TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 15 - McDaniel, Gates

Chapter 15 - Data processing and fundamental data analysis. Although some of the elements are clerical in nature, these processes are critical in making sure that the data have integrity and are free of errors related to the process of capturing respondent answers to our questions and moving those answers to tabular, graphical and statistical displays. The steps in this process are covered in this chapter. | Chapter Fifteen 15-1 The Key Steps: 1 2 3 4 5 Validation & Editing Coding Logical Cleaning of Data Tabulation & Statistical Analysis Data Entry Overview of the Data Analysis Procedure 15-2 Key Terms & Definitions Step One: Validation: Process of ascertaining that interviews actually were conducted as specified. Editing: Process of ascertaining that questionnaires were filled out properly and completely. Skip Pattern: Sequence in which later questions are asked, based on a respondent’s answer to an earlier question or questions. Step Two: Coding: Process of grouping and assigning numeric codes to the various responses to a question. Step Three: Data Entry: Process of converting information to an electronic format. Intelligent Data Entry: Form of data entry in which the information being entered into the data entry device is checked for internal logic. Scanning: Form of data entry in which responses on questionnaires are read in automatically by the data entry device. Overview of .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Data processing
• Fundamental data analysis
• Data analysis procedure
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
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• Problem definition
• Exploratory research
• Traditional survey research
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• Quantitative data analysis
• Global marketing research
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• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures