Data Coding & Scoring in Marketing Research


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question 1 of 3

Going through survey responses and looking for themes and patterns is known as what?

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1. You can use a _____ as a reference tool as you review survey responses.

2. The reason that you code responses from qualitative surveys is:

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About This Quiz & Worksheet

Gauge your knowledge of data scoring and coding in marketing research using this short quiz and worksheet assessment. You must understand why coding is done and what tools are used in order to successfully complete the entire quiz.

Quiz & Worksheet Goals

For this quiz, you will be asked to do the following:

  • Choose the phrase that refers to the process of looking for themes and patterns in survey responses
  • Name the thing that you can use as a reference tool when reviewing surveys
  • Explain why you would code responses from qualitative surveys
  • Identify what you would use to look for relationships between variables after coding qualitative data
  • Describe the function of CAQDAS

Skills Practiced

  • Interpreting information - verify that you can read information about the reason for coding responses from qualitative surveys and interpret it correctly
  • Information recall - access the knowledge you've gained regarding the function of CAQDAS
  • Knowledge application - use your knowledge to answer questions about tools/methods used to review surveys and look for relationships between variables in coded data

Additional Learning

You will have the opportunity to review more about this topic by accessing the lesson titled Data Coding & Scoring in Marketing Research. You can learn more about:

  • What two approaches you can use to interpret text meaning
  • Which elements are included in a code book
  • What CAQDAS stands for