Step 4 involves analyzing the data to ensure it’s as accurate as possible. Data analysis is not covered in depth in this book, as the process of data analysis is dependent on the skills and resources of those doing the research, as well as the type of research that was done. For example, if someone has deployed an online survey via email, the analysis of the results may simply be reviewing the analytics in the survey software. If a survey was collected by hand, using a pen and pencil, typically the answers are manually entered into a survey analysis software. If a focus group took place, the facilitator should produce a report of the findings, that is often then analyzed along with a transcript or recording of the dialogue. If one has hired a market researcher to design and execute the project, the researcher would typically manage the data analysis and provide the raw data if requested.

References

Author removed at request of original publisher. (2022). Principles of Marketing – H5P Edition. BC Campus Open Education. CC BY-NC-SA 4.0

Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing. OpenStax. CC BY-NC-SA 4.0

Bhattacherjee, A. (2012). Social Science Research: Principles, methods, and practices.  CC BY-NC-SA 4.0

Burnett, J. (Ed.). (2011). Introducing Marketing. Global Text Project. CC BY 3.0