chapter14.ppt 425KB Dec 31 1997 01:31:32 PM

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Chapter XIV

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Chapter Outline

1) Overview

2) The Data Preparation Process

3) Questionnaire Checking

4) Editing

i. Treatment of Unsatisfactory Responses

5) Coding

i. Coding Questions

ii. Code-book

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6) Transcribing

7) Data Cleaning

i. Consistency Checks

ii. Treatment of Missing Responses

8) Statistically Adjusting the Data

i. Weighting

ii. Variable Respecification

iii. Scale Transformation

9) Selecting a Data Analysis Strategy

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10) A Classification of Statistical Techniques

11) Ethics in Marketing Research

12) Internet & Computer Applications

13) Focus on Burke

14) Summary

15) Key Terms and Concepts

16) Acronyms

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Prepare Preliminary Plan of Data Analysis

Data Preparation Process

[image:5.720.181.695.88.503.2]

Data Preparation Process

Fig. 14.1 Fig. 14.1

Check Questionnaire

Edit

Code

Select Data Analysis Strategy Transcribe

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RecordsRecords 1-31-3 44 5-65-6 7-8 ... 26 ...7-8 ... 26 ... 3535 7777

Record 1 001

Record 1 001 11 3131 0101 6544234553 6544234553 5 5 Record 11 002

Record 11 002 11 3131 0101 5564435433 5564435433 4 4 Record 21 003

Record 21 003 11 3131 0101 4655243324 4655243324 4 4 Record 31 004

Record 31 004 11 3131 0101 5463244645 5463244645 6 6 Record 2701 271

Record 2701 271 11 3131 5555 6652354435 6652354435 5 5 Fields

Fields

Column Numbers

[image:6.720.1.700.98.520.2]

An Illustrative Computer File

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Raw Data

Keypunching via

CRT Terminal Mark Sense _Forms _ScanningOptical

Magnetic Tapes

Data Transcription

[image:7.720.25.697.96.468.2]

Data Transcription

Fig. 14.4 Fig. 14.4

Computerized Sensory Analysis CATI/

CAPI

Transcribed Data Computer

Memory Disks

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Earlier Steps (1,2, & 3) of the Marketing Research Process

Known Characteristics of the Data

Properties of Statistical Techniques

Background and Philosophy of the Researcher

Data Analysis Strategy

Selecting a Data Analysis Strategy

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Univariate Techniques

Metric Data

Independent

A Classification of Univariate Techniques

[image:9.720.23.685.63.511.2]

A Classification of Univariate Techniques

Fig. 14.6

Non-numeric Data

One Sample Two or More Samples

Related

Independent _Related

* t test

* Z test ** FrequencyChi-Square

*K-S

*Runs

* Binomial

* Two-

Groupt test

* Z test

* One-Way ANOVA

* Paired

* t test

* Chi-Square

* Mann-Whitney

* Median

* K-S

* K-W ANOVA

* Sign

* Wilcoxon

* McNemar

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Multivariate Techniques

Dependence Technique

A Classification of Multivariate Techniques

[image:10.720.32.688.87.509.2]

A Classification of Multivariate Techniques

Fig. 14.7 Fig. 14.7

More Than One Dependent Variable * Multivariate Analysis of Variance and Covariance * Canonical Correlation * Multiple Discriminant Analysis * Cross- Tabulation * Analysis of

Variance and Covariance * Multiple Regression * Conjoint Analysis * Factor Analysis Interdependence Technique One Dependent

Variable _{Interdependence}Variable Interobject _Similarity

* Cluster Analysis

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Nielsen’s Internet Survey:

“

Does It Carry Any Weight?”

RIP14.1 RIP14.1

The Nielsen Media Research Company, a longtime player in television-related marketing research has come under fire from the various TV networks for its surveying techniques. Additionally, in another potentially large, new revenue business, Internet surveying, Nielsen is encountering serious questions concerning the validity of its survey results. Due to the tremendous impact of electronic commerce on the business world, advertisers need to know how many people are doing business on the Internet in order to decide if it would be lucrative to place their ads online.

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The Nielsen survey was weighted for gender but not for education which may have skewed the population towards educated adults. Nielsen then proceeded to weight the survey by age and income after

they had already weighted it for gender. Statisticians also feel that this is incorrect because weighting must occur simultaneously, not in

separate calculations. Nielsen does not believe the concerns about their sample are legitimate and feel that they have not erred in

weighting the survey. However, due to the fact that most third parties have not endorsed Nielsen’s methods, the validity of their research