Unit 4 Market Research

In the process of preparing data for the analysis, ANALYSIS TECHNIQUE SELECTION, is the step number...

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• 7

Turning the answers for each question into numbers

• Reviewing the questionnaires

• Editing

• Coding

• Filtering

Eliminating answers that are incomplete, do not follow the rules, show little variance or are considered false.

• Reviewing the questionnaires

• Editing

• Editing

• Filtering

Looking for ambiguities, incoherences, omissions and errors

• Reviewing the questionnaires

• Editing

• Coding

• Transcribing

Adjusting the variables, creating new variables if necessary or transforming the scales.

• Coding

• Transcribing

• Filtering

• Transforming

Dealing with lost cases and consistency tests.

• Coding

• Transcribing

• Filtering

• Transforming

Computerize the data, so they can be used by the appropriate analysis tools, typically a statistical pack.

• Coding

• Transforming

• Filtering

• Transcribing

The classification of the analysis techniques is based on:

• The number of variables analyzed

• Obtaining descriptive or diferential results

• The kind of measuring scale of the variables

• Obtaining descriptive or inferential results

The techniques used try to summarize or better understand the characteristics of an isolated variable

• Univariate Analysis

• Bivariate Analysis

• Multivariate Analysis

• Transformational Analysis

The techniques used try to summarize or better understand the characteristics of an isolated variable

• Univariate Analysis

• Bivariate Analysis

• Multivariate Analysis

• Transformational Analysis