Topline report

Check the data against the questionnaire, weight to the spec and table every question on its own base. Every number in the report points to its table

Customize this Agent

DOCXXLSX16 steps

The problem

Fieldwork closed last night. The client reads the topline first

In a usage and attitudes study, many questions go to only some respondents and need their own base. Put one on the wrong base, leave a straightliner in, or call a gap between two groups of 40 significant, and the topline says what the data does not. Speed checks alone miss most bogus respondents: in a Pew Research Center study, 87% of bogus respondents passed one

The request

Fieldwork on Project Alder, the meal kit usage and attitudes study, closed last night with 2,031 completes. First check the attached data against the questionnaire: routing, bases, quotas against the spec, duplicates, speeders and straightliners. Before removing anyone, show me who and the quota impact. Rim weight to the spec, capped as it says. Table every question with its base written out, banner by gender, age, region and user status (current, lapsed, never), sig tested at 95%. Flag any base under 50 and don't test it. Code Q4 (unaided brand awareness, first mention as top of mind) and Q19 (why they stopped), showing me the frames first. Then the topline report and weighted data, every number traced to its table.

Alder final data.xlsx
Alder questionnaire v6 final.docx
Alder sample spec.xlsx

How Axe works

ApprovedChanges asked

Approve removals and framesYou decide who comes out

Your reviewApprove, or say what to change

Approved or changes

Topline tables and dataDelivered as approved

Final reviewApprove the revised files

Revised topline tables and dataRevised files and QC log

Step

Build the tables

Prompt

Sent to the model at this step

Build one table per question in questionnaire order from the weighted, coded data. Head each table with the question wording and its base in words, such as 'Base: all lapsed users', with the unweighted and weighted counts. Show weighted column percentages, nets for grouped and coded answers, top two and bottom two box for scales, and the mean and standard deviation, excluding don't know, where the scale allows one. Show top of mind and total unaided awareness side by side. Note where a multi code question adds to more than 100%. Run the banner from the request across every table. Within each banner group, test each pair of columns at 95% confidence, a z test for percentages and a t test for means, on the effective base so the weighting is allowed for, and mark the higher figure with the letter of the column it beats. Do not test a column whose unweighted base is under the low base rule: mark it low base and footnote that it was not tested. Add a contents tab listing every table and its base, a weighting tab and a data checks tab.

Uses

Coded data
Question map
Reporting instructions
Data checks
Weighting results
Code frames

Produces

Data tables

What you get back

DOCXTopline reportKey findings on one page, then each question in order, with base and totals

XLSXData tablesA table per question: base, nets, means, sig letters, then weighting and data checks

XLSXWeighted data fileRespondent level data after removals, with the weight, open end codes and a datamap

QC logOpen items first, then each table and report figure marked checked, corrected or open

Make it yours

Swap in your banner, speeder and low base rules and last wave's code frames, or get the weighted data in SPSS. Every step and every prompt can be edited

Customize this Agent

Opens a private copy of this Agent in your workspace, ready to adapt to your own sources

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