文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 19:
Editing and Coding
DATA ANALYSIS
DATA ENTRY
Stages of Data Analysis
ERROR
CHECKING
AND
VERIFICATION
CODING
EDITING
Editing
The process of checking and adjusting the data
for omissions
for legibility
for consistency
And readying them for coding and storage
Birth Year Recorded by Interviewer
1873?
1973 More likely
Coding
The process of identifying and assigning a numerical score or other character symbol to previously edited data
Editing
IN-HOUSE
EDITING
FIELD EDITING
CONSISTENCY
COMPLETENESS
QUESTIONS
ANSWERED
OUT OF ORDER
Reasons for Editing
“I Don’t Know”
Legitimate don’t know
Reluctant don’t know
Confused don’t know
Codes
The rules for interpreting, classifying, and recording data in the coding process
The actual numerical or other character symbols
1a. How many years have you been playing tennis on a regular basis?
Number of years: __________
b. What is your level of play?
Novice . . . . . . . . . . . . . . . -1 Advanced . . . . . . . -4
Lower Intermediate . . . . . -2 Expert . . . . . . . . . -5
Upper Intermediate . . . . . -3 Teaching Pro . . . . -6
c. In the last 12 months, has your level of play improved, remained the
same or decreased?
Improved. . . . . . . . . . . . . . -1 Decreased. . . . . . . -3
Remained the same . . . . . -2