Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 9

The following data matrix has ten respondents. There are seven questions on the survey (Q1-Q7). The possible answers for Q1-Q2 are "no" or "yes," coded 0 and 1, respectively. Questions Q3-Q4 are answered with "none," "somewhat," "a fair amount," and "very much," coded 1, 2, 3, and 4, respectively. Questions Q5-Q6 are satisfaction questions with possible answers of "very unsatisfied," "unsatisfied," "neither unsatisfied nor satisfied," "satisfied," and "very satisfied," coded 1, 2, 3, 4, and 5, respectively. Question Q7 is an open-ended question where the respondent provides his or her age. For each respondent, scrutinize the answers and indicate whether or not data quality error(s) is possibly apparent and, if so, identify the nature of the error. Also, indicate your judgment as to whether or not each is an "acceptable respondent."