Basic Marketing Research with Excel

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Quiz 10 :

Data Issues and Inputting Data Into Xl Data Analyst

Quiz 10 :

Data Issues and Inputting Data Into Xl Data Analyst

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What is a data matrix and how does data coding explain the numbers found in a data matrix?
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Data matrix is the arrangement of data into rows and columns. It is also known as a "data set". Rows depict the answers and columns represent questions.
Data coding represents the codes for responses associated with questions stated in the questionnaire. Further, rows of data matrix represents the answer to questions which have data codes assigned. Thus, data coding explains the numbers of data matrix.

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Describe the three types of nonresponse possible in a survey.
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Nonresponse i s defined as a failure to answer specific questions on the questionnaire. It is reffered as a respondent error.
Different types of non response in a survey are as mentioned below:
Refusal: The client deliberately refuses to participate in the research or a survey.
Break - off: The respondent does not attempt the whole survey and stop giving answres in middle of a survey.
Item omission: The respondent does not give answers to specific questions asked in the survey, However, he finishes the survey.

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What is the most important advice to remember when adding or computing a variable in an XL Data Analyst data set?
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Important aspects to remember while adding a variable in XL data analyst data set are as follows:
• If researcher should add new variable at the end of the sheet. Adding new variables in the center of data worksheet affects the alignment of entire worksheet.
• It is advised to use utilities- Cleanup while adding or computing a variable. This helps the researcher to reduce the chances of errors.

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IHOP Improvement Survey Mary Yu graduated from college in June 2010. On graduation, she took a job as a marketing research assistant with the International House of Pancakes, known as "IHOP" and headquartered in Glendale, California. When Mary began working, the marketing research department was in the middle of a huge telephone survey of IHOP patrons across North America. The objectives of the survey were to determine (1) how often and what time of day people eat at IHOP, (2) how satisfied they are with selected aspects of IHOP, (3) how satisfied they are overall with IHOP, (4) what IHOP advertising they recall, and (5) a demographic profile of the respondents. Mary was assigned the responsibility of data analysis because she was fresh out of college. She was informed that IHOP headquarters uses the XL Data Analyst program for its data analysis. All of the 5,000 respondents' answers are organized in a worksheet data set with variable labels in row 1. Of course, someone has to set up the XL Data Analyst so its output will be useful. This task is now Mary's responsibility. The questionnaire designers created a code sheet of the scales used in the survey. This code book is duplicated in the following table. img Describe how Mary should create a new variable that is equal to the total number of different advertising media where respondents recall seeing IHOP advertising.
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What two options exist for a researcher who wishes to build his or her own data set for use with the XL Data Analyst?
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Define each of the following: a. Variable label b. Variable description c. Value code d. Value label
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List the three options open to a researcher with respect to how to handle data quality issues.
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Distinguish a middle-of-the-road pattern from a yeasaying pattern.
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Distinguish intentional from unintentional fieldworker errors.
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You work part time in a telemarketing company. Your compensation is based on the number of credit card applicants you sign up with the telemarketing approach. The company owner has noticed that the credit card solicitation business is slowing down, and so she decides to take on some marketing research telephone interview business. When you start work on Monday, she says that you are to do telephone interviews and gives you a large stack of questionnaires to have completed. What fieldworker errors are possible under the circumstances described here?
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For all variables in the data matrix in question 13, indicate how each of the following aspects of the Define Variables worksheet should be set up in order for XL Data Analyst to perform analyses and create fully labeled tables. a. Variable labels b. Descriptions (of variables) c. Value codes d. Value labels
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What, specifically, does a researcher look for during raw data inspection?
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Distinguish intentional from unintentional respondent errors.
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IHOP Improvement Survey Mary Yu graduated from college in June 2010. On graduation, she took a job as a marketing research assistant with the International House of Pancakes, known as "IHOP" and headquartered in Glendale, California. When Mary began working, the marketing research department was in the middle of a huge telephone survey of IHOP patrons across North America. The objectives of the survey were to determine (1) how often and what time of day people eat at IHOP, (2) how satisfied they are with selected aspects of IHOP, (3) how satisfied they are overall with IHOP, (4) what IHOP advertising they recall, and (5) a demographic profile of the respondents. Mary was assigned the responsibility of data analysis because she was fresh out of college. She was informed that IHOP headquarters uses the XL Data Analyst program for its data analysis. All of the 5,000 respondents' answers are organized in a worksheet data set with variable labels in row 1. Of course, someone has to set up the XL Data Analyst so its output will be useful. This task is now Mary's responsibility. The questionnaire designers created a code sheet of the scales used in the survey. This code book is duplicated in the following table. img Indicate how Mary should set up the Define Variables worksheet in an XL Data Analyst data set file.
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How does a break-off differ from an item omission?
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What are the two critical worksheets in the XL Data Analyst and how do they relate to each other?
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The following data matrix has ten respondents. There are seven questions on the survey (Q1-Q7). The possible answers for Q1-Q2 are "no" or "yes," coded 0 and 1, respectively. Questions Q3-Q4 are answered with "none," "somewhat," "a fair amount," and "very much," coded 1, 2, 3, and 4, respectively. Questions Q5-Q6 are satisfaction questions with possible answers of "very unsatisfied," "unsatisfied," "neither unsatisfied nor satisfied," "satisfied," and "very satisfied," coded 1, 2, 3, 4, and 5, respectively. Question Q7 is an open-ended question where the respondent provides his or her age. For each respondent, scrutinize the answers and indicate whether or not data quality error(s) is possibly apparent and, if so, identify the nature of the error. Also, indicate your judgment as to whether or not each is an "acceptable respondent." img
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