Ch10

Question 1

When traditional (pen, paper, phone) interviews or offline self reporting surveys are the method of collecting data, what are the 2 data entry procedures?

Answer 1

1) directory transferring the responses from pencil/paper to a computer
2) transfer the responses from pencil/ paper to a coding sheet. then from the coding sheet, to a computer

Question 2

When computer-assisted interviews or online reporting surveys are the method of collecting data, what is the data entry procedure?

Answer 2

1) data is automatically transferred into an electronic data file as the respondent/ interviewer is recording the answers.

Question 3

How can data entry errors be detected?

Answer 3

Through the use of “ error edit “

Question 4

What is another approach to visually check out-of-normal recorded codes?

Answer 4

One way tabulation

Question 5

What is the value of marketing research?

Answer 5

The ability to provide accurate decision-making information to the user

Question 6

How can value of marketing research be accomplished?

Answer 6

by converting information into knowledge

Question 7

Which step is the first part of transforming data into knowledge ?

Answer 7

Data preparation

Question 8

What are the 5 steps of transforming data into knowledge ?

Answer 8

1. data validation
2. editing and coding
3. data entry
4. error detection
5. data tabulation

Question 9

Data validation

Answer 9

attempts to determine whether surveys, interviews or observations were conducted correctly and aren’t fraudulent

Question 10

What do researchers ask when they recontact respondents ?

Answer 10

1. whether the interview was falsified
2. whether it was conducted with a qualified respondent
3. whether it took place in a proper setting
4. whether it was completed correctly
   5 whether it was accomplished in a courteous manner

Question 11

Editing process

Answer 11

The scanning of interviews to determine whether the right questions were asked, answers were recording according to the instructions given, or executed properly

Question 12

coding process

Answer 12

process of providing numeric labels to the data

Question 13

what are the 2 most common forms of data tabulation?

Answer 13

1. one way tabulation
2. cross-tabulation

Question 14

what does One way tabulation indicate ?

Answer 14

indicates the number of respondents who gave answers to each of the questions in the questionnaire

Question 15

what does cross tabulation provide?

Answer 15

provides categorization of respondents by treating 2 or more variables

Question 16

What does one way tabulation enable researchers?

Answer 16

Enables researchers to determine the frequency of the responses

Question 17

what does cross tab enable researchers ?

Answer 17

determine the “within” and “between” frequency percentages of the responses to 2 or more survey questions