Simple Data Analysis

V. Kumar ()
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V. Kumar: Brock University

Chapter Chapter 13 in International Marketing Research, 2024, pp 357-377 from Springer

Abstract: Abstract Data analysis is the researcher’s means of converting the information collected into defensible actionable sets of conclusions and reports. Once the data has been collected, appropriate data analysis methods have to be chosen. The choice of the method depends on the type of data collected—some data analysis methods require certain specific types of data. It is pertinent to remember that data analysis tools help researchers quantify findings. The accuracy of the study, however, rests on the research design. Data analysis cannot be called upon to rescue a badly designed study.

Date: 2024
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DOI: 10.1007/978-3-031-54650-1_13

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