Lecture Marketing research (10th edition): Chapter 15 - McDaniel, Gates
Lecture Marketing research (10th edition): Chapter 15 - McDaniel, Gates
Chapter 15 - Data processing and fundamental data analysis. Although some of the elements are clerical in nature, these processes are critical in making sure that the data have integrity and are free of errors related to the process of capturing respondent answers to our questions and moving those answers to tabular, graphical and statistical displays. The steps in this process are covered in this chapter.