Coding

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					How to use your Data…
    Qualitative Research Analysis


 Transcribe audio or video tapes.
 Carefully and Individually review the written

statements and visuals from interviews.
 As a group, discuss the main findings and

summarize them (Always provide support to
your claim through statements from the
respondents)
                                              14-3


Examples
    VP Marketing for the Montreal
    Canadiens (NHL)

        “It is the strongest sports brand in
        Canadian history…Our team represents the
        dreams and hopes of the people from
        Quebec…We have one of the nicest jerseys
        and logos in the NHL, Why would we
        change anything…”
                                                         14-4


Examples
    Sport Equipment manufacturer and
    distributor.
        «The team has not changed their jersey for
        years. This means no new offering to the fans: the
        jersey they bought ten years ago is still good
        today. Furthermore, not changing the team jersey
        that is associated with the glory of the past is not
        coherent with today’s team performance on the
        ice, what the brand stands for and who their
        primary target is. It is alright to emphasize
        nostalgia when you are targeting older customers,
        but not when you are approaching younger
        customers, as the team is»
  Data Preparation
(Quantitative Analysis)
                                                  14-6


Data Preparation Process
      Prepare Preliminary Plan of Data Analysis


                 Check Questionnaire

                        Edit

                       Code

                    Transcribe

                    Clean Data

           Select Data Analysis Strategy
                                                     14-7


Questionnaire Checking
 A questionnaire returned from the field may be
 unacceptable for several reasons.
   Parts of the questionnaire may be incomplete.

   The pattern of responses may indicate that the

    respondent did not understand or follow the
    instructions.
   The responses show little variance.

   One or more pages are missing.

   The questionnaire is received after the

    preestablished cutoff date.
   The questionnaire is answered by someone who

    does not qualify for participation.
                                          14-8


Coding

Coding means assigning a code, usually
 a number, to each possible response to
 each question.


If possible, standard codes should be
  used for missing data. Coding of
  structured questions is relatively simple,
  since the response options are
  predetermined.
                                                     14-9


Coding

Guidelines for coding unstructured questions:
 Category codes should be mutually exclusive and

  collectively exhaustive.
 Only a few (10% or less) of the responses should fall

  into the “other” category.
 Data should be coded to retain as much detail as

  possible.


           Database : Excel or SPSS

				
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