EditingandCoding(英文版)(共19页).ppt

1、Exploring Marketing Research William G. ZikmundChapter 19: Editing and CodingDATA ANALYSISDATA ENTRYStages of Data AnalysisERROR CHECKINGANDVERIFICATIONCODINGEDITINGEditing The process of checking and adjusting the data for omissions for legibility for consistency And readying them for coding and st

2、orageBirth Year Recorded by Interviewer 1873? 1973 More likelyCoding The process of identifying and assigning a numerical score or other character symbol to previously edited dataEditingReasons for Editing“I Dont Know” Legitimate dont know Reluctant dont know Confused dont knowCodes The rules for in

3、terpreting, classifying, and recording data in the coding process The actual numerical or other character symbols1a. How many years have you been playing tennis on a regular basis? Number of years: _ b. What is your level of play?Novice . . . . . . . . . . . . . . . -1Advanced . . . . . . .-4Lower I

4、ntermediate . . . . .-2Expert . . . . . . . . .-5Upper Intermediate . . . . . -3Teaching Pro . . . . -6 c. In the last 12 months, has your level of play improved, remained the same or decreased?Improved. . . . . . . . . . . . . .-1Decreased. . . . . . . -3Remained the same . . . . .-22a. Do you belo

5、ng to a club with tennis facilities?Yes . . . . . . . -1No . . . . . . . -2 b. How many people in your household - including yourself - play tennis?Number who play tennis _ 3a. Why do you play tennis? (Please “X” all that apply.)To have fun . . . . . . . . . . -1To stay fit. . . . . . . . . . . . -2

6、To be with friends. . . . . . -3To improve my game . . .-4To compete. . . . . . . . . . .-5To win. . . . . . . . . . . . . . .-6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes?Yes . . . . . . . -1No . . . . . . . -24. Please rate each of the following with

7、 regard to this flight, if applicable.Excellent Good Fair Poor 1 2 3 4Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . .Your Meal or Snack. . . . . .

8、 . . . . . . .Beverage Service . . . . . . . . . . . . . .Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . .Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . .On-Time Departure . . . . . . . . . . . . “I believe that people judge your

9、 success by the kind of car you drive.”Strongly agree 1Mildly agree 2Neither agreenor disagree 3Mildly agree 4Strongly disagree 5Strongly agree + 1Mildly agree +2Neither agreenor disagree 0Mildly agree - 1Strongly disagree - 2Rules for Coding Categories should be exhaustive Categories should be mutu

10、ally exclusive and independentCoding Open-Ended ResponsesCode Book Identifies each variable Provides a variables description Identifies each code name and position on storage mediumData Entry The process of transforming data from the research project to computers. Optical scanning systems Marked-sensed questionnairesRecode Recoding is the process of using