From Data Analysis to Results Presentation

Thomas Dobbelstein () and Wibke Heidig ()
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Thomas Dobbelstein: Baden-Württemberg Cooperative State University
Wibke Heidig: Albstadt-Sigmaringen University

Chapter 9 in Market Research for SMEs, 2026, pp 103-119 from Springer

Abstract: Abstract Data analysis marks the penultimate step in the market research process, where collected data is transformed into actionable insights. The approach to data analysis differs between quantitative and qualitative data. In this chapter, you will become familiar with the most widely used methodological approaches for summarizing and describing quantitative data, as well as for interpreting qualitative data. Building on brief statistical introductions, the chapter explains which statistical parameters can be applied in specific cases and how to interpret them. You will also learn how AI can assist you in selecting appropriate analytical methods and in conducting analyses.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-27765-7_9

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DOI: 10.1007/978-3-032-27765-7_9

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