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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:
- Checking of data
- Editing
- Coding
- Punching
- Sorting
- Tabulating
- Collating
- 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:
- Frequency, percentage, average and dispersion for data description
- 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