Coding Data MKTG 121 EXAM

coding

transforming raw data into symbols / numbers

coding closed ended questions - single response questions

• one variable per question,

• assign numbers to each answer

• example: yes = 1, no = 0

coding closed ended questions - rating scales

• numbers represent intensity

• example: 1 = unfavorable —> 7 = favorable

coding closed ended questions - check all that apply

• create multiple variables (one per option

• code:

• 1 = selected

• 0 = not selected

coding open ended questions - two types

factual open ended and exploratory open ended

coding factual open ended

• ex: what year were you born?

• seeks specific numeric answers

• record exact values (don’t group yet)

• preserves higher level of measurement (ratio)

coding exploratory open ended

• people answer using their own words

• multiple possible answers

• more complex and subjective

• steps:

1) identify all responses

2) develop categories (mutually exclusive, exhaustive, include “other” if needed)

3) assign codes to categories (use multiple coders)

4) compare coder results

• resolves disagreements

• measure reliability

dichotomous variable

a variable that has only two possible values.

Most common examples:

• Yes / No → (1 / 0)

• Selected / Not selected → (1 / 0)

• True / False

Exhaustive

means every possible response must fit into a category.

• If responses are left uncoded → categories are not exhaustive

• That’s a breakdown in the coding system, not the coder’s math or variable type

So:

• Mutually exclusive = no overlap

• Exhaustive = nothing left out