Abstract:

In earlier chapters techniques have been described for obtaining market research data. These techniques provide raw disaggregated data. Before this can be used it must be converted from its raw state into finished tabulations. These show the findings of the survey, and will allow statistical and other appropriate tests to be applied. To do this will involve editing, coding and processing. Editing is carried out to correct or remove obvious logical or factual errors; coding to classify informant responses in terms of a predetermined coding frame; and processing to produce summaries of the results. These are often in the form of cross tabulations to show the presence or absence of relevant relationships.