Page 187 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes 8. Those who enjoy high job satisfaction, and have extrovert personalities should exhibit
....................performance.
9. Reliability deals with ......................and.........................
10. There are two criteria to decide whether the scale selected is good or not, viz. ......................and
....................
11. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar
to those for a ...................... differential.
12. In …………method two or more measurement of the same concept is taken at the same
time and then compares to see if they agree with each other.
9.4 Data Processing Operations

Processing data is very important in market research. After collecting the data, the next task of
the researcher is to analyse and interpret the data. The purpose of analysis is to draw conclusions.
There are two parts in processing the data:
(1) Data analysis
(2) Interpretation of data

Analysis of the data involves organising the data in a particular manner. Interpretation of data
is a method for deriving conclusions from the data analysed. Analysis of data is not complete,
unless it is interpreted.

9.4.1 Steps in Processing of Data

1. Preparing raw data
2. Editing
3. Coding

4. Tabulation
5. Summarising the data
6. Usage of statistical tools.

Preparing Raw Data

Data collection is a significant part of market research. Even more significant is to filter out the
relevant data from the mass of data collected. Data continues to be in raw form, unless they are
processed and analysed.
Primary data collected by surveys and observations by field investigations are hastily entered
into questionnaires. Due to the pressure of interviewing, the researcher has to write down the
responses immediately. Many times this may not be systematic. The information so collected by
field staff is called raw data.
The information collected may be illegible, incomplete and inaccurate to a considerable extent.
Also the information collected will be scattered in several data collection formats. The data
lying in such a crude form are not ready for analysis. Keeping this in mind, the researcher must
take some measures to organise the data so that it can be analysed.
The various steps which are required to be taken for this purpose are (a) editing and (b) coding
and (c) tabulating.

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