This chapter describes the data processing and data analysis stages of the quantitative market research process. These steps follow after data have been collected by interviewers, respondents or via automated registration systems. They are followed by in-depth analysis and reporting of results. Data processing concerns activities and technologies which prepare the collected data for analysis: data checking, entry, coding, and editing. Data analysis concerns activities and technologies which provide statistical insight in the collected data: weighting, tabulations, response analysis and analysis of interviewer performances.
CAPI is becoming a must to survive for organisations offering face-to- face fieldwork. Hardware investments constitute at least 75% of the total out of pocket initial CAPI investments. Two hardware alternatives are common in market research: the laptop with keyboard and the pen PC. In this paper a comparison is made between laptop and pen PC with the objective to support decision making about hardware for CAPI. Results were compared of interviewers using a pen PC and interviewers using a laptop to collect data. Interviews with IT decision makers across western Europe and the pen PC interviewers involved in the field test were conducted to gain insight in their experiences and preferences. Analysis concentrated on open answers, spontaneous and aided awareness, response on privacy sensitive questions and duration of the interviews. No major differences were found between CAPI interviews conducted by laptop or pen PC, although there is an indication that open answers are longer on pen PCs. Therefore there seems to be no reason to choose a type of machine on the grounds of better data quality or higher speed. It appears that the choice for a type of machine can best be made on the basis of costs, the situation in which the interviewer has to work (indoors, outdoors, standing, sitting), efficiency of coding open answers after fieldwork and future possibiities like multi media.
In this paper the process of large-scale quantitative research is examined with the aim of finding ways to reduce costs and improve quality. The paper focuses on the role IT plays in fieldwork preparation, fieldwork management, data collection and analysis. These activities usually require most effort in terms of time and manpower and are critical for the quality of the output of the process. The Brand Power Experience study is used as a "worst case" to illustrate the way NIPO uses IT in these stages. The case is chosen for it's extremity: in an international face-to- face survey, carried out in tens of countries all over the world, more than 1.000 brands per country were tested for awareness, image, and many more aspects. NIPO carried out fieldwork in the Netherlands and was the only participant using CAPI. As opposed to many participants, NIPO's standard procedure appeared to hold out very well. During the exploration NIPO's information processing strategies (standardization, decentralisation and information systems) are discussed. Especially the benefits of electronic information systems become clear. Besides the known methodological advantages and high data quality they offer, they improve communication between research, service and fieldwork departments. Better integration opens up possibilities for a more efficient research process. An investigation into the profits and costs of NIPO's research systems shows that the return on investment in information technology can be considerable. Finally new challenges for information technology are identified, which are currently being evaluated by NIPO. These challenges relate to systems for paying out and checking interviewers, fieldwork management and using audio and video in face-to-face interviews.