Analyze qualitative or quantitative data in decision-making

Developing an ability to obtain and process information in order to analyze qualitative or quantitative data
for decision making as a marketing researcher will be a valuable addition to your business tool belt.
Directions for completing this Assignment*****Continue to develop your marketing research report based the problem situation you previously identified.
Your goal is to analyze and interpret the data collected during the primary research phase of your
marketing research efforts. You will recommend business solutions using qualitative or quantitative data
analysis and interpretation techniques. Develop the Data Analysis, Findings, Conclusions and
Recommendations sections of your marketing research report by covering the following topics:
Analyze the qualitative or quantitative data collected during your primary research efforts in your
marketing research study.
If you are engaged in a qualitative study:
Qualitative Approach: Explain the steps in your qualitative data analysis approach.
If you are engaged in a quantitative study:
Quantitative Approach: Explain the steps in your qualitative data analysis approach.
Determine how the association between variables impacts the solution to the research question.
Turn data into viable information using qualitative or quantitative data analysis techniques.
Discuss how your data was coded, edited, tabulated, and analyzed.
If you are engaged in a qualitative study:
Qualitative Approach: Identify and compare differences and similarities using data
reduction techniques such as categorization and coding, comparison, theory building,
Iteration, and tabulation.
Unit 8 [MT355]
Page 2 of4
If you are engaged in a quantitative study:
Quantitative Approach: Explain the degree of association between variables. Identify all of
the types of errors that were likely introduced by the data collection process. Discuss why
you believe particular procedures produced each type of error you identify. What could have
been done to prevent/minimize each type of error by conducting the study differently?
Explain how credibility is established in your approach to qualitative and quantitative data
analysis.
Identify any flaws in the data collection methodology that may challenge validity of the
marketing research study.
Explain data entry procedures and how to detect errors.
Interpret results of qualitative or quantitative data analysis.
Qualitative Approach: Describe the processes of categorizing and coding data and
developing theory.
Quantitative Approach: Utilize statistical techniques and perceptual mapping to present
research findings.
Formulate business solutions based on data analysis.
Interpret data using inductive or deductive reasoning techniques.

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