a bakery in uk
“(The closed questions analysis) gives the responses as percentages rather than numbers but the total number of responses on which the percentages are based – the base or sample size – is also shown. The inclusion of the base in a table is essential in presenting survey data as this indicates the accuracy or robustness of the result” (Hague, 2004;164).
It is necessary to notice the number of people who participate to the survey and, in that way, to have a large number of interviewed. The analysis of percentages is the easiest, this is why we will privilege the closed questions.
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“(The open questions) however, with say 100 respondents, each giving their own reasons for not intending to buy; it is much harder or impossible to see any common pattern. What we need to do is to arrange the individual responses into similar groups” (Hague, 2004;169).
It will be necessary to recode the answer to the questionnaire, concerning the open questions. This is a long work; this is why we only can use the open questions a few times in the questionnaire.
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“(The numerical responses) can be listed, sorted into order and then classified into intervals as illustrated – analysis software can take the hard work out of this” (Hague, 2004;171).
The numerical questions are as simple to analyze as the closed one. We can use it as much as necessary. The software I use to use permit to classify into intervals the data, as mentioned by Hargues (2004).
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“(For the qualitative data analysis) if the numbers of responses are dew enough it may be sufficient just to read through the relevant parts of the questionnaires or other records. It is also often useful to enter the verbatim responses into an Excel spreadsheet, together with a code or identifier that enables them to be sorted by different type of respondent” (Hague, 2004;175).
These two methods could be used to analyze the qualitative market research.
Sources:
Hague, P. (2004) Market Research in Practice: A Guide to the Basics. London: Kogan Page Ltd.
Imms, M. (2002) Qualitative Market Research, volume 1: An introduction to qualitative Market Research. London: SAGE Publication Inc.