Deck 15: Data Preparation and Analysis Strategy

Question 1

According to the text, category codes should be collectively exhaustive and mutually exclusive.

Answer 1

True

Question 2

Coding unstructured questions is relatively simple, since the response options are predetermined.

Answer 2

False

Question 3

A code in which the number of records for each respondent is the same and the same data appear in the same columns for all respondents is called a fixed field code.

Answer 3

True

Question 4

According to the text, the data preparation process begins with checking the questionnaires for completeness.

Question 5

Data should be coded in a lean way in order to avoid retaining much detail.

Question 6

Data preparation should only begin once all batches of questionnaires are received from the field. In this way, processing uniformity is boosted.

Question 7

Only software programs developed for the research industry should be used to enter data, not programs such as Microsoft EXCEL.

Question 8

Data cleaning is the last stage of the data preparation process.

Question 9

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding.

Question 10

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

Question 11

The data preparation process begins after the fieldwork is done.

Question 12

Deleting the question from the survey is an alternative for the treatment of unsatisfactory responses.

Question 13

According to the text, the symbols used in the assignment of codes to each possible response to each question is usually a number.

Question 14

Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Question 15

The final data analysis plan should never differ from the preliminary plan for data analysis.

Question 16

A review of the questionnaires with the objective of increasing accuracy and precision is called editing.

Question 17

A book containing coding instructions and the necessary information about variables in the data set is called a codebook.

Question 18

At the editing stage, the researcher makes a preliminary check for consistency.

Question 19

If possible, standard codes should be used for missing data.

Question 20

Categories are collectively exhaustive if each response fits into one and only one category code.

Question 21

When entering respondent data into a spreadsheet, each column contains the data for one respondent.

Question 22

Multivariate statistical techniques are concerned with the simultaneous relationships among two or more phenomena.

Question 23

According to the text, categories are mutually exclusive if every response fits into one and only one of the assigned category codes.

Question 24

Statistical techniques appropriate for analyzing data when there is a single measurement of each element in the sample are called univariate techniques.

Question 25

Pairwise deletion may be appropriate when the sample size is large.

Question 26

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called pairwise deletion.

Question 27

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

Question 28

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

Question 29

Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

Question 30

Casewise deletion is a method of handling missing values in which for each calculation or analysis, only the respondents with complete responses are considered.

Question 31

Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli. Rather, they generate the data and edit it by their communal participation.

Question 32

A part of the data cleaning process that identifies data that are out of range or logically inconsistent, or that have extreme values, is called consistency checks.

Question 33

Considering the known characteristics of the data is a stage in selecting a data analysis strategy.

Question 34

Multivariate statistical techniques are appropriate for analyzing data if there are several measurements of each element and each variable is analyzed in isolation.

Question 35

Univariate techniques are statistical techniques suitable for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.

Question 36

Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Question 37

Casewise deletion is an option available for the treatment of missing responses.

Question 38

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Question 39

Data cleaning includes consistency checks and treatment of missing responses. The checks at this stage are less extensive than the checks made during editing.

Question 40

Statistical techniques can be broadly classified as univariate or multivariate.

Question 41

In the marketing research process, data preparation and analysis comes immediately after ________ and before ________.

A) problem definition; research design
B) research design; fieldwork
C) fieldwork; research design
D) problem definition; report preparation
E) fieldwork; report preparation and presentation

Question 42

Data collection, text coding and categorization, and text-mining and visualization are unique aspects of data preparation in social media.

Question 43

A good rule of thumb about the discarding of respondents is that such decisions should be made before conducting any analysis.

Question 44

Discarding unsatisfactory responses from collected data may have merit in all of the following situations EXCEPT:

A) when the proportion of unsatisfactory respondents is small.
B) when the sample size is large.
C) when the unsatisfactory respondents differ from satisfactory respondents in obvious ways.
D) when the proportion of unsatisfactory responses for each of these respondents is large.
E) responses on key variables are missing.

Question 45

Which of the following is NOT a stage of the data preparation process?

A) questionnaire design
B) editing
C) transcribing
D) data cleaning
E) coding

Question 46

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

A) Coding
B) Editing
C) Validating
D) Pretesting
E) Transcribing

Question 47

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

A) less than 10 percent
B) 10 percent to 20 percent
C) 21 percent to 30 percent
D) 31 percent to 40 percent
E) more than 41 percent

Question 48

Which of the following is NOT an alternative for the treatment of unsatisfactory responses?

A) return the questionnaire to the field to get better data
B) assign missing values
C) discard unsatisfactory respondents
D) delete the question from the survey
E) C and D

Question 49

According to the text, the symbol used in the assignment of codes to each possible response to each question is usually a(n) ________.

A) letter of the alphabet
B) Greek symbol
C) number
D) binary digit
E) ampersand

Question 50

Deep Check
Assigning missing values to unsatisfactory responses may be desirable in all of the following situations EXCEPT:

A) if the number of responses is small.
B) if the proportion of unsatisfactory responses for each of these respondents is small.
C) if the variables with unsatisfactory responses are not key variables.
C) qualify for the assignment of missing values when unsatisfactory responses are discovered on a questionnaire.
D) A and C

Question 51

The data preparation process for social media is exactly similar to that for data collected by traditional means.

Question 52

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________.

A) editing
B) coding
C) sampling
D) pretesting
E) selecting

Question 53

In text-mining and visualization, the coded text data are interpreted by matching positive or negative comments with overlapping terms that link the positive and negative comments to mentions of the product/ brand.

Question 54

For data collected in social media, the human coder then develops a coding and categorization scheme and assists in the computer categorization of text until coding results are satisfactory.

Question 55

Which of the following is the last stage of the data preparation process?

A) questionnaire checking
B) coding
C) data cleaning
D) transcribing
E) selecting a data analysis strategy

Question 56

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

A) editing
B) coding
C) validating
D) pretesting
E) transcribing

Question 57

A code in which the number of records for each respondent is the same, and the same data appear in the same columns for all respondents is called a ________.

A) variable field code
B) fixed field code
C) random code
D) virtual code
E) uniform code

Question 58

Which of the following is NOT mentioned in the text as an additional code that could be included for each respondent in the coding process?

A) the project code
B) the interviewer code
C) the project director code
D) the validation code
E) codes for responses to questions

Question 59

According to the text, the data preparation process begins with ________.

A) validating the questionnaires
B) evaluating the interviewers
C) pretesting the questionnaire
D) transcribing data
E) checking the questionnaires for completeness

Question 60

A book containing coding instructions and the necessary information about variables in the data set is called a(n) ________.

A) editing book
B) sampling record
C) codebook
D) questionnaire
E) checking book

Question 61

Coding ________ questions is relatively simple since the response options are predetermined.

A) unstructured
B) open-ended
C) structured
D) free-flowing
E) uniform

Question 62

Which of the following is NOT an option available for the treatment of missing responses?

A) substitute a neutral value
B) casewise deletion
C) modify the questionnaire
D) pairwise deletion
E) A and C

Question 63

According to the text, category codes should be ________ and ________.

A) dependent; collectively exhaustive
B) collectively exhaustive; mutually exclusive
C) mutually inclusive; dependent
D) dependent; mutually exclusive
E) precoded; post-coded

Question 64

Data are verified as they are collected when all of the following methods are used EXCEPT:

A) CATI.
B) CAPT.
C) electronic methods.
D) keypunching.
E) C and D

Question 65

________ is a method of handling missing values in which for each calculation or analysis, only the respondents with complete responses are considered.

A) Casewise deletion
B) Pairwise deletion
C) Alternate deletion
D) Concurrent deletion
E) B and D

Question 66

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________.

A) casewise deletion
B) pairwise deletion
C) alternate deletion
D) concurrent deletion
E) A and B

Question 67

The thorough and extensive check for consistency and treatment of missing responses is called ________.

A) validating
B) transcribing
C) data cleaning
D) key punching
E) editing

Question 68

________ data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

A) Validating
B) Editing
C) Coding
D) Transcribing
E) Selecting

Question 69

Statistical techniques can be broadly classified as ________ or ________.

A) univariate; random
B) random; parallel
C) parallel; multivariate
D) univariate; multivariate
E) uniform; non-uniform

Question 70

Pairwise deletion may be appropriate when all of the following conditions are present EXCEPT:

A) the sample size is large.
B) there are few missing responses.
C) the variables are not highly related.
D) the sample size is small.
E) C and D

Question 71

Which of the following is NOT a technique for executing data transcribing?

A) mark-sense forms
B) keypunching
C) optical scanning
D) CATI/CAPI/Internet
E) objective sort and entry

Question 72

________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

A) Missing responses
B) Inconsistent responses
C) Out-of-range values
D) Invalid responses
E) Edits

Question 73

________ involves direct machine reading of the codes and simultaneous transcription.

A) Optical scanning
B) Key punching
C) Validating
D) Data cleaning
E) Predictive dialing

Question 74

Treatment of missing responses poses problems, particularly if the proportion of missing responses is ________.

A) between 1 percent and 3 percent
B) between 3 percent and 5 percent
C) between 5 percent and 7 percent
D) between 8 percent and 9 percent
E) more than 10 percent

Question 75

All of the following computer packages can be programmed to identify out-of-range values for each variable and print out the respondent code, variable code, variable name, record number, column number, and out-of-range value EXCEPT:

A) MINITAB
B) EXCEL
C) SPSS
D) WORD
E) B and D

Question 76

________ involves the transformation of data to create new variables or modify existing ones.

A) Transformational displacement
B) Transform and reform
C) Transform and modify
D) Variable streamlining
E) Variable respecification

Question 77

A part of the data cleaning process that identifies data that are out of range or logically inconsistent, or that have extreme values, is called ________.

A) transcribing
B) validating
C) consistency checks
D) coding
E) editing

Question 78

According to the text, categories are ________ if every response fits into one of the assigned category codes.

A) dependent
B) mutually inclusive
C) collectively exhaustive
D) mutually exclusive
E) uniform

Question 79

Categories are ________ if each response fits into one and only one category code.

A) dependent
B) mutually inclusive
C) collectively exhaustive
D) mutually exclusive
E) uniform

Question 80

If there are too few respondents in the lowest income category, this category may be combined or merged with the next lowest category. This is known as ________.

A) recombining
B) replication
C) returning
D) resetting
E) recoding