Marketing Research:

Preparing Survey Data for Analysis and Data

Analysis
Dwi Krisnanto Adji (122120039)
Feri Lasman (122120051)
Obby J.W. Purba (122120100)
Zenal Mutakin (122120144)
Chapter 14
Preparing Survey Data for Analysis
Learning Objectives

1. Describe the process of data preparation for analysis.

2. Discuss validation, editing, and coding of survey data.
3. Explain data entry procedures as well as how to detect
errors.
4. Describe data tabulation approaches.

14-3
Overview of Data Preparation and Analysis

14-4
14-5
Data Tabulation
Data Entry
Editing and Coding
Data Validation
Data Preparation
. . . process of converting information from a questionnaire so it can be transferred to
a data warehouse. Four Steps . . .
 .... .. determine
determine ifif the
the
surveys
surveys interviews
interviews or
or
Data observations
observations were
were
Validation conducted
conducted correctly
correctly and
and
free
free of
of interviewer
interviewer fraud
fraud or
or
bias.
bias.

14-6
 Fraud
Fraud

Screening
Screening

Data
Data
Validation
Validation Procedure
Procedure
Process
Process

Completeness
Completeness

Courtesy
Courtesy

14-7
 respondent.
Process that checks the data for mistakes made by either the interviewer or the
Editing

Areas of concern to check . . .

Asking the proper questions
Accurate recording of answers
Correct screening questions
Responses to open-ended questions

14-8
Responses to an Open-Ended Question

14-9
Grouping and assigning values to various responses from the survey instrument . .
Coding

Codes are numerical a number from 0 - 9.

Well planned and constructed questionnaires reduce time spent on
coding.
Numeric codes should be designed into the questionnaire from the
beginning.
If questionnaires do not use coded responses a master coding
system must be established.

14-10
An Illustration of a Master Code Sheet

14-11
Illustration of Response Consolidation for Open-Ended Questions

14-12
Coding open-ended questions is a four-step process

1. Generate a master list of potential responses assign values to the

responses
2. Consolidate responses
3. Specify a numerical value as a code
4. Assign a coded value to each response

14-13
 Data
Entry
PC
PC most
most popular
popular

Scanner
Scanner
4
4 Major
Major
Ways
Ways
Touch
Touch screen
screen

Light
Light pen
pen
14-14
Example of Optical Character Recognition
Questionnaire

14-15
 Error Detection

First step determine if the software used for data

entry and tabulation includes error editing
routines:
To identify the wrong type of data
To prepare a printed representation of the data entered
To produce a data/column list of the data
To find individual questionnaires and verify the proper
response (code)

14-16
SPSS Data View of Coded Values for Santa Fe
Grill Observations

14-17
Example of Data/Column List Procedure

14-18
 Data .... .. process
process ofofcounting
countingthe
thenumber
number
Tabulation of
ofobservations
observationsclassified
classifiedinto
into
certain
certaincategories;
categories; e.g.,
e.g.,
one-way
one-way tabulation
tabulationor or
cross-tabulation.
cross-tabulation.

14-19
One-Way Tabulation Purposes:

Determine
Determine the
the frequency
frequency of
of non-response
non-response to
to individual
individual
questions.
questions.

Locate
Locate errors
errors or
or blunders
blunders in
in data
data entry.
entry.

Calculate
Calculate summary
summary statistics
statistics such
such as
as means,
means, standard
standard
deviations,
deviations, range,
range, etc.
etc.

Communicate
Communicate results
results of
of research
research project.
project.

14-20
14-21
Provide summary
Provide statistics
summary statistics
Determine valid
Determine percentages
valid percentages
Identify missing
Identify data
missing data
One-way frequency
One-way tables .. .. ..
frequency tables
One-way
One-way frequency
frequency table
table the
the number
number of of respondents
respondents that
that
responded
respondedto toeach
eachpossible
possible answer
answer to
to aa questions
questionsavailable
available
alternatives.
alternatives.
Example of One-Way Frequency Distribution

14-22
One-Way Frequency Table Illustrating Missing
Data

14-23
 Cross ...... determine
determinewhether
whether variables
variables
Tabulation differ
differ when
when compared
comparedacross
across
sample
sample subgroups.
subgroups. Results
Results show
show
frequencies
frequenciesand and percentages
percentages for
for
both
both rows
rows and
andcolumns.
columns.

14-24
Overview of Descriptive Statistics

14-25
 Data Tabulation Issues to be
Considered

Judgment of the analyst selection of variables (questions)

to use in examining relationships.
Demographic variables or lifestyle/psychographic
characteristics are the starting point in developing cross-
tabulations.
Technique is simple but findings may be difficult to
interpret . . .
Keep research objectives in mind when constructing and using tables
Spreadsheets help

14-26
 Descriptive Statistics

.. .. .. summarize
summarize andand describe
describe data
data
obtained
obtained from
from aa sample
sample of
of
respondents.
respondents.

Central
Central Dispersion
Dispersion
Tendency
Tendency

14-27
 .... .. translation
translationof
of one-way
one-way
frequency
frequencyandandcross-
cross-
tabulation
tabulation tables
tables into
into
graphs.
graphs.
Graphical
Graphical
Illustrations
Illustrations

.. .... technique
technique for
for
communicating
communicatingresearchresearch
results
results from
from preliminary
preliminary
data
data analysis
analysis to tothe
the client.
client.

14-28
Deli Depot Questionnaire

14-29
Deli Depot Questionnaire
(continued)

14-30
Chapter 15
Data Analysis
 Learning Objectives
1. Explain measures of central tendency and dispersion.

2. Describe how to test hypotheses using univariate and bivariate statistics.

3. Apply and interpret analysis of variance (ANOVA).

4. Utilize perceptual mapping to present research findings.

15-32
 Value of Testing for
Differences in Data

Common
Commonto toall
all
marketing
marketingresearch
researchprojects
projects

Central
Centraltendency
tendencyand
anddispersion
dispersion

t-distribution
t-distributionand
andassociated
associatedconfidence
confidenceinterval
interval
estimation
estimation

Basic Statistics Hypothesis

Hypothesistesting
testing
and Descriptive Analysis

Analysis
Analysisof
ofvariance
variance(ANOVA)
(ANOVA)

15-33
15-34
Mode
Mode Median
Median Mean
Mean
Measures
Measures of
of Central
Central Tendency
Tendency
Measures of Central Tendency defined . . .

Mean arithmetic average of the sample, all values of

a distribution of responses are summed and
divided by the number of valid responses.
Mode most common value is the set of responses to
a question; i.e., the response most often given to a
question.
Median middle value of a rank ordered distribution;
half of the responses are above and half below the
median value.

15-35
Measures of Central Tendency

Nominal
Nominal== Ordinal
Ordinal== Interval
Interval&
&Ratio
Ratio
Mode
Mode Median
Median ==Mean
Mean

Types of Data

15-36
Dialog Boxes for Calculating the Mean, Median and Mode

15-37
Output for Mean, Median and Mode for X25Frequency of
Eating at . . .

15-38
 Measures of Dispersion

Range
Range

...... describe
describehow
howclose
closeto
tothe
the
mean
meanor orother
othermeasure
measureof of Standard
Standard
central
centraltendency
tendencythetheother
other Deviation
Deviation
values
valuesin inthe
thedistribution
distributionfall.
fall.

Variance
Variance

15-39
Measures of Dispersion

Range the distance between the

smallest and largest values of the variable.

Standard deviation the average distance of

the dispersion of the values from the mean.

Variance the average squared deviation

about the mean of a distribution of values.

15-40
Output Measures of Dispersion

15-41
 Analyzing Relationships of
Sample Data
Purpose of inferential statistics to make a
determination about a population on the basis of a
sample.
Sample a subset of the population.
Sample statistics measures obtained directly from sample data.
Population parameter a measured characteristic of the population.
Actual population parameters are unknown since the cost to perform a census of the
population is prohibitive.

Frequency Distribution used to display data

calculated from the sample.

15-42
 Hypothesis
Testing

Univariate
Univariatestatistical
statistical Bivariate
Bivariatestatistical
statistical
test
test==hypothesis
hypothesis test
test==hypothesis
hypothesis
tests
testsone
onevariable
variable tests
tests
at
ataatime.
time. two
twovariables.
variables.

15-43
 Hypothesis
Testing

...... aapreconceived
preconceivednotion
notion
that
thatisisempirically
empiricallytestable
testable
but
butunproven,
unproven,and
and
Hypothesis developed
developedin inorder
ordertoto
explain
explainphenomena.
phenomena.

15-44
 Hypothesis Testing
Null Hypothesis (H0) a statement that asserts the status
quo.
Alternative Hypothesis (H1)
a statement that is the opposite of the null hypothesis that the
difference in reality is not simply due to random error.
Represents the condition desired.
Null hypothesis is accepted there is no change in the
status quo.
Null hypothesis is rejected the alternative hypothesis is
accepted and the conclusion is that there has been a
change in opinions or actions.
Null hypothesis refers to a population parameter not a
sample statistic.
15-45
 Hypothesis Testing
Independent samples two or more groups of
respondents that are tested as though they may come
from different populations (independent samples t-
test).
Related samples two or more groups of
respondents that originated from the sample
population (paired samples t-test).
Paired samples questions are independent but
respondents are the same.

15-46
 Hypothesis Testing
First Step to develop the hypotheses that are to be
tested . . .
Developed prior to the collection of data.
Developed as part of a research plan.
Make comparisons between two groups of respondents to
determine if there are important differences between the
groups.
Important considerations in hypothesis testing are:
Magnitude of the difference between the means.
Size of the sample used to calculate the means.

15-47
 Hypothesis Testing
Statistical Significance
Inference regarding the population
Type I Error made by rejecting the null hypothesis when it is true the
probability of alpha ()

Level of Significance .10, .05, or .01

15-48
 Hypothesis Testing

Type II Error failing to reject the null

hypothesis when the alternative hypothesis is
true the probability of beta ().
Unlike alpha (), which is specified by the
researcher, beta () depends on the actual
population parameter.
Type I and Type II errors sample size can help
control these errors.
Can select an alpha () and the sample size in order to increase the power
of the test and beta ().

15-49
 Analyzing Relationships of
Sample Data

Univariate
Univariate Tests
Tests of
of .. .. .. involve
involve hypothesis
hypothesis testing
testing using
using one
one variable
variable at
at
Significance
Significance aa time.
time.

.. .. .. ifif sample
sample size
size <30
<30 and
and the
the standard
standard deviation
deviation
t-test
t-test is
is unknown,
unknown, assumption
assumption of of aa normal
normal distribution
distribution
is
is notnot valid,
valid, use
use t-test.
t-test.

.. .. .. ifif sample
sample size
size >30
>30 and
and the
the standard
standard
z-test
z-test deviation
deviation is is unknown,
unknown,
use
use z-test.
z-test.
15-50
 Analyzing
Relationships of
Sample Data

Univariate
Univariate
and
and .. .. .. require
require interval
interval or
or ratio
ratio data.
data.
Bivariate
Bivariate
t-tests
t-tests

.. .. .. assumption
assumption is
is the
the samples
samples are
are drawn
drawn from
from
Bivariate
Bivariate populations
populations with with normal
normal distributions
distributions and
and the
the
t-test
t-test variances
variances of of the
the populations
populations are
are equal.
equal.

15-51
Univariate Hypothesis Test
Using X16Reasonable Prices

15-52
 Analyzing Relationships
of Sample Data

Bivariate
Bivariate .. .. .. more
more than
than one
one group
group is
is involved.
involved.
Hypothesis
Hypothesis

.. .. .. there
there is
is no
no difference
difference between
between
Null
Null
the
the group
group means.
means.
Hypothesis
Hypothesis
1 1 == 2
2 or
or that
that 1
1 -- 2
2 == 00

15-53
Analyzing
Relationships of
Sample Data

The formula for calculating the t

value is . . .
_ _
Z = x1 x2
Sx1 x2

15-54
Bivariate Statistical
Tests

Cross-tabulation is useful for examining

relationships and reporting the findings for two
variables. The purpose of cross-tabulation is to
determine if differences exist between subgroups
of the total sample.

15-55
Dialog Boxes for Crosstab

15-56
Example of a Cross-Tabulation: Gender by Ad Recall

15-57
 Chi-Square (X2)
Analysis

. . . test for significance between the

frequency distributions of two or more
nominally scaled variables in a cross-
tabulation table to determine if there is any
association.

15-58
Chi-Square (X2) Analysis

Assesses
Assesses how
how closely
closely the
the observed
observed frequencies
frequencies fitfit the
the pattern
pattern of
of the
the
expected
expected frequencies
frequencies and
and is
is referred
referred to
to as
as aa goodness-of-fit
goodness-of-fit test.
test.

Used
Used to
to analyze
analyze nominal
nominal data
data which
which cannot
cannot be
be analyzed
analyzed with
with other
other
types
types of
of statistical
statistical analysis,
analysis, such
such as
as ANOVA
ANOVAor or t-tests.
t-tests.

Results
Results will
will be
be distorted
distorted ifif more
more than
than 20
20 percent
percent of
of the
the cells
cells have
have an
an
expected
expected count
count of
of less
less than
than 5.
5.

15-59
 Chi-Square Analysis
IsIsusage
usageofofthe
theInternet
Internet(low,
(low,moderate
moderateand
and
high) related to gender?
high) related to gender?

Does
Doesfrequency
frequencyofofeating
eatingout
out(infrequent,
(infrequent,
moderately
moderatelyfrequent,
frequent,and
andvery
veryfrequent)
frequent)differ
differ
Examples
Examples of
of
between
betweenmales
malesand
andfemales?
females?
Research
Research
Questions
Questions Do
Dopart-time
terms
part-timeand
andfull-time
full-timeworkers
workersdiffer
differin
in
termsof
ofhow
howoften
oftenthey
theyare
areabsent
absentfrom
fromwork
work
(seldom, occasionally, frequently)?
(seldom, occasionally, frequently)?

Do
Docollege
collegestudents
studentsand
andhigh
highschool
schoolstudents
students
differ
differ in their preference for Coke versusPepsi?
in their preference for Coke versus Pepsi?

15-60
SPSS Chi-Square Crosstab Example

15-61
 Analyzing Relationships
of Sample Data

Independent
Independent Example
Example .. .. .. interviews
interviews with
with male
male and
and female
female
Samples
Samples coffee
coffee drinkers.
drinkers.

Example
Example .. .. .. interviews
interviews ofof only
only female
female students
students
Related
Related
and
and comparing
comparing numbernumber ofof Cokes
Cokes consumed
consumed
Samples
Samples
versus
versus number
number of of cups
cups of
of coffee.
coffee.

15-62
 Analyzing Data Relationships
Requirements for ANOVA
dependent variable can be either interval or ratio
scaled.
independent variable is categorical.

Null hypothesis for ANOVA states there is no

difference between the groups the null hypothesis is
...
1 = 2 = 3

15-63
ANOVA

F-test
F-testused
usedto
tostatistically
statistically
evaluate
evaluatethe
thedifferences
differencesbetween
between
the
thegroup
groupmeans.
means.
Determining
Determining
Statistical
Statistical
Significance
Significance
Total
Totalvariance
varianceseparated
separatedinto
into
between-group
between-groupand andwithin-
within-
group
groupvariance.
variance.

15-64
ANOVA Testing Statistical Significance

. .. .. . Examines
Examinesthe
theratio
ratioofoftwo
twocomponents
componentsof
of
total
totalvariance
varianceand
andisiscalculated
calculatedas
asshown
shown
below
below . .. .. .
Based
Basedononthe
theF-
F-
distribution
distribution ...... FFratio
ratio == Variance
Variancebetween
betweengroups
groups
Variance within groups
Variance within groups

. .. .. .the
thelarger
largerthe
thedifference
differencein
inthe
thevariance
variance
between
betweengroups.groups.
. .. .. .implies
impliessignificant
significantdifferences
differencesbetween
betweenthe
the
The
Thelarger
largerthe
theFFratio
ratio ...... groups.
groups.
. .. .. . the
themore
morelikely
likelythe
thenull
nullhypothesis
hypothesiswill
willbe
be
rejected.
rejected.

15-65
Analyzing Relationships of Sample Data
ANOVA cannot identify which pairs of means are
significantly different from each other.
Must perform follow-up tests to identify the means that
are statistically different from each other. Including:
Sheff
Tukey, Duncan and Dunn

15-66
Analyzing Data Relationships

variance)
ofvariance)
(analysisof
(analysis variance)
variance)
ANOVA (multivariateanalysis
(multivariate of
analysisof
ANOVA
MANOVA
MANOVA

.. .. .. determines
determines ifif three
three or
or .. .. .. same
same asas ANOVA
ANOVA butbut
more
more meansmeans are
are statistically
statistically multiple
multiple dependent
dependent variables
variables
different
different from
from each
each other
other can
can be be analyzed
analyzed together.
together.
(single
(single dependent
dependent variable)
variable)
15-67
Perceptual Mapping
15-69
Perceptual Maps

.. .. .. have
have aa vertical
vertical and
and aa horizontal
horizontal axis
axis that
that are
are
labeled
labeled withwith descriptive
descriptive adjectives.
adjectives.

To
To develop
develop perceptual
perceptual maps
maps can
can use
use rankings,
rankings,
mean
mean ratings,
ratings, and
and multivariate
multivariate methods.
methods.

15-70
 Perceptual Mapping

New
New product
product development
development

Image
Image development
development
Applications
Applications
in
in Marketing
Marketing
Research
Research
Advertising
Advertising

Distribution
Distribution
15-71