Chapter 15: Data Processing and Fundamental Data Analysis
Multiple Choice
1. The last step in the data analysis procedure is:
a. coding.
b. machine cleaning of data.
c. tabulation and statistical analysis.
d. interpretation of the results.
e. none of the above
2. The process of ascertaining that interviews were actually conducted is known as:
a. validation.
b. coding.
c. machine cleaning.
d. data entry.
e. none of the above
3. Checking to determine whether the proper screener questions were invoked would
be part of which step in the data analysis procedure?
a. validation
b. coding
c. machine cleaning
d. data entry
e. none of the above
4. The process of converting information into a form that can be read by a computer
is known as _______.
a. scanning
b. coding
c. machine cleaning
d. data entry
e. none of the above
5. Which type of data entry ensures that data is entered properly?
a. scanning
b. coding
c. intelligent
d. marginal
e. none of the above
6. This analytical procedure shows the responses to one question relative to the
responses of another question.
a. one-way frequencies
b. cross tabulation
c. t-test
d. z-test
e. none of the above
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7. Which of the following is the most flexible type of graph?
a. line chart
b. bar chart
c. pie chart
d. (a) and (b)
e. All are equally flexible.
8. Which of the following is not a measure of dispersion?
a. mean
b. standard deviation
c. variance
d. range
9. This type of chart is the simplest form of chart and is useful for presenting a
measurement taken at several points over time.
a. line chart
b. bar chart
c. pie chart
d. (b) and (c) are equally useful
e. All are equally useful.
10. This measure of central tendency can be computed only from interval or ratio
data.
a. mode
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b. median
c. mean
d. All of the above must be computed from interval or ratio data.
e. None of the above can be computed from interval or ratio data.
11. Which type of analysis cannot be computed with nominal data?
a. mean
b. mode
c. frequency
d. percentage
12. If we conclude that the average weekly amount of soft drink consumption by
males and females is about the same, but that the standard deviation among males
is greater than that for females, what would this mean?
a. Males and females pretty much agree as to how many soft drinks they
consume per week.
b. Males consume more soft drinks per week than females.
c. Even though males and females consume, on average, about the same
number of soft drinks, there is more diversity of consumption among
males.
d. none of the above
13. Which of the following is not a measure of dispersion?
a. standard deviation
b. median
c. variance
d. all of the above
e. none of the above
14. With one-way frequency tables, the base size for a question would not take into
consideration:
a. total respondents.
b. the number of people asked a particular question.
c. the number of people who answered the question.
d. population size.
15. Out of the following, which would typically have the largest base size?
a. total respondents
b. total asked
c. total answering
d. total skipping
16. The quality control aspect of the data analysis procedure refers to:
a. statistical analysis of data.
b. properly training interviewers.
c. validation and editing.
d. coding questionnaires.
e. none of the above
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Difficulty: Medium
Response: See page 436
Ref: Step One: Validation and Editing
Learning Objective 15.1: To get an overview of the data analysis procedure.
17. If an interviewer did not properly follow skip patterns specified in a
questionnaire, the ______________ step in data analysis would reveal the
problem.
a. validation
b. editing
c. coding
d. analyzing
e. data cleaning
18. Which of the following does validation typically address?
a. validity of measures used
b. measures of central tendency
c. whether respondents were actually interviewed
d. none of the above
19. Finding the value that occurs most frequently determines the__________.
a. standard deviation
b. mode
c. variance
d. mean
e. none of the above
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Response: See page 458
Ref: Descriptive Statistics
Learning Objective 15.6: To comprehend the basic techniques of statistical analysis.
20. Validation of data is an attempt to check the accuracy of the work done by
_______
a. analysts
b. project managers
c. interviewers
d. panel recruiters
e. none of the above
21. Which of the following is not part of the coding process regarding open-ended
questions?
a. list responses
b. consolidate responses
c. set codes
d. enter codes
e. All are part of the coding process.
22. Probing would typically done by ____________.
a. the client
b. the respondent
c. the interviewer
d. none of the above
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Learning Objective 15.2: To develop an understanding of the importance and
nature of quality control checks.
23. Error checking routines and marginal reports are part of which of the following
processes?
a. determination of proper graphical aides in data analysis
b. determination of proper statistical techniques in data analysis
c. machine cleaning of the database
d. validation of questionnaires
e. coding of open-ended questions on questionnaires.
24. The idea behind this type of statistical analysis is to look at the responses to one
question in relation to the responses to one or more other questions.
a. one-way frequencies
b. cross tabulations
c. analysis using measures of central tendency
d. analysis using measures of dispersion
e. analysis using line and/or bar charts
25. Which of the following graphic representation is the most visually pleasing for
presenting cross tabulation information?
a. multiple row—three dimensional bar chart
b. three dimensional pie chart
c. clustered bar chart
d. stacked bar chart
e. clustered line chart
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Ref: Graphic Representations of Data
Learning Objective 15.6: To comprehend the basic techniques of statistical analysis.
26. ____________ is the process of ascertaining that questionnaires were filled out
properly and completely.
a. Editing
b. Revision
c. Review
d. None of the above
27. ____________ is the process of grouping and assigning numeric codes to the
various responses to a question.
a. Alignment
b. Coding
c. Decoding
d. Arrangement
28. _____________ is a form of data entry in which responses on questionnaires are
read in automatically by the data entry device.
a. Automatic Entry
b. Automatic Delivery
c. Scanning Technology
d. None of the above
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Response: See page 445
Ref: Step Three: Data Entry
Learning Objective 15.3: To understand the data entry process and data entry
alternatives.
True/False
29. The coding step pertains to only closed-ended responses on questionnaires.
30. The median can be computed for all types of data except nominal data.
31. The mode of a distribution of responses is the middle response in the distribution,
meaning half of the responses are larger and half of the responses are smaller than
the mode.
32. Means can be calculated using nominal, ordinal, or interval data.
33. A variable with a large standard deviation would have a large variance as well.
34. Cross tabulations look at differences in mean values.
35. Once a respondent is interviewed in a phone survey, they should never be
contacted again regarding that particular study.
36. The first step in the data analysis process is coding.
37. Logical or machine cleaning of data is done with the assistance of computer
programs.
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38. Error checking routines and marginal reports are two ways of machine cleaning
the data.
39. The most complex tabulation is the one-way frequency table.
40. Pie charts are useful for depicting changes over time.
41. Anything that can be shown in a line graph or pie chart also can be shown in a bar
chart.
42. The mode is always equal to the mean.
200
43. Categorical data is typically analyzed with percentages rather than means.
44. Checking to ensure that skip patterns were followed occurs during the data editing
stage.
45. Interviewers are often asked to paraphrase the responses to open-ended questions.
46. Data entry must always be done manually.
47. Means are not included in a cross tabulation.
48. The purpose of the first edit, or field edit, is to identify problems when there is
still time to recontact the respondent and determine the appropriate answer to
questions that were not asked.
49. The TextSmart module of SPSS is not an example of the new breed of automated
coding systems.
50. A common way of setting up cross-tabulation is to use columns to represent
factors such as demographics and lifestyle characteristics, which are expected to
be predictors of the state of mind, behavior, or intentions data, shown as rows of
the table.
51. Stacked bar charts are not helpful in graphically representing cross-tabulation
results.
Essay Questions
52. Give the five steps in the analysis process.
53. Using the data below compare and contrast male and female soft drink
consumption. You will need to compute the proper measure of central tendency
and dispersion to support your answer.
Gender Weekly Consumption (12 oz. Cans)
Male 5
Female 2
Female 3
Male 8
Female 4
Male 9
Male 7
Female 3
Female 2
Female 1
Male 7
Male 4
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54. Illustrate a condition in which a “SKIP PATTERN” is needed.
55. Given the following crosstabulation output, answer the questions below:
(Q1)Did you attend at least one movie at a movie theatre in the past year? * (Q12)Gender:
Crosstabulation
Total
Male
Female
(Q1)Did you attend at least
one movie at a movie theatre
in the past year?
No
Count
26
24
50
% within (Q1)Did you attend
at least one movie at a movie
theatre in the past year?
52.0%
48.0%
100.0%
% within (Q12)Gender:
11.4%
8.8%
10.0%
% of Total
5.2%
4.8%
10.0%
Yes
Count
202
248
450
% within (Q1)Did you attend
at least one movie at a movie
theatre in the past year?
44.9%
55.1%
100.0%
% within (Q12)Gender:
88.6%
91.2%
90.0%
% of Total
40.4%
49.6%
90.0%
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Total
Count
228
272
500
% within (Q1)Did you attend
at least one movie at a movie
theatre in the past year?
45.6%
54.4%
100.0%
% within (Q12)Gender:
100.0%
100.0%
100.0%
% of Total
45.6%
54.4%
100.0%
Questions:
1) What percentage of males did not attend at least one movie at a movie theatre in
the last year?
2) What percent of all respondents were female and attended at least one movie at a
movie theatre?
3) What percent of all respondents that did not go to at least one movie at a movie
theatre in the last year were female?
56. Open-ended questions are often necessary even in surveys whose major objective
is to produce quantitative data. Given the open-ended responses below, how
would you summarize them for analytical purposes?
QUESTION: How do you think the taste of Pepsi compares with Coca Cola?
Responses: The taste of Pepsi was
1) Better
2) Sweeter
3) Too sweet
4) Not as refreshing
5) More refreshing
6) Sweeter is better
7) Bolder taste
8) They taste about the same
9) I don’t know
10) I don’t have any idea
11) I don’t drink soft drinks
12) Soft drinks are not good for you
13) Sweeter is better
14) Not a refreshing as Coca Cola
15) Coca Cola has always been my favorite brand