Context and Perspective

Jerry is the marketing manager for a small internet design and advertising firm. Jerry's boss asks him to develop a data set containing information about internet users. The company will use this data to determine what kinds of people are using the internet and how the firm may be able to market their services to this group of consumers.

To accomplish his assignment, Jerry creates an online survey and places links to the survey on several popular websites. Within two weeks, Jerry has collected enough data to begin analysis, but he finds that his data needs to be denormalized. He also notes that some observations in the data set have missing values or appear to contain invalid values. Jerry realizes that some additional work on the data needs to take place before analysis begins.