to input survey data into the computer.Problems can occur during data entry tasks, such as transposing numbers and inputting an