--------- - - Analysis and Presenta

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Analysis and Presentation of
Data
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3 90 Ht ~ 11 I/ I J IIUWlt"\ Hl'.('tll( h (( OOV"'· 10 I•. 12th)
chapter 15
i ation and Oesct i ption
learningobjectives
After reading this chapter, you should understand •••
The importance of editing the conected raw data to detect errors and omissionS.
How coding is used to assign numbers and oth&' symbols to answers and to categorize responses.
The use of content analysis to interpret and summarize open questions.
Problems with and solutions for "don't knoW" responses and missing data.
The options for data entry and manipulation .
, , Pattern thinking, where you look at what's
working for someone else and apply it
to your own situation, is one of the best
ways to make big things happen for you
and your team.,,
David Novak, chairman and CEO,
Yum! Brands, Inc.
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Business Research Methods, 12th Edition
""'bringingresearchtolife _Q
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"Is my being early for our meeting a problem?" asks
Myra as she moves past a pile of computer printouts
stacked precariously high just inside the door to Jason's
office. "Might the industrious team in your outer office
be studying my MindWriter Project 2 data?"
"Not yet," comments Jason as he waves Myra to an
empty chair. "Just give me one second." He quickly
writes two notes on Post-its and slaps one on a pencil
sketch of a graph and attaches the other to a histogram.
"Sammye, you want to come get these?" Jason calls to
one of the team members in the outer office.
Meanwhile, Myra chooses an available chair and
waits. She is here to convince Jason to take on yet
another project for MindWriter. This one has a short
turnaround Turning his attention to Myra, Jason
extracts a folder lying on the credenza behind him.
"Actually those worker bees are new members of my
staff, graduate students from the university. They're
assigned to the City Center for Performing Arts project,"
shares Jason. "It's because of your recommendation
that we got the job. I thought you knew."
"Of course I knew. I've been serving on CCPA's
board for two years. Will you be presenting the
preliminary anaJysis at the next meeting this Friday?"
"As in day after tomorrow?" asks Jason. "Only
in our dreams! The preliminary analysis you see
them working on is strictly for us. Although we may
develop presentation charts tha1 might be presented to
the Center Board, it is just as likely that none of the
material you see stacked here will end up in the report
as is. We are nowhere near ready to write the client
report. We just finished cleaning the data file yesterday.
111
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This morning I ran a full set of frequencies. Jill, David,
and Sammye started their preliminary analysis ... uh,
90 minutes ago."
"So I guess I'll have to wait until you have
something more solid to learn even a briefing on what
you've found so far?" inquires Myra, smiling.
"Ah," smiles Jason in return, "you've learned H&A's
process fairly well." Myra grins and then modifies her
position in the chair, leaning slightly toward Jason. Just
before she speaks, Jason observes. "Oh, no! You're
changing into your 'It's time to get down to business'
posture. So what's the new project you want to discuss ...
and the impossible deadline you need me to meet?"
"Just hear me out, Jason. MindWriter's L nooo
product group has decided it needs to use 'superiority
in custom-designed systems' as its claim in a new ad
campaign, but legal says we don't have enough data to
support the claim. The ad agency we have chosen has
a short window of opportunity. We need supporting
data within 10 days." Myra holds up her hand to stop
the objection she anticipates from Jason. "We know you
don't have time to collect new primary data and analyze
it in 10 days ... so I brought the next best thing. I've got
three boxes of miscellaneous records in my trunk ... "
"Let's go see what you brought me," Jason groans
good-naturedly as he unfolds himself from his chair.
'Then we'll see if this project is even feasible." As he
passes through the outer office. Jason motions for one
of the students to follow; lhen in an aside to Myra he
said, "Myra. meet David Chesley. You're just lucky
that my new interns are all so eager that they will enjoy
juggling two projects at one time."
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RES 9311/12 Busin~ss Resea,ch (Cooper, 2014. 12th)
376
• part IV Aoalys,