市场营销课件19-Editing and coding.pptVIP

Exploring Marketing Research William G. Zikmund Chapter 19: Editing and Coding 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  “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