Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 11

The KIST television station was conducting research in order to help develop programs that would be well received by the viewing audience. An online survey was administered to a panel of 3,000 respondents residing in the city of Houston; 1,489 members of the panel followed the link to the online survey and completed at least one question. A senior supervisor, Marlene Howe, was placed in charge of editing the survey responses. She has chosen to eliminate all surveys that had more than five missing or obviously wrong answers (the questionnaire contained thirty-three questions). In addition, Marlene used her judgment in assessing whether the respondent showed a lack of interest and, if so, she removed that respondent's answers from the data set.
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.