Preparing for Data

Analysis
DATA PREPARATION PROCESS
• The data preparation process starts
from preliminary questionnaire
screening followed by data editing
and data coding. After editing and
coding, data are entered into the
computer spreadsheets, and then
data analysis strategy is initiated.
• Data analysis strategies can be
further categorized into descriptive
data analysis and inferential data
analysis. Descriptive data analysis
is used to describe the data, whereas
inferential statistical analysis is
based on use of some sophisticated
statistical analysis to estimate the
population parameter from sample
statistic.
DATA PREPARATION PROCESS
Preliminary Questionnaire Screening
• Preliminary questionnaire screening is crucial during fieldwork, but it's essential to re-check it. If hired by a fieldwork
agency, they are responsible for addressing any issues. The questionnaire may be technically complete, but there may be
issues like missing pages or irrational answers. Analyzing answer patterns can identify respondent understanding. If
problems persist, additional interviews can be conducted. It's advisable to address all discussed issues during the
fieldwork to avoid additional interviews. However, some problems may still appear, and the researcher must address
them at the end of the research.
Editing
• Field editing is a crucial process for accurate and efficient interviews, identifying inconsistent or illogical answers and
allowing for quick rectification. In some interview techniques, like mail-interviewing, in-house editing is employed,
where a team of experts rigorously examines questionnaires for deficiencies and codes data, resulting in a more accurate
and efficient interview process.
• Fieldworkers often record answers inadvertently, leading to suspicion in respondents. Inconsistencies in answering must
be checked carefully, as few inconsistencies can be easily observed through screening. Logical screening can provide
inconsistent answers, such as a dissatisfied consumer scoring 5 on product attributes.
• Inconsistencies in selecting answers can be filtered out during the editing process. Researchers must analyze the pattern
of incomplete answers in questions, such as skipping parts or skipped questions, to ensure accuracy and reliability of the
collected data. This process helps to identify skipped questions and patterns in responses to ensure the reliability of the
collected data.
DATA PREPARATION PROCESS
Coding
• Data coding is a crucial step in statistical analysis, used to categorize descriptive or inferential information.
Researchers enter data in a spreadsheet, usually MS Excel, which can be exported or imported to other software
like Minitab and SPSS. The character of information is represented by the column position with specific
answers to the question entered in a row.
• Coding open-ended questions is a typical task that requires careful attention. Quality control in the coding
process has received little attention. Training personnel involved in coding and data entry is important,
especially when dealing with large amounts of data in a limited time schedule. Similarities in knowledge and
substance background facilitate equivalence in the analysis process. Figure 9.3 exhibits a sample questionnaire
with coding. The questionnaire is developed to provide some information about toilet soap.
 DATA ANALYSIS
• Data analysis is a crucial scientific procedure that requires thorough documentation and explanation.
• It should not be initiated without considering the initial research steps. The data analysis technique is directly
linked to the initial stages of conducting the research.
• Researchers cannot apply any statistical analysis technique independently, as each technique has its own
assumptions and capabilities.
• Techniques like time series analysis and multiple regression are better for predictions and determining
relationships between variables.
• The selection of a data analysis tool depends on the research objective, underlying assumptions, scale of
measurement, and the researcher's interest, background, and knowledge.
 DATA ANALYSIS
• Non-parametric statistical tests
are used for data analyses
when data is nominal or
ordinal.
• Parametric tests are used for
interval or ratio analyses.
• Parametric tests test
hypotheses based on a
population's restrictive
assumption, while non-
parametric tests do not rely on
this assumption.
 DATA ANALYSIS

• Figure 9.6 presents a classification of multivariate

techniques. This classification is done on the basis
of the three judgments that a business researcher
must consider while applying multivariate
statistical techniques.
• The dependence of variables, the number of
variables treated as dependent in a single analysis,
and the type of data are critical factors in
determining the reliability of a dependence
technique. Common techniques include ANOVA,
ANCOVA, multiple regression, and conjoint
analysis for metric data with only one dependent
variable, and multiple discriminant analysis for
non-metric categorical data.
• Multivariate ANOVA and ANCOVA are used for
metric dependent variables, while canonical
correlation is used for non-metric dependent
variables. Factor analysis, cluster analysis, and
metric multidimensional scaling are commonly
used interdependence techniques for metric
dependent variables. Non-metric scaling and
latent structural analysis are used for non-metric
dependent variables.