Question 1

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

Accepted Answer

Data preparation and analysis in the marketing research process comes immediately after fieldwork, where data is collected, and before report preparation and presentation, where findings are compiled and shared.

Question 2

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

Accepted Answer

Social media data contains large amounts of unstructured text information, making text coding and categorization, as well as text-mining and visualization, important steps in preparing the data for analysis.

Question 3

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

Accepted Answer

It is important to determine which respondents should be discarded before conducting any analysis in order to maintain data integrity and avoid bias in the analysis.

Question 4

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.

Accepted Answer

The answer of Discarding unsatisfactory responses from collected data may...

Question 5

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

Accepted Answer

Questionnaire design is a part of the data collection process, not the data preparation process.

Question 6

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.
A) Coding
B) Editing
C) Validating
D) Pretesting
E) Transcribing

Accepted Answer

Editing involves reviewing responses for errors or inconsistencies and correcting or clarifying them. This includes identifying illegible, incomplete, inconsistent, or ambiguous responses and addressing them appropriately.

Question 7

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

Accepted Answer

When the proportion of unsatisfactory respondents is less than 10 percent, it is generally acceptable to discard those responses as outliers or not representative of the population. However, when the proportion exceeds 10 percent, the data may not be reliable and may skew the results.

Question 8

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

Accepted Answer

Deleting a question from the survey is not a recommended alternative because it can disrupt the flow of the survey and potentially remove important information. Instead, assigning missing values or returning the questionnaire to the field for better data collection are typically better options. Discarding unsatisfactory respondents may also be appropriate in some cases.

Question 9

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

Accepted Answer

The text states that the symbol used in the assignment of codes is usually a number.

Question 10

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. 
D) A and C 
E) All of the mentioned situations (A, B and C) qualify for the assignment of missing values when unsatisfactory responses are discovered on a questionnaire.

Accepted Answer

Assigning missing values is not desirable in all situations mentioned. If the number of responses is small, it may not be appropriate to assign missing values as it could lead to significant data loss.

Question 11

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

Accepted Answer

While some aspects of data preparation for social media data may be similar to traditional data sources, social media data has its own unique characteristics and requires specific methods of collecting, cleaning, and analyzing. For example, social media data may involve handling unstructured data such as text or images, dealing with high volume and velocity of data, and addressing issues related to data privacy and ownership.

Question 12

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

Accepted Answer

Coding involves assigning symbols or codes to represent specific responses in a data set. Editing involves reviewing and correcting data for accuracy and completeness, sampling involves selecting a subset of a larger population for research, pretesting involves testing a questionnaire before it is used in a study, and selecting involves choosing the appropriate sample or data for analysis.

Question 13

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.

Accepted Answer

This statement is true. Text-mining and visualization involve interpreting coded text data by matching positive or negative comments with overlapping terms that link the comments to mentions of the product/ brand.

Question 14

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.

Accepted Answer

This statement is true. Human coders are necessary to develop a coding and categorization scheme for data collected in social media because the nuances of language and context require a human touch. The human coder then works with computer algorithms to refine the categorization until the results align with the research goals.

Question 15

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

Accepted Answer

Selecting a data analysis strategy is typically the last stage of the data preparation process. After data has been collected, checked, cleaned, coded, and possibly transcribed, the final step before analysis involves deciding on the appropriate methods and techniques to analyze the data effectively.

Question 16

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

Accepted Answer

Editing is the process of reviewing questionnaires to increase their accuracy and precision by correcting errors and making necessary adjustments.

Question 17

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

Accepted Answer

A fixed field code is a code in which each record contains the same number of fields, with the same data appearing in the same columns for all respondents. This type of code allows for easy data entry and analysis, as the data is structured consistently for all respondents.

Question 18

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

Accepted Answer

The text does not mention the project director code as a possible additional code for each respondent in the coding process.

Question 19

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

Accepted Answer

The answer of According to the text, the data preparation...

Question 20

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

Accepted Answer

A codebook contains the coding instructions and information about variables in a data set. An editing book is used to check for errors in data entry, a sampling record describes the method of sampling used, a questionnaire is a list of questions used to gather information, and a checking book is not a common term in data analysis.

Quiz 15: Data Preparation and Analysis Strategy

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

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

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

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

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

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

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

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

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

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

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

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 ________.

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.

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.

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

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

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 ________.

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?

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

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