TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 16: Fundamentals of data analysis

Chapter 16 - Fundamentals of data analysis. In this chapter, the following content will be discussed: Data analysis, data editing, coding, statistically adjusting the data, simple tabulation, frequency distribution,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Sixteen 2 Fundamentals of Data Analysis Marketing Research 12th Edition Data Analysis A set of methods and techniques used to obtain information and insights from data Helps avoid erroneous judgments and conclusions Can constructively influence the research objectives and the research design 3 Major Data Preparation techniques: Data editing Coding Statistically adjusting the data Marketing Research 12th Edition Data Editing Identifies omissions, ambiguities, and errors in responses Conducted in the field by interviewer and field supervisor and by the analyst prior to data analysis Problems identified with data editing: Interviewer Error Omissions Ambiguity Inconsistencies Lack of Cooperation Ineligible Respondent 4 Marketing Research 12th Edition Coding Coding closed-ended questions involves specifying how the responses are to be entered Open-ended questions are difficult to code

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