Data Construction and Data Analysis for

Avoiding the more usual statistics-driven perspective, this textbook teaches an intuitive feel for handling survey data by emphasising that data analysis is more about understanding the research objectives and understanding what kinds and data have been collected. The book concludes by giving a review of strategies for coping with all the kinds of practical problems that arise in survey research. Reader-friendly throughout, the book provides numerous worked examples, end-of-chapter questions, and points for further discussion to help reinforce concepts learned. A companion website offers teaching support material as well as examples in SPSS.

Raymond Kent is Senior Lecturer in Marketing at University of Stirling.

List of Tables

xi

List of Figures

xiii

Preface

xv

Introduction

1

(14)

Learning Objectives

1

(1)

The Scope of this Book

1

(2)

The structure of the book

3

(1)

How to study this book

4

(1)

The survey in market and social research

5

(2)

Survey objectives

7

(2)

Types of Survey

9

(1)

When to use (and when not to use) surveys

10

(1)

Summary

11

(1)

Further reading

11

(1)

References

12

(3)

Part I CONSTRUCTING SURVEY DATA: GETTING GOOD QUALITY DATA

Introduction to Part 1

14

(1)

Designing the Data Matrix

15

(36)

Learning objectives

15

(1)

Introduction

15

(1)

What are 'data'?

15

(5)

The process of data construction

20

(1)

The format of the data matrix

20

(3)

The design of the data matrix

23

(21)

The specification, number and selection of respondents

23

(2)

The variables

25

(3)

The process of measurement

28

(8)

Scaling

36

(8)

The quality of data

44

(1)

Backgroun discussion: the current 'theory' of measurement

45

(3)

Summary

48

(1)

Exercises

48

(2)

Points for discussion

50

(1)

Further reading

50

(1)

References

50

(1)

Filling the Data Matrix

51

(28)

Learning objectives

51

(1)

Introduction

51

(1)

Survey design and execution

51

(12)

Population specification

52

(1)

Frame error

52

(2)

Questionnaire design

54

(2)

Non-response

56

(3)

Response errors

59

(1)

Interviewer errors

60

(1)

Editing

60

(1)

Coding

61

(1)

Data entry

61

(2)

Using computer packages

63

(1)

Entering data on SPSS

64

(4)

Saving your work

68

(1)

Introduction to the table tennis study

68

(1)

Summary

69

(1)

Exercises

70

(1)

Points for discussion

70

(1)

Further reading

70

(1)

References

71

(3)

Part II ANALYSING SURVEY DATA: CHOOSING THE RIGHT DATA ANALYSIS TECHNIQUES

Introduction to Part II

74

(1)

Analysis objectives

74

(1)

Scale type

75

(1)

The number of variables

76

(1)

Choosing data analysis techniques

77

(1)

Further reading

77

(2)

Tables and Charts for Categorical Variables

79

(18)

Learning objectives

79

(1)

Introduction

79

(1)

Univariate frequency tables

79

(3)

Bivariate crosstabulation

82

(2)

Three-way and n-way tables

84

(1)

Bar charts and pie charts

84

(4)

Using SPSS Frequencies, Graphs, Crosstabs and Recode procedures

88

(4)

Frequencies

88

(2)

Graphs and Charts

90

(1)

Crosstabs

90

(1)

Recode

90

(2)

Summary

92

(3)

Exercises

95

(1)

Points for discussion

95

(1)

Further reading

96

(1)

Tables and Charts for Interval Variables

97

(11)

Learning objectives

97

(1)

Introduction

97

(1)

Frequency tables for interval data

98

(1)

Metric tables

99

(1)

Histograms and line graphs

99

(3)

Scattergrams

102

(1)

Using SPSS Histogram, Line and Scatter

103

(3)

Summary

106

(1)

Exercises

106

(1)

Points for Discussion

107

(1)

Further reading

107

(1)

Summarising Categorical Variables

108

(8)

Learning Objectives

108

(1)

Introduction

108

(1)

Univariate data summary

108

(1)

Bivariate data summary

109

(3)

Rank correlation

112

(1)

Using SPSS Crosstabs:Statistics

113

(1)

Summary

114

(1)

Exercises

114

(1)

Points for discussion

115

(1)

Further reading

115

(1)

Summarising Interval Variables

116

(22)

Learning Objectives

116

(1)

Introduction

116

(1)

Univariate data summary

116

(7)

Central tendency

117

(1)

Dispersion

118

(1)

Distribution shape

119

(3)

Percentile values

122

(1)

Bivariate data summary

123

(5)

Correlation and regression

125

(1)

Spearman's rho

126

(2)

Multivariate procedures

128

(5)

Multiple regression

129

(1)

Factor analysis

129

(2)

Cluster analysis

131

(1)

Multidimensional scaling

132

(1)

Using SPSS

133

(3)

Summary

136

(1)

Exercises

136

(1)

Points for dicussion

137

(1)

Further reading

137

(1)

Sampling and the Concept of Error

138

(18)

Learning objectives

138

(1)

Introduction

138

(1)

When we need to take samples

138

(1)

Sample selection

139

(2)

Sample design

141

(3)

Sampling in practice

144

(4)

Sampling errors

148

(2)

Systematic error

148

(1)

Random error

149

(1)

The concept of error

150

(1)

Total survey error

151

(1)

Controlling error

152

(2)

Summary

154

(1)

Exercises

154

(1)

Points for discussion

155

(1)

Further reading

155

(1)

References

155

(1)

Making Inferences from Samples: Categorical Variables

156

(14)

Learning objectives

156

(1)

Introduction

156

(1)

Estimation

157

(3)

Testing hypothese for statistical significance

160

(4)

Univariate hypotheses

160

(3)

Bivariate hypotheses

163

(1)

Multivariate hypotheses

164

(1)

Statistical inference and bivariate data summaries

164

(2)

Using SPSS

166

(1)

Summary

167

(1)

Exercises

168

(1)

Points for discussion

169

(1)

Further reading

169

(1)

References

169

(1)

Making Inferences from Samples: Interval Variables

170

(14)

Learning objectives

170

(1)

Introduction

170

(1)

Estimation

170

(1)

Testing the null hypothesis

171

(7)

Univariate hypotheses

171

(3)

Bivariate hypotheses

174

(1)

Comparing means: the analysis of variance

174

(4)

The statistical significance of correlation

178

(1)

The significance test controversy

178

(3)

Using SPSS

181

(1)

Summary

182

(1)

Exercises

183

(1)

Points for discussion

183

(1)

Further reading

183

(1)

Evaluating Hypotheses and Explaining Relationships

184

(13)

Learning objectives

184

(1)

Introduction

184

(1)

What is an 'hypothesis'?

184

(2)

Should hypotheses be stated in advance of undertaking the research?

186

(1)

Evaluating hypotheses

187

(1)

Analysing and explaining relationships between variables

188

(5)

What is an 'explanation'?

188

(1)

Causal analysis

189

(3)

Providing understanding

192

(1)

Dialectical analysis

192

(1)

Summary

193

(1)

Exercises

193

(1)

Points for discussion

194

(1)

Further reading

194

(3)

Part III ANALYSING SURVEY DATA: KNOWING HOW TO HANDLE YOUR DATA

Introduction to Part III

196

(1)

Handling Your Data Matrix

197

(30)

Learning objectives

197

(1)

Introduction

197

(1)

Upgrading and downgrading scales

198

(2)

Data dredging

200

(1)

How many cases are needed and what size of sample should be taken?

201

(2)

Strategies for coping with relatively few cases

203

(1)

Strategies for analysing summated rating scales

203

(8)

The reliability and validity of summated ratings

208

(3)

What do you do with 'don't know's?

211

(1)

Missing values

212

(2)

Handling multiple response items

214

(2)

Can you use statistical inference on non-random samples?

216

(2)

Using SPSS

218

(3)

Using Compute

218

(1)

Using Basic Tables

219

(1)

Using Define Variable/Missing Values

219

(1)

Using Multiple Response

220

(1)

Using Reliability Analysis

220

(1)

Background discussion: the interpretation of Cronbach's coefficient alpha

221

(1)

Summary

222

(3)

Exercises

225

(1)

Points for discussion

225

(1)

Further reading

226

(1)

References

226

(1)

Analysing Open-ended Questions

227

(8)

Learning objectives

227

(1)

Introduction

227

(1)

Treating responses as qualitative data

228

(1)

Coding the data

229

(2)

Open versus closed questions

231

(1)

Summary

232

(1)

Exercises

233

(1)

Points for discussion

233

(1)

Further reading

234

(1)

Appendix 1: The Table Tennis Questionnaire

235

(3)

Appendix 2: Using Pinpoint

238

(3)

Appendix 3: SPSS Release 10.0

241

(2)

Glossary

243

(4)

References

247

(2)

Index

249

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Data Construction and Data Analysis for Survey Research

Summary

Author Biography

Table of Contents

Supplemental Materials