Marketing Communications

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Marketing Communications
Advertising Research

FIELD OPERATIONS: involve field activities during which the researcher makes contact with the
respondents while administering the questionnaire.

Method of Field contact includes:

•    Personal interview

•    Telephone interview

•    Mail interview

DATA PROCESSING AND ANALYSIS PROCEDURES

Basic processing stages include:

1. Checking of data


2. Editing


3. Coding


4. Punching


5. Sorting


6. Tabulating


7. Collating


8. Charting

ANALYSIS PROCEDURE

After processing, the data can be analyzed and conclusions reached.

STATISTICAL ANALYSIS is used to achieve three main purposes:-

•    To describe data

•    To measure its significance

•    To indicate relationship between sets of data

Statistical techniques used are:

1. Frequency, percentage, average and dispersion for data description


2. Measuring significance, which gives an approximation of the population statistics within a
   given range of confidence limits. Such test consists of using statistical techniques like
   • Test of Significance
   • Chi-Square