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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Coding, Editing, and Preparing Data for Analysis

Multiple Choice Quiz


1	The attempt to determining, as much as possible, if surveys, interviews, or observations were conducted correctly and free of fraud or bias is the concern of:
		A)	curbstoning.
		B)	data validation.
		C)	data preparation.
		D)	quota forms.
		E)	fraud squads.


2	In marketing research “jargon”, ________________________ refers to cheating or falsification in the data collection process.
		A)	scamming
		B)	skimming
		C)	pumping
		D)	street-cornering
		E)	curbstoning


3	The editing process involves all of the following activities except:
		A)	proper asking of questions.
		B)	proper recording of answers.
		C)	proper selection of data analysis methods.
		D)	proper screening of respondents.
		E)	proper recording of open-ended questions.


4	During the editing process, interpretation is a major concern for:
		A)	open-ended questions.
		B)	Likert scales.
		C)	closed-end questions.
		D)	bi-polar questions.
		E)	demographic questions.


5	Numerical values are assigned to each individual response for each question n a survey during the ______________________________ process.
		A)	curbstoning
		B)	editing
		C)	coding
		D)	encryption
		E)	valuation


6	The process of coding open-ended questions involves all of the following steps except:
		A)	generating a list of as many potential responses as possible.
		B)	consolidating individual responses into a defined group.
		C)	assigning a numerical value as a code.
		D)	computing mean values.
		E)	assigning a coded value to each response.


7	Mindy Morris is “keying” coded data into her computer for statistical analysis. Mindy is engaging in:
		A)	editing.
		B)	coding.
		C)	data entry.
		D)	curbstoning.
		E)	data validation.


8	The most common method of entering coded data into a computer is through the use of:
		A)	keyboard devices.
		B)	touch screens.
		C)	light pens
		D)	voice input devices.
		E)	optical scanners.


9	Error detective is typically comprised of:
		A)	the initiation of error edit routines.
		B)	scanning actual raw data input.
		C)	producing a data/column list table.
		D)	all of the above.
		E)	none of the above.


10	The X-Cel Corporation is interested in determining the number of study respondents who routinely spend more than $20/visit to their store. The firm is likely to employ_______________________________ for this purpose.
		A)	data entering
		B)	cross-tabulation
		C)	data tabs
		D)	stacked files
		E)	data editing


11	Computer-based surveys:
		A)	eliminate the time/cost of transcription from paper surveys.
		B)	minimize errors in data transcription.
		C)	speed up data collection and coding.
		D)	all of the above.
		E)	none of the above.


12	One-way frequency tables are used to:
		A)	produce an absolute number of responses.
		B)	produce indications of missing data.
		C)	produce indications of valid percentages.
		D)	produce summary statistics.
		E)	all of the above.


13	_______________ is often employed to study relationships among and between story variables.
		A)	One-way tabulation
		B)	Cell editing
		C)	Summary statistics
		D)	Cross-tabulation
		E)	Cell validation


14	The last number displays in a cross-tabulation cell:
		A)	represents the absolute frequency of responses for each variable or question.
		B)	is the row percentage per cell.
		C)	is the column percentage per cell
		D)	represents the total percentage of respondents within cells based on the total sample.
		E)	the “ideal” result.


15	Typically, the starting point for developing cross-tabulations involves on pairing research finding with:
		A)	data editing results.
		B)	demographic/psychographic variables.
		C)	data validation percentages.
		D)	mean values.
		E)	statistical packages.

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