Abstract:

This chapter describes the data processing and data analysis stages of the quantitative market research process. These steps follow after data have been collected by interviewers, respondents or via automated registration systems. They are followed by in-depth analysis and reporting of results. Data processing concerns activities and technologies which prepare the collected data for analysis: data checking, entry, coding, and editing. Data analysis concerns activities and technologies which provide statistical insight in the collected data: weighting, tabulations, response analysis and analysis of interviewer performances.