BUSI 600 Case Assignment 3
Liberty University
#5: Critique the survey used for this study.
The survey that Penton Media used was a mail in survey. With technology
advancing in 1998, more Internet was being used to investigate potential advertising
leads and fewer mail-in service reader cards were being sent in. The purpose of this
survey was to find out why. Today, Internet and e-mail are used on a daily basis and even
relied upon heavily for daily life. However, when the survey was conducted the usage
was not like today but there was an upswing of the usage. By being proactive and
recognizing there was a problem, Penton Media sent out this mail in survey to find out if
their clientele used internet and e-mail more frequently.
According to the textbook, “a survey is a measurement process used to collect
information during a highly structured interview-sometimes with a human interviewer
and other times without” (Coop and Schindler, 2014, pg.219). The survey only involved
individuals that had the power to make decisions for the company segmented the survey.
Penton Media was able to entice involvement by offering a chance to win a color hand-
held TV. It was in fact an in-depth survey with detailed instructions that were easy to
follow. Some of the answers were given in a horizontal manner while others were given
in a vertical manner. This might cause confusion with regards to answering the questions
for some participants. Overall, Penton Media conducted a good survey.
Question # 6: Prepare the survey for analysis. Set up the code sheet for this study.
How will this study be set up to be tabulated by a statistical analysis program like
SPSS?
The textbook states, “Coding involves assigning numbers or other symbols to
answers so that the responses can be grouped into a limited number of categories”
(Cooper and Schindler, 2014, pg. 379).
Question Variable Number Code Description Variable Number
1 Record Number RECNUM
2 Respondent Number RESID
1 3 Reader Card Used CARD
1= Yes
2= No
9999= Missing
2 4 Preferred Inquiry Method INQUIRY
1= Telephone
2= E-mail
3= Website Inquiry Form
4= Fax on Demand
9999= Missing
3 5 Gender GENDER
1=Male
2=Female
9999=Missing
4 6 Age AGE
1= Under 30
2= 30-39
3= 40-49
5= 50 or Older
With the coding being set up like it is above, the statistical data recognition
program will be able to see a trend, in who uses the reader survey cards as well as what
method they use when inquiring for information. The coding will also be able to notice
any trends with age and gender regarding the use of the reader service cards and preferred
inquiring method. Because Penton Media only used the surveys where the participants
were in charge of purchases, there was no need to state whether or not they were involved
in that.
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