All conclusions,

recommendations and
decisions are based on the
analysis of the raw data
obtained from the research
project.
Analysis & Interpretation
Analysis is the ordering, the breaking
down into constituent parts, and the
manipulating of data to obtain answers
to the research question or questions
underlying the research project.
 Interpretation involves taking the
results of analysis, making inferences
relevant to the research relationship
studied, and drawing conclusions
about these relationships.
Analyzing data
 The competent analysis of research-
obtained data requires a blending of art
and science, of intuition and informal
insight, of judgment and statistical
treatment, combined with a thorough
knowledge of the context of the
problem being investigated.
 Steps in the Analysis Process

• Tabulation

• Formulating Additional Hypotheses

• Making Inferences
 Tabulation
Establishing appropriate categories for the
information desired, sorting the data into
them, making the initial counts of
responses, and using summarizing
measures to provide economy of
description and so facilitate understanding.
Formulating Additional Hypotheses
Using the inductions derived from the data
concerning the relevant variables, their
parameters, their differences, and
relationships to suggest working
hypothesis not originally considered.
 Practices of Survey Analysts-
Formulating Additional Hypotheses
 Making Inferences

Reaching conclusions about the variables

that are important, their parameters, their
differences, and the relationships among
them.
 Concepts of Data Tabulation

• Establishment of response categories

• Editing and Coding and

• Tabulation
The Establishment of Categories
Selection of categories- Useful classifications

• Similarity of responses within categories

• Differences of responses between categories

• Mutually exclusive categories

• Categories should be exhaustive

 Editing

Editing Requirements to be fulfilled

• Legibility of Entries

• Completeness of entries

• Consistency of entries

• Accuracy of entries
 Editing- Forms

• Field Editing

• Central Editing
 Coding
Process by which responses are assigned
to data categories and symbols (usually
numbers) are assigned to identify them
with the categories.

Types
Precoding
Postcoding
 Classification

• According to Attributes

• According to Class Intervals

 Tabulation
Tabulating is simply counting of the
number of responses in data categories.

Types
Simple tabulation
Cross Tabulation
 Summarizing Data

Descriptive Statistical Measures

 Analysis
• Descriptive Analysis

• Unidimensional Analysis

• Correlation Analysis

• Causal Analysis

• Bivariate Analysis

• Multivariate Analysis

• Statistical Methods
Interpretation and Report Writing
 Interpretation

Task of drawing inferences from the

collected data after an analytical and/ or
experimental study.
 Steps in Interpretation
• Giving reasonable explanations of the relations which
are found

• Extraneous information collected must be considered

while interpreting the final results

• To consult someone having an insight into the study and

who is frank and honest and will not hesitate to point out
omissions and errors.

• Must accomplish the task of interpretation only after

considering all relevant factors affecting the problem to
avoid false generalizations
Report Writing
 Steps in Report Writing

• Logical analysis of the subject matter

• Preparation of the final outline
• Preparation of the rough Draft
• Rewriting and polishing
• Preparation of the final bibliography
• Writing the final draft
 Layout of the Research Report

• Preliminary Pages – Title and date, Acknowledgements

in the form of ‘preface’ or ‘Foreword’, Table of Contents,
List of Tables and Illustrations

• Main Text – Title, Introduction, Statement of Findings

and recommendations, The Results, The Implications
drawn from the results, The Summary

• End Matter – Appendices (Questionnaires, sample

information, Mathematical Derivations, etc). Bibliography,
Index (Alphabetical listing of names, places, and topics
along with the numbers of the pages in a book or a
report on which they are mentioned or discussed
 Technical Reports
• Summary of Results
• Nature of the Study
• Methods Employed
• Data
• Analysis of Data and presentation of Findings
• Conclusions
• Bibliography
• Technical Appendices
• Index
 Popular Reports
• The findings and their Implications
• Recommendations for action
• Objective of the study
• Methods Employed
• Results
• Technical Appendices
 Market Research - The Benefits
If you conduct effective market research what are the things you can learn?

• Know your customers – Market research will help you better understand your customers in a
number of ways including demographic information such as their age, gender and geographic
spread. The better you know your customer the easier it is to target your marketing and fine tune
your product or service.

• Know your target market - Who exactly are your existing customers and where do they live? Does
your service or product appeal to specific age groups? Who are your potential customers and where
do they live?

• Know your competition – Market Research will help you measure your service compared to others.
What are the strengths and weaknesses of your organization and are you improving in the right
areas?

• Products and services - Do you have the products or services that people want? Do you represent
value for money? How do your company’s services and products compare to those of your
competitors? If you have a product can you, do you, should you deliver directly to your customer?

• Ease of doing business – Do your customers find it easy to deal with you and when they visit your
store and/or website do they find what they want? Is there enough good advice and assistance on
hand? Do you make it easy for people to buy from you? Are your employees properly trained, helpful,
knowledgeable and available?

• Marketing – Is your marketing reaching the right people and is the marketing message clear and
effective. Which are the least effective marketing channels?
Do the right people understand your marketing message? Does all your marketing correctly embody
your brand? Do you advertise through the right channels? Are you reaching the right people?