Textbook:
Marketing Research: An Aid to Decision Making
Author: Alan Shao, Kevin Zhou
Edition: 3 (12/11/2006)
Publisher: Atomic Dog
ISBN: 1592602886 / 9781592602889
Chapter 12 Data Preparation
1)Close survey (deactivate survey on Qualtrics)
2)Export survey to word doc (include this in your final report appendix)
3)Download and save copy of final data set
4)Start creating your data set to use for SPSS analysis
Delete non-data text questions
5)Label questions
Transpose data for easier viewing of questions
6)Filter good vs bad quality data
check survey completion (recorded by Qualtrics)
check duration of survey (recorded by Qualtrics)
incomplete responses
apparently confused respondents
lack of variance in respondent answers
lack of consistency respondent answers
7)Missing data
Missing or zero? Fill in 0 if needed.
8)Coding
Check scale consistency across responses (low to high vs high to low)
9)Open-ended questions
Exploratory or data? If data, need to code.
10)Finalize selection of questions to include in final data set
11)Import to SPSS
Excel file must only have one worksheet (SPSS does not recognize multiple worksheets)
First row should be variable name (label)
Descriptive analysis (frequency table, correlation)
Combining (adding, weighting, etc.) questions to create variables
12)Variables
DV: 1
IVs: 3-5 variables
Demographic variables
Attention, Please note that you are not supposed to upload any files with additional pages (extra instructions) until Administration informs you on the payment receipt.
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