Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

تمرين 9

The KIST television station was conducting research in order to help develop programs that would be well received by the viewing audience and would be considered depend-able sources of information. A two-part questionnaire was administered by personal interviews to a panel of 3,000 respondents residing in the city of Houston. The field and office edits were done simultaneously, so that the deadline of May 1 could be met. A senior supervisor, Marlene Howe, was placed in charge of the editing tasks and was assisted by two junior supervisors and two field-workers. The two field-workers were instructed to discard instruments that were illegible or incomplete. Each junior supervisor was instructed to scrutinize 1,500 of the instruments for incomplete answers, wrong answers, and responses that indicated a lack of interest. They were instructed to discard instruments that had more than five incomplete or wrong answers (the questionnaire contained 30 questions). In addition, they were asked to use their judgment in assessing whether the respondent showed a lack of interest and, if so, to discard the questionnaire.
a. Critically evaluate the above editing tasks. Please be specific.
b. Make specific recommendations to George Brady, the owner of the KIST television station, as to how the editing should be done.