Marketing research and

empirical project
Agenda: Week 11

• Presentation
• Analysis
• Interpretation
Presentation, Analysis and
Interpretation of Data
Presentation

• Is the process of organizing data into logical, sequential,

and meaningful categories and classifications to make
them amenable to study and interpret.
•

• It involves using various graphical formats to visually

represent the relationship between two or more data
sets so that an informed decision can be made based on
them
 Presentation

• Types of Data Presentation

1. Textual 2. Tabular 3. Graphical

(statements with (a systematic arrangement of (a chart representing the
numerals or numbers related idea in which classes of quantitative variations or
that serve as numerical facts or data are given changes of variables in pictorial
supplements to each row and their subclasses are or diagrammatic form)
tabular presentation) given each a column in order to
present the relationships of the
sets or numerical facts or data in
a definite, compact and
understandable form)
Presentation

• Example: You are asked to present the

performance of your section in the Statistics
test. The following are the test scores of your
class:
Presentation

• Presenting data in textual form:

•

In the Statistics class of 40 students, 3 obtained the perfect score

of 50. Sixteen students got a score of 40 and above, while only 3
got 19 and below. Generally, the students performed well in the
test with 23 or 70% getting a passing score of 38 and above
Presentation

• Sample of Tabular Data Presentation

•
Frequency Distribution for the Ages of 50 Students Enrolled in
Statistics
Presentation

• Sample of Tabular Data Presentation

•
The Contingency Table for the Opinion of Viewers on the TV
program “Budoy”
Presentation

• Sample of Graphical Data Presentation

•
Analysis

• The process of breaking up the whole study into its constituent

parts of categories according to the specific questions under the
statement of the problem

• The purpose of Data Analysis is to extract useful information

from data and taking the decision based upon the data analysis.
 Analysis

• Quantitative Analysis
• Quantitative Analysis is numbers-based (as opposed to words-based), or
data that can be easily “converted” into numbers without losing any
meaning. For example, category-based variables such as gender, ethnicity,
or native language could all be “converted” into numbers without losing
meaning. 
• Quantitative analysts represent a given reality in terms of a numerical
value.
 Analysis

• Quantitative Analysis
• Quantitative data analysis is typically used to measure differences
between groups (for example, the popularity of different clothing
colour), relationships between variables (for example, the relationship
between weather temperature and voter turnout), and to
test hypotheses in a scientifically rigorous way.
• This contrasts with qualitative data analysis, which can be used to analyze
people’s perceptions and feelings about an event or situation
 Analysis

• Qualitative Analysis
• Qualitative analysis is the analysis of qualitative data such as text data
from interview transcripts.
• Unlike quantitative analysis, which is statistics driven and largely
independent of the researcher, qualitative analysis is heavily dependent
on the researcher’s analytic and integrative skills and personal knowledge
of the context where the data is collected.
• The emphasis in qualitative analysis is “sense making” or understanding a
phenomenon, rather than predicting or explaining.
• A creative and investigative mindset is needed for qualitative analysis,
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
 Interpretation

How do we interpret the

•
result(s)
Qualitative of
analysis our
is thestudy?
from interview transcripts.
analysis of qualitative data such as text data
• Unlike quantitative analysis, which is statistics driven and largely
independent of the researcher, qualitative analysis is heavily dependent
on the researcher’s analytic and integrative skills and personal knowledge
of the context where the data is collected.
• The emphasis in qualitative analysis is “sense making” or understanding a
phenomenon, rather than predicting or explaining.
• A creative and investigative mindset is needed for qualitative analysis,
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
 Interpretation

1. Tie up the results of the study in both theory and application by pulling
together the:
2.•
Qualitative analysis is the analysis of qualitative data such as text data
from interview transcripts. framework;
A. conceptual/theoretical

• Unlike
B. quantitative
the review analysis,
of literature; and which is statistics driven and largely
independent of the
the researcher’s researcher,
study’s potential qualitative
significance analysis
for application is heavily dependent
onC. the analytic and integrative skills and personal knowledge
of the context where the data is collected.
D.

• The emphasis in qualitative analysis is “sense making” or understanding a

phenomenon, rather than predicting or explaining.
• A creative and investigative mindset is needed for qualitative analysis,
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
 Interpretation

2. Examine, summarize, interpret and justify the results; then, draw

inferences
A.

• Qualitative
A.Conclude analysis is the
or summarize : This analysis of qualitative
technique enables the reader data such
to get the aspicture
total text ofdata
the
fromfindings
interview transcripts.
in summarized form, and helps orient the reader to the discussion that follows.
• Interpret:
Unlike
B. Questions onanalysis,
quantitative the meaning of the is
which findings, the methodology,
statistics driven the
and unexpected
largely
results and the limitations and shortcomings of the study should be answered and
independent
interpreted of the researcher, qualitative analysis is heavily dependent
on the
C.
researcher’s
Integrate: This is ananalytic
attempt toandput integrative skills and the
the pieces together.Often, personal
results ofknowledge
a study are
of the context
disparate andwhere
do nottheseemdata is collected.
to “hang together.” In the discussion, attempt to bring the
findings together to extract meaning and principle
• The emphasis in qualitative analysis is “sense making” or understanding a
Theorize: When the study includes a number of related findings, it occasionally becomes
phenomenon,
D.
rather than predicting or explaining.
possible to theorize.
• A creative
E.Recommend andor apply
investigative
alternativesmindset is needed for qualitative analysis,
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
 Guidelines in the Presentation, Analysis and
Interpretation of Data
1. The  section is organized and  divided  into several main  components or topics, each of 
which  is titled  according  to the  sub-problem, research question, objective or hypothesis 
• Qualitative analysis is the analysis of qualitative data such as text data
statement.
from interview transcripts.
2.
• Present
Unlikeonly relevant data. analysis, which is statistics driven and largely
quantitative
3. Inindependent
reporting data,of the the 
choose researcher, qualitative
medium that will presentanalysis is heavily dependent
them  effectively.
on the researcher’s
4. Presenting  analytic
tables that can  and integrative
be  presented skillssentences
as well in  a few  and personal knowledge
in the text must
of the context where the data is collected.
be  avoided.
• The emphasis in qualitative analysis is “sense making” or understanding a
5. The  textual presentation
phenomenon, rathershould  supplement or
than predicting or expand the  contents of tables and 
explaining.
charts, 
• rather than 
A creative andduplicate them. mindset is needed for qualitative analysis,
investigative
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
 Guidelines in the Presentation, Analysis and
Interpretation of Data
6. Only objective data embodied in  tables are made the  bases of  discussion. 2. Present
• only relevant data.
Qualitative analysis is the analysis of qualitative data such as text data
7. from interview
The  analysis transcripts.
of the  data should  be  objective and  logical.
• 8. Unlike quantitative
In analyzing  analysis,
and  interpreting  which
data, point is that
out those statistics drivenor inconsistent
are  consistent and largely
independent
with of the researcher,
the  theory presented  in  the study’s qualitative analysis is heavily dependent
theoretical framework.
on the researcher’s analytic and integrative skills and personal knowledge
9. of
In reporting 
the context statistical
where tests
theof data
significance, include information  concerning  the  value
is collected.
• of The
the  test,  the degree 
emphasis of freedom, analysis
in qualitative the  probability level and
is “sense the direction 
making” of the effect. a
or understanding
10.phenomenon,
The  findings are rather
comparedthan predicting
and  contrastedor explaining.
with that of other  previous studies and 
• A creative are 
interpretations andmade 
investigative
thereof. mindset is needed for qualitative analysis,
based on an ethically enlightened and participant-in-context attitude, and
a set of analytic strategies.
Thank you!