Answer to Question #159258 in Management for Kamal

Question #159258

1.Explain the importance of coding in processing of data?( please give at least 6 points of importance) would you undertake coding in a research study?( please elaborate in points)

3.discuss the various types of data preparation in marketing research?

4.discuss the various applications of marketing research?

5.explain the concept of the consumer behaviour and motivation research ? (Please answer in 100 to 150 words)

6.what are the advantages of them in marketing research of a product

a)consumer Research and

b)motivation research

Expert's answer


Coding of data refers to the process of transforming collected information or observations to a set of meaningful, cohesive categories. It is a process of summarizing and representing data in order to provide a systematic account of the recorded or observed phenomenon. Data refer to a wide range of empirical objects such as historical documents, newspaper articles, TV programming, field notes, interview or focus group transcripts, pictures, face-to-face conversations, social media messages .

Importance of coding

Information Technology: IT, the application of computers to the use of data storage and manipulation for business processes, is central to more and more businesses, not just office work but increasingly financial, legal, medical and manufacturing sectors.

Data analysis: Businesses use data analysis to forecast income and expenditure, manage production and distribution as well as, with the rise of social media and big data, analyse search and buying behaviour, discovering information about customers and significant trends.

Design: Designers regularly use digital tools to create websites as well as products to be sold and marketed online, in jobs such as graphic design, web design and UX/UI design.

Science and engineering: Creating and testing products, as well as testing hypotheses and analysing the results, is made more practical by the use of digital technology, which engineers and scientists regularly work with.

Coding doesn’t just help with programming roles either. Learning to use a programming language strengthens analytical skills, language proficiency, attention to details and discipline. These are applicable to just about any career. As digital technology becomes an ever larger part of our lives, demand for people adept at coding will only increase.

Cover as many survey responses as possible. The code should be generic enough to apply to multiple comments, but specific enough to be useful in your analysis. 

Coding in research study

  1. Avoid commonalities. Having similar codes is okay as long as they serve different purposes. “Customer service” and “Product” are different enough from one another, while “Customer service” and “Customer support” may have subtle differences but should likely be combined into one code.
  2. Capture the positive and the negative. Try to create codes that contrast with each other to track both the positive and negative elements of a topic separately. For example, “Useful product features” and “Unnecessary product features” would be two different codes to capture two different themes.
  3. Reduce data — to a point. Let’s look at the two extremes: There are as many codes as there are responses, or each code applies to every single response.

1 Types of data preparation in marketing research

Data preparation is the process of cleaning and transforming raw data prior to processing and analysis. It is an important step prior to processing and often involves reformatting data, making corrections to data and the combining of data sets to enrich data.

1. Gather data

The data preparation process begins with finding the right data. This can come from an existing data catalog or can be added ad-hoc.

2.Discover and asses data

After collecting the data, it is important to discover each dataset. This step is about getting to know the data and understanding what has to be done before the data becomes useful in a particular context.

Discovery is a big task, but Talend’s data preparation platform offers visualization tools which help users profile and browse their data.

3. Cleanse and validate data

Cleaning up the data is traditionally the most time consuming part of the data preparation process, but it’s crucial for removing faulty data and filling in gaps. Important tasks here include:

  • Removing extraneous data and outliers.
  • Filling in missing values.
  • Conforming data to a standardized pattern.
  • Masking private or sensitive data entries.

Once data has been cleansed, it must be validated by testing for errors in the data preparation process up to this point. Often times, an error in the system will become apparent during this step and will need to be resolved before moving forward.

4. Transform and enrich data

Transforming data is the process of updating the format or value entries in order to reach a well-defined outcome, or to make the data more easily understood by a wider audience. Enriching data refers to adding and connecting data with other related information to provide deeper insights.

5.Store data

Once prepared, the data can be stored or channeled into a third party application—such as a business intelligence tool—clearing the way for processing and analysis to take place.

Applications of marketing research

Product research.Marketing research may be used in the area of product planning and development like, to evaluate new product ideas, to evaluate the need to change existing product mix, for testing the new product acceptance, testing product positioning, package testing in terms of aesthetic appeal, protection for the product, and Ability to withstand transportation and stocking.

Advertising research.Marketing research may be used in many ways in the area of advertising. It may be used for copy testing.

Distribution research.The broad areas of distribution research include identification of existing and potential distribution channels, selection of appropriate intermediaries, determination of channel Expectations, reduction of distribution cost, motivation for channels of distribution, measuring and evaluating the performance of the channels and different intermediaries, measuring relative effectiveness of different channels, assessment of dealer support and reason of conflict.

Concept of the consumer behaviour and motivation research

Motivational research seeks to discover and comprehend what consumers do not fully understand about themselves. Implicitly, motivational research assumes the existence of underlying or unconscious motives that influence consumer behavior. Motivational research attempts to identify forces and influences that consumers may not be aware of.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The per­spective of role theory assumes that consumers play various roles in the marketplace. Starting from the information provider, from the user to the payer and to the disposer, consumers play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays the role of an influencer in a child’s purchase process, whereas she plays the role of a disposer for the products consumed by the family.

Advantages of consumer research

 Keeping in touch with your customer base is one of the best ways to find out what you’re doing right, and how to pinpoint what customers see as flaws in your product or service.

Improving conversion rates.

Conducting in-depth research on your prospects and customers will help to give you a clear snapshot of who your customers really are. This can often be an eye-opener.

Advantages of motivation research

Finding ways to increase motivation is crucial because it allows us to change behavior, develop competencies, be creative, set goals, grow interests, make plans, develop talents, and boost engagement. Applying motivational science to everyday life helps us to motivate employees, coach athletes, raise children, counsel clients, and engage students.

The benefits of motivation are visible in how we live our lives. As we are constantly responding to changes in our environment, we need motivation to take corrective action in the face of fluctuating circumstances. Motivation is a vital resource that allows us to adapt, function productively, and maintain wellbeing in the face of a constantly changing stream of opportunities and threats.

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