Marketing Management, 16th Edition

Analyzing the Information and Making the Decision

The next-to-last step in the process is to extract findings by tabulating the data and developing summary measures. The researchers compute averages and measures of dispersion for the major variables and apply some advanced statistical techniques and decision models in the hope of discovering additional findings. They may test different hypotheses and theories, applying sensitivity analysis to test assumptions and the strength of the conclusions.

The main survey findings for the American Airlines case showed that

• Passengers would use ultra-high-speed Wi-Fi service primarily to stay connected and to receive and send large documents and e-mails. Some would also surf the Web to download videos ...