Encoding
In market research encoding is the process of creating answer categories and allocating symbols to these categories. In most cases the answers of participants in e.g. customer or employee satisfaction surveys are displayed in a numerical format.
In addition, categories are created for the answers of participants to open questions within the questionnaire. Although there are a number of providers of statistical analysis programmes (e.g. SPSS), who already deal with the automatic encoding and analysis of open questions, FBInnovation prefers not to use such programmes for encoding.
All answers are manually categorized by the staff of FBInnovation. For this reason the answers of survey participants are not distorted and FBInnovation makes sure that no statements are overlooked and misinterpreted.
See also:
Questionnaire
Open-ended questions
Analysis
