Question 1

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

Accepted Answer

A proportion of unsatisfactory respondents below 10% indicates a relatively low number of unsatisfactory responses, which suggests that the data can still be considered reliable and valid even with the exclusion of those respondents. However, it is important to consider the reason for the unsatisfactory responses and how they may impact the overall results.

Question 2

The data preparation process for social media is exactly similar to that for data collected by traditional means.

Accepted Answer

While some aspects of data preparation may be similar, social media data presents unique challenges and requires specific techniques and tools for collection, processing, and analysis. These include dealing with unstructured data, addressing issues of bias and sample selection, and applying natural language processing and sentiment analysis algorithms.

Question 3

________ consists of screening questionnaires to identify illegible,incomplete,inconsistent,or ambiguous responses.

Accepted Answer

Editing involves reviewing responses to identify and correct illegible, incomplete, inconsistent, or ambiguous answers.

Question 4

A code in which the number of records for each respondent is the same,and the same data appear in the same columns for all respondents is called a ________.

Accepted Answer

A fixed field code has a pre-determined format for each record, meaning the same data will appear in the same columns for all respondents and the number of records will be the same. Variable field codes have different formats for each record, while random and virtual codes are not commonly used in survey research. Uniform codes are not a recognized term in survey research.

Question 5

In text-mining and visualization,the coded text data are interpreted by matching positive or negative comments with overlapping terms that link the positive and negative comments to mentions of the product/ brand.

Accepted Answer

This statement accurately describes the process of interpreting coded text data in text-mining and visualization. The positive and negative comments are matched with overlapping terms to link them to references of the product or brand.

Question 6

For data collected in social media,the human coder then develops a coding and categorization scheme and assists in the computer categorization of text until coding results are satisfactory.

Accepted Answer

This statement is true. Human coders are needed to develop coding and categorization schemes for the text collected in social media. They also assist in the computer categorization of text until the coding results are satisfactory.

Question 7

Which of the following is the last stage of the data preparation process?

Accepted Answer

Selecting a data analysis strategy is typically the final step after data has been prepared and cleaned, ensuring that the data is ready for analysis.

Question 8

A good rule of thumb about the discarding of respondents is that such decisions should be made before conducting any analysis.

Accepted Answer

It is important to make decisions about discarding respondents before conducting any analysis to ensure that the analysis is not biased and that the results are valid.

Question 9

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

Accepted Answer

Editing involves checking and correcting questionnaires to ensure accuracy and precision in the data collected.

Question 10

Assigning missing values to unsatisfactory responses may be desirable in all of the following situations EXCEPT:

Accepted Answer

Assigning missing values is not desirable in all situations mentioned. The question asks for an exception, meaning there is at least one situation where assigning missing values is not ideal.

Question 11

According to the text,the symbol used in the assignment of codes to each possible response to each question is usually a(n)________.

Accepted Answer

Numbers are typically used in coding responses for data analysis, as they allow for easy categorization and statistical computation.

Question 12

A book containing coding instructions and the necessary information about variables in the data set is called a(n)________.

Accepted Answer

A codebook is a document that contains detailed instructions and information about the variables in a dataset, including the variable names, code values, and missing data codes. It is essential for data analysis and ensures that the data is consistently understood and analyzed by researchers.

Question 13

Which of the following is NOT a stage of the data preparation process?

Accepted Answer

Questionnaire design is not a stage of data preparation, but rather a stage of data collection. The other choices (editing, transcribing, data cleaning, and coding) are all stages of the data preparation process.

Question 14

In the marketing research process,data preparation and analysis comes immediately after ________ and before ________.

Accepted Answer

Data preparation and analysis comes immediately after fieldwork and before report preparation and presentation in the marketing research process.

Question 15

Data collection,text coding and categorization,and text-mining and visualization are unique aspects of data preparation in social media.

Accepted Answer

Data preparation in social media involves unique aspects such as collecting data from social media platforms, text coding and categorization, and using text-mining and visualization techniques to extract useful insights from the data.

Question 16

The assignment of a symbol to represent a specific response to a specific question,along with the data record and column position that symbol will occupy,is called ________.

Accepted Answer

This is the definition of coding in data analysis. Editing involves checking for errors or inconsistencies, sampling involves selecting a subset of a population to study, pretesting involves trying out questions or measures before collecting data, and selecting involves choosing a sample or subset of data for analysis.

Question 17

Which of the following is NOT an alternative for the treatment of unsatisfactory responses?

Accepted Answer

Deleting a question from the survey is not a viable alternative as it can affect the overall structure of the survey and may lead to data inconsistency. Moreover, it may not solve the problem of unsatisfactory responses. Instead, it is recommended to consider alternatives such as assigning missing values, returning the questionnaire to the field, or discarding unsatisfactory respondents, depending on the nature of the problem and the type of study.

Question 18

According to the text,the data preparation process begins with ________.

Accepted Answer

The data preparation process begins with checking the questionnaires for completeness to ensure all necessary information has been collected before further processing.

Question 19

Which of the following is NOT mentioned in the text as an additional code that could be included for each respondent in the coding process?

Accepted Answer

Only the project code, interviewer code, validation code, and codes for responses to questions are mentioned as additional codes that could be included for each respondent in the coding process. The project director code is not mentioned in the text.

Question 20

Discarding unsatisfactory responses from collected data may have merit in all of the following situations EXCEPT:

Accepted Answer

The answer of Discarding unsatisfactory responses from collected data may...

Quiz 15: Data Preparation and Analysis Strategy