Marketing Research quiz 3 Part 1

what is validation

Validation means checking that the interviews were conducted the way they were supposed to be and that the respondents are legitimate. This includes checking for duplicate responses, out-of-area respondents, speeders, straight liners, contradictory answers, and whether the sample matches the target market.

what is editing

Editing means checking that the questionnaires were filled out properly and completely. This includes making sure answers were recorded correctly, skip logic worked correctly, and deciding what to do with incomplete, incorrect, or disengaged responses.

How does your own judgment play a role during this part of the research project?

Your judgment plays a role because you have to decide which responses seem suspicious, incomplete, careless, or unusable. You also decide how to handle missing answers, wrong answers, and disengaged respondents.

How does bias play a role during this part of the research project?

Bias can affect the choices you make when cleaning the data. If you are not careful, your personal assumptions could influence which responses you remove or keep, which may shape the final results unfairly. That is why the slide reminds you to check your bias during validation and editing

What is coding in the context of data analysis?

Coding is the process of grouping responses and assigning numeric codes so the answers can be analyzed in a data file.

Are closed-ended questions typically precoded?

Yes, most closed-ended questions are already precoded.

What usually needs to be done with open-ended responses before coding?

Open-ended responses usually need to be grouped into categories first.

Closed ended data

is easier to code because the answer choices are already set up in advance, so the researcher usually just assigns the existing numbers.

Open ended data

Open-ended data is harder and more subjective because the researcher has to read all responses, group similar answers into categories, create codes for those categories, and then record them.

what is a codebook

A codebook tells you how to properly turn collected survey data into a usable data file. It explains how variables and responses are coded so the data can be entered and analyzed correctly.

How do you code a multiple-response question in a database?

For multiple-response questions, each possible answer is usually coded as its own variable. The typical format is 1 if checked, 0 if not checked.

Analysis checks ( Frequencies)

A frequency table shows how often each response occurs. It is mainly used to summarize one variable at a time and is helpful for counts, percentages, and finding the mode.

Analysis checks (Cross tabs)

A cross-tabulation compares two variables and shows how responses differ across groups. It is used to examine relationships between variables, often with categorical data.

Analysis checks (Different charts/tables)

The class slides specifically show frequency tables, cross-tabulations, line charts, pie charts, and bar charts. They are used to summarize and visually display patterns in the data.