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Top Market Strategy by Elizabeth Rush Kruger

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9.2 Analysis of Customer Responses

Appendix 1 describes overall JetSpray customers, Appendix 2 specifies the Excel keystrokes used to prepare this report, while Appendix 6 shows the data and initial analysis in an Excel worksheet. The report on overall JetSpray customers was prepared by following these steps:

  1. Code and enter the responses of each respondent.
  2. Count the responses to each survey item, and aggregate their purchases.
  3. Confirm the fulfillment of the quotas.
  4. Calculate percentages for nonmetric items.
  5. Calculate averages for metric items.
  6. Compile these percentages and averages into tables for the report.
  7. Pivot the tables into bar charts.
  8. Outline your report, state each survey question, and insert the bar charts.
  9. Summarize the ...

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