Ice cream Customer's Survey Data Cleaning

This work is a preliminary data analysis task done on a survey data set done on ice cream brands. Its purpose is to clean and prepare the data set using different packages in R so that it can be used most easily by the analysts. This data set accompanies the “Seven Summits of Marketing Research” text by Greg Allenby and Jeff Brazell. This was my first assignment for the Marketing Analysis course I had in fall 2020.

The report is produced using Rstudio as an HTML file. You can find the code on my github page.

1. Reading the Seven Summits ice cream data
2. Reducing to essential variables needed for analyses
3. Treating missing values

• Using the mice package for imputing missing values
• Using the sjmisc package to merge the 5 datasets into one.
• Comparing the statistics of the original variables against the imputed variables

4. Saving the imputed datasets
5. Recombining the data
6. Renaming the screening, brand assessment, attitude and demographic variables
7. Recoding the variables
8. Saving the data
9. Conclusion