Data
Processing and Preliminary Data Analysis is a point of doing marketing research
at first place in order to collect raw data and transform it into a
knowledgeable form for analysis and interpret the final result. Initially,
after designing a suitable Questionnaire, researcher need to take a field
survey to collect the data. This blog comprise the practice of transformation
of data into a logical and expressive content.
Data Processing:
Data
processing simply the process of produce a data that can be convertible into
knowledge. Data processing is a first step of final marketing research. After
taking hundreds and thousands of survey, researcher need to check out the data
that can be convert into some meaningful form. There are several steps involved
in this process as below:
·
Questionnaire
examination:
Researcher
need to check the question formation, incorrect questions, rejection of
unacceptable questions, removal of incomplete questions and also need to check
past cut-offs date or missing pages.
·
Editing:
Editing
is a process of generate data which is correct and accurate. It corrects the
errors detected from the data where ever possible. The purpose of editing is to
ensure that each questionnaire is accurately completed. It confirms that the
information collected from questionnaire is error free and ready to transfer
into final analysis.
·
Coding:
Coding
is nothing but assignment of numbers, symbols, or alpha to various data
categories through some measurement and scaling techniques. Some
information need to take into a featured category and so it need to record it
by its number or symbol. Coding is a process of ensuring every category is in
numerical form accurately to push into final analysis. It is usually applied on
open-ended questions.
·
Transcribing:
Transcribing
is entering a data into various software that can be accessible to people. Data
entry software in this process should be user friendly to easily reachable to
people. There are various methods and statistical formats for entering data
easily.
·
Cleaning:
While
doing a transcribing, cleaning of raw data is very important step of data
processing. Raw data may have defective logins, number of errors which need to
fix it with the step of entering data. Purpose of cleaning process is to make
sure the consistency of the data which is transcribed.
·
Statistical
Adjustment:
Some
data need to represent visually by graph or statistical chart to show the
result more effectively. Statistical adjustment is a step to ensure the graphs,
charts or tables involves in data are correctly entered. Researcher also need
to check the graph or chart are exactly placed on assigned location.
Researcher
can take these above steps according to the need of research.
Preliminary Data Analysis:
Preliminary
data analysis is the first stage of research which mostly concerned with
descriptive statistics. Descriptive statistics is the process of describing the
characteristics of primary data which provides initial analysis of assumptions.
This is important process for detecting any violation of assumptions in data.
It gives a clear vision to researcher as to where the violation occurs. It
embraces some statistical and arithmetical terms like Mean, standard deviation,
range of score, skewness etc.
Nowadays,
SPSS (Statistical Product and Service Solutions, SPSS Statistics) is a commonly
used statistical analysis software package as well as SAS, Stata, Minitab are
also widespread for descriptive statistical analysis.
In
usual preliminary research process, there are three mainstream stages:
1. Exploratory Analysis:
This analysis shows a limitations to the primary data analysis and convert it
into an evidence. It helps to resolve the difficulties by taking questions as a
proof for final result.
2. Developing the findings: It
is a process of clean the data set from violations and generate the summery,
relationship, narratives, and interpretations also recommendations for research
users.
3. Archiving: In
archiving stage, data processor can keep the record of non-transient data for
further analysis. Due to vast and complicated process of research analysis,
researcher can only take fraction of content. So this step helps to save other
inconsequential sets of data.
Hope
this blog helps you to understand Primary stage of marketing research that is
data processing and preliminary data analysis.
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