当代市场调研 （原第12版）指导手册 Instructor Manual ch12 数据处理与基础数据分析

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 12-

CHAPTER12

DataProcessingandBasicDataAnalysis

LEARNINGOBJECTIVES

1.Getanoverviewofthedataanalysisprocedures.

2.Learnhowtocodequestionsinsurveys.

3.Getanoverviewoftheprocessofdatacapturesothattheinformationcanbereadbyacomputer.

4.Understandtheimportanceofcleaningquestionnairessothattheyarefreeoferrors.

5.Befamiliarwithtabulationandstatisticalanalysis.

6.Gaininsightintothegraphicrepresentationsofdata.

7.Comprehenddescriptivestatistics.

KEYTERMS

Coding

Crosstabulation

Datacapture

Editing

Error-checkingroutines

Intelligentdatacapture

Logicalormachinecleaningofdata

Mean

Median

Mode

One-wayfrequencytable

Scanningtechnology

Skippattern

Validation

CHAPTERSUMMARY

Thischapterexaminesthedataprocessingprocedureandfundamentaldataanalysis.Dataprocessingbeginswiththevalidationoftheinterviewingprocess.Theresearchermustensurethatthedatawascollectedandrecordedaccuratelyandcorrectly.Oncethathasbeenaccomplished,thedatamustbeedited.Open-endedquestionsmustthenbecodedandenteredonthequestionnaireorintothedataentrydevicewhentheotherdataisentered.Intelligentdataentrysystemshelptoensurethatthedataenteredatleastfitswithinalogicalframeworkforthepossibleanswers.Opticalscanninghasrecentlycomeintomorefrequentuseinmarketingresearchbecauseoftechnologicaladvances.Oncedatahasbeenentered,itshouldbesubmittedtomachinecleaning.Oncethedatahasbeencorrectlyentered,itcanbetabulated.Thiscanbedoneinseveralways.Oneisasampleone-wayfrequencytablethatshowsthenumberofresponsesforeachpossibleanswer.Cross-tabulationsprovidemoreinformationbyrelatingresponsesononequestionwiththoseonanother.Finally,theresultscanberepresentedgraphicallyandanalyzedusingdescriptivestatistics.

QUESTIONSFORREVIEWANDCRITICALTHINKING

Whatisthedifferencebetweenmeasurementvalidityandinterviewvalidation?

Measurementvalidityreferstothedegreetowhichaquestionnairemeasurestheconstructitintendstomeasure.Interviewvalidationistheprocessofensuringthatthedatarecordedonthequestionnairewascorrectlyandaccuratelycollectedandrecorded.

AssumethatSallySmith,aninterviewer,completed50questionnaires.Tenofthequestionnaireswerevalidatedbycallingtherespondentsandaskingthemoneopinionquestionandtwodemographicquestionsoveragain.Onerespondentclaimedthathisagecategorywas30-40,whentheagecategorymarkedonthequestionnairewas20-30.Onanotherquestionnaire,inresponsetothequestion,“Whatisthemostimportantproblemfacingourcitygovernment?”theinterviewerhadwritten,“Thecitycouncilistooeagertoraisetaxes.”Whentheinterviewwasvalidated,therespondentsaid,“Thecitytaxratewastoohigh.”Asavaluatorwouldyouassumethatthesewerehonestmistakesandaccepttheentirelotof50interviewsasvalid?Ifnot,whatwouldyoudo?

Theerroronthefirstquestionnairemayhavebeenajudgmentcallonthepartoftheintervieweroritmayhavesimplybeenamissedstrokeofthepencilorcomputer.Thesecondmistake,whichisacompletelydifferentanswerwithsimilarcontent,givescauseformoreconcern.Checkanothertenquestionnairestoseeifmoremistakescropup.Itmaybethatallthequestionnairesshouldbevalidated.Sallymayneedmoretraining.

Whatismeantbytheeditingprocess?Shouldeditorsbeallowedtofillinwhattheythinkarespondentmeantinopen-endedquestionsiftheinformationseemsincomplete?Whyorwhynot?

Theeditingprocessistocheckonthedataenteredbytheinterviewerorbytherespondentonaself-completionsurvey.Editorsshouldnotfillinanyquestions,includingopen-endedquestions.

Giveanexampleofaskippatternonaquestionnaire.Whyisitimportanttoalwaysfollowtheskippatternscorrectly?

1.Haveyoueatenatafastfoodrestaurantinthelasttwoweeks?YesNo

Ifyes,skiptoquestion2.Ifno,skiptoquestion9.

Iftheskippatternisnotfollowedcorrectly,thenunnecessaryandinappropriatequestionsmaybeaskedanderrormaybeintroducedininterpretingtherespondents’answers.

Ithasbeensaidthat,tosomedegree,codingofopen-endedquestionsisanart.Wouldyouagreeordisagree?Why?Supposethataftercodingalargenumberofquestionnaires,theresearchernoticesthatmanyresponsesendupinthe“Other”category,whatmightthisimply?Whatmightthisimply?Whatcouldbedonetocorrectit?

Codingopen-endedquestionsispartscienceandpartart.Whenthereareclearthemesinthedata,similarlywell-trainedcoderswillproduceconsistent(reliable)setsofcodes.Ifalotofresponsesendedupinthe“Other”category,itispossiblethatthecodingcategorieswerenotproperlyselectedorexplainedtothecodersorthatthecategoriesarenotcomplete.Inthiscase,newcodingcategoriesshouldbecreated.

Describeanintelligentdatacapturesystem.Whyaredatatypicallyentereddirectlyfromthequestionnaireintothedatacapturedevice?

Intelligentdatacapturereferstotheuseofacomputerandasoftwarepackagetoassistakeyboardoperatorindataentry.“Dumb”datacaptureemploysnosuchsystemandleavesmoreroomforhumanerror.Dataentereddirectlyfromthequestionnairehasbeenproventobemoreefficientandaccuratethantransferringthedatatoacomputercodingsheetthenenteringintoadatacapturedevice.

Whatisthepurposeofmachinecleaningthedata?Givesomeexamplesofhowdatacanbemachinecleaned.Doyouthinkthatmachinecleaningisanexpensiveandunnecessarystepinthedatatabulationprocess?Whyorwhynot?

Thepurposeofmachinecleaningistoensurethatallkeypunchesareinthepropercolumnsandthatnoneofthevaluesrecordedareoutofrangeforaparticularvariable.Machinecleaningcanbeperformedquicklyandaccuratelywithcomputerstatisticalsoftwarepackages.Itis,therefore,nottooexpensive,particularlyconsideringthatincorrectlyentereddatacouldtotallyaltertheresultsoftheresearch.

Ithasbeensaidthatacross-tabulationoftwovariablesofferstheresearchermoreinsightfulinformationthandoesaone-wayfrequencytable.Whymightthistrue?Giveanexample.

Across-tabulationbetweentwovariablesprovidestheresearcherwithdatathatlooksattherelationshipbetweentwocategoricalvariables.Twoone-wayfrequencytablesareinteresting,butdonotprovidethesamekindofdata.

Aone-waytablewouldshowthatallconsumershaveabouta50%purchaserate(150Yeses/300responses).Cross-tabulationrevealsthatfemaleshaveamuchhigherpropensitytopurchasethanmales(90/150versus60/150,respectively).

Illustratethevariousalternativesforusingpercentagesinone-wayfrequencytables.Explainthelogicofusingonealternativemethodoveranother.

Inresponsetothequestion,“WhatdoyouplantodowhenyougraduatefromHighSchool?”100respondentsanswered:

42%-Gotocollege

15%-Jointhemilitary

33%-Getajob

10%-Don’tdoanything,stayhomeanddecidewhattodonext

One-waytables(especiallyifpresentedaspercentages)giveanideaofthepatternofresponses.Thesetablesareeasytoconstructandtointerpret.Theyarealsoeasytopresent,asinapiechart.

Crosstabulationshowsrelationshipsbetweenvariables.Itmightbeuseful,forexample,tocross-tabulatetherespondents’post-graduationplanswiththeirgradepoint,orsocioeconomicstatus,orparents’occupation(s).Itiseasytofigurepercentagesifthesamplesizeis100,butwhatifitis276?Relativenumbersaremuchmoredifficulttodetermineinthatcase.

Explainthedifferencesamongthemean,median,andmode.Giveanexampleinwhichtheresearchermightbeinterestedineachofthesemeasuresofcentraltendency.

Themeanisthearithmeticaverageofafrequencydistributionforintervalandratioscaledata.Themedianisthemidpointofafrequencydistribution.Themodeisthemostfrequentlyoccurringvalueofavariable.

Ifaresearcherwantedtoknowtheaverageresponsetoanattitudequestion,(s)hewouldcomputethemean.Ifaresearcherwasinterestedinknowingwhichvalueofa5-pointLikertscaleoccurredmostfrequently,themodewouldbethecorrectmeasure.Finally,ifaresearcherwasinterestedinthemidpointofthefrequencydistributionmeasuringanattitude,(s)hewouldcomputethemedian.

Calculatethemean,median,mode,andstandarddeviationfromthefollowingdataset:

WhitehillMall

NorthparkMall

SampsonMall

Mean

8.0

7.9

8.6

Median

7

7

8

Mode

4

3

1

Standarddeviation

5.3

6.6

6.9

EnterthefollowingdataintoanExcelspreadsheet.Includethecolumnheadings(Q1,Q2,andQ3),aswellasthenumericvalues.Thedefinitionsofthenumericvaluesareprovidedatthebottomofthetable.UsethePivotTablefeatureinExcel(foundundertheDataoption)tocross-tabulatethelikelihoodofpurchase(row)bygender(column)andincomelevel(column).Whatconclusionscanyoudrawabouttherelationshipbetweengenderandlikelihoodofpurchaseandthatbetweenincomeandlikelihoodofpurchase?

AnExcelPivotTableisshownbelow.Dependingonselectionsmadebythestudent,appearancescouldbedifferent.

SumofLikelihoodofPurchase

Income

Gender

1

2

3

GrandTotal

1

6

12

8

26

2

4

38

42

GrandTotal

6

16

46

68

Interpretationofthecross-tabulations:Males(1)arelesslikelytopurchasethanfemales(2).Also,ingeneral,thelikelihoodofpurchaseincreaseswithincreasingincome,fromsixatincomesbelow$30,000to46atincomesover$75,000.

Usingdatafromanewspaperormagazinearticle,createthefollowingtypesofgraphs:Linegraph,Piechart,Barchart

Responseswillvary.

WORKINGTHENET

Goto/marketing/how-to-build-excel-graphifyouarenotfamiliarwithusingExceltomakechartsandgraphsandviewthevideoandinstructions.Createthefollowing:

GraphscanhavedifferentappearancesdependingonchoicesmadebytheuserandtheversionofExcelbeingused.

Piechartshowingapopulationis55%femaleand45%male.

Barchartshowingthefollowingunaidedawarenessfiguresbyagegroup–18-25–42%,26-35-31%,36-45–19%,46andolder–9%.Whatdoesthisgraphshow?

Thechartclearlyshowsthatyoungerrespondentshavea