Coding the Data: Creating Codebooks

Chapter 19

Stages in the Research Process

Formulate Problem

Determine Data Collection Method

Determine Research Design

Design Data Collection Forms

Analyze and Interpret the Data

Prepare the Research Report

Design Sample and Collect Data

Coding

• The process of transforming raw data into symbols (usually numbers) that can be utilized for analysis.

Example of Likert Scale

StronglyDisagree

Disagree Agree

NeitherAgree norDisagree

StronglyAgree

The celebrity endorser is trustworthy.

The celebrity endorser is unattractive.

The celebrity endorser is an expert on the product.

The celebrity endorser is not knowledgeable about the product.

Coding Likert Scales

1. Give each statement a name:Trustworthy

Unattractive

Expert

Knowledge

2. Assign numbers to each response:1 = Strongly disagree

2 = Disagree

3 = Neither Agree nor Disagree

4 = Agree

5 = Strongly Agree

Example of Semantic-Differential Scale

SALESPERSON

KnowledgeableNotKnowledgeable: : : : : :

Did Not Pester me

Pestered me : : : : : :

Not Friendly Friendly: : : : : :

Helpful Not Helpful: : : : : :

Coding Semantic Differential Scales

1. Name each set of bipolar adjectivesHelpfulFriendlyPesterKnowledge

2. Assign numbers to each blankExample for “Helpful”1 = not helpful2 =3 = 4 = Do this for each set.5 = Beware of Reverse Coded Items6 =7 = helpful

Coding Closed-ended Items

What is your overall opinion of SEARS department stores?

unfavorable favorable

Typical coding: 1=unfavorable

2=

3=

4=

5=

6=

7 =favorable

Coding Closed-ended Items:Check All That Apply

How did you learn about Brown Furniture Company? (check all that apply)

newspaper advertising

radio advertising

billboard advertising

recommended by others

drove by store

other: _______________

Typical coding:

6 different variables

(1 if checked; 0 if not)

(1 if checked; 0 if not)

(1 if checked; 0 if not)

(1 if checked; 0 if not)

(1 if checked; 0 if not)

(1 if checked; 0 if not)

Coding Open-ended Items

Open-ended items seeking concrete, or factual, responses are relatively easy to code: numeric answers are typically recorded as given by the respondent, while other types of responses are given a specific code number.

(1) In what year were you born? (code year)

(2) How many times have you eaten at Streeter’s Grill in the last month? (code number)

(3) Name the first 3 coffee shops located in Jackson that come to mind. (code as 3 separate variables; assign numbers to represent each coffee shop mentioned)

Coding Open-ended Items

Open-ended items seeking less structured responses are much more difficult to code.

In your own words, give us two or three reasons why you prefer to leave Mississippi after graduation.

Process for Coding (Abstract) Open-ended Questions

1. Develop initial response categories (before reading responses)

2. Identify usable responses3. Review responses; add, delete, revise categories4. Sort responses into categories, using multiple coders;

compare results5. Repeat #3 and #4 if one or more categories are too broad 6. Assign code numbers for each category; use these

codes to represent responses in the data file7. Assess interrater reliability (the degree of agreement

between coders); low interrater reliability suggests that the categories are not well-defined, and #3-6 should be repeated

Developing a Codebook

SPORTING GOODS SURVEY

Please answer the following questions about buying sporting goods over the internet:

1. During the past year, what percentage of the sporting goods you purchased were ordered through the internet?

________ percent

2. How willing are you to purchase merchandise offered through the Avery Sporting Goods web site?

Not at all willing Somewhat willing Very willing

3. Please provide some reasons why someone might not want to purchase sporting goods over the internet:

Developing a Codebook

Avery Sporting Goods – CODEBOOK (partial)

Var. Name Description

ID questionnaire identification number

PERCENT % products purchased through internet (record response)

WILLING willingness to purchase through web site 1=not at all willing 2=somewhat willing

3=very willing

REASON1 first reason for not purchasing over internet 1=security issues (open ended) 2=no internet access

3=can’t examine goods4=difficult to return

5=don’t want to wait6=prior bad exper. w/internet

7=other

REASON2 second reason SAME

REASON3 third reason SAME

What do the data look like?

ID PERCENT WILLING REASON1 REASON2 REASON3

1 50 2 4 3  

2 0 1 1 6 7

3 20 2 3 4 5

4 90 3 5    

5 80 3 5 7