Marketing Research for Managers, 3rd Edition

10	What happens to the answers?

10.1	Introduction
10.2	Analysis and interpretation of qualitative data
10.3	Analysis of quantitative data
10.4	Interpretation of quantitative data
10.5	Reporting
10.6	Summary

10.1 Introduction

Chapter 6 indicated two broad approaches to data collection for made-to-measure research. One is the qualitative approach, where a large amount of data is collected from a relatively small number of people in a fairly unstructured way, usually using group discussions or depth interviews. The quantitative approach is where a smaller amount of data is collected from a large number of people in a structured way, usually using questionnaire surveys often involving 500–1000 or more respondents. What ...