The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 11: Basic Data Analysis
Basic Data Analysis
From a managerial perspective, data can be viewed as recorded information useful for making decisions. Completed questionnaires or other measurement instruments must be edited, coded, entered into a data set for processing by computer, and carefully analyzed before their complete meanings and implications can be understood.
Analysis can be viewed as the categorization, the aggregation into constituent parts, and the manipulation of data to obtain answers to the research question or questions underlying the research project. A special aspect of analysis is interpretation. The process of interpretation involves taking the results of analysis, making inferences relevant to the research relationships studied, and drawing managerially useful conclusions about these relationships. The analysis of obtained data represents the end of the research process ...