Coding the Data: Creating Codebooks

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Coding the Data Creating Codebooks

• Chapter 19

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Stages in the Research Process
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report
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Coding

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

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Example of Likert Scale
Neither Agree nor Disagree
Strongly Disagree
Disagree
Agree
Strongly Agree
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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

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Example of Semantic-Differential Scale
SALESPERSON
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Coding Semantic Differential Scales

• 1. Name each set of bipolar adjectives
• Helpful
• Friendly
• Pester
• Knowledge
• 2. Assign numbers to each blank
• Example for Helpful
• 1 not helpful
• 2
• 3
• 4 Do this for each set.
• 5 Beware of Reverse Coded Items
• 6
• 7 helpful

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Coding Closed-ended Items
What is your overall opinion of SEARS department
stores?
unfavorable
favorable
Typical coding 1unfavorable 2 3
4 5 6 7 favorable
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Coding Closed-ended ItemsCheck All That Apply
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)
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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.
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Coding Open-ended Items
Open-ended items seeking less structured
responses are much more difficult to code.
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Process for Coding (Abstract) Open-ended
Questions

1. Develop initial response categories (before
   reading responses)
2. Identify usable responses
3. Review responses add, delete, revise categories
4. Sort responses into categories, using multiple
   coders compare results
5. 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 file
7. 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

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Developing a Codebook

• SPORTING GOODS SURVEY
• Please answer the following questions about
  buying sporting goods over the internet
• 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

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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 1not at all willing 2somewhat
willing 3very willing REASON1 first
reason for not purchasing over internet 1security
issues (open ended) 2no internet
access 3cant examine goods 4diffi
cult to return 5dont want to
wait 6prior bad exper. w/internet 7
other REASON2 second reason SAME REASON3 third
reason SAME
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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