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Coding - Market Research

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Coding - Market Research

In market research, coding involves collating the various responses gained during the fieldwork process in to a set of several key 'issues' - each issue is then given a code. Coding is most often performed on open ended questions so that responses can be quantified.

For example, it might be useful to know how many people, when asked 'why don't you buy product X?' gave a response that related to the product being too costly.

Coding is an element of the data processing procedure.

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