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Marketing Research Test 2
Test 2
15
Marketing
Undergraduate 3
11/19/2016

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Term
probing
Definition
a motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview
Term
sampling control
Definition
an aspect of supervision that ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility
Term
editing
Definition
the review of the questionnaires with the objective of increasing accuracy and precision
Term
coding
Definition
the assignment of a code to represent a specific response to a specific question, along with the data record and column position that code with occupy
Term
fixed field code
Definition
a code in which the number of records for each respondent are the same and the same data appear in the same columns for all respondents
Term
codebook
Definition
a book containing code instructions and the necessary information about variables in the data set
Term
data cleaning
Definition
thorough and extensive checks for consistency and treatment of missing responses
Term
consistency checks
Definition
a part of the data-cleaning process that identifies data that are out of range, logically inconsistent, or that have extreme values. Data with values not defined by the coding scheme are inadmissable
Term
missing responses
Definition
values of a variable that are unknown because these respondents did not provide unambiguous answers or their answers were not properly recorded
Term
casewise deletion
Definition
a method for handling missing responses in which cases or respondents with any missing responses are discarded from the analysis
Term
pairwise deletion
Definition
a method of handling missing values in which only the cases or respondents with complete responses are considered for each calculation or analysis
Term
variable respectification
Definition
involves the transformation of data to create new variables or modify existing ones
Term
univariate techniques
Definition
statistical techniques appropriate for analyzing data when there is a single measurement of each element in the sample or, if there are several measurements of each element, each variable is analyzed in isolation
Term
multivariate techniques
Definition
statistical techniques suitable for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously. these techniques are concerned with the simultaneous relationships among two or more phenomena
Term
frequency distribution
Definition
a mathematical distribution with the objective of obtaining a count of the number of responses associated with different values of one variable and to express these counts in percentage terms
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