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Data Analysis in Research: Types & Methods

Content Index

Why analyze data in research?

Types of data in research, finding patterns in the qualitative data, methods used for data analysis in qualitative research, preparing data for analysis, methods used for data analysis in quantitative research, considerations in research data analysis, what is data analysis in research.

Definition of research in data analysis: According to LeCompte and Schensul, research data analysis is a process used by researchers to reduce data to a story and interpret it to derive insights. The data analysis process helps reduce a large chunk of data into smaller fragments, which makes sense.

Three essential things occur during the data analysis process — the first is data organization . Summarization and categorization together contribute to becoming the second known method used for data reduction. It helps find patterns and themes in the data for easy identification and linking. The third and last way is data analysis – researchers do it in both top-down and bottom-up fashion.

LEARN ABOUT: Research Process Steps

On the other hand, Marshall and Rossman describe data analysis as a messy, ambiguous, and time-consuming but creative and fascinating process through which a mass of collected data is brought to order, structure and meaning.

We can say that “the data analysis and data interpretation is a process representing the application of deductive and inductive logic to the research and data analysis.”

Researchers rely heavily on data as they have a story to tell or research problems to solve. It starts with a question, and data is nothing but an answer to that question. But, what if there is no question to ask? Well! It is possible to explore data even without a problem – we call it ‘Data Mining’, which often reveals some interesting patterns within the data that are worth exploring.

Irrelevant to the type of data researchers explore, their mission and audiences’ vision guide them to find the patterns to shape the story they want to tell. One of the essential things expected from researchers while analyzing data is to stay open and remain unbiased toward unexpected patterns, expressions, and results. Remember, sometimes, data analysis tells the most unforeseen yet exciting stories that were not expected when initiating data analysis. Therefore, rely on the data you have at hand and enjoy the journey of exploratory research.

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Every kind of data has a rare quality of describing things after assigning a specific value to it. For analysis, you need to organize these values, processed and presented in a given context, to make it useful. Data can be in different forms; here are the primary data types.

Qualitative data: When the data presented has words and descriptions, then we call it qualitative data . Although you can observe this data, it is subjective and harder to analyze data in research, especially for comparison. Example: Quality data represents everything describing taste, experience, texture, or an opinion that is considered quality data. This type of data is usually collected through focus groups, personal qualitative interviews , qualitative observation or using open-ended questions in surveys.
Quantitative data: Any data expressed in numbers of numerical figures are called quantitative data . This type of data can be distinguished into categories, grouped, measured, calculated, or ranked. Example: questions such as age, rank, cost, length, weight, scores, etc. everything comes under this type of data. You can present such data in graphical format, charts, or apply statistical analysis methods to this data. The (Outcomes Measurement Systems) OMS questionnaires in surveys are a significant source of collecting numeric data.
Categorical data: It is data presented in groups. However, an item included in the categorical data cannot belong to more than one group. Example: A person responding to a survey by telling his living style, marital status, smoking habit, or drinking habit comes under the categorical data. A chi-square test is a standard method used to analyze this data.

Learn More : Examples of Qualitative Data in Education

Data analysis in qualitative research

Data analysis and qualitative data research work a little differently from the numerical data as the quality data is made up of words, descriptions, images, objects, and sometimes symbols. Getting insight from such complicated information is a complicated process. Hence it is typically used for exploratory research and data analysis .

Although there are several ways to find patterns in the textual information, a word-based method is the most relied and widely used global technique for research and data analysis. Notably, the data analysis process in qualitative research is manual. Here the researchers usually read the available data and find repetitive or commonly used words.

For example, while studying data collected from African countries to understand the most pressing issues people face, researchers might find “food” and “hunger” are the most commonly used words and will highlight them for further analysis.

LEARN ABOUT: Level of Analysis

The keyword context is another widely used word-based technique. In this method, the researcher tries to understand the concept by analyzing the context in which the participants use a particular keyword.

For example , researchers conducting research and data analysis for studying the concept of ‘diabetes’ amongst respondents might analyze the context of when and how the respondent has used or referred to the word ‘diabetes.’

The scrutiny-based technique is also one of the highly recommended text analysis methods used to identify a quality data pattern. Compare and contrast is the widely used method under this technique to differentiate how a specific text is similar or different from each other.

For example: To find out the “importance of resident doctor in a company,” the collected data is divided into people who think it is necessary to hire a resident doctor and those who think it is unnecessary. Compare and contrast is the best method that can be used to analyze the polls having single-answer questions types .

Metaphors can be used to reduce the data pile and find patterns in it so that it becomes easier to connect data with theory.

Variable Partitioning is another technique used to split variables so that researchers can find more coherent descriptions and explanations from the enormous data.

LEARN ABOUT: Qualitative Research Questions and Questionnaires

There are several techniques to analyze the data in qualitative research, but here are some commonly used methods,

Content Analysis: It is widely accepted and the most frequently employed technique for data analysis in research methodology. It can be used to analyze the documented information from text, images, and sometimes from the physical items. It depends on the research questions to predict when and where to use this method.
Narrative Analysis: This method is used to analyze content gathered from various sources such as personal interviews, field observation, and surveys . The majority of times, stories, or opinions shared by people are focused on finding answers to the research questions.
Discourse Analysis: Similar to narrative analysis, discourse analysis is used to analyze the interactions with people. Nevertheless, this particular method considers the social context under which or within which the communication between the researcher and respondent takes place. In addition to that, discourse analysis also focuses on the lifestyle and day-to-day environment while deriving any conclusion.
Grounded Theory: When you want to explain why a particular phenomenon happened, then using grounded theory for analyzing quality data is the best resort. Grounded theory is applied to study data about the host of similar cases occurring in different settings. When researchers are using this method, they might alter explanations or produce new ones until they arrive at some conclusion.

LEARN ABOUT: 12 Best Tools for Researchers

Data analysis in quantitative research

The first stage in research and data analysis is to make it for the analysis so that the nominal data can be converted into something meaningful. Data preparation consists of the below phases.

Phase I: Data Validation

Data validation is done to understand if the collected data sample is per the pre-set standards, or it is a biased data sample again divided into four different stages

Fraud: To ensure an actual human being records each response to the survey or the questionnaire
Screening: To make sure each participant or respondent is selected or chosen in compliance with the research criteria
Procedure: To ensure ethical standards were maintained while collecting the data sample
Completeness: To ensure that the respondent has answered all the questions in an online survey. Else, the interviewer had asked all the questions devised in the questionnaire.

Phase II: Data Editing

More often, an extensive research data sample comes loaded with errors. Respondents sometimes fill in some fields incorrectly or sometimes skip them accidentally. Data editing is a process wherein the researchers have to confirm that the provided data is free of such errors. They need to conduct necessary checks and outlier checks to edit the raw edit and make it ready for analysis.

Phase III: Data Coding

Out of all three, this is the most critical phase of data preparation associated with grouping and assigning values to the survey responses . If a survey is completed with a 1000 sample size, the researcher will create an age bracket to distinguish the respondents based on their age. Thus, it becomes easier to analyze small data buckets rather than deal with the massive data pile.

LEARN ABOUT: Steps in Qualitative Research

After the data is prepared for analysis, researchers are open to using different research and data analysis methods to derive meaningful insights. For sure, statistical analysis plans are the most favored to analyze numerical data. In statistical analysis, distinguishing between categorical data and numerical data is essential, as categorical data involves distinct categories or labels, while numerical data consists of measurable quantities. The method is again classified into two groups. First, ‘Descriptive Statistics’ used to describe data. Second, ‘Inferential statistics’ that helps in comparing the data .

Descriptive statistics

This method is used to describe the basic features of versatile types of data in research. It presents the data in such a meaningful way that pattern in the data starts making sense. Nevertheless, the descriptive analysis does not go beyond making conclusions. The conclusions are again based on the hypothesis researchers have formulated so far. Here are a few major types of descriptive analysis methods.

Measures of Frequency

Count, Percent, Frequency
It is used to denote home often a particular event occurs.
Researchers use it when they want to showcase how often a response is given.

Measures of Central Tendency

Mean, Median, Mode
The method is widely used to demonstrate distribution by various points.
Researchers use this method when they want to showcase the most commonly or averagely indicated response.

Measures of Dispersion or Variation

Range, Variance, Standard deviation
Here the field equals high/low points.
Variance standard deviation = difference between the observed score and mean
It is used to identify the spread of scores by stating intervals.
Researchers use this method to showcase data spread out. It helps them identify the depth until which the data is spread out that it directly affects the mean.

Measures of Position

Percentile ranks, Quartile ranks
It relies on standardized scores helping researchers to identify the relationship between different scores.
It is often used when researchers want to compare scores with the average count.

For quantitative research use of descriptive analysis often give absolute numbers, but the in-depth analysis is never sufficient to demonstrate the rationale behind those numbers. Nevertheless, it is necessary to think of the best method for research and data analysis suiting your survey questionnaire and what story researchers want to tell. For example, the mean is the best way to demonstrate the students’ average scores in schools. It is better to rely on the descriptive statistics when the researchers intend to keep the research or outcome limited to the provided sample without generalizing it. For example, when you want to compare average voting done in two different cities, differential statistics are enough.

Descriptive analysis is also called a ‘univariate analysis’ since it is commonly used to analyze a single variable.

Inferential statistics

Inferential statistics are used to make predictions about a larger population after research and data analysis of the representing population’s collected sample. For example, you can ask some odd 100 audiences at a movie theater if they like the movie they are watching. Researchers then use inferential statistics on the collected sample to reason that about 80-90% of people like the movie.

Here are two significant areas of inferential statistics.

Estimating parameters: It takes statistics from the sample research data and demonstrates something about the population parameter.
Hypothesis test: I t’s about sampling research data to answer the survey research questions. For example, researchers might be interested to understand if the new shade of lipstick recently launched is good or not, or if the multivitamin capsules help children to perform better at games.

These are sophisticated analysis methods used to showcase the relationship between different variables instead of describing a single variable. It is often used when researchers want something beyond absolute numbers to understand the relationship between variables.

Here are some of the commonly used methods for data analysis in research.

Correlation: When researchers are not conducting experimental research or quasi-experimental research wherein the researchers are interested to understand the relationship between two or more variables, they opt for correlational research methods.
Cross-tabulation: Also called contingency tables, cross-tabulation is used to analyze the relationship between multiple variables. Suppose provided data has age and gender categories presented in rows and columns. A two-dimensional cross-tabulation helps for seamless data analysis and research by showing the number of males and females in each age category.
Regression analysis: For understanding the strong relationship between two variables, researchers do not look beyond the primary and commonly used regression analysis method, which is also a type of predictive analysis used. In this method, you have an essential factor called the dependent variable. You also have multiple independent variables in regression analysis. You undertake efforts to find out the impact of independent variables on the dependent variable. The values of both independent and dependent variables are assumed as being ascertained in an error-free random manner.
Frequency tables: The statistical procedure is used for testing the degree to which two or more vary or differ in an experiment. A considerable degree of variation means research findings were significant. In many contexts, ANOVA testing and variance analysis are similar.
Analysis of variance: The statistical procedure is used for testing the degree to which two or more vary or differ in an experiment. A considerable degree of variation means research findings were significant. In many contexts, ANOVA testing and variance analysis are similar.
Researchers must have the necessary research skills to analyze and manipulation the data , Getting trained to demonstrate a high standard of research practice. Ideally, researchers must possess more than a basic understanding of the rationale of selecting one statistical method over the other to obtain better data insights.
Usually, research and data analytics projects differ by scientific discipline; therefore, getting statistical advice at the beginning of analysis helps design a survey questionnaire, select data collection methods , and choose samples.

LEARN ABOUT: Best Data Collection Tools

The primary aim of data research and analysis is to derive ultimate insights that are unbiased. Any mistake in or keeping a biased mind to collect data, selecting an analysis method, or choosing audience sample il to draw a biased inference.
Irrelevant to the sophistication used in research data and analysis is enough to rectify the poorly defined objective outcome measurements. It does not matter if the design is at fault or intentions are not clear, but lack of clarity might mislead readers, so avoid the practice.
The motive behind data analysis in research is to present accurate and reliable data. As far as possible, avoid statistical errors, and find a way to deal with everyday challenges like outliers, missing data, data altering, data mining , or developing graphical representation.

LEARN MORE: Descriptive Research vs Correlational Research The sheer amount of data generated daily is frightening. Especially when data analysis has taken center stage. in 2018. In last year, the total data supply amounted to 2.8 trillion gigabytes. Hence, it is clear that the enterprises willing to survive in the hypercompetitive world must possess an excellent capability to analyze complex research data, derive actionable insights, and adapt to the new market needs.

LEARN ABOUT: Average Order Value

QuestionPro is an online survey platform that empowers organizations in data analysis and research and provides them a medium to collect data by creating appealing surveys.

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A Step-by-Step Guide to the Data Analysis Process

Like any scientific discipline, data analysis follows a rigorous step-by-step process. Each stage requires different skills and know-how. To get meaningful insights, though, it’s important to understand the process as a whole. An underlying framework is invaluable for producing results that stand up to scrutiny.

In this post, we’ll explore the main steps in the data analysis process. This will cover how to define your goal, collect data, and carry out an analysis. Where applicable, we’ll also use examples and highlight a few tools to make the journey easier. When you’re done, you’ll have a much better understanding of the basics. This will help you tweak the process to fit your own needs.

Here are the steps we’ll take you through:

Defining the question
Collecting the data
Cleaning the data
Analyzing the data
Sharing your results
Embracing failure

On popular request, we’ve also developed a video based on this article. Scroll further along this article to watch that.

Ready? Let’s get started with step one.

1. Step one: Defining the question

The first step in any data analysis process is to define your objective. In data analytics jargon, this is sometimes called the ‘problem statement’.

Defining your objective means coming up with a hypothesis and figuring how to test it. Start by asking: What business problem am I trying to solve? While this might sound straightforward, it can be trickier than it seems. For instance, your organization’s senior management might pose an issue, such as: “Why are we losing customers?” It’s possible, though, that this doesn’t get to the core of the problem. A data analyst’s job is to understand the business and its goals in enough depth that they can frame the problem the right way.

Let’s say you work for a fictional company called TopNotch Learning. TopNotch creates custom training software for its clients. While it is excellent at securing new clients, it has much lower repeat business. As such, your question might not be, “Why are we losing customers?” but, “Which factors are negatively impacting the customer experience?” or better yet: “How can we boost customer retention while minimizing costs?”

Now you’ve defined a problem, you need to determine which sources of data will best help you solve it. This is where your business acumen comes in again. For instance, perhaps you’ve noticed that the sales process for new clients is very slick, but that the production team is inefficient. Knowing this, you could hypothesize that the sales process wins lots of new clients, but the subsequent customer experience is lacking. Could this be why customers don’t come back? Which sources of data will help you answer this question?

Tools to help define your objective

Defining your objective is mostly about soft skills, business knowledge, and lateral thinking. But you’ll also need to keep track of business metrics and key performance indicators (KPIs). Monthly reports can allow you to track problem points in the business. Some KPI dashboards come with a fee, like Databox and DashThis . However, you’ll also find open-source software like Grafana , Freeboard , and Dashbuilder . These are great for producing simple dashboards, both at the beginning and the end of the data analysis process.

2. Step two: Collecting the data

Once you’ve established your objective, you’ll need to create a strategy for collecting and aggregating the appropriate data. A key part of this is determining which data you need. This might be quantitative (numeric) data, e.g. sales figures, or qualitative (descriptive) data, such as customer reviews. All data fit into one of three categories: first-party, second-party, and third-party data. Let’s explore each one.

What is first-party data?

First-party data are data that you, or your company, have directly collected from customers. It might come in the form of transactional tracking data or information from your company’s customer relationship management (CRM) system. Whatever its source, first-party data is usually structured and organized in a clear, defined way. Other sources of first-party data might include customer satisfaction surveys, focus groups, interviews, or direct observation.

What is second-party data?

To enrich your analysis, you might want to secure a secondary data source. Second-party data is the first-party data of other organizations. This might be available directly from the company or through a private marketplace. The main benefit of second-party data is that they are usually structured, and although they will be less relevant than first-party data, they also tend to be quite reliable. Examples of second-party data include website, app or social media activity, like online purchase histories, or shipping data.

What is third-party data?

Third-party data is data that has been collected and aggregated from numerous sources by a third-party organization. Often (though not always) third-party data contains a vast amount of unstructured data points (big data). Many organizations collect big data to create industry reports or to conduct market research. The research and advisory firm Gartner is a good real-world example of an organization that collects big data and sells it on to other companies. Open data repositories and government portals are also sources of third-party data .

Tools to help you collect data

Once you’ve devised a data strategy (i.e. you’ve identified which data you need, and how best to go about collecting them) there are many tools you can use to help you. One thing you’ll need, regardless of industry or area of expertise, is a data management platform (DMP). A DMP is a piece of software that allows you to identify and aggregate data from numerous sources, before manipulating them, segmenting them, and so on. There are many DMPs available. Some well-known enterprise DMPs include Salesforce DMP , SAS , and the data integration platform, Xplenty . If you want to play around, you can also try some open-source platforms like Pimcore or D:Swarm .

Want to learn more about what data analytics is and the process a data analyst follows? We cover this topic (and more) in our free introductory short course for beginners. Check out tutorial one: An introduction to data analytics .

3. Step three: Cleaning the data

Once you’ve collected your data, the next step is to get it ready for analysis. This means cleaning, or ‘scrubbing’ it, and is crucial in making sure that you’re working with high-quality data . Key data cleaning tasks include:

Removing major errors, duplicates, and outliers —all of which are inevitable problems when aggregating data from numerous sources.
Removing unwanted data points —extracting irrelevant observations that have no bearing on your intended analysis.
Bringing structure to your data —general ‘housekeeping’, i.e. fixing typos or layout issues, which will help you map and manipulate your data more easily.
Filling in major gaps —as you’re tidying up, you might notice that important data are missing. Once you’ve identified gaps, you can go about filling them.

A good data analyst will spend around 70-90% of their time cleaning their data. This might sound excessive. But focusing on the wrong data points (or analyzing erroneous data) will severely impact your results. It might even send you back to square one…so don’t rush it! You’ll find a step-by-step guide to data cleaning here . You may be interested in this introductory tutorial to data cleaning, hosted by Dr. Humera Noor Minhas.

Carrying out an exploratory analysis

Another thing many data analysts do (alongside cleaning data) is to carry out an exploratory analysis. This helps identify initial trends and characteristics, and can even refine your hypothesis. Let’s use our fictional learning company as an example again. Carrying out an exploratory analysis, perhaps you notice a correlation between how much TopNotch Learning’s clients pay and how quickly they move on to new suppliers. This might suggest that a low-quality customer experience (the assumption in your initial hypothesis) is actually less of an issue than cost. You might, therefore, take this into account.

Tools to help you clean your data

Cleaning datasets manually—especially large ones—can be daunting. Luckily, there are many tools available to streamline the process. Open-source tools, such as OpenRefine , are excellent for basic data cleaning, as well as high-level exploration. However, free tools offer limited functionality for very large datasets. Python libraries (e.g. Pandas) and some R packages are better suited for heavy data scrubbing. You will, of course, need to be familiar with the languages. Alternatively, enterprise tools are also available. For example, Data Ladder , which is one of the highest-rated data-matching tools in the industry. There are many more. Why not see which free data cleaning tools you can find to play around with?

4. Step four: Analyzing the data

Finally, you’ve cleaned your data. Now comes the fun bit—analyzing it! The type of data analysis you carry out largely depends on what your goal is. But there are many techniques available. Univariate or bivariate analysis, time-series analysis, and regression analysis are just a few you might have heard of. More important than the different types, though, is how you apply them. This depends on what insights you’re hoping to gain. Broadly speaking, all types of data analysis fit into one of the following four categories.

Descriptive analysis

Descriptive analysis identifies what has already happened . It is a common first step that companies carry out before proceeding with deeper explorations. As an example, let’s refer back to our fictional learning provider once more. TopNotch Learning might use descriptive analytics to analyze course completion rates for their customers. Or they might identify how many users access their products during a particular period. Perhaps they’ll use it to measure sales figures over the last five years. While the company might not draw firm conclusions from any of these insights, summarizing and describing the data will help them to determine how to proceed.

Learn more: What is descriptive analytics?

Diagnostic analysis

Diagnostic analytics focuses on understanding why something has happened . It is literally the diagnosis of a problem, just as a doctor uses a patient’s symptoms to diagnose a disease. Remember TopNotch Learning’s business problem? ‘Which factors are negatively impacting the customer experience?’ A diagnostic analysis would help answer this. For instance, it could help the company draw correlations between the issue (struggling to gain repeat business) and factors that might be causing it (e.g. project costs, speed of delivery, customer sector, etc.) Let’s imagine that, using diagnostic analytics, TopNotch realizes its clients in the retail sector are departing at a faster rate than other clients. This might suggest that they’re losing customers because they lack expertise in this sector. And that’s a useful insight!

Predictive analysis

Predictive analysis allows you to identify future trends based on historical data . In business, predictive analysis is commonly used to forecast future growth, for example. But it doesn’t stop there. Predictive analysis has grown increasingly sophisticated in recent years. The speedy evolution of machine learning allows organizations to make surprisingly accurate forecasts. Take the insurance industry. Insurance providers commonly use past data to predict which customer groups are more likely to get into accidents. As a result, they’ll hike up customer insurance premiums for those groups. Likewise, the retail industry often uses transaction data to predict where future trends lie, or to determine seasonal buying habits to inform their strategies. These are just a few simple examples, but the untapped potential of predictive analysis is pretty compelling.

Prescriptive analysis

Prescriptive analysis allows you to make recommendations for the future. This is the final step in the analytics part of the process. It’s also the most complex. This is because it incorporates aspects of all the other analyses we’ve described. A great example of prescriptive analytics is the algorithms that guide Google’s self-driving cars. Every second, these algorithms make countless decisions based on past and present data, ensuring a smooth, safe ride. Prescriptive analytics also helps companies decide on new products or areas of business to invest in.

Learn more: What are the different types of data analysis?

5. Step five: Sharing your results

You’ve finished carrying out your analyses. You have your insights. The final step of the data analytics process is to share these insights with the wider world (or at least with your organization’s stakeholders!) This is more complex than simply sharing the raw results of your work—it involves interpreting the outcomes, and presenting them in a manner that’s digestible for all types of audiences. Since you’ll often present information to decision-makers, it’s very important that the insights you present are 100% clear and unambiguous. For this reason, data analysts commonly use reports, dashboards, and interactive visualizations to support their findings.

How you interpret and present results will often influence the direction of a business. Depending on what you share, your organization might decide to restructure, to launch a high-risk product, or even to close an entire division. That’s why it’s very important to provide all the evidence that you’ve gathered, and not to cherry-pick data. Ensuring that you cover everything in a clear, concise way will prove that your conclusions are scientifically sound and based on the facts. On the flip side, it’s important to highlight any gaps in the data or to flag any insights that might be open to interpretation. Honest communication is the most important part of the process. It will help the business, while also helping you to excel at your job!

Tools for interpreting and sharing your findings

There are tons of data visualization tools available, suited to different experience levels. Popular tools requiring little or no coding skills include Google Charts , Tableau , Datawrapper , and Infogram . If you’re familiar with Python and R, there are also many data visualization libraries and packages available. For instance, check out the Python libraries Plotly , Seaborn , and Matplotlib . Whichever data visualization tools you use, make sure you polish up your presentation skills, too. Remember: Visualization is great, but communication is key!

You can learn more about storytelling with data in this free, hands-on tutorial . We show you how to craft a compelling narrative for a real dataset, resulting in a presentation to share with key stakeholders. This is an excellent insight into what it’s really like to work as a data analyst!

6. Step six: Embrace your failures

The last ‘step’ in the data analytics process is to embrace your failures. The path we’ve described above is more of an iterative process than a one-way street. Data analytics is inherently messy, and the process you follow will be different for every project. For instance, while cleaning data, you might spot patterns that spark a whole new set of questions. This could send you back to step one (to redefine your objective). Equally, an exploratory analysis might highlight a set of data points you’d never considered using before. Or maybe you find that the results of your core analyses are misleading or erroneous. This might be caused by mistakes in the data, or human error earlier in the process.

While these pitfalls can feel like failures, don’t be disheartened if they happen. Data analysis is inherently chaotic, and mistakes occur. What’s important is to hone your ability to spot and rectify errors. If data analytics was straightforward, it might be easier, but it certainly wouldn’t be as interesting. Use the steps we’ve outlined as a framework, stay open-minded, and be creative. If you lose your way, you can refer back to the process to keep yourself on track.

In this post, we’ve covered the main steps of the data analytics process. These core steps can be amended, re-ordered and re-used as you deem fit, but they underpin every data analyst’s work:

Define the question —What business problem are you trying to solve? Frame it as a question to help you focus on finding a clear answer.
Collect data —Create a strategy for collecting data. Which data sources are most likely to help you solve your business problem?
Clean the data —Explore, scrub, tidy, de-dupe, and structure your data as needed. Do whatever you have to! But don’t rush…take your time!
Analyze the data —Carry out various analyses to obtain insights. Focus on the four types of data analysis: descriptive, diagnostic, predictive, and prescriptive.
Share your results —How best can you share your insights and recommendations? A combination of visualization tools and communication is key.
Embrace your mistakes —Mistakes happen. Learn from them. This is what transforms a good data analyst into a great one.

What next? From here, we strongly encourage you to explore the topic on your own. Get creative with the steps in the data analysis process, and see what tools you can find. As long as you stick to the core principles we’ve described, you can create a tailored technique that works for you.

To learn more, check out our free, 5-day data analytics short course . You might also be interested in the following:

These are the top 9 data analytics tools
10 great places to find free datasets for your next project
How to build a data analytics portfolio

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Knowledge Base

The Beginner's Guide to Statistical Analysis | 5 Steps & Examples

Statistical analysis means investigating trends, patterns, and relationships using quantitative data . It is an important research tool used by scientists, governments, businesses, and other organizations.

To draw valid conclusions, statistical analysis requires careful planning from the very start of the research process . You need to specify your hypotheses and make decisions about your research design, sample size, and sampling procedure.

After collecting data from your sample, you can organize and summarize the data using descriptive statistics . Then, you can use inferential statistics to formally test hypotheses and make estimates about the population. Finally, you can interpret and generalize your findings.

This article is a practical introduction to statistical analysis for students and researchers. We’ll walk you through the steps using two research examples. The first investigates a potential cause-and-effect relationship, while the second investigates a potential correlation between variables.

Step 1: write your hypotheses and plan your research design, step 2: collect data from a sample, step 3: summarize your data with descriptive statistics, step 4: test hypotheses or make estimates with inferential statistics, step 5: interpret your results, other interesting articles.

To collect valid data for statistical analysis, you first need to specify your hypotheses and plan out your research design.

Writing statistical hypotheses

The goal of research is often to investigate a relationship between variables within a population . You start with a prediction, and use statistical analysis to test that prediction.

A statistical hypothesis is a formal way of writing a prediction about a population. Every research prediction is rephrased into null and alternative hypotheses that can be tested using sample data.

While the null hypothesis always predicts no effect or no relationship between variables, the alternative hypothesis states your research prediction of an effect or relationship.

Null hypothesis: A 5-minute meditation exercise will have no effect on math test scores in teenagers.
Alternative hypothesis: A 5-minute meditation exercise will improve math test scores in teenagers.
Null hypothesis: Parental income and GPA have no relationship with each other in college students.
Alternative hypothesis: Parental income and GPA are positively correlated in college students.

Planning your research design

A research design is your overall strategy for data collection and analysis. It determines the statistical tests you can use to test your hypothesis later on.

First, decide whether your research will use a descriptive, correlational, or experimental design. Experiments directly influence variables, whereas descriptive and correlational studies only measure variables.

In an experimental design , you can assess a cause-and-effect relationship (e.g., the effect of meditation on test scores) using statistical tests of comparison or regression.
In a correlational design , you can explore relationships between variables (e.g., parental income and GPA) without any assumption of causality using correlation coefficients and significance tests.
In a descriptive design , you can study the characteristics of a population or phenomenon (e.g., the prevalence of anxiety in U.S. college students) using statistical tests to draw inferences from sample data.

Your research design also concerns whether you’ll compare participants at the group level or individual level, or both.

In a between-subjects design , you compare the group-level outcomes of participants who have been exposed to different treatments (e.g., those who performed a meditation exercise vs those who didn’t).
In a within-subjects design , you compare repeated measures from participants who have participated in all treatments of a study (e.g., scores from before and after performing a meditation exercise).
In a mixed (factorial) design , one variable is altered between subjects and another is altered within subjects (e.g., pretest and posttest scores from participants who either did or didn’t do a meditation exercise).
Experimental
Correlational

First, you’ll take baseline test scores from participants. Then, your participants will undergo a 5-minute meditation exercise. Finally, you’ll record participants’ scores from a second math test.

In this experiment, the independent variable is the 5-minute meditation exercise, and the dependent variable is the math test score from before and after the intervention. Example: Correlational research design In a correlational study, you test whether there is a relationship between parental income and GPA in graduating college students. To collect your data, you will ask participants to fill in a survey and self-report their parents’ incomes and their own GPA.

Measuring variables

When planning a research design, you should operationalize your variables and decide exactly how you will measure them.

For statistical analysis, it’s important to consider the level of measurement of your variables, which tells you what kind of data they contain:

Categorical data represents groupings. These may be nominal (e.g., gender) or ordinal (e.g. level of language ability).
Quantitative data represents amounts. These may be on an interval scale (e.g. test score) or a ratio scale (e.g. age).

Many variables can be measured at different levels of precision. For example, age data can be quantitative (8 years old) or categorical (young). If a variable is coded numerically (e.g., level of agreement from 1–5), it doesn’t automatically mean that it’s quantitative instead of categorical.

Identifying the measurement level is important for choosing appropriate statistics and hypothesis tests. For example, you can calculate a mean score with quantitative data, but not with categorical data.

In a research study, along with measures of your variables of interest, you’ll often collect data on relevant participant characteristics.

Variable	Type of data
Age	Quantitative (ratio)
Gender	Categorical (nominal)
Race or ethnicity	Categorical (nominal)
Baseline test scores	Quantitative (interval)
Final test scores	Quantitative (interval)


Parental income	Quantitative (ratio)
GPA	Quantitative (interval)

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In most cases, it’s too difficult or expensive to collect data from every member of the population you’re interested in studying. Instead, you’ll collect data from a sample.

Statistical analysis allows you to apply your findings beyond your own sample as long as you use appropriate sampling procedures . You should aim for a sample that is representative of the population.

Sampling for statistical analysis

There are two main approaches to selecting a sample.

Probability sampling: every member of the population has a chance of being selected for the study through random selection.
Non-probability sampling: some members of the population are more likely than others to be selected for the study because of criteria such as convenience or voluntary self-selection.

In theory, for highly generalizable findings, you should use a probability sampling method. Random selection reduces several types of research bias , like sampling bias , and ensures that data from your sample is actually typical of the population. Parametric tests can be used to make strong statistical inferences when data are collected using probability sampling.

But in practice, it’s rarely possible to gather the ideal sample. While non-probability samples are more likely to at risk for biases like self-selection bias , they are much easier to recruit and collect data from. Non-parametric tests are more appropriate for non-probability samples, but they result in weaker inferences about the population.

If you want to use parametric tests for non-probability samples, you have to make the case that:

your sample is representative of the population you’re generalizing your findings to.
your sample lacks systematic bias.

Keep in mind that external validity means that you can only generalize your conclusions to others who share the characteristics of your sample. For instance, results from Western, Educated, Industrialized, Rich and Democratic samples (e.g., college students in the US) aren’t automatically applicable to all non-WEIRD populations.

If you apply parametric tests to data from non-probability samples, be sure to elaborate on the limitations of how far your results can be generalized in your discussion section .

Create an appropriate sampling procedure

Based on the resources available for your research, decide on how you’ll recruit participants.

Will you have resources to advertise your study widely, including outside of your university setting?
Will you have the means to recruit a diverse sample that represents a broad population?
Do you have time to contact and follow up with members of hard-to-reach groups?

Your participants are self-selected by their schools. Although you’re using a non-probability sample, you aim for a diverse and representative sample. Example: Sampling (correlational study) Your main population of interest is male college students in the US. Using social media advertising, you recruit senior-year male college students from a smaller subpopulation: seven universities in the Boston area.

Calculate sufficient sample size

Before recruiting participants, decide on your sample size either by looking at other studies in your field or using statistics. A sample that’s too small may be unrepresentative of the sample, while a sample that’s too large will be more costly than necessary.

There are many sample size calculators online. Different formulas are used depending on whether you have subgroups or how rigorous your study should be (e.g., in clinical research). As a rule of thumb, a minimum of 30 units or more per subgroup is necessary.

To use these calculators, you have to understand and input these key components:

Significance level (alpha): the risk of rejecting a true null hypothesis that you are willing to take, usually set at 5%.
Statistical power : the probability of your study detecting an effect of a certain size if there is one, usually 80% or higher.
Expected effect size : a standardized indication of how large the expected result of your study will be, usually based on other similar studies.
Population standard deviation: an estimate of the population parameter based on a previous study or a pilot study of your own.

Once you’ve collected all of your data, you can inspect them and calculate descriptive statistics that summarize them.

Inspect your data

There are various ways to inspect your data, including the following:

Organizing data from each variable in frequency distribution tables .
Displaying data from a key variable in a bar chart to view the distribution of responses.
Visualizing the relationship between two variables using a scatter plot .

By visualizing your data in tables and graphs, you can assess whether your data follow a skewed or normal distribution and whether there are any outliers or missing data.

A normal distribution means that your data are symmetrically distributed around a center where most values lie, with the values tapering off at the tail ends.

Mean, median, mode, and standard deviation in a normal distribution

In contrast, a skewed distribution is asymmetric and has more values on one end than the other. The shape of the distribution is important to keep in mind because only some descriptive statistics should be used with skewed distributions.

Extreme outliers can also produce misleading statistics, so you may need a systematic approach to dealing with these values.

Calculate measures of central tendency

Measures of central tendency describe where most of the values in a data set lie. Three main measures of central tendency are often reported:

Mode : the most popular response or value in the data set.
Median : the value in the exact middle of the data set when ordered from low to high.
Mean : the sum of all values divided by the number of values.

However, depending on the shape of the distribution and level of measurement, only one or two of these measures may be appropriate. For example, many demographic characteristics can only be described using the mode or proportions, while a variable like reaction time may not have a mode at all.

Calculate measures of variability

Measures of variability tell you how spread out the values in a data set are. Four main measures of variability are often reported:

Range : the highest value minus the lowest value of the data set.
Interquartile range : the range of the middle half of the data set.
Standard deviation : the average distance between each value in your data set and the mean.
Variance : the square of the standard deviation.

Once again, the shape of the distribution and level of measurement should guide your choice of variability statistics. The interquartile range is the best measure for skewed distributions, while standard deviation and variance provide the best information for normal distributions.

Using your table, you should check whether the units of the descriptive statistics are comparable for pretest and posttest scores. For example, are the variance levels similar across the groups? Are there any extreme values? If there are, you may need to identify and remove extreme outliers in your data set or transform your data before performing a statistical test.

	Pretest scores	Posttest scores
Mean	68.44	75.25
Standard deviation	9.43	9.88
Variance	88.96	97.96
Range	36.25	45.12
	30

From this table, we can see that the mean score increased after the meditation exercise, and the variances of the two scores are comparable. Next, we can perform a statistical test to find out if this improvement in test scores is statistically significant in the population. Example: Descriptive statistics (correlational study) After collecting data from 653 students, you tabulate descriptive statistics for annual parental income and GPA.

It’s important to check whether you have a broad range of data points. If you don’t, your data may be skewed towards some groups more than others (e.g., high academic achievers), and only limited inferences can be made about a relationship.

	Parental income (USD)	GPA
Mean	62,100	3.12
Standard deviation	15,000	0.45
Variance	225,000,000	0.16
Range	8,000–378,000	2.64–4.00
	653

A number that describes a sample is called a statistic , while a number describing a population is called a parameter . Using inferential statistics , you can make conclusions about population parameters based on sample statistics.

Researchers often use two main methods (simultaneously) to make inferences in statistics.

Estimation: calculating population parameters based on sample statistics.
Hypothesis testing: a formal process for testing research predictions about the population using samples.

You can make two types of estimates of population parameters from sample statistics:

A point estimate : a value that represents your best guess of the exact parameter.
An interval estimate : a range of values that represent your best guess of where the parameter lies.

If your aim is to infer and report population characteristics from sample data, it’s best to use both point and interval estimates in your paper.

You can consider a sample statistic a point estimate for the population parameter when you have a representative sample (e.g., in a wide public opinion poll, the proportion of a sample that supports the current government is taken as the population proportion of government supporters).

There’s always error involved in estimation, so you should also provide a confidence interval as an interval estimate to show the variability around a point estimate.

A confidence interval uses the standard error and the z score from the standard normal distribution to convey where you’d generally expect to find the population parameter most of the time.

Hypothesis testing

Using data from a sample, you can test hypotheses about relationships between variables in the population. Hypothesis testing starts with the assumption that the null hypothesis is true in the population, and you use statistical tests to assess whether the null hypothesis can be rejected or not.

Statistical tests determine where your sample data would lie on an expected distribution of sample data if the null hypothesis were true. These tests give two main outputs:

A test statistic tells you how much your data differs from the null hypothesis of the test.
A p value tells you the likelihood of obtaining your results if the null hypothesis is actually true in the population.

Statistical tests come in three main varieties:

Comparison tests assess group differences in outcomes.
Regression tests assess cause-and-effect relationships between variables.
Correlation tests assess relationships between variables without assuming causation.

Your choice of statistical test depends on your research questions, research design, sampling method, and data characteristics.

Parametric tests

Parametric tests make powerful inferences about the population based on sample data. But to use them, some assumptions must be met, and only some types of variables can be used. If your data violate these assumptions, you can perform appropriate data transformations or use alternative non-parametric tests instead.

A regression models the extent to which changes in a predictor variable results in changes in outcome variable(s).

A simple linear regression includes one predictor variable and one outcome variable.
A multiple linear regression includes two or more predictor variables and one outcome variable.

Comparison tests usually compare the means of groups. These may be the means of different groups within a sample (e.g., a treatment and control group), the means of one sample group taken at different times (e.g., pretest and posttest scores), or a sample mean and a population mean.

A t test is for exactly 1 or 2 groups when the sample is small (30 or less).
A z test is for exactly 1 or 2 groups when the sample is large.
An ANOVA is for 3 or more groups.

The z and t tests have subtypes based on the number and types of samples and the hypotheses:

If you have only one sample that you want to compare to a population mean, use a one-sample test .
If you have paired measurements (within-subjects design), use a dependent (paired) samples test .
If you have completely separate measurements from two unmatched groups (between-subjects design), use an independent (unpaired) samples test .
If you expect a difference between groups in a specific direction, use a one-tailed test .
If you don’t have any expectations for the direction of a difference between groups, use a two-tailed test .

The only parametric correlation test is Pearson’s r . The correlation coefficient ( r ) tells you the strength of a linear relationship between two quantitative variables.

However, to test whether the correlation in the sample is strong enough to be important in the population, you also need to perform a significance test of the correlation coefficient, usually a t test, to obtain a p value. This test uses your sample size to calculate how much the correlation coefficient differs from zero in the population.

You use a dependent-samples, one-tailed t test to assess whether the meditation exercise significantly improved math test scores. The test gives you:

a t value (test statistic) of 3.00
a p value of 0.0028

Although Pearson’s r is a test statistic, it doesn’t tell you anything about how significant the correlation is in the population. You also need to test whether this sample correlation coefficient is large enough to demonstrate a correlation in the population.

A t test can also determine how significantly a correlation coefficient differs from zero based on sample size. Since you expect a positive correlation between parental income and GPA, you use a one-sample, one-tailed t test. The t test gives you:

a t value of 3.08
a p value of 0.001

The final step of statistical analysis is interpreting your results.

Statistical significance

In hypothesis testing, statistical significance is the main criterion for forming conclusions. You compare your p value to a set significance level (usually 0.05) to decide whether your results are statistically significant or non-significant.

Statistically significant results are considered unlikely to have arisen solely due to chance. There is only a very low chance of such a result occurring if the null hypothesis is true in the population.

This means that you believe the meditation intervention, rather than random factors, directly caused the increase in test scores. Example: Interpret your results (correlational study) You compare your p value of 0.001 to your significance threshold of 0.05. With a p value under this threshold, you can reject the null hypothesis. This indicates a statistically significant correlation between parental income and GPA in male college students.

Note that correlation doesn’t always mean causation, because there are often many underlying factors contributing to a complex variable like GPA. Even if one variable is related to another, this may be because of a third variable influencing both of them, or indirect links between the two variables.

Effect size

A statistically significant result doesn’t necessarily mean that there are important real life applications or clinical outcomes for a finding.

In contrast, the effect size indicates the practical significance of your results. It’s important to report effect sizes along with your inferential statistics for a complete picture of your results. You should also report interval estimates of effect sizes if you’re writing an APA style paper .

With a Cohen’s d of 0.72, there’s medium to high practical significance to your finding that the meditation exercise improved test scores. Example: Effect size (correlational study) To determine the effect size of the correlation coefficient, you compare your Pearson’s r value to Cohen’s effect size criteria.

Decision errors

Type I and Type II errors are mistakes made in research conclusions. A Type I error means rejecting the null hypothesis when it’s actually true, while a Type II error means failing to reject the null hypothesis when it’s false.

You can aim to minimize the risk of these errors by selecting an optimal significance level and ensuring high power . However, there’s a trade-off between the two errors, so a fine balance is necessary.

Frequentist versus Bayesian statistics

Traditionally, frequentist statistics emphasizes null hypothesis significance testing and always starts with the assumption of a true null hypothesis.

However, Bayesian statistics has grown in popularity as an alternative approach in the last few decades. In this approach, you use previous research to continually update your hypotheses based on your expectations and observations.

Bayes factor compares the relative strength of evidence for the null versus the alternative hypothesis rather than making a conclusion about rejecting the null hypothesis or not.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Student’s t -distribution
Normal distribution
Null and Alternative Hypotheses
Chi square tests
Confidence interval

Methodology

Cluster sampling
Stratified sampling
Data cleansing
Reproducibility vs Replicability
Peer review
Likert scale

Research bias

Implicit bias
Framing effect
Cognitive bias
Placebo effect
Hawthorne effect
Hostile attribution bias
Affect heuristic

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Descriptive Statistics | Definitions, Types, Examples
Inferential Statistics | An Easy Introduction & Examples
Choosing the Right Statistical Test | Types & Examples

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Data Analysis

Introduction to Data Analysis
Quantitative Analysis Tools
Qualitative Analysis Tools
Mixed Methods Analysis
Geospatial Analysis
Further Reading

What is Data Analysis?

According to the federal government, data analysis is "the process of systematically applying statistical and/or logical techniques to describe and illustrate, condense and recap, and evaluate data" ( Responsible Conduct in Data Management ). Important components of data analysis include searching for patterns, remaining unbiased in drawing inference from data, practicing responsible data management , and maintaining "honest and accurate analysis" ( Responsible Conduct in Data Management ).

In order to understand data analysis further, it can be helpful to take a step back and understand the question "What is data?". Many of us associate data with spreadsheets of numbers and values, however, data can encompass much more than that. According to the federal government, data is "The recorded factual material commonly accepted in the scientific community as necessary to validate research findings" ( OMB Circular 110 ). This broad definition can include information in many formats.

Some examples of types of data are as follows:

Photographs
Hand-written notes from field observation
Machine learning training data sets
Ethnographic interview transcripts
Sheet music
Scripts for plays and musicals
Observations from laboratory experiments ( CMU Data 101 )

Thus, data analysis includes the processing and manipulation of these data sources in order to gain additional insight from data, answer a research question, or confirm a research hypothesis.

Data analysis falls within the larger research data lifecycle, as seen below.

( University of Virginia )

Why Analyze Data?

Through data analysis, a researcher can gain additional insight from data and draw conclusions to address the research question or hypothesis. Use of data analysis tools helps researchers understand and interpret data.

What are the Types of Data Analysis?

Data analysis can be quantitative, qualitative, or mixed methods.

Quantitative research typically involves numbers and "close-ended questions and responses" ( Creswell & Creswell, 2018 , p. 3). Quantitative research tests variables against objective theories, usually measured and collected on instruments and analyzed using statistical procedures ( Creswell & Creswell, 2018 , p. 4). Quantitative analysis usually uses deductive reasoning.

Qualitative research typically involves words and "open-ended questions and responses" ( Creswell & Creswell, 2018 , p. 3). According to Creswell & Creswell, "qualitative research is an approach for exploring and understanding the meaning individuals or groups ascribe to a social or human problem" ( 2018 , p. 4). Thus, qualitative analysis usually invokes inductive reasoning.

Mixed methods research uses methods from both quantitative and qualitative research approaches. Mixed methods research works under the "core assumption... that the integration of qualitative and quantitative data yields additional insight beyond the information provided by either the quantitative or qualitative data alone" ( Creswell & Creswell, 2018 , p. 4).

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Last Updated: Jun 25, 2024 10:23 AM
URL: https://guides.library.georgetown.edu/data-analysis

Quantitative Data Analysis 101

The lingo, methods and techniques, explained simply.

By: Derek Jansen (MBA) and Kerryn Warren (PhD) | December 2020

Quantitative data analysis is one of those things that often strikes fear in students. It’s totally understandable – quantitative analysis is a complex topic, full of daunting lingo , like medians, modes, correlation and regression. Suddenly we’re all wishing we’d paid a little more attention in math class…

The good news is that while quantitative data analysis is a mammoth topic, gaining a working understanding of the basics isn’t that hard , even for those of us who avoid numbers and math . In this post, we’ll break quantitative analysis down into simple , bite-sized chunks so you can approach your research with confidence.

Quantitative data analysis methods and techniques 101

Overview: Quantitative Data Analysis 101

What (exactly) is quantitative data analysis?
When to use quantitative analysis
How quantitative analysis works

The two “branches” of quantitative analysis

Descriptive statistics 101
Inferential statistics 101
How to choose the right quantitative methods
Recap & summary

What is quantitative data analysis?

Despite being a mouthful, quantitative data analysis simply means analysing data that is numbers-based – or data that can be easily “converted” into numbers without losing any meaning.

For example, category-based variables like gender, ethnicity, or native language could all be “converted” into numbers without losing meaning – for example, English could equal 1, French 2, etc.

This contrasts against qualitative data analysis, where the focus is on words, phrases and expressions that can’t be reduced to numbers. If you’re interested in learning about qualitative analysis, check out our post and video here .

What is quantitative analysis used for?

Quantitative analysis is generally used for three purposes.

Firstly, it’s used to measure differences between groups . For example, the popularity of different clothing colours or brands.
Secondly, it’s used to assess relationships between variables . For example, the relationship between weather temperature and voter turnout.
And third, it’s used to test hypotheses in a scientifically rigorous way. For example, a hypothesis about the impact of a certain vaccine.

Again, this contrasts with qualitative analysis , which can be used to analyse people’s perceptions and feelings about an event or situation. In other words, things that can’t be reduced to numbers.

How does quantitative analysis work?

Well, since quantitative data analysis is all about analysing numbers , it’s no surprise that it involves statistics . Statistical analysis methods form the engine that powers quantitative analysis, and these methods can vary from pretty basic calculations (for example, averages and medians) to more sophisticated analyses (for example, correlations and regressions).

Sounds like gibberish? Don’t worry. We’ll explain all of that in this post. Importantly, you don’t need to be a statistician or math wiz to pull off a good quantitative analysis. We’ll break down all the technical mumbo jumbo in this post.

Need a helping hand?

As I mentioned, quantitative analysis is powered by statistical analysis methods . There are two main “branches” of statistical methods that are used – descriptive statistics and inferential statistics . In your research, you might only use descriptive statistics, or you might use a mix of both , depending on what you’re trying to figure out. In other words, depending on your research questions, aims and objectives . I’ll explain how to choose your methods later.

So, what are descriptive and inferential statistics?

Well, before I can explain that, we need to take a quick detour to explain some lingo. To understand the difference between these two branches of statistics, you need to understand two important words. These words are population and sample .

First up, population . In statistics, the population is the entire group of people (or animals or organisations or whatever) that you’re interested in researching. For example, if you were interested in researching Tesla owners in the US, then the population would be all Tesla owners in the US.

However, it’s extremely unlikely that you’re going to be able to interview or survey every single Tesla owner in the US. Realistically, you’ll likely only get access to a few hundred, or maybe a few thousand owners using an online survey. This smaller group of accessible people whose data you actually collect is called your sample .

So, to recap – the population is the entire group of people you’re interested in, and the sample is the subset of the population that you can actually get access to. In other words, the population is the full chocolate cake , whereas the sample is a slice of that cake.

So, why is this sample-population thing important?

Well, descriptive statistics focus on describing the sample , while inferential statistics aim to make predictions about the population, based on the findings within the sample. In other words, we use one group of statistical methods – descriptive statistics – to investigate the slice of cake, and another group of methods – inferential statistics – to draw conclusions about the entire cake. There I go with the cake analogy again…

With that out the way, let’s take a closer look at each of these branches in more detail.

Descriptive statistics vs inferential statistics

Branch 1: Descriptive Statistics

Descriptive statistics serve a simple but critically important role in your research – to describe your data set – hence the name. In other words, they help you understand the details of your sample . Unlike inferential statistics (which we’ll get to soon), descriptive statistics don’t aim to make inferences or predictions about the entire population – they’re purely interested in the details of your specific sample .

When you’re writing up your analysis, descriptive statistics are the first set of stats you’ll cover, before moving on to inferential statistics. But, that said, depending on your research objectives and research questions , they may be the only type of statistics you use. We’ll explore that a little later.

So, what kind of statistics are usually covered in this section?

Some common statistical tests used in this branch include the following:

Mean – this is simply the mathematical average of a range of numbers.
Median – this is the midpoint in a range of numbers when the numbers are arranged in numerical order. If the data set makes up an odd number, then the median is the number right in the middle of the set. If the data set makes up an even number, then the median is the midpoint between the two middle numbers.
Mode – this is simply the most commonly occurring number in the data set.
In cases where most of the numbers are quite close to the average, the standard deviation will be relatively low.
Conversely, in cases where the numbers are scattered all over the place, the standard deviation will be relatively high.
Skewness . As the name suggests, skewness indicates how symmetrical a range of numbers is. In other words, do they tend to cluster into a smooth bell curve shape in the middle of the graph, or do they skew to the left or right?

Feeling a bit confused? Let’s look at a practical example using a small data set.

On the left-hand side is the data set. This details the bodyweight of a sample of 10 people. On the right-hand side, we have the descriptive statistics. Let’s take a look at each of them.

First, we can see that the mean weight is 72.4 kilograms. In other words, the average weight across the sample is 72.4 kilograms. Straightforward.

Next, we can see that the median is very similar to the mean (the average). This suggests that this data set has a reasonably symmetrical distribution (in other words, a relatively smooth, centred distribution of weights, clustered towards the centre).

In terms of the mode , there is no mode in this data set. This is because each number is present only once and so there cannot be a “most common number”. If there were two people who were both 65 kilograms, for example, then the mode would be 65.

Next up is the standard deviation . 10.6 indicates that there’s quite a wide spread of numbers. We can see this quite easily by looking at the numbers themselves, which range from 55 to 90, which is quite a stretch from the mean of 72.4.

And lastly, the skewness of -0.2 tells us that the data is very slightly negatively skewed. This makes sense since the mean and the median are slightly different.

As you can see, these descriptive statistics give us some useful insight into the data set. Of course, this is a very small data set (only 10 records), so we can’t read into these statistics too much. Also, keep in mind that this is not a list of all possible descriptive statistics – just the most common ones.

But why do all of these numbers matter?

While these descriptive statistics are all fairly basic, they’re important for a few reasons:

Firstly, they help you get both a macro and micro-level view of your data. In other words, they help you understand both the big picture and the finer details.
Secondly, they help you spot potential errors in the data – for example, if an average is way higher than you’d expect, or responses to a question are highly varied, this can act as a warning sign that you need to double-check the data.
And lastly, these descriptive statistics help inform which inferential statistical techniques you can use, as those techniques depend on the skewness (in other words, the symmetry and normality) of the data.

Simply put, descriptive statistics are really important , even though the statistical techniques used are fairly basic. All too often at Grad Coach, we see students skimming over the descriptives in their eagerness to get to the more exciting inferential methods, and then landing up with some very flawed results.

Don’t be a sucker – give your descriptive statistics the love and attention they deserve!

Branch 2: Inferential Statistics

As I mentioned, while descriptive statistics are all about the details of your specific data set – your sample – inferential statistics aim to make inferences about the population . In other words, you’ll use inferential statistics to make predictions about what you’d expect to find in the full population.

What kind of predictions, you ask? Well, there are two common types of predictions that researchers try to make using inferential stats:

Firstly, predictions about differences between groups – for example, height differences between children grouped by their favourite meal or gender.
And secondly, relationships between variables – for example, the relationship between body weight and the number of hours a week a person does yoga.

In other words, inferential statistics (when done correctly), allow you to connect the dots and make predictions about what you expect to see in the real world population, based on what you observe in your sample data. For this reason, inferential statistics are used for hypothesis testing – in other words, to test hypotheses that predict changes or differences.

Inferential statistics are used to make predictions about what you’d expect to find in the full population, based on the sample.

Of course, when you’re working with inferential statistics, the composition of your sample is really important. In other words, if your sample doesn’t accurately represent the population you’re researching, then your findings won’t necessarily be very useful.

For example, if your population of interest is a mix of 50% male and 50% female , but your sample is 80% male , you can’t make inferences about the population based on your sample, since it’s not representative. This area of statistics is called sampling, but we won’t go down that rabbit hole here (it’s a deep one!) – we’ll save that for another post .

What statistics are usually used in this branch?

There are many, many different statistical analysis methods within the inferential branch and it’d be impossible for us to discuss them all here. So we’ll just take a look at some of the most common inferential statistical methods so that you have a solid starting point.

First up are T-Tests . T-tests compare the means (the averages) of two groups of data to assess whether they’re statistically significantly different. In other words, do they have significantly different means, standard deviations and skewness.

This type of testing is very useful for understanding just how similar or different two groups of data are. For example, you might want to compare the mean blood pressure between two groups of people – one that has taken a new medication and one that hasn’t – to assess whether they are significantly different.

Kicking things up a level, we have ANOVA, which stands for “analysis of variance”. This test is similar to a T-test in that it compares the means of various groups, but ANOVA allows you to analyse multiple groups , not just two groups So it’s basically a t-test on steroids…

Next, we have correlation analysis . This type of analysis assesses the relationship between two variables. In other words, if one variable increases, does the other variable also increase, decrease or stay the same. For example, if the average temperature goes up, do average ice creams sales increase too? We’d expect some sort of relationship between these two variables intuitively , but correlation analysis allows us to measure that relationship scientifically .

Lastly, we have regression analysis – this is quite similar to correlation in that it assesses the relationship between variables, but it goes a step further to understand cause and effect between variables, not just whether they move together. In other words, does the one variable actually cause the other one to move, or do they just happen to move together naturally thanks to another force? Just because two variables correlate doesn’t necessarily mean that one causes the other.

Stats overload…

I hear you. To make this all a little more tangible, let’s take a look at an example of a correlation in action.

Here’s a scatter plot demonstrating the correlation (relationship) between weight and height. Intuitively, we’d expect there to be some relationship between these two variables, which is what we see in this scatter plot. In other words, the results tend to cluster together in a diagonal line from bottom left to top right.

As I mentioned, these are are just a handful of inferential techniques – there are many, many more. Importantly, each statistical method has its own assumptions and limitations .

For example, some methods only work with normally distributed (parametric) data, while other methods are designed specifically for non-parametric data. And that’s exactly why descriptive statistics are so important – they’re the first step to knowing which inferential techniques you can and can’t use.

Remember that every statistical method has its own assumptions and limitations, so you need to be aware of these.

How to choose the right analysis method

To choose the right statistical methods, you need to think about two important factors :

The type of quantitative data you have (specifically, level of measurement and the shape of the data). And,
Your research questions and hypotheses

Let’s take a closer look at each of these.

Factor 1 – Data type

The first thing you need to consider is the type of data you’ve collected (or the type of data you will collect). By data types, I’m referring to the four levels of measurement – namely, nominal, ordinal, interval and ratio. If you’re not familiar with this lingo, check out the video below.

Why does this matter?

Well, because different statistical methods and techniques require different types of data. This is one of the “assumptions” I mentioned earlier – every method has its assumptions regarding the type of data.

For example, some techniques work with categorical data (for example, yes/no type questions, or gender or ethnicity), while others work with continuous numerical data (for example, age, weight or income) – and, of course, some work with multiple data types.

If you try to use a statistical method that doesn’t support the data type you have, your results will be largely meaningless . So, make sure that you have a clear understanding of what types of data you’ve collected (or will collect). Once you have this, you can then check which statistical methods would support your data types here .

If you haven’t collected your data yet, you can work in reverse and look at which statistical method would give you the most useful insights, and then design your data collection strategy to collect the correct data types.

Another important factor to consider is the shape of your data . Specifically, does it have a normal distribution (in other words, is it a bell-shaped curve, centred in the middle) or is it very skewed to the left or the right? Again, different statistical techniques work for different shapes of data – some are designed for symmetrical data while others are designed for skewed data.

This is another reminder of why descriptive statistics are so important – they tell you all about the shape of your data.

Factor 2: Your research questions

The next thing you need to consider is your specific research questions, as well as your hypotheses (if you have some). The nature of your research questions and research hypotheses will heavily influence which statistical methods and techniques you should use.

If you’re just interested in understanding the attributes of your sample (as opposed to the entire population), then descriptive statistics are probably all you need. For example, if you just want to assess the means (averages) and medians (centre points) of variables in a group of people.

On the other hand, if you aim to understand differences between groups or relationships between variables and to infer or predict outcomes in the population, then you’ll likely need both descriptive statistics and inferential statistics.

So, it’s really important to get very clear about your research aims and research questions, as well your hypotheses – before you start looking at which statistical techniques to use.

Never shoehorn a specific statistical technique into your research just because you like it or have some experience with it. Your choice of methods must align with all the factors we’ve covered here.

Time to recap…

You’re still with me? That’s impressive. We’ve covered a lot of ground here, so let’s recap on the key points:

Quantitative data analysis is all about analysing number-based data (which includes categorical and numerical data) using various statistical techniques.
The two main branches of statistics are descriptive statistics and inferential statistics . Descriptives describe your sample, whereas inferentials make predictions about what you’ll find in the population.
Common descriptive statistical methods include mean (average), median , standard deviation and skewness .
Common inferential statistical methods include t-tests , ANOVA , correlation and regression analysis.
To choose the right statistical methods and techniques, you need to consider the type of data you’re working with , as well as your research questions and hypotheses.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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Home » Data Analysis – Process, Methods and Types

Data Analysis – Process, Methods and Types

Table of Contents

Data Analysis

Definition:

Data analysis refers to the process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, drawing conclusions, and supporting decision-making. It involves applying various statistical and computational techniques to interpret and derive insights from large datasets. The ultimate aim of data analysis is to convert raw data into actionable insights that can inform business decisions, scientific research, and other endeavors.

Data Analysis Process

The following are step-by-step guides to the data analysis process:

Define the Problem

The first step in data analysis is to clearly define the problem or question that needs to be answered. This involves identifying the purpose of the analysis, the data required, and the intended outcome.

Collect the Data

The next step is to collect the relevant data from various sources. This may involve collecting data from surveys, databases, or other sources. It is important to ensure that the data collected is accurate, complete, and relevant to the problem being analyzed.

Clean and Organize the Data

Once the data has been collected, it needs to be cleaned and organized. This involves removing any errors or inconsistencies in the data, filling in missing values, and ensuring that the data is in a format that can be easily analyzed.

Analyze the Data

The next step is to analyze the data using various statistical and analytical techniques. This may involve identifying patterns in the data, conducting statistical tests, or using machine learning algorithms to identify trends and insights.

Interpret the Results

After analyzing the data, the next step is to interpret the results. This involves drawing conclusions based on the analysis and identifying any significant findings or trends.

Communicate the Findings

Once the results have been interpreted, they need to be communicated to stakeholders. This may involve creating reports, visualizations, or presentations to effectively communicate the findings and recommendations.

Take Action

The final step in the data analysis process is to take action based on the findings. This may involve implementing new policies or procedures, making strategic decisions, or taking other actions based on the insights gained from the analysis.

Types of Data Analysis

Types of Data Analysis are as follows:

Descriptive Analysis

This type of analysis involves summarizing and describing the main characteristics of a dataset, such as the mean, median, mode, standard deviation, and range.

Inferential Analysis

This type of analysis involves making inferences about a population based on a sample. Inferential analysis can help determine whether a certain relationship or pattern observed in a sample is likely to be present in the entire population.

Diagnostic Analysis

This type of analysis involves identifying and diagnosing problems or issues within a dataset. Diagnostic analysis can help identify outliers, errors, missing data, or other anomalies in the dataset.

Predictive Analysis

This type of analysis involves using statistical models and algorithms to predict future outcomes or trends based on historical data. Predictive analysis can help businesses and organizations make informed decisions about the future.

Prescriptive Analysis

This type of analysis involves recommending a course of action based on the results of previous analyses. Prescriptive analysis can help organizations make data-driven decisions about how to optimize their operations, products, or services.

Exploratory Analysis

This type of analysis involves exploring the relationships and patterns within a dataset to identify new insights and trends. Exploratory analysis is often used in the early stages of research or data analysis to generate hypotheses and identify areas for further investigation.

Data Analysis Methods

Data Analysis Methods are as follows:

Statistical Analysis

This method involves the use of mathematical models and statistical tools to analyze and interpret data. It includes measures of central tendency, correlation analysis, regression analysis, hypothesis testing, and more.

Machine Learning

This method involves the use of algorithms to identify patterns and relationships in data. It includes supervised and unsupervised learning, classification, clustering, and predictive modeling.

Data Mining

This method involves using statistical and machine learning techniques to extract information and insights from large and complex datasets.

Text Analysis

This method involves using natural language processing (NLP) techniques to analyze and interpret text data. It includes sentiment analysis, topic modeling, and entity recognition.

Network Analysis

This method involves analyzing the relationships and connections between entities in a network, such as social networks or computer networks. It includes social network analysis and graph theory.

Time Series Analysis

This method involves analyzing data collected over time to identify patterns and trends. It includes forecasting, decomposition, and smoothing techniques.

Spatial Analysis

This method involves analyzing geographic data to identify spatial patterns and relationships. It includes spatial statistics, spatial regression, and geospatial data visualization.

Data Visualization

This method involves using graphs, charts, and other visual representations to help communicate the findings of the analysis. It includes scatter plots, bar charts, heat maps, and interactive dashboards.

Qualitative Analysis

This method involves analyzing non-numeric data such as interviews, observations, and open-ended survey responses. It includes thematic analysis, content analysis, and grounded theory.

Multi-criteria Decision Analysis

This method involves analyzing multiple criteria and objectives to support decision-making. It includes techniques such as the analytical hierarchy process, TOPSIS, and ELECTRE.

Data Analysis Tools

There are various data analysis tools available that can help with different aspects of data analysis. Below is a list of some commonly used data analysis tools:

Microsoft Excel: A widely used spreadsheet program that allows for data organization, analysis, and visualization.
SQL : A programming language used to manage and manipulate relational databases.
R : An open-source programming language and software environment for statistical computing and graphics.
Python : A general-purpose programming language that is widely used in data analysis and machine learning.
Tableau : A data visualization software that allows for interactive and dynamic visualizations of data.
SAS : A statistical analysis software used for data management, analysis, and reporting.
SPSS : A statistical analysis software used for data analysis, reporting, and modeling.
Matlab : A numerical computing software that is widely used in scientific research and engineering.
RapidMiner : A data science platform that offers a wide range of data analysis and machine learning tools.

Applications of Data Analysis

Data analysis has numerous applications across various fields. Below are some examples of how data analysis is used in different fields:

Business : Data analysis is used to gain insights into customer behavior, market trends, and financial performance. This includes customer segmentation, sales forecasting, and market research.
Healthcare : Data analysis is used to identify patterns and trends in patient data, improve patient outcomes, and optimize healthcare operations. This includes clinical decision support, disease surveillance, and healthcare cost analysis.
Education : Data analysis is used to measure student performance, evaluate teaching effectiveness, and improve educational programs. This includes assessment analytics, learning analytics, and program evaluation.
Finance : Data analysis is used to monitor and evaluate financial performance, identify risks, and make investment decisions. This includes risk management, portfolio optimization, and fraud detection.
Government : Data analysis is used to inform policy-making, improve public services, and enhance public safety. This includes crime analysis, disaster response planning, and social welfare program evaluation.
Sports : Data analysis is used to gain insights into athlete performance, improve team strategy, and enhance fan engagement. This includes player evaluation, scouting analysis, and game strategy optimization.
Marketing : Data analysis is used to measure the effectiveness of marketing campaigns, understand customer behavior, and develop targeted marketing strategies. This includes customer segmentation, marketing attribution analysis, and social media analytics.
Environmental science : Data analysis is used to monitor and evaluate environmental conditions, assess the impact of human activities on the environment, and develop environmental policies. This includes climate modeling, ecological forecasting, and pollution monitoring.

When to Use Data Analysis

Data analysis is useful when you need to extract meaningful insights and information from large and complex datasets. It is a crucial step in the decision-making process, as it helps you understand the underlying patterns and relationships within the data, and identify potential areas for improvement or opportunities for growth.

Here are some specific scenarios where data analysis can be particularly helpful:

Problem-solving : When you encounter a problem or challenge, data analysis can help you identify the root cause and develop effective solutions.
Optimization : Data analysis can help you optimize processes, products, or services to increase efficiency, reduce costs, and improve overall performance.
Prediction: Data analysis can help you make predictions about future trends or outcomes, which can inform strategic planning and decision-making.
Performance evaluation : Data analysis can help you evaluate the performance of a process, product, or service to identify areas for improvement and potential opportunities for growth.
Risk assessment : Data analysis can help you assess and mitigate risks, whether it is financial, operational, or related to safety.
Market research : Data analysis can help you understand customer behavior and preferences, identify market trends, and develop effective marketing strategies.
Quality control: Data analysis can help you ensure product quality and customer satisfaction by identifying and addressing quality issues.

Purpose of Data Analysis

The primary purposes of data analysis can be summarized as follows:

To gain insights: Data analysis allows you to identify patterns and trends in data, which can provide valuable insights into the underlying factors that influence a particular phenomenon or process.
To inform decision-making: Data analysis can help you make informed decisions based on the information that is available. By analyzing data, you can identify potential risks, opportunities, and solutions to problems.
To improve performance: Data analysis can help you optimize processes, products, or services by identifying areas for improvement and potential opportunities for growth.
To measure progress: Data analysis can help you measure progress towards a specific goal or objective, allowing you to track performance over time and adjust your strategies accordingly.
To identify new opportunities: Data analysis can help you identify new opportunities for growth and innovation by identifying patterns and trends that may not have been visible before.

Examples of Data Analysis

Some Examples of Data Analysis are as follows:

Social Media Monitoring: Companies use data analysis to monitor social media activity in real-time to understand their brand reputation, identify potential customer issues, and track competitors. By analyzing social media data, businesses can make informed decisions on product development, marketing strategies, and customer service.
Financial Trading: Financial traders use data analysis to make real-time decisions about buying and selling stocks, bonds, and other financial instruments. By analyzing real-time market data, traders can identify trends and patterns that help them make informed investment decisions.
Traffic Monitoring : Cities use data analysis to monitor traffic patterns and make real-time decisions about traffic management. By analyzing data from traffic cameras, sensors, and other sources, cities can identify congestion hotspots and make changes to improve traffic flow.
Healthcare Monitoring: Healthcare providers use data analysis to monitor patient health in real-time. By analyzing data from wearable devices, electronic health records, and other sources, healthcare providers can identify potential health issues and provide timely interventions.
Online Advertising: Online advertisers use data analysis to make real-time decisions about advertising campaigns. By analyzing data on user behavior and ad performance, advertisers can make adjustments to their campaigns to improve their effectiveness.
Sports Analysis : Sports teams use data analysis to make real-time decisions about strategy and player performance. By analyzing data on player movement, ball position, and other variables, coaches can make informed decisions about substitutions, game strategy, and training regimens.
Energy Management : Energy companies use data analysis to monitor energy consumption in real-time. By analyzing data on energy usage patterns, companies can identify opportunities to reduce energy consumption and improve efficiency.

Characteristics of Data Analysis

Characteristics of Data Analysis are as follows:

Objective : Data analysis should be objective and based on empirical evidence, rather than subjective assumptions or opinions.
Systematic : Data analysis should follow a systematic approach, using established methods and procedures for collecting, cleaning, and analyzing data.
Accurate : Data analysis should produce accurate results, free from errors and bias. Data should be validated and verified to ensure its quality.
Relevant : Data analysis should be relevant to the research question or problem being addressed. It should focus on the data that is most useful for answering the research question or solving the problem.
Comprehensive : Data analysis should be comprehensive and consider all relevant factors that may affect the research question or problem.
Timely : Data analysis should be conducted in a timely manner, so that the results are available when they are needed.
Reproducible : Data analysis should be reproducible, meaning that other researchers should be able to replicate the analysis using the same data and methods.
Communicable : Data analysis should be communicated clearly and effectively to stakeholders and other interested parties. The results should be presented in a way that is understandable and useful for decision-making.

Advantages of Data Analysis

Advantages of Data Analysis are as follows:

Better decision-making: Data analysis helps in making informed decisions based on facts and evidence, rather than intuition or guesswork.
Improved efficiency: Data analysis can identify inefficiencies and bottlenecks in business processes, allowing organizations to optimize their operations and reduce costs.
Increased accuracy: Data analysis helps to reduce errors and bias, providing more accurate and reliable information.
Better customer service: Data analysis can help organizations understand their customers better, allowing them to provide better customer service and improve customer satisfaction.
Competitive advantage: Data analysis can provide organizations with insights into their competitors, allowing them to identify areas where they can gain a competitive advantage.
Identification of trends and patterns : Data analysis can identify trends and patterns in data that may not be immediately apparent, helping organizations to make predictions and plan for the future.
Improved risk management : Data analysis can help organizations identify potential risks and take proactive steps to mitigate them.
Innovation: Data analysis can inspire innovation and new ideas by revealing new opportunities or previously unknown correlations in data.

Limitations of Data Analysis

Data quality: The quality of data can impact the accuracy and reliability of analysis results. If data is incomplete, inconsistent, or outdated, the analysis may not provide meaningful insights.
Limited scope: Data analysis is limited by the scope of the data available. If data is incomplete or does not capture all relevant factors, the analysis may not provide a complete picture.
Human error : Data analysis is often conducted by humans, and errors can occur in data collection, cleaning, and analysis.
Cost : Data analysis can be expensive, requiring specialized tools, software, and expertise.
Time-consuming : Data analysis can be time-consuming, especially when working with large datasets or conducting complex analyses.
Overreliance on data: Data analysis should be complemented with human intuition and expertise. Overreliance on data can lead to a lack of creativity and innovation.
Privacy concerns: Data analysis can raise privacy concerns if personal or sensitive information is used without proper consent or security measures.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Data analysis techniques in research are essential because they allow researchers to derive meaningful insights from data sets to support their hypotheses or research objectives.

Data Analysis Techniques in Research : While various groups, institutions, and professionals may have diverse approaches to data analysis, a universal definition captures its essence. Data analysis involves refining, transforming, and interpreting raw data to derive actionable insights that guide informed decision-making for businesses.

A straightforward illustration of data analysis emerges when we make everyday decisions, basing our choices on past experiences or predictions of potential outcomes.

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Table of Contents

What is Data Analysis?

Data analysis is the systematic process of inspecting, cleaning, transforming, and interpreting data with the objective of discovering valuable insights and drawing meaningful conclusions. This process involves several steps:

Inspecting : Initial examination of data to understand its structure, quality, and completeness.
Cleaning : Removing errors, inconsistencies, or irrelevant information to ensure accurate analysis.
Transforming : Converting data into a format suitable for analysis, such as normalization or aggregation.
Interpreting : Analyzing the transformed data to identify patterns, trends, and relationships.

Types of Data Analysis Techniques in Research

Data analysis techniques in research are categorized into qualitative and quantitative methods, each with its specific approaches and tools. These techniques are instrumental in extracting meaningful insights, patterns, and relationships from data to support informed decision-making, validate hypotheses, and derive actionable recommendations. Below is an in-depth exploration of the various types of data analysis techniques commonly employed in research:

1) Qualitative Analysis:

Definition: Qualitative analysis focuses on understanding non-numerical data, such as opinions, concepts, or experiences, to derive insights into human behavior, attitudes, and perceptions.

Content Analysis: Examines textual data, such as interview transcripts, articles, or open-ended survey responses, to identify themes, patterns, or trends.
Narrative Analysis: Analyzes personal stories or narratives to understand individuals’ experiences, emotions, or perspectives.
Ethnographic Studies: Involves observing and analyzing cultural practices, behaviors, and norms within specific communities or settings.

2) Quantitative Analysis:

Quantitative analysis emphasizes numerical data and employs statistical methods to explore relationships, patterns, and trends. It encompasses several approaches:

Descriptive Analysis:

Frequency Distribution: Represents the number of occurrences of distinct values within a dataset.
Central Tendency: Measures such as mean, median, and mode provide insights into the central values of a dataset.
Dispersion: Techniques like variance and standard deviation indicate the spread or variability of data.

Diagnostic Analysis:

Regression Analysis: Assesses the relationship between dependent and independent variables, enabling prediction or understanding causality.
ANOVA (Analysis of Variance): Examines differences between groups to identify significant variations or effects.

Predictive Analysis:

Time Series Forecasting: Uses historical data points to predict future trends or outcomes.
Machine Learning Algorithms: Techniques like decision trees, random forests, and neural networks predict outcomes based on patterns in data.

Prescriptive Analysis:

Optimization Models: Utilizes linear programming, integer programming, or other optimization techniques to identify the best solutions or strategies.
Simulation: Mimics real-world scenarios to evaluate various strategies or decisions and determine optimal outcomes.

Specific Techniques:

Monte Carlo Simulation: Models probabilistic outcomes to assess risk and uncertainty.
Factor Analysis: Reduces the dimensionality of data by identifying underlying factors or components.
Cohort Analysis: Studies specific groups or cohorts over time to understand trends, behaviors, or patterns within these groups.
Cluster Analysis: Classifies objects or individuals into homogeneous groups or clusters based on similarities or attributes.
Sentiment Analysis: Uses natural language processing and machine learning techniques to determine sentiment, emotions, or opinions from textual data.

Also Read: AI and Predictive Analytics: Examples, Tools, Uses, Ai Vs Predictive Analytics

Data Analysis Techniques in Research Examples

To provide a clearer understanding of how data analysis techniques are applied in research, let’s consider a hypothetical research study focused on evaluating the impact of online learning platforms on students’ academic performance.

Research Objective:

Determine if students using online learning platforms achieve higher academic performance compared to those relying solely on traditional classroom instruction.

Data Collection:

Quantitative Data: Academic scores (grades) of students using online platforms and those using traditional classroom methods.
Qualitative Data: Feedback from students regarding their learning experiences, challenges faced, and preferences.

Data Analysis Techniques Applied:

1) Descriptive Analysis:

Calculate the mean, median, and mode of academic scores for both groups.
Create frequency distributions to represent the distribution of grades in each group.

2) Diagnostic Analysis:

Conduct an Analysis of Variance (ANOVA) to determine if there’s a statistically significant difference in academic scores between the two groups.
Perform Regression Analysis to assess the relationship between the time spent on online platforms and academic performance.

3) Predictive Analysis:

Utilize Time Series Forecasting to predict future academic performance trends based on historical data.
Implement Machine Learning algorithms to develop a predictive model that identifies factors contributing to academic success on online platforms.

4) Prescriptive Analysis:

Apply Optimization Models to identify the optimal combination of online learning resources (e.g., video lectures, interactive quizzes) that maximize academic performance.
Use Simulation Techniques to evaluate different scenarios, such as varying student engagement levels with online resources, to determine the most effective strategies for improving learning outcomes.

5) Specific Techniques:

Conduct Factor Analysis on qualitative feedback to identify common themes or factors influencing students’ perceptions and experiences with online learning.
Perform Cluster Analysis to segment students based on their engagement levels, preferences, or academic outcomes, enabling targeted interventions or personalized learning strategies.
Apply Sentiment Analysis on textual feedback to categorize students’ sentiments as positive, negative, or neutral regarding online learning experiences.

By applying a combination of qualitative and quantitative data analysis techniques, this research example aims to provide comprehensive insights into the effectiveness of online learning platforms.

Also Read: Learning Path to Become a Data Analyst in 2024

Data Analysis Techniques in Quantitative Research

Quantitative research involves collecting numerical data to examine relationships, test hypotheses, and make predictions. Various data analysis techniques are employed to interpret and draw conclusions from quantitative data. Here are some key data analysis techniques commonly used in quantitative research:

1) Descriptive Statistics:

Description: Descriptive statistics are used to summarize and describe the main aspects of a dataset, such as central tendency (mean, median, mode), variability (range, variance, standard deviation), and distribution (skewness, kurtosis).
Applications: Summarizing data, identifying patterns, and providing initial insights into the dataset.

2) Inferential Statistics:

Description: Inferential statistics involve making predictions or inferences about a population based on a sample of data. This technique includes hypothesis testing, confidence intervals, t-tests, chi-square tests, analysis of variance (ANOVA), regression analysis, and correlation analysis.
Applications: Testing hypotheses, making predictions, and generalizing findings from a sample to a larger population.

3) Regression Analysis:

Description: Regression analysis is a statistical technique used to model and examine the relationship between a dependent variable and one or more independent variables. Linear regression, multiple regression, logistic regression, and nonlinear regression are common types of regression analysis .
Applications: Predicting outcomes, identifying relationships between variables, and understanding the impact of independent variables on the dependent variable.

4) Correlation Analysis:

Description: Correlation analysis is used to measure and assess the strength and direction of the relationship between two or more variables. The Pearson correlation coefficient, Spearman rank correlation coefficient, and Kendall’s tau are commonly used measures of correlation.
Applications: Identifying associations between variables and assessing the degree and nature of the relationship.

5) Factor Analysis:

Description: Factor analysis is a multivariate statistical technique used to identify and analyze underlying relationships or factors among a set of observed variables. It helps in reducing the dimensionality of data and identifying latent variables or constructs.
Applications: Identifying underlying factors or constructs, simplifying data structures, and understanding the underlying relationships among variables.

6) Time Series Analysis:

Description: Time series analysis involves analyzing data collected or recorded over a specific period at regular intervals to identify patterns, trends, and seasonality. Techniques such as moving averages, exponential smoothing, autoregressive integrated moving average (ARIMA), and Fourier analysis are used.
Applications: Forecasting future trends, analyzing seasonal patterns, and understanding time-dependent relationships in data.

7) ANOVA (Analysis of Variance):

Description: Analysis of variance (ANOVA) is a statistical technique used to analyze and compare the means of two or more groups or treatments to determine if they are statistically different from each other. One-way ANOVA, two-way ANOVA, and MANOVA (Multivariate Analysis of Variance) are common types of ANOVA.
Applications: Comparing group means, testing hypotheses, and determining the effects of categorical independent variables on a continuous dependent variable.

8) Chi-Square Tests:

Description: Chi-square tests are non-parametric statistical tests used to assess the association between categorical variables in a contingency table. The Chi-square test of independence, goodness-of-fit test, and test of homogeneity are common chi-square tests.
Applications: Testing relationships between categorical variables, assessing goodness-of-fit, and evaluating independence.

These quantitative data analysis techniques provide researchers with valuable tools and methods to analyze, interpret, and derive meaningful insights from numerical data. The selection of a specific technique often depends on the research objectives, the nature of the data, and the underlying assumptions of the statistical methods being used.

Also Read: Analysis vs. Analytics: How Are They Different?

Data Analysis Methods

Data analysis methods refer to the techniques and procedures used to analyze, interpret, and draw conclusions from data. These methods are essential for transforming raw data into meaningful insights, facilitating decision-making processes, and driving strategies across various fields. Here are some common data analysis methods:

Description: Descriptive statistics summarize and organize data to provide a clear and concise overview of the dataset. Measures such as mean, median, mode, range, variance, and standard deviation are commonly used.
Description: Inferential statistics involve making predictions or inferences about a population based on a sample of data. Techniques such as hypothesis testing, confidence intervals, and regression analysis are used.

3) Exploratory Data Analysis (EDA):

Description: EDA techniques involve visually exploring and analyzing data to discover patterns, relationships, anomalies, and insights. Methods such as scatter plots, histograms, box plots, and correlation matrices are utilized.
Applications: Identifying trends, patterns, outliers, and relationships within the dataset.

4) Predictive Analytics:

Description: Predictive analytics use statistical algorithms and machine learning techniques to analyze historical data and make predictions about future events or outcomes. Techniques such as regression analysis, time series forecasting, and machine learning algorithms (e.g., decision trees, random forests, neural networks) are employed.
Applications: Forecasting future trends, predicting outcomes, and identifying potential risks or opportunities.

5) Prescriptive Analytics:

Description: Prescriptive analytics involve analyzing data to recommend actions or strategies that optimize specific objectives or outcomes. Optimization techniques, simulation models, and decision-making algorithms are utilized.
Applications: Recommending optimal strategies, decision-making support, and resource allocation.

6) Qualitative Data Analysis:

Description: Qualitative data analysis involves analyzing non-numerical data, such as text, images, videos, or audio, to identify themes, patterns, and insights. Methods such as content analysis, thematic analysis, and narrative analysis are used.
Applications: Understanding human behavior, attitudes, perceptions, and experiences.

7) Big Data Analytics:

Description: Big data analytics methods are designed to analyze large volumes of structured and unstructured data to extract valuable insights. Technologies such as Hadoop, Spark, and NoSQL databases are used to process and analyze big data.
Applications: Analyzing large datasets, identifying trends, patterns, and insights from big data sources.

8) Text Analytics:

Description: Text analytics methods involve analyzing textual data, such as customer reviews, social media posts, emails, and documents, to extract meaningful information and insights. Techniques such as sentiment analysis, text mining, and natural language processing (NLP) are used.
Applications: Analyzing customer feedback, monitoring brand reputation, and extracting insights from textual data sources.

These data analysis methods are instrumental in transforming data into actionable insights, informing decision-making processes, and driving organizational success across various sectors, including business, healthcare, finance, marketing, and research. The selection of a specific method often depends on the nature of the data, the research objectives, and the analytical requirements of the project or organization.

Also Read: Quantitative Data Analysis: Types, Analysis & Examples

Data Analysis Tools

Data analysis tools are essential instruments that facilitate the process of examining, cleaning, transforming, and modeling data to uncover useful information, make informed decisions, and drive strategies. Here are some prominent data analysis tools widely used across various industries:

1) Microsoft Excel:

Description: A spreadsheet software that offers basic to advanced data analysis features, including pivot tables, data visualization tools, and statistical functions.
Applications: Data cleaning, basic statistical analysis, visualization, and reporting.

2) R Programming Language:

Description: An open-source programming language specifically designed for statistical computing and data visualization.
Applications: Advanced statistical analysis, data manipulation, visualization, and machine learning.

3) Python (with Libraries like Pandas, NumPy, Matplotlib, and Seaborn):

Description: A versatile programming language with libraries that support data manipulation, analysis, and visualization.
Applications: Data cleaning, statistical analysis, machine learning, and data visualization.

4) SPSS (Statistical Package for the Social Sciences):

Description: A comprehensive statistical software suite used for data analysis, data mining, and predictive analytics.
Applications: Descriptive statistics, hypothesis testing, regression analysis, and advanced analytics.

5) SAS (Statistical Analysis System):

Description: A software suite used for advanced analytics, multivariate analysis, and predictive modeling.
Applications: Data management, statistical analysis, predictive modeling, and business intelligence.

6) Tableau:

Description: A data visualization tool that allows users to create interactive and shareable dashboards and reports.
Applications: Data visualization , business intelligence , and interactive dashboard creation.

7) Power BI:

Description: A business analytics tool developed by Microsoft that provides interactive visualizations and business intelligence capabilities.
Applications: Data visualization, business intelligence, reporting, and dashboard creation.

8) SQL (Structured Query Language) Databases (e.g., MySQL, PostgreSQL, Microsoft SQL Server):

Description: Database management systems that support data storage, retrieval, and manipulation using SQL queries.
Applications: Data retrieval, data cleaning, data transformation, and database management.

9) Apache Spark:

Description: A fast and general-purpose distributed computing system designed for big data processing and analytics.
Applications: Big data processing, machine learning, data streaming, and real-time analytics.

10) IBM SPSS Modeler:

Description: A data mining software application used for building predictive models and conducting advanced analytics.
Applications: Predictive modeling, data mining, statistical analysis, and decision optimization.

These tools serve various purposes and cater to different data analysis needs, from basic statistical analysis and data visualization to advanced analytics, machine learning, and big data processing. The choice of a specific tool often depends on the nature of the data, the complexity of the analysis, and the specific requirements of the project or organization.

Also Read: How to Analyze Survey Data: Methods & Examples

Importance of Data Analysis in Research

The importance of data analysis in research cannot be overstated; it serves as the backbone of any scientific investigation or study. Here are several key reasons why data analysis is crucial in the research process:

Data analysis helps ensure that the results obtained are valid and reliable. By systematically examining the data, researchers can identify any inconsistencies or anomalies that may affect the credibility of the findings.
Effective data analysis provides researchers with the necessary information to make informed decisions. By interpreting the collected data, researchers can draw conclusions, make predictions, or formulate recommendations based on evidence rather than intuition or guesswork.
Data analysis allows researchers to identify patterns, trends, and relationships within the data. This can lead to a deeper understanding of the research topic, enabling researchers to uncover insights that may not be immediately apparent.
In empirical research, data analysis plays a critical role in testing hypotheses. Researchers collect data to either support or refute their hypotheses, and data analysis provides the tools and techniques to evaluate these hypotheses rigorously.
Transparent and well-executed data analysis enhances the credibility of research findings. By clearly documenting the data analysis methods and procedures, researchers allow others to replicate the study, thereby contributing to the reproducibility of research findings.
In fields such as business or healthcare, data analysis helps organizations allocate resources more efficiently. By analyzing data on consumer behavior, market trends, or patient outcomes, organizations can make strategic decisions about resource allocation, budgeting, and planning.
In public policy and social sciences, data analysis is instrumental in developing and evaluating policies and interventions. By analyzing data on social, economic, or environmental factors, policymakers can assess the effectiveness of existing policies and inform the development of new ones.
Data analysis allows for continuous improvement in research methods and practices. By analyzing past research projects, identifying areas for improvement, and implementing changes based on data-driven insights, researchers can refine their approaches and enhance the quality of future research endeavors.

However, it is important to remember that mastering these techniques requires practice and continuous learning. That’s why we highly recommend the Data Analytics Course by Physics Wallah . Not only does it cover all the fundamentals of data analysis, but it also provides hands-on experience with various tools such as Excel, Python, and Tableau. Plus, if you use the “ READER ” coupon code at checkout, you can get a special discount on the course.

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Data Analysis Techniques in Research FAQs

What are the 5 techniques for data analysis.

The five techniques for data analysis include: Descriptive Analysis Diagnostic Analysis Predictive Analysis Prescriptive Analysis Qualitative Analysis

What are techniques of data analysis in research?

Techniques of data analysis in research encompass both qualitative and quantitative methods. These techniques involve processes like summarizing raw data, investigating causes of events, forecasting future outcomes, offering recommendations based on predictions, and examining non-numerical data to understand concepts or experiences.

What are the 3 methods of data analysis?

The three primary methods of data analysis are: Qualitative Analysis Quantitative Analysis Mixed-Methods Analysis

What are the four types of data analysis techniques?

The four types of data analysis techniques are: Descriptive Analysis Diagnostic Analysis Predictive Analysis Prescriptive Analysis

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Qualitative Data Analysis: Step-by-Step Guide (Manual vs. Automatic)

When we conduct qualitative methods of research, need to explain changes in metrics or understand people's opinions, we always turn to qualitative data. Qualitative data is typically generated through:

Interview transcripts
Surveys with open-ended questions
Contact center transcripts
Texts and documents
Audio and video recordings
Observational notes

Compared to quantitative data, which captures structured information, qualitative data is unstructured and has more depth. It can answer our questions, can help formulate hypotheses and build understanding.

It's important to understand the differences between quantitative data & qualitative data . But unfortunately, analyzing qualitative data is difficult. While tools like Excel, Tableau and PowerBI crunch and visualize quantitative data with ease, there are a limited number of mainstream tools for analyzing qualitative data . The majority of qualitative data analysis still happens manually.

That said, there are two new trends that are changing this. First, there are advances in natural language processing (NLP) which is focused on understanding human language. Second, there is an explosion of user-friendly software designed for both researchers and businesses. Both help automate the qualitative data analysis process.

In this post we want to teach you how to conduct a successful qualitative data analysis. There are two primary qualitative data analysis methods; manual & automatic. We will teach you how to conduct the analysis manually, and also, automatically using software solutions powered by NLP. We’ll guide you through the steps to conduct a manual analysis, and look at what is involved and the role technology can play in automating this process.

More businesses are switching to fully-automated analysis of qualitative customer data because it is cheaper, faster, and just as accurate. Primarily, businesses purchase subscriptions to feedback analytics platforms so that they can understand customer pain points and sentiment.

We’ll take you through 5 steps to conduct a successful qualitative data analysis. Within each step we will highlight the key difference between the manual, and automated approach of qualitative researchers. Here's an overview of the steps:

The 5 steps to doing qualitative data analysis

Gathering and collecting your qualitative data
Organizing and connecting into your qualitative data
Coding your qualitative data
Analyzing the qualitative data for insights
Reporting on the insights derived from your analysis

What is Qualitative Data Analysis?

Qualitative data analysis is a process of gathering, structuring and interpreting qualitative data to understand what it represents.

Qualitative data is non-numerical and unstructured. Qualitative data generally refers to text, such as open-ended responses to survey questions or user interviews, but also includes audio, photos and video.

Businesses often perform qualitative data analysis on customer feedback. And within this context, qualitative data generally refers to verbatim text data collected from sources such as reviews, complaints, chat messages, support centre interactions, customer interviews, case notes or social media comments.

How is qualitative data analysis different from quantitative data analysis?

Understanding the differences between quantitative & qualitative data is important. When it comes to analyzing data, Qualitative Data Analysis serves a very different role to Quantitative Data Analysis. But what sets them apart?

Qualitative Data Analysis dives into the stories hidden in non-numerical data such as interviews, open-ended survey answers, or notes from observations. It uncovers the ‘whys’ and ‘hows’ giving a deep understanding of people’s experiences and emotions.

Quantitative Data Analysis on the other hand deals with numerical data, using statistics to measure differences, identify preferred options, and pinpoint root causes of issues. It steps back to address questions like "how many" or "what percentage" to offer broad insights we can apply to larger groups.

In short, Qualitative Data Analysis is like a microscope, helping us understand specific detail. Quantitative Data Analysis is like the telescope, giving us a broader perspective. Both are important, working together to decode data for different objectives.

Qualitative Data Analysis methods

Once all the data has been captured, there are a variety of analysis techniques available and the choice is determined by your specific research objectives and the kind of data you’ve gathered. Common qualitative data analysis methods include:

Content Analysis

This is a popular approach to qualitative data analysis. Other qualitative analysis techniques may fit within the broad scope of content analysis. Thematic analysis is a part of the content analysis. Content analysis is used to identify the patterns that emerge from text, by grouping content into words, concepts, and themes. Content analysis is useful to quantify the relationship between all of the grouped content. The Columbia School of Public Health has a detailed breakdown of content analysis .

Narrative Analysis

Narrative analysis focuses on the stories people tell and the language they use to make sense of them. It is particularly useful in qualitative research methods where customer stories are used to get a deep understanding of customers’ perspectives on a specific issue. A narrative analysis might enable us to summarize the outcomes of a focused case study.

Discourse Analysis

Discourse analysis is used to get a thorough understanding of the political, cultural and power dynamics that exist in specific situations. The focus of discourse analysis here is on the way people express themselves in different social contexts. Discourse analysis is commonly used by brand strategists who hope to understand why a group of people feel the way they do about a brand or product.

Thematic Analysis

Thematic analysis is used to deduce the meaning behind the words people use. This is accomplished by discovering repeating themes in text. These meaningful themes reveal key insights into data and can be quantified, particularly when paired with sentiment analysis . Often, the outcome of thematic analysis is a code frame that captures themes in terms of codes, also called categories. So the process of thematic analysis is also referred to as “coding”. A common use-case for thematic analysis in companies is analysis of customer feedback.

Grounded Theory

Grounded theory is a useful approach when little is known about a subject. Grounded theory starts by formulating a theory around a single data case. This means that the theory is “grounded”. Grounded theory analysis is based on actual data, and not entirely speculative. Then additional cases can be examined to see if they are relevant and can add to the original grounded theory.

Methods of qualitative data analysis; approaches and techniques to qualitative data analysis

Challenges of Qualitative Data Analysis

While Qualitative Data Analysis offers rich insights, it comes with its challenges. Each unique QDA method has its unique hurdles. Let’s take a look at the challenges researchers and analysts might face, depending on the chosen method.

Time and Effort (Narrative Analysis): Narrative analysis, which focuses on personal stories, demands patience. Sifting through lengthy narratives to find meaningful insights can be time-consuming, requires dedicated effort.
Being Objective (Grounded Theory): Grounded theory, building theories from data, faces the challenges of personal biases. Staying objective while interpreting data is crucial, ensuring conclusions are rooted in the data itself.
Complexity (Thematic Analysis): Thematic analysis involves identifying themes within data, a process that can be intricate. Categorizing and understanding themes can be complex, especially when each piece of data varies in context and structure. Thematic Analysis software can simplify this process.
Generalizing Findings (Narrative Analysis): Narrative analysis, dealing with individual stories, makes drawing broad challenging. Extending findings from a single narrative to a broader context requires careful consideration.
Managing Data (Thematic Analysis): Thematic analysis involves organizing and managing vast amounts of unstructured data, like interview transcripts. Managing this can be a hefty task, requiring effective data management strategies.
Skill Level (Grounded Theory): Grounded theory demands specific skills to build theories from the ground up. Finding or training analysts with these skills poses a challenge, requiring investment in building expertise.

Benefits of qualitative data analysis

Qualitative Data Analysis (QDA) is like a versatile toolkit, offering a tailored approach to understanding your data. The benefits it offers are as diverse as the methods. Let’s explore why choosing the right method matters.

Tailored Methods for Specific Needs: QDA isn't one-size-fits-all. Depending on your research objectives and the type of data at hand, different methods offer unique benefits. If you want emotive customer stories, narrative analysis paints a strong picture. When you want to explain a score, thematic analysis reveals insightful patterns
Flexibility with Thematic Analysis: thematic analysis is like a chameleon in the toolkit of QDA. It adapts well to different types of data and research objectives, making it a top choice for any qualitative analysis.
Deeper Understanding, Better Products: QDA helps you dive into people's thoughts and feelings. This deep understanding helps you build products and services that truly matches what people want, ensuring satisfied customers
Finding the Unexpected: Qualitative data often reveals surprises that we miss in quantitative data. QDA offers us new ideas and perspectives, for insights we might otherwise miss.
Building Effective Strategies: Insights from QDA are like strategic guides. They help businesses in crafting plans that match people’s desires.
Creating Genuine Connections: Understanding people’s experiences lets businesses connect on a real level. This genuine connection helps build trust and loyalty, priceless for any business.

How to do Qualitative Data Analysis: 5 steps

Now we are going to show how you can do your own qualitative data analysis. We will guide you through this process step by step. As mentioned earlier, you will learn how to do qualitative data analysis manually , and also automatically using modern qualitative data and thematic analysis software.

To get best value from the analysis process and research process, it’s important to be super clear about the nature and scope of the question that’s being researched. This will help you select the research collection channels that are most likely to help you answer your question.

Depending on if you are a business looking to understand customer sentiment, or an academic surveying a school, your approach to qualitative data analysis will be unique.

Once you’re clear, there’s a sequence to follow. And, though there are differences in the manual and automatic approaches, the process steps are mostly the same.

The use case for our step-by-step guide is a company looking to collect data (customer feedback data), and analyze the customer feedback - in order to improve customer experience. By analyzing the customer feedback the company derives insights about their business and their customers. You can follow these same steps regardless of the nature of your research. Let’s get started.

Step 1: Gather your qualitative data and conduct research (Conduct qualitative research)

The first step of qualitative research is to do data collection. Put simply, data collection is gathering all of your data for analysis. A common situation is when qualitative data is spread across various sources.

Classic methods of gathering qualitative data

Most companies use traditional methods for gathering qualitative data: conducting interviews with research participants, running surveys, and running focus groups. This data is typically stored in documents, CRMs, databases and knowledge bases. It’s important to examine which data is available and needs to be included in your research project, based on its scope.

Using your existing qualitative feedback

As it becomes easier for customers to engage across a range of different channels, companies are gathering increasingly large amounts of both solicited and unsolicited qualitative feedback.

Most organizations have now invested in Voice of Customer programs , support ticketing systems, chatbot and support conversations, emails and even customer Slack chats.

These new channels provide companies with new ways of getting feedback, and also allow the collection of unstructured feedback data at scale.

The great thing about this data is that it contains a wealth of valubale insights and that it’s already there! When you have a new question about user behavior or your customers, you don’t need to create a new research study or set up a focus group. You can find most answers in the data you already have.

Typically, this data is stored in third-party solutions or a central database, but there are ways to export it or connect to a feedback analysis solution through integrations or an API.

Utilize untapped qualitative data channels

There are many online qualitative data sources you may not have considered. For example, you can find useful qualitative data in social media channels like Twitter or Facebook. Online forums, review sites, and online communities such as Discourse or Reddit also contain valuable data about your customers, or research questions.

If you are considering performing a qualitative benchmark analysis against competitors - the internet is your best friend, and review analysis is a great place to start. Gathering feedback in competitor reviews on sites like Trustpilot, G2, Capterra, Better Business Bureau or on app stores is a great way to perform a competitor benchmark analysis.

Customer feedback analysis software often has integrations into social media and review sites, or you could use a solution like DataMiner to scrape the reviews.

G2.com reviews of the product Airtable. You could pull reviews from G2 for your analysis.

Step 2: Connect & organize all your qualitative data

Now you all have this qualitative data but there’s a problem, the data is unstructured. Before feedback can be analyzed and assigned any value, it needs to be organized in a single place. Why is this important? Consistency!

If all data is easily accessible in one place and analyzed in a consistent manner, you will have an easier time summarizing and making decisions based on this data.

The manual approach to organizing your data

The classic method of structuring qualitative data is to plot all the raw data you’ve gathered into a spreadsheet.

Typically, research and support teams would share large Excel sheets and different business units would make sense of the qualitative feedback data on their own. Each team collects and organizes the data in a way that best suits them, which means the feedback tends to be kept in separate silos.

An alternative and a more robust solution is to store feedback in a central database, like Snowflake or Amazon Redshift .

Keep in mind that when you organize your data in this way, you are often preparing it to be imported into another software. If you go the route of a database, you would need to use an API to push the feedback into a third-party software.

Computer-assisted qualitative data analysis software (CAQDAS)

Traditionally within the manual analysis approach (but not always), qualitative data is imported into CAQDAS software for coding.

In the early 2000s, CAQDAS software was popularised by developers such as ATLAS.ti, NVivo and MAXQDA and eagerly adopted by researchers to assist with the organizing and coding of data.

The benefits of using computer-assisted qualitative data analysis software:

Assists in the organizing of your data
Opens you up to exploring different interpretations of your data analysis
Allows you to share your dataset easier and allows group collaboration (allows for secondary analysis)

However you still need to code the data, uncover the themes and do the analysis yourself. Therefore it is still a manual approach.

The user interface of CAQDAS software 'NVivo'

Organizing your qualitative data in a feedback repository

Another solution to organizing your qualitative data is to upload it into a feedback repository where it can be unified with your other data , and easily searchable and taggable. There are a number of software solutions that act as a central repository for your qualitative research data. Here are a couple solutions that you could investigate:

Dovetail: Dovetail is a research repository with a focus on video and audio transcriptions. You can tag your transcriptions within the platform for theme analysis. You can also upload your other qualitative data such as research reports, survey responses, support conversations ( conversational analytics ), and customer interviews. Dovetail acts as a single, searchable repository. And makes it easier to collaborate with other people around your qualitative research.
EnjoyHQ: EnjoyHQ is another research repository with similar functionality to Dovetail. It boasts a more sophisticated search engine, but it has a higher starting subscription cost.

Organizing your qualitative data in a feedback analytics platform

If you have a lot of qualitative customer or employee feedback, from the likes of customer surveys or employee surveys, you will benefit from a feedback analytics platform. A feedback analytics platform is a software that automates the process of both sentiment analysis and thematic analysis . Companies use the integrations offered by these platforms to directly tap into their qualitative data sources (review sites, social media, survey responses, etc.). The data collected is then organized and analyzed consistently within the platform.

If you have data prepared in a spreadsheet, it can also be imported into feedback analytics platforms.

Once all this rich data has been organized within the feedback analytics platform, it is ready to be coded and themed, within the same platform. Thematic is a feedback analytics platform that offers one of the largest libraries of integrations with qualitative data sources.

Some of qualitative data integrations offered by Thematic

Step 3: Coding your qualitative data

Your feedback data is now organized in one place. Either within your spreadsheet, CAQDAS, feedback repository or within your feedback analytics platform. The next step is to code your feedback data so we can extract meaningful insights in the next step.

Coding is the process of labelling and organizing your data in such a way that you can then identify themes in the data, and the relationships between these themes.

To simplify the coding process, you will take small samples of your customer feedback data, come up with a set of codes, or categories capturing themes, and label each piece of feedback, systematically, for patterns and meaning. Then you will take a larger sample of data, revising and refining the codes for greater accuracy and consistency as you go.

If you choose to use a feedback analytics platform, much of this process will be automated and accomplished for you.

The terms to describe different categories of meaning (‘theme’, ‘code’, ‘tag’, ‘category’ etc) can be confusing as they are often used interchangeably. For clarity, this article will use the term ‘code’.

To code means to identify key words or phrases and assign them to a category of meaning. “I really hate the customer service of this computer software company” would be coded as “poor customer service”.

How to manually code your qualitative data

Decide whether you will use deductive or inductive coding. Deductive coding is when you create a list of predefined codes, and then assign them to the qualitative data. Inductive coding is the opposite of this, you create codes based on the data itself. Codes arise directly from the data and you label them as you go. You need to weigh up the pros and cons of each coding method and select the most appropriate.
Read through the feedback data to get a broad sense of what it reveals. Now it’s time to start assigning your first set of codes to statements and sections of text.
Keep repeating step 2, adding new codes and revising the code description as often as necessary. Once it has all been coded, go through everything again, to be sure there are no inconsistencies and that nothing has been overlooked.
Create a code frame to group your codes. The coding frame is the organizational structure of all your codes. And there are two commonly used types of coding frames, flat, or hierarchical. A hierarchical code frame will make it easier for you to derive insights from your analysis.
Based on the number of times a particular code occurs, you can now see the common themes in your feedback data. This is insightful! If ‘bad customer service’ is a common code, it’s time to take action.

We have a detailed guide dedicated to manually coding your qualitative data .

Example of a hierarchical coding frame in qualitative data analysis

Using software to speed up manual coding of qualitative data

An Excel spreadsheet is still a popular method for coding. But various software solutions can help speed up this process. Here are some examples.

CAQDAS / NVivo - CAQDAS software has built-in functionality that allows you to code text within their software. You may find the interface the software offers easier for managing codes than a spreadsheet.
Dovetail/EnjoyHQ - You can tag transcripts and other textual data within these solutions. As they are also repositories you may find it simpler to keep the coding in one platform.
IBM SPSS - SPSS is a statistical analysis software that may make coding easier than in a spreadsheet.
Ascribe - Ascribe’s ‘Coder’ is a coding management system. Its user interface will make it easier for you to manage your codes.

Automating the qualitative coding process using thematic analysis software

In solutions which speed up the manual coding process, you still have to come up with valid codes and often apply codes manually to pieces of feedback. But there are also solutions that automate both the discovery and the application of codes.

Advances in machine learning have now made it possible to read, code and structure qualitative data automatically. This type of automated coding is offered by thematic analysis software .

Automation makes it far simpler and faster to code the feedback and group it into themes. By incorporating natural language processing (NLP) into the software, the AI looks across sentences and phrases to identify common themes meaningful statements. Some automated solutions detect repeating patterns and assign codes to them, others make you train the AI by providing examples. You could say that the AI learns the meaning of the feedback on its own.

Thematic automates the coding of qualitative feedback regardless of source. There’s no need to set up themes or categories in advance. Simply upload your data and wait a few minutes. You can also manually edit the codes to further refine their accuracy. Experiments conducted indicate that Thematic’s automated coding is just as accurate as manual coding .

Paired with sentiment analysis and advanced text analytics - these automated solutions become powerful for deriving quality business or research insights.

You could also build your own , if you have the resources!

The key benefits of using an automated coding solution

Automated analysis can often be set up fast and there’s the potential to uncover things that would never have been revealed if you had given the software a prescribed list of themes to look for.

Because the model applies a consistent rule to the data, it captures phrases or statements that a human eye might have missed.

Complete and consistent analysis of customer feedback enables more meaningful findings. Leading us into step 4.

Step 4: Analyze your data: Find meaningful insights

Now we are going to analyze our data to find insights. This is where we start to answer our research questions. Keep in mind that step 4 and step 5 (tell the story) have some overlap . This is because creating visualizations is both part of analysis process and reporting.

The task of uncovering insights is to scour through the codes that emerge from the data and draw meaningful correlations from them. It is also about making sure each insight is distinct and has enough data to support it.

Part of the analysis is to establish how much each code relates to different demographics and customer profiles, and identify whether there’s any relationship between these data points.

Manually create sub-codes to improve the quality of insights

If your code frame only has one level, you may find that your codes are too broad to be able to extract meaningful insights. This is where it is valuable to create sub-codes to your primary codes. This process is sometimes referred to as meta coding.

Note: If you take an inductive coding approach, you can create sub-codes as you are reading through your feedback data and coding it.

While time-consuming, this exercise will improve the quality of your analysis. Here is an example of what sub-codes could look like.

You need to carefully read your qualitative data to create quality sub-codes. But as you can see, the depth of analysis is greatly improved. By calculating the frequency of these sub-codes you can get insight into which customer service problems you can immediately address.

Correlate the frequency of codes to customer segments

Many businesses use customer segmentation . And you may have your own respondent segments that you can apply to your qualitative analysis. Segmentation is the practise of dividing customers or research respondents into subgroups.

Segments can be based on:

Demographic
And any other data type that you care to segment by

It is particularly useful to see the occurrence of codes within your segments. If one of your customer segments is considered unimportant to your business, but they are the cause of nearly all customer service complaints, it may be in your best interest to focus attention elsewhere. This is a useful insight!

Manually visualizing coded qualitative data

There are formulas you can use to visualize key insights in your data. The formulas we will suggest are imperative if you are measuring a score alongside your feedback.

If you are collecting a metric alongside your qualitative data this is a key visualization. Impact answers the question: “What’s the impact of a code on my overall score?”. Using Net Promoter Score (NPS) as an example, first you need to:

Calculate overall NPS
Calculate NPS in the subset of responses that do not contain that theme
Subtract B from A

Then you can use this simple formula to calculate code impact on NPS .

Visualizing qualitative data: Calculating the impact of a code on your score

You can then visualize this data using a bar chart.

You can download our CX toolkit - it includes a template to recreate this.

Trends over time

This analysis can help you answer questions like: “Which codes are linked to decreases or increases in my score over time?”

We need to compare two sequences of numbers: NPS over time and code frequency over time . Using Excel, calculate the correlation between the two sequences, which can be either positive (the more codes the higher the NPS, see picture below), or negative (the more codes the lower the NPS).

Now you need to plot code frequency against the absolute value of code correlation with NPS. Here is the formula:

Analyzing qualitative data: Calculate which codes are linked to increases or decreases in my score

The visualization could look like this:

Visualizing qualitative data trends over time

These are two examples, but there are more. For a third manual formula, and to learn why word clouds are not an insightful form of analysis, read our visualizations article .

Using a text analytics solution to automate analysis

Automated text analytics solutions enable codes and sub-codes to be pulled out of the data automatically. This makes it far faster and easier to identify what’s driving negative or positive results. And to pick up emerging trends and find all manner of rich insights in the data.

Another benefit of AI-driven text analytics software is its built-in capability for sentiment analysis, which provides the emotive context behind your feedback and other qualitative textual data therein.

Thematic provides text analytics that goes further by allowing users to apply their expertise on business context to edit or augment the AI-generated outputs.

Since the move away from manual research is generally about reducing the human element, adding human input to the technology might sound counter-intuitive. However, this is mostly to make sure important business nuances in the feedback aren’t missed during coding. The result is a higher accuracy of analysis. This is sometimes referred to as augmented intelligence .

Codes displayed by volume within Thematic. You can 'manage themes' to introduce human input.

Step 5: Report on your data: Tell the story

The last step of analyzing your qualitative data is to report on it, to tell the story. At this point, the codes are fully developed and the focus is on communicating the narrative to the audience.

A coherent outline of the qualitative research, the findings and the insights is vital for stakeholders to discuss and debate before they can devise a meaningful course of action.

Creating graphs and reporting in Powerpoint

Typically, qualitative researchers take the tried and tested approach of distilling their report into a series of charts, tables and other visuals which are woven into a narrative for presentation in Powerpoint.

Using visualization software for reporting

With data transformation and APIs, the analyzed data can be shared with data visualisation software, such as Power BI or Tableau , Google Studio or Looker. Power BI and Tableau are among the most preferred options.

Visualizing your insights inside a feedback analytics platform

Feedback analytics platforms, like Thematic, incorporate visualisation tools that intuitively turn key data and insights into graphs. This removes the time consuming work of constructing charts to visually identify patterns and creates more time to focus on building a compelling narrative that highlights the insights, in bite-size chunks, for executive teams to review.

Using a feedback analytics platform with visualization tools means you don’t have to use a separate product for visualizations. You can export graphs into Powerpoints straight from the platforms.

Two examples of qualitative data visualizations within Thematic

Conclusion - Manual or Automated?

There are those who remain deeply invested in the manual approach - because it’s familiar, because they’re reluctant to spend money and time learning new software, or because they’ve been burned by the overpromises of AI.

For projects that involve small datasets, manual analysis makes sense. For example, if the objective is simply to quantify a simple question like “Do customers prefer X concepts to Y?”. If the findings are being extracted from a small set of focus groups and interviews, sometimes it’s easier to just read them

However, as new generations come into the workplace, it’s technology-driven solutions that feel more comfortable and practical. And the merits are undeniable. Especially if the objective is to go deeper and understand the ‘why’ behind customers’ preference for X or Y. And even more especially if time and money are considerations.

The ability to collect a free flow of qualitative feedback data at the same time as the metric means AI can cost-effectively scan, crunch, score and analyze a ton of feedback from one system in one go. And time-intensive processes like focus groups, or coding, that used to take weeks, can now be completed in a matter of hours or days.

But aside from the ever-present business case to speed things up and keep costs down, there are also powerful research imperatives for automated analysis of qualitative data: namely, accuracy and consistency.

Finding insights hidden in feedback requires consistency, especially in coding. Not to mention catching all the ‘unknown unknowns’ that can skew research findings and steering clear of cognitive bias.

Some say without manual data analysis researchers won’t get an accurate “feel” for the insights. However, the larger data sets are, the harder it is to sort through the feedback and organize feedback that has been pulled from different places. And, the more difficult it is to stay on course, the greater the risk of drawing incorrect, or incomplete, conclusions grows.

Though the process steps for qualitative data analysis have remained pretty much unchanged since psychologist Paul Felix Lazarsfeld paved the path a hundred years ago, the impact digital technology has had on types of qualitative feedback data and the approach to the analysis are profound.

If you want to try an automated feedback analysis solution on your own qualitative data, you can get started with Thematic .

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Quantitative Data Analysis: A Comprehensive Guide

By: Ofem Eteng | Published: May 18, 2022

A healthcare giant successfully introduces the most effective drug dosage through rigorous statistical modeling, saving countless lives. A marketing team predicts consumer trends with uncanny accuracy, tailoring campaigns for maximum impact.

Table of Contents

These trends and dosages are not just any numbers but are a result of meticulous quantitative data analysis. Quantitative data analysis offers a robust framework for understanding complex phenomena, evaluating hypotheses, and predicting future outcomes.

In this blog, we’ll walk through the concept of quantitative data analysis, the steps required, its advantages, and the methods and techniques that are used in this analysis. Read on!

What is Quantitative Data Analysis?

Quantitative data analysis is a systematic process of examining, interpreting, and drawing meaningful conclusions from numerical data. It involves the application of statistical methods, mathematical models, and computational techniques to understand patterns, relationships, and trends within datasets.

Quantitative data analysis methods typically work with algorithms, mathematical analysis tools, and software to gain insights from the data, answering questions such as how many, how often, and how much. Data for quantitative data analysis is usually collected from close-ended surveys, questionnaires, polls, etc. The data can also be obtained from sales figures, email click-through rates, number of website visitors, and percentage revenue increase.

Quantitative Data Analysis vs Qualitative Data Analysis

When we talk about data, we directly think about the pattern, the relationship, and the connection between the datasets – analyzing the data in short. Therefore when it comes to data analysis, there are broadly two types – Quantitative Data Analysis and Qualitative Data Analysis.

Quantitative data analysis revolves around numerical data and statistics, which are suitable for functions that can be counted or measured. In contrast, qualitative data analysis includes description and subjective information – for things that can be observed but not measured.

Let us differentiate between Quantitative Data Analysis and Quantitative Data Analysis for a better understanding.


	Numerical data – statistics, counts, metrics measurements	Text data – customer feedback, opinions, documents, notes, audio/video recordings
	Close-ended surveys, polls and experiments.	Open-ended questions, descriptive interviews
	What? How much? Why (to a certain extent)?	How? Why? What are individual experiences and motivations?
	Statistical programming software like R, Python, SAS and Data visualization like Tableau, Power BI	NVivo, Atlas.ti for qualitative coding. Word processors and highlighters – Mindmaps and visual canvases
	Best used for large sample sizes for quick answers.	Best used for small to middle sample sizes for descriptive insights

Data Preparation Steps for Quantitative Data Analysis

Quantitative data has to be gathered and cleaned before proceeding to the stage of analyzing it. Below are the steps to prepare a data before quantitative research analysis:

Step 1: Data Collection

Before beginning the analysis process, you need data. Data can be collected through rigorous quantitative research, which includes methods such as interviews, focus groups, surveys, and questionnaires.

Step 2: Data Cleaning

Once the data is collected, begin the data cleaning process by scanning through the entire data for duplicates, errors, and omissions. Keep a close eye for outliers (data points that are significantly different from the majority of the dataset) because they can skew your analysis results if they are not removed.

This data-cleaning process ensures data accuracy, consistency and relevancy before analysis.

Step 3: Data Analysis and Interpretation

Now that you have collected and cleaned your data, it is now time to carry out the quantitative analysis. There are two methods of quantitative data analysis, which we will discuss in the next section.

However, if you have data from multiple sources, collecting and cleaning it can be a cumbersome task. This is where Hevo Data steps in. With Hevo, extracting, transforming, and loading data from source to destination becomes a seamless task, eliminating the need for manual coding. This not only saves valuable time but also enhances the overall efficiency of data analysis and visualization, empowering users to derive insights quickly and with precision

Hevo is the only real-time ELT No-code Data Pipeline platform that cost-effectively automates data pipelines that are flexible to your needs. With integration with 150+ Data Sources (40+ free sources), we help you not only export data from sources & load data to the destinations but also transform & enrich your data, & make it analysis-ready.

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Now that you are familiar with what quantitative data analysis is and how to prepare your data for analysis, the focus will shift to the purpose of this article, which is to describe the methods and techniques of quantitative data analysis.

Methods and Techniques of Quantitative Data Analysis

Quantitative data analysis employs two techniques to extract meaningful insights from datasets, broadly. The first method is descriptive statistics, which summarizes and portrays essential features of a dataset, such as mean, median, and standard deviation.

Inferential statistics, the second method, extrapolates insights and predictions from a sample dataset to make broader inferences about an entire population, such as hypothesis testing and regression analysis.

An in-depth explanation of both the methods is provided below:

Descriptive Statistics
Inferential Statistics

1) Descriptive Statistics

Descriptive statistics as the name implies is used to describe a dataset. It helps understand the details of your data by summarizing it and finding patterns from the specific data sample. They provide absolute numbers obtained from a sample but do not necessarily explain the rationale behind the numbers and are mostly used for analyzing single variables. The methods used in descriptive statistics include:

Mean: This calculates the numerical average of a set of values.
Median: This is used to get the midpoint of a set of values when the numbers are arranged in numerical order.
Mode: This is used to find the most commonly occurring value in a dataset.
Percentage: This is used to express how a value or group of respondents within the data relates to a larger group of respondents.
Frequency: This indicates the number of times a value is found.
Range: This shows the highest and lowest values in a dataset.
Standard Deviation: This is used to indicate how dispersed a range of numbers is, meaning, it shows how close all the numbers are to the mean.
Skewness: It indicates how symmetrical a range of numbers is, showing if they cluster into a smooth bell curve shape in the middle of the graph or if they skew towards the left or right.

2) Inferential Statistics

In quantitative analysis, the expectation is to turn raw numbers into meaningful insight using numerical values, and descriptive statistics is all about explaining details of a specific dataset using numbers, but it does not explain the motives behind the numbers; hence, a need for further analysis using inferential statistics.

Inferential statistics aim to make predictions or highlight possible outcomes from the analyzed data obtained from descriptive statistics. They are used to generalize results and make predictions between groups, show relationships that exist between multiple variables, and are used for hypothesis testing that predicts changes or differences.

There are various statistical analysis methods used within inferential statistics; a few are discussed below.

Cross Tabulations: Cross tabulation or crosstab is used to show the relationship that exists between two variables and is often used to compare results by demographic groups. It uses a basic tabular form to draw inferences between different data sets and contains data that is mutually exclusive or has some connection with each other. Crosstabs help understand the nuances of a dataset and factors that may influence a data point.
Regression Analysis: Regression analysis estimates the relationship between a set of variables. It shows the correlation between a dependent variable (the variable or outcome you want to measure or predict) and any number of independent variables (factors that may impact the dependent variable). Therefore, the purpose of the regression analysis is to estimate how one or more variables might affect a dependent variable to identify trends and patterns to make predictions and forecast possible future trends. There are many types of regression analysis, and the model you choose will be determined by the type of data you have for the dependent variable. The types of regression analysis include linear regression, non-linear regression, binary logistic regression, etc.
Monte Carlo Simulation: Monte Carlo simulation, also known as the Monte Carlo method, is a computerized technique of generating models of possible outcomes and showing their probability distributions. It considers a range of possible outcomes and then tries to calculate how likely each outcome will occur. Data analysts use it to perform advanced risk analyses to help forecast future events and make decisions accordingly.
Analysis of Variance (ANOVA): This is used to test the extent to which two or more groups differ from each other. It compares the mean of various groups and allows the analysis of multiple groups.
Factor Analysis: A large number of variables can be reduced into a smaller number of factors using the factor analysis technique. It works on the principle that multiple separate observable variables correlate with each other because they are all associated with an underlying construct. It helps in reducing large datasets into smaller, more manageable samples.
Cohort Analysis: Cohort analysis can be defined as a subset of behavioral analytics that operates from data taken from a given dataset. Rather than looking at all users as one unit, cohort analysis breaks down data into related groups for analysis, where these groups or cohorts usually have common characteristics or similarities within a defined period.
MaxDiff Analysis: This is a quantitative data analysis method that is used to gauge customers’ preferences for purchase and what parameters rank higher than the others in the process.
Cluster Analysis: Cluster analysis is a technique used to identify structures within a dataset. Cluster analysis aims to be able to sort different data points into groups that are internally similar and externally different; that is, data points within a cluster will look like each other and different from data points in other clusters.
Time Series Analysis: This is a statistical analytic technique used to identify trends and cycles over time. It is simply the measurement of the same variables at different times, like weekly and monthly email sign-ups, to uncover trends, seasonality, and cyclic patterns. By doing this, the data analyst can forecast how variables of interest may fluctuate in the future.
SWOT analysis: This is a quantitative data analysis method that assigns numerical values to indicate strengths, weaknesses, opportunities, and threats of an organization, product, or service to show a clearer picture of competition to foster better business strategies

How to Choose the Right Method for your Analysis?

Choosing between Descriptive Statistics or Inferential Statistics can be often confusing. You should consider the following factors before choosing the right method for your quantitative data analysis:

1. Type of Data

The first consideration in data analysis is understanding the type of data you have. Different statistical methods have specific requirements based on these data types, and using the wrong method can render results meaningless. The choice of statistical method should align with the nature and distribution of your data to ensure meaningful and accurate analysis.

2. Your Research Questions

When deciding on statistical methods, it’s crucial to align them with your specific research questions and hypotheses. The nature of your questions will influence whether descriptive statistics alone, which reveal sample attributes, are sufficient or if you need both descriptive and inferential statistics to understand group differences or relationships between variables and make population inferences.

Pros and Cons of Quantitative Data Analysis

1. Objectivity and Generalizability:

Quantitative data analysis offers objective, numerical measurements, minimizing bias and personal interpretation.
Results can often be generalized to larger populations, making them applicable to broader contexts.

Example: A study using quantitative data analysis to measure student test scores can objectively compare performance across different schools and demographics, leading to generalizable insights about educational strategies.

2. Precision and Efficiency:

Statistical methods provide precise numerical results, allowing for accurate comparisons and prediction.
Large datasets can be analyzed efficiently with the help of computer software, saving time and resources.

Example: A marketing team can use quantitative data analysis to precisely track click-through rates and conversion rates on different ad campaigns, quickly identifying the most effective strategies for maximizing customer engagement.

3. Identification of Patterns and Relationships:

Statistical techniques reveal hidden patterns and relationships between variables that might not be apparent through observation alone.
This can lead to new insights and understanding of complex phenomena.

Example: A medical researcher can use quantitative analysis to pinpoint correlations between lifestyle factors and disease risk, aiding in the development of prevention strategies.

1. Limited Scope:

Quantitative analysis focuses on quantifiable aspects of a phenomenon , potentially overlooking important qualitative nuances, such as emotions, motivations, or cultural contexts.

Example: A survey measuring customer satisfaction with numerical ratings might miss key insights about the underlying reasons for their satisfaction or dissatisfaction, which could be better captured through open-ended feedback.

2. Oversimplification:

Reducing complex phenomena to numerical data can lead to oversimplification and a loss of richness in understanding.

Example: Analyzing employee productivity solely through quantitative metrics like hours worked or tasks completed might not account for factors like creativity, collaboration, or problem-solving skills, which are crucial for overall performance.

3. Potential for Misinterpretation:

Statistical results can be misinterpreted if not analyzed carefully and with appropriate expertise.
The choice of statistical methods and assumptions can significantly influence results.

This blog discusses the steps, methods, and techniques of quantitative data analysis. It also gives insights into the methods of data collection, the type of data one should work with, and the pros and cons of such analysis.

Gain a better understanding of data analysis with these essential reads:

Data Analysis and Modeling: 4 Critical Differences
Exploratory Data Analysis Simplified 101
25 Best Data Analysis Tools in 2024

Carrying out successful data analysis requires prepping the data and making it analysis-ready. That is where Hevo steps in.

Want to give Hevo a try? Sign Up for a 14-day free trial and experience the feature-rich Hevo suite first hand. You may also have a look at the amazing Hevo price , which will assist you in selecting the best plan for your requirements.

Share your experience of understanding Quantitative Data Analysis in the comment section below! We would love to hear your thoughts.

Ofem Eteng is a seasoned technical content writer with over 12 years of experience. He has held pivotal roles such as System Analyst (DevOps) at Dagbs Nigeria Limited and Full-Stack Developer at Pedoquasphere International Limited. He specializes in data science, data analytics and cutting-edge technologies, making him an expert in the data industry.

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The Beginner’s Guide to Analyzing Data

15 Minute Read

Data comes in many forms, which makes the challenge of analyzing data unique to each dataset and its purpose. There isn’t a “one size fits all” approach for analyzing data. Knowing how to analyze, interpret, and apply findings to your data analysis can be the difference between successful and accurate insights… and leaving information on the table, still hidden in raw data but just out of reach.

By delving into data analysis techniques, we can begin to build a toolkit to reliably call upon to find meaning in data no matter the occasion or objective.

In this beginner’s guide, we’ll tackle the basics of data analysis for beginners and answer some of the most common questions people have, like how to analyze data and ways to apply data in research.

Let’s start with the fundamentals.

What Is Data Analysis?

Data analysis is the process of gathering, organizing, and interpreting information. This can be anything from open-ended survey responses, transcripts , or notes. Data analysis goes a step beyond simply putting information in one place and organizing it. An analysis process helps you create models to visualize the information, find patterns, see tension, draw stronger conclusions, and even forecast potential outcomes.

All data analysis starts with “raw data.” This is unfiltered, uncategorized information. It can be something a person wrote, feedback they provided, or comments made in a remote user interview.

Data analysis helps you highlight the most relevant details, find similarities among data clusters (groups) and even break it down into different categories based on classifications using tags.

How Data Is Analyzed in Research

There are numerous ways to analyze data, but the easiest method is to use a flexible platform that centralizes all of the steps. With greater insight and statistical evidence, you minimize risks that inherently accompany the decision-making process. Rather than hope you’ve gotten the best information, you can weigh both sides of a hypothesis and make the best call based on factual conclusions.

Research platforms like Notably help you import and analyze data in both structured and visual ways. With an open and spatial canvas, shifting data visually gives you the context of your entire dataset to see connections and identify relationships you may not have considered without a bird’s eye view of your data.

Before starting with the determined process for analyzing data, let’s review the most common types of data analysis, which are:

Qualitative data analysis
Quantitative data analysis
Evaluative data analysis

What Is Quantitative Data Analysis?

Quantitative data deals with numbers, so it reflects any information pertaining to figures. This could be calculating the average age of a group, looking at grades and GPAs, discerning averages, and so on.

Quantitative data analysis is strictly mathematical, but its actual numbers can be derived from factual data. For example, let’s imagine you wanted to identify key differences between a target group. Rather than measure each criteria individually, you could assign a number to each factor, e.g. language, location and gender could each be given their own number.

U.S. visitors would fall under “1” while someone from Europe may fall under “2.” These numbers allow you to easily group information without losing any of the important meaning behind them. Rather than dilute information into statistics, you use number-based operations to draw more concrete, clear conclusions about your audience.

What Is Qualitative Data Analysis?

Qualitative data spans beyond numbers to look more closely at experiences, emotions, and human characteristics. It allows you to delve deeper into a research question, explore the implications of your hypothesis, and even form new hypotheses based on the data you gather.

Notably features for data analysis are rooted in qualitative data collection; by drawing key points from video transcripts or notes, you can unpack all sorts on inquiries through interview analysis , user testing, and more.

Let’s look at an example that differentiates quantitative vs. qualitative data.

Quantitative data: A company sent out an email to 500 subscribers and 150 readers opened the email. This represents a 30% open rate out of their mailing list.

Qualitative data: In an open-response survey, participants revealed that they often did not have time to read long emails during their usual active hours. Some reported that they felt emails often pertained to irrelevant information, or they found the subject headings misleading.

While quantitative data can capture immediate facts based on numbers, qualitative data gives a deeper level of understanding into a person’s experience. You learn, through their own narrative, what their core challenges are and what problems they’re facing. It allows researchers to incorporate feelings and wants into analysis without becoming too subjective.

Evaluative Data Analysis

Evaluative analysis, or evaluative research , helps businesses determine whether their end goals have been met and if a product or application is delivering its desired results. It’s a fundamental aspect of UX, where the end-user’s experience ultimately determines an effort’s success.

At Notably, we allow our curiosity to guide us, and evaluative research helps us build new questions after we’ve completed a project’s lifecycle. Evaluate analysis is integral to innovation and ongoing improvement. It’s what helps companies separate the distance between themselves and their consumers to tap into core needs and deliver more effective solutions in the future.

Rather than asking “Did this work?”, evaluative data helps you answer questions that reach deeper, like “Did this work as well as we intended, and did it create new and unexpected challenges that we can grow from?”

Why Is Rigorous Data Analysis Important?

Proper data analysis ensures you only get the most relevant information from your audience. It helps remove your ego and bias from the equation to look more closely at the real experience behind human users.

While many misconstrue data analysis as a cold, detached process, in reality, it ensures that people, their wants, needs, or ethics, are always put first in research.

How Can You Make Business Decisions From Data Analysis?

Once you’ve answered, “How do you analyze data?”, it’s time to go a step further and ask, “What can I do with what I’ve gathered?”

Data collection and analysis is just one part of the picture. Analysis is really a tool that propels companies forward through educated and personalized insight. Using data analysis, businesses can run hypothetical scenarios, test hypotheses, and lower risks by taking the most educated path toward their goals.

Moreover, data allows you to prioritize objectives and refine strategies to reflect user needs. It can make the shift from business-centric to customer-centric more practical without sacrificing the bottom line.

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Do you roll your eyes when you see you’ve been assigned the task to “analyze data” or “create a report”?

Research has shown that analyzing data doesn’t come naturally to most people.

Creating awesome marketing campaigns? Great!

But when it comes to analyzing whether that campaign was a success, it’s where most companies fall short.

We wanted to help solve that problem–especially because data-driven companies are three times more likely to report significant improvements in decision-making.

So, how do you overcome the fear (or struggle) of analyzing data?

In this guide, we’ll share the results of our survey that helped us understand how difficult data analysis is to master, along with some pro tips from 30+ experts on the subject.

What is Data Analysis?

Why is it important to analyze your data, 5 data analysis types, how companies analyze and report on data, how to analyze data in 6 steps, choosing the tools you need for data analysis, best ways to analyze data effectively, make data analysis easy with databox.

Data analysis refers to the process of collecting, cleaning, defining, and processing raw data to uncover valuable and actionable insights that will enable you (and your team) to make better-informed decisions, backed by facts rather than assumptions.

Collecting data alone doesn’t amount to much unless you take the time to dig through and interpret it.

By analyzing data consistently, you can drastically improve your business’ performance, but it’s necessary that all company departments participate.

While the term “data analysis” might send shivers down the spine for most people, this skill can be learned, even if you’re not a natural number person.

And speaking of numbers, a great example of what data analysis is can be found in the popular TV show “Numb3rs”

In the show, Charlie Eppes, a math genius, helps the FBI solve cases through data analysis techniques like predictive modeling and pattern recognition. It’s a great example of how data analysis can be used in real-world situations to make sense of complex data and uncover hidden patterns and connections.

Data analysis is pivotal for business success both in the short and long term.

On a deeper level, analyzing your data makes it easier for you to determine the ROI of your marketing and sales efforts, understand customer behavior patterns and market trends, make data-driven decisions, and more.

Here are some of the top reasons why you should analyze data:

Improved customer experience : Analyzing your data helps you understand your customers better (behavior and actions), their needs, and how you can deliver better and more personalized customer support.
Better decision-making : Data analysis helps boost your confidence as a business owner and make better-informed, data-driven decisions. By analyzing data you’ll be able to get a snapshot of all aspects of your business, including what’s working and what’s not, the risks, potential opportunities for improvement, and much more.
Understand customer behavior : Stay up to speed with everything that pertains to your customers with data analysis. Learn and easily predict customer behavior based on data, follow up by taking action or making changes if necessary promptly.
Helps with competitor analysis : Data analysis makes it easy to conduct competitor analysis. It provides you with all the information you need to know about your competitors, including insights into their strengths, weaknesses, sales tactics, and marketing strategies.

Related : Data Insights: Best Practices for Extracting Insights from Data

To properly understand how data analysis works, you’ll first need to learn about its different types and what they encompass.

Here are the five main data analysis types that most companies focus on:

Text Analysis
Statistical Analysis
Diagnostic Analysis
Predictive Analysis
Prescriptive Analysis

1. Text Analysis

Text analysis (aka data mining ) refers to the process of transforming large sets of raw data into actionable business data. It’s essentially rearranging textual data so it’s easier to manage and filter.

When done properly, this type of analysis lets you extract the insights that are relevant to your specific industry and use them to develop future strategies.

Nowadays, most companies use modern tools to perform text analysis and streamline the entire process.

These tools can even be used for sentiment analysis – an advanced analytical process that lets you understand the specific emotion behind a text (positive, negative, or neutral) and then scores it based on several factors relevant to your organization.

For instance, you can use the tool to go through your company’s social media comments on an Instagram post that introduces your new product.

It will show you the overall sentiment by analyzing keywords like “great” and “awesome” for positive sentiment or “disappointed” and “frustrated” for negative sentiment.

In most cases, text analysis is used for data from product reviews, articles, surveys, social media information, and any other word-based source.

2. Statistical Analysis

Statistical analysis relies on statistical techniques to examine and summarize data, draw conclusions, and make predictions.

This type of analysis helps businesses make better (and more informed) decisions since they’ll have a better understanding of key business metrics and previous trends.

For example, a business might use statistical analysis to understand customer behavior and which products are most popular and why, or to predict future sales and demand for its products.

One popular example of statistical analysis can be found in Brad Pitt’s movie “Moneyball”.

Brad plays Billie Beane, the general manager of a professional baseball team with a limited budget, who uses statistical analysis to build a winning team by focusing on undervalued players that are overlooked by other teams.

For instance, he looks for players who have a high on-base percentage, a measurement of how often a player gets on base by any means (usually undervalued by other teams).

3. Diagnostic Analysis

Diagnostic analysis is one of the most commonly used techniques in modern business – it’s used to identify data anomalies and show you why something happened the way it did.

In diagnostic analysis, data from various sources is collected, analyzed, and interpreted to identify the underlying causes of problems or issues within a business.

The goal of diagnostic analysis is to provide insight into the factors that are contributing to problems or challenges within a business, so that appropriate action can be taken to address them.

However, aside from fixing problems, you can also use diagnostic analysis to see what’s driving positive outcomes and apply those same tactics to other strategies.

Let’s say that a retail store is seeing a decline in sales. The manager wants to see what’s happening, so he conducts a diagnostic analysis.

He collects data on a variety of factors that could be causing the decline, such as the store’s location, product prices, types of products, local competition, etc.

With diagnostic analysis, the manager identifies key patterns and trends that showcase the relationship between sales and these different factors.

In the end, he discovers that the sales decline is due to the store’s location. For instance, the store might be surrounded by a huge number of competitors or it’s not easily accessible to customers.

Either way, the manager now knows which issue he has to find a solution for (e.g. he will move the store to a new location).

4. Predictive Analysis

Predictive analysis is the technique used for seeing what’s most likely to happen in the future, based on historical data from previous trends and patterns.

It can be applied to a wide range of business scenarios – from predicting customer behavior and forecasting market trend to identifying potential risks and opportunities.

There are also lots of different techniques used within predictive analysis, such as regression analysis, decision trees, and neural networks.

To better explain predictive analysis, we’ll use another movie example.

In the sci-fi movie “Blade Runner 2049”, Ryan Gosling plays K, a member of a special police unit that hunts down rogue robots.

One of K’s main advantages over these robots is that he uses predictive analysis to analyze the robots’ past behavior (basically historical data) and make predictions about what they’re most likely to do next.

With this information, K is able to identify potential threats and take preventive action quickly.

5. Prescriptive Analysis

Prescriptive analysis is a type of data analysis that’s used to determine the best course of action to take in a given situation.

It involves using data and advanced algorithms to identify the actions that will have the greatest impact on a business’s performance and help it achieve its goals.

For instance, a retailer can use prescriptive analytics to determine the best way to allocate inventory across different stores.

By analyzing customer demand, store locations, and similar data, the retailer can identify which actions will improve inventory management and maximize sales in the long run.

This is just one example; this technique can be applied to a wide range of other business scenarios, such as improving supply chain efficiency, enhancing customer experience, and more.

Related : 6 Key Differences Between Data Analysis and Reporting

Want to know what the data analysis process looks like in other companies?

So did we, which is why it’s one of the aspects we focused on when conducting our 2023 State of Business Reporting that had 314 respondents.

One of the first things we wanted to check was who is primarily responsible for creating data analysis reports in companies.

It turns out that people in charge of making reports are mostly managers (only 12% of surveyed companies stated they have analysts making reports) – so we can conclude that at least managers are data proficient enough to read and analyze data.

This is also shown in another research about data literacy (65 respondents), where respondents stated that management is the most data-proficient sector in most companies.

management is the most data-proficient sector in most companies

And, while management seems to be the most involved around data analysis and reporting, companies estimate data literacy across their organization highly.

Respondents stated that 53% of their employees are data literate enough to make reports and analyze data.

But Nevena Rudan, one of the A-list data analysts here at Databox, reminds us that “being able to read and understand data is not the same as being able to put that data in context and derive actionable insights from it.”

“At one point, companies became obsessed with numbers so much, and forgot to include common sense and practice their observation skills.

“There is a big difference between making data-driven and data-informed decisions. The most successful businesses make data-informed and data-inspired decisions, and that approach allows them to grow.”

Nevena Rudan

Marketing Research Analyst at Databox

Want to get highlighted in our next report? Become a contributor now

Lastly, we asked the respondents whether they rely on any external consultants or outsource data reporting in any way.

We found out that most companies rely on their own resources when it comes to making reports for most of their business operations.

most companies rely on their own resources to create reports

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Now that you’re familiar with the fundamentals, let’s move on to the exact step-by-step guide you can follow to analyze your data properly.

Step 1: Define your goals and the question you need to answer Step 2: Determine how to measure set goals Step 3: Collect your data Step 4: Clean the data Step 5: Analyze your data Step 6: Visualize and interpret results

Define Your Goals and the Question You Need to Answer

Before you do anything else, you’ll first need to define what you want to achieve through data analysis.

This is crucial because it puts you on the right track in terms of collecting the right data and using the appropriate tools and techniques.

Also, it helps you avoid collecting unnecessary data or performing irrelevant analysis, a waste of both time and resources.

Furthermore, defining your goals will help you evaluate the results of your analysis and determine whether your findings are relevant and useful.

Let’s say you’re the marketing manager for an eCommerce company and you want to understand why sales have been declining over the past few months.

You will probably define your goals something like this:

Identify which factors are contributing to the decline in sales
Recommend actions that the company can take to improve sales

Now, based on these goals, the questions that will guide your data analysis will probably look like this:

Are there any trends or patterns in our sales data over the past few months that stick out?
How do current trends compare to historical ones?
Are there any changes in customer behavior?

Once you have clear goals and focused questions in place, you’ll be able to collect the proper data, perform the appropriate analysis, and identify potential solutions to the problem.

Branko Kral of Chosen Data also emphasizes the importance of asking a specific question since it will “keep you focused”.

“It is very easy to get lost in the analytics tools, such as Google Analytics, if you open them without a specific question in mind. It is desirable to dig around and explore new reports or report modifications, but you want to keep coming back to the main motivation for the analysis.”

Kral’s team put this into action when they experienced a drop in organic traffic: “The main question was – what caused the drop and what can we do bring the traffic back up?”

“There were some nuances in the data, but overall, we discovered that organic traffic was affected site-wide, as well as without us making any major changes to the site’s SEO qualities for at least a few weeks before the drop. That gave us the confidence to state that the cause for the drop was external.”

“We researched SEO news and learned that the early June algorithm update favors big publishers. We’ve also been noticing the external factor of featured snippets pushing page 1 results further down,” Kral adds.

Related : 7 Data Analysis Questions to Improve Your Business Reporting Process

Determine How to Measure Set Goals

After you have your goals laid out, you’ll need to determine how to measure them. This includes identifying the appropriate metrics and KPIs.

For example, if your goal is to increase sales, you’ll need to track metrics such as revenue, number of sales, or average order value.

Or, if your objective is to increase the efficiency of your customer support, you’ll probably want to track individual agent efficiency and check how satisfied your clients are with the overall service.

Collect Your Data

This step involves gathering data from a variety of internal and external sources that are relevant to your overall goal.

There are essentially two broad types of data – quantitative and qualitative. For best results, you should aim to collect both.

Quantitative data is numerical data that can be measured, compared, and counted. This includes things like revenue, sales figures, business expenses, department performance metrics, and more.

Qualitative data is non-numerical data that describes attributes or characteristics. Unlike quantitative data, it’s not easily measured or counted. This includes customer feedback, competitor analysis, market research, brand reputation, employee satisfaction surveys, and more.

Since qualitative data can’t be found in spreadsheets per se, you’ll probably have to dig through the tools your company uses on a daily basis.

For instance, some internal sources can be company emails, social media comments, and customer support conversations.

As for external resources, a good idea can be to check out specific industry reports, government data, and market research studies.

Clean the Data

Making sure your data is accurate and consistent can make a huge difference in your findings, which is why it’s important that you properly clean it before the analysis.

Some of the most common methods are:

Correcting errors – This may involve checking for typos, inconsistencies, or missing values, and making the appropriate corrections.
Using standardized data formats – Make sure that all the data is in the same format. For instance, this could mean converting data from different formats (such as dates or currencies) into a standard one.
Removing duplicate or irrelevant data : The data set should only include relevant and unique data. Check whether there are any duplicates or data that isn’t relevant for your specific analysis.
Consolidating data : In some cases, the data may need to be consolidated. This involves combining data from multiple sources or summarizing the data to create relevant summary statistics.

Naturally, smaller data sets are a lot easier to handle and you can even review them manually. Just make sure that you follow the same steps for each data set.

However, sometimes that data set might be smaller but it contains a lot of variables, making the process a lot more complex than it first meets the eye. In this situation, it’s best to use a specialized tool.

On the other hand, larger data sets are pretty much always complex and require a lot of time to go through. This is why it’s standard practice to use specialized software to go through them.

While cleaning data is generally considered the most “tedious” part of the process, it’s a necessary step in making sure your analysis yields the most useful insights and information.

Eve Lyons-Berg of Data Leaders Brief says that this is probably the most important step because “Data analysis is built on the fundamental assumption that the data you’re analyzing is trustworthy.”

“If you’re looking at unreliable data, or insignificant (i.e. too small) data, or even just inconsistent data (ie a metric that’s usually measured daily, but with several week-long gaps at random intervals), your results won’t be reliable.”

Analyze Your Data

After you have defined your goals, collected the data, and cleaned it properly, you’ll finally be ready for the analysis.

As for the exact way you should go about analyzing it, the best answer is it depends .

It depends on what you’ve defined as your goal, what type of data you’re dealing with, which resources are available to you, etc.

Another important thing you’ll have to determine is which data analysis technique suits the situation best (text analysis, statistical analysis, diagnostic analysis, predictive analysis, and prescriptive analysis).

We’ve covered all of them above so make sure you go through them and the examples once again before making a decision.

No matter which technique you go with, the overall goal here is to understand your data better and use it to make informed decisions.

Related : 12 Tips for Developing a Successful Data Analytics Strategy

Visualize and Interpret Results

Once you finish analyzing the data, the best way to understand it and build a story around is to visualize your findings .

Data visualization involves creating graphical representations of the data, such as bar charts, line charts, heat maps, scatter plots, and dashboards.

For the latter, you can use free dashboard software like Databox.

Databox helps you tell a compelling story with your data and you’ll be able to transform your findings into stunning visuals in literally a few clicks of a button.

Instead of logging into multiple tools, you can connect your data source ( 100+ integrations available) and drag all of your key findings into one comprehensive dashboard.

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While Excel and other spreadsheet-based tools are the most popular for storing and analyzing data sets, they aren’t always practical.

For instance, if you’re dealing with qualitative (non-numerical) data like social media comments and customer support conversations, organizing it in a spreadsheet is pretty much impossible.

Or, if you’re dealing with larger sets of data with a lot of complex variables, you’ll want to have more specialized tools by your side that will reduce the chance of human error and automate the process.

Let’s go through some of the most popular types of data analysis tools:

Spreadsheets

Business intelligence tools, predictive analysis tools, data modeling tools.

Analytics tools (Department-Specific)

Spreadsheet tools like Excel are one of the most flexible solutions if you’re dealing with small or medium data sets.

You typically don’t need to be tech-savvy to operate these tools and the interfaces tend to be very user-friendly.

Related : Create an Excel Dashboard from Scratch in 8 Steps (or Just 3 with Databox)

Business intelligence (BI) tools are specifically created to help organizations analyze larger data sets and identify key trends and patterns.

They have powerful data processing capabilities and can quickly handle large amounts of data from multiple sources.

Another advantage of BI tools is that they also offer visualization features and make it easy for users to create charts, graphs, and other visualizations that help reveal data insights and patterns.

Related : 7 Business Intelligence Report Examples to Inspire Your Own (Sourced by 17 Pros)

Predictive analysis tools use data mining, machine learning, and other advanced analytics techniques to identify patterns and trends in data sets and to generate predictions based on those patterns.

In other words, you can use these tools to see what’s scenario is most likely to occur in the future and how it will impact your organization.

Data modeling tools help you create a visual representation of your database and make it more understandable and easier to work with.

They allow you to create diagrams that show how your data is organized and related, which saves time and makes the building and maintenance process a lot easier.

Analytics Tools (Department-Specific)

Department-specific analytics tools are designed to support data analysis in specific departments or areas of an organization.

In other words, they’re tailored to the specific needs of a particular department, such as marketing, finance, or human resources.

For example, a marketing analytics tool could include features for analyzing customer data, tracking marketing campaign efficiency, and identifying sales data trends.

Similarly, a finance analytics tool could include features for analyzing financial data, creating budgets and forecasts, and identifying financial performance trends.

There’s no “one-size-fits-all” way to analyze data and each company has its own modus operandi of doing things (probably even several).

This is because there are so many variables that you need to consider to devise the perfect analysis strategy.

However, there are some practices that are pretty much universal among all organizations.

These include:

Look for Patterns and Trends

Compare current data against historical trends, look for any data that goes against your expectations, pull data from various sources, determine the next steps.

Once your data is filtered and you’ve prepared the appropriate analysis tool, it’s time to start drawing up patterns.

If you’re mostly dealing with quantitative data, spotting patterns is relatively simple and you can charts and similar visualizations to help you out.

However, it can get a bit more complicated with qualitative data like emails or customer support chats.

In this situation, you can try out the following:

Text analysis – We talked about this technique earlier in detail. It’s a great choice when you need to extract insights from unstructured data like emails, chats, comments, etc.
Sentiment analysis – This method relies on natural language processing to determine whether the unstructured data represents positive or negative emotions. One of the most popular use cases among companies is to use sentiment analysis for assessing brand perception.
Topic analysis – You can use this analysis to extract the main topics from larger data sets. For instance, you can use it to analyze customer feedback or product reviews. The main goal is to check out the underlying sentiment in the data set.
Cohort analysis – The technique used for grouping customers into similar categories (cohorts) based on common characteristics or behaviors. Companies use this analysis to understand their customer base better and make informed decisions.

The most important thing in this practice is not to make any assumptions .

For instance, if your Facebook Ad campaigns are getting a lot of clicks and there’s a spike in product sales, that doesn’t necessarily mean that the two are connected.

Just like you wouldn’t assume that a positive correlation between an increase in ice cream sales and robberies in the same town means that one’s causing the other.

This mistake is often called false causality, and it’s very common among beginner data analysts. Make sure you always have enough evidence to support the causation before sharing any insights with your team.

Comparing your current data with previous trends provides you with a broader perspective and puts the data into context.

A lot of valuable insights can be extracted once you start identifying the changes in data over a set period of time.

For instance, you might notice that your company sees a huge spike in sales each year around Christmas time.

With this information, you can prepare a more aggressive marketing campaign a few weeks before Christmas to try and take advantage of that momentum.

Related : Data Trend Analysis in Google Analytics: 7 Best Practices for Measuring Your Marketing Performance

Naturally, finding the insights that are related to the goals you set at the beginning and looking for trends that support your existing assumptions is the first thing you’ll do post-analysis.

But make sure you also look for data that goes in the opposite direction of your expectation, so you don’t get a bad case of confirmation bias .

If you do notice some data anomalies, keep on investigating them until you see why they’ve appeared. More often than not, the explanation will be simple, but you’ll want to rule out any major concerns.

Lauren Pope of G2 agrees with this and adds that you “shouldn’t follow data blindly but trust your gut instead”.

“Listening to the data is important, but it’s not infallible. If the data is suddenly telling you something VERY different from what it did just a week ago, take the time to see if everything is running the way it should.

There’s a chance that a module has been turned off, a UTM code has been corrupted, or something else has gone wrong.”

It’s a tactic also used by the team at Web Canopy Studio , as Kenny Lange explains: “I find it most helpful to drill down into anomalies – even if they’re small. It’s easy to rationalize the change in the patterns and assume that whatever you’re seeing isn’t statistically significant.”

“In addition to drilling down into anomalies, always be asking ‘why?’ I know up and to the right is good, but if you never understand what levers are controlling your growth, you’ll be unable to fix them when they break.”

Pulling data from multiple sources can help you acquire the bigger picture and it provides a broader perspective on the trends and patterns that are being analyzed.

For example, if a company is analyzing sales data, pulling data from multiple sources such as sales reports, customer feedback, and market research reports can provide a more comprehensive view of the overall sales performance.

This later helps you make more informed business decisions and improves the overall quality of the data analysis.

Giselle Bardwell of Kiwi Creative is one of the respondents that emphasize this practice because it “provides a much deeper understanding of the data”.

“Leverage a platform, like Databox, to combine multiple sources and metrics to tell a full story of how marketing and sales are performing (or not!) Bringing all the data together makes it easier to find correlations, similarities, and areas to improve.”

We recently looked at overall engagement on our blog in terms of the initial landing page, interactions with various calls-to-action (CTAs) on the page, and the journey the user takes through the website after reading a post.

Looking at the difference between user interactions on the blog versus sales-specific pages helped us to revise our content strategy to include more relevant CTAs to boost lead growth.”

Here’s a question for you – what do you plan to do with the insights you extracted from the data analysis?

Extracting insights is great and all, but you also need to have a plan on what you’ll use them for.

Some examples where you can put your findings to work are:

Use your current performance data to set realistic targets and KPIs
Use the insights to make better-informed business decisions
Improve your customer satisfaction (if the data gave you a better understanding of what they want or need)
Investigate any unexpected insights
Share the most important insights with company shareholders and department leaders
Try to identify new revenue streams
Optimize company operations

These are just some examples of how you can utilize your findings.

Remember, even though you’ll probably feel relieved after wrapping up the data analysis, the analysis itself isn’t the end goal.

The primary reason you’re analyzing all that data is so you can help the company make better decisions moving forward and come up with more efficient strategies in all departments.

For most people, data analysis is as exciting as watching paint dry.

Not only are you working with complex and raw information, but you also have to spend hours (if not days) collecting it, cleaning it, filtering it… you get the idea.

After you go through all these steps and finish the analysis, you’ll need to present that data in a clear and concise manner, both for you and the stakeholders.

This includes selecting the right visualization type, then manually creating different bars and graphs, and putting the data you analyzed into perspective.

However, most employees burn out during the first part of the process, so this last step generally takes them a lot more time to complete than it should.

What’s more, they won’t be able to put the same amount of energy into it, which can sometimes even lead to misleading insights.

With Databox, you can make sure this never happens.

Here’s how easy data analysis reporting is with our software:

Connect your data source
Drag and drop the metrics you want to track
Visualize the data

This process will take literally minutes… and it’s not even the fastest solution we offer.

You also have the option to contact our customer support team for a free setup and explain what you want your dashboard to include and how you want it structured, and we’ll have it ready in less than 24 hours.

Sign up for a free trial and never worry about impressing your shareholders with a phenomenal data analysis report again.

Filip Stojanovic is a content writer who studies Business and Political Sciences. Also, I am a huge tennis enthusiast. Although my dream is to win a Grand Slam, working as a content writer is also interesting.

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The Essential Guide to Doing Your Research Project

Student resources, steps in systematic data analysis, stepping your way through effective systematic data analysis.

Formulate the research question – Like any research process, a clear, unambiguous research question will help set the direction for your study, i.e. what type of health promotions campaigns have been most effective in reducing smoking rates of Australian teenagers or Does school leadership makes a difference to educational standards?

Develop and use an explicit, reproducible methodology – Key to systematic reviews are that bias is minimized and that methods are transparent and reproducible.

Develop and use clear inclusion/ exclusion criteria – The array of literature out there is vast. Determining clear selection criteria for inclusion is essential.

Develop and use an explicit search strategy – It is important to identify all studies that meet the eligibility criteria set in #3. The search for studies need to be extensive should be extensive and draw on multiple databases.

Critically assess the validity of the findings in included studies – This is likely to involve critical appraisal guides and quality checklists that cover participant recruitment, data collection methods, and modes of analysis. Assessment is often conducted by two or more reviewers who know both the topic area and commonly used methods.

Analysis of findings across the studies – This can involve analysis, comparison, and synthesis of results using methodological criteria. This is often the case for qualitative studies. Quantitative studies generally attempt to use statistical methods to explore differences between studies and combine their effects (see meta analysis below). If divergences are found, the source of the divergence is analysed.

Synthesis and interpretation of results – synthesized results need to be interpreted in light of both the limitations of the review and the studies it contains. An example here might be the inclusion of only studies reported in English. This level of transparency allows readers to assess the review credibility and applicability of findings.

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Research Methods Guide: Data Analysis

Introduction
Research Design & Method
Survey Research
Interview Research
Resources & Consultation

Tools for Analyzing Survey Data

R (open source)
Stata
DataCracker (free up to 100 responses per survey)
SurveyMonkey (free up to 100 responses per survey)

Tools for Analyzing Interview Data

AQUAD (open source)
NVivo

Data Analysis and Presentation Techniques that Apply to both Survey and Interview Research

Create a documentation of the data and the process of data collection.
Analyze the data rather than just describing it - use it to tell a story that focuses on answering the research question.
Use charts or tables to help the reader understand the data and then highlight the most interesting findings.
Don’t get bogged down in the detail - tell the reader about the main themes as they relate to the research question, rather than reporting everything that survey respondents or interviewees said.
State that ‘most people said …’ or ‘few people felt …’ rather than giving the number of people who said a particular thing.
Use brief quotes where these illustrate a particular point really well.
Respect confidentiality - you could attribute a quote to 'a faculty member', ‘a student’, or 'a customer' rather than ‘Dr. Nicholls.'

Survey Data Analysis

If you used an online survey, the software will automatically collate the data – you will just need to download the data, for example as a spreadsheet.
If you used a paper questionnaire, you will need to manually transfer the responses from the questionnaires into a spreadsheet. Put each question number as a column heading, and use one row for each person’s answers. Then assign each possible answer a number or ‘code’.
When all the data is present and correct, calculate how many people selected each response.
Once you have calculated how many people selected each response, you can set up tables and/or graph to display the data. This could take the form of a table or chart.
In addition to descriptive statistics that characterize findings from your survey, you can use statistical and analytical reporting techniques if needed.

Interview Data Analysis

Data Reduction and Organization: Try not to feel overwhelmed by quantity of information that has been collected from interviews- a one-hour interview can generate 20 to 25 pages of single-spaced text. Once you start organizing your fieldwork notes around themes, you can easily identify which part of your data to be used for further analysis.
What were the main issues or themes that struck you in this contact / interviewee?"
Was there anything else that struck you as salient, interesting, illuminating or important in this contact / interviewee?
What information did you get (or failed to get) on each of the target questions you had for this contact / interviewee?
Connection of the data: You can connect data around themes and concepts - then you can show how one concept may influence another.
Examination of Relationships: Examining relationships is the centerpiece of the analytic process, because it allows you to move from simple description of the people and settings to explanations of why things happened as they did with those people in that setting.
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Last Updated: Aug 21, 2023 10:42 AM

Research Guide: Data analysis and reporting findings

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Data analysis and findings

Data analysis is the most crucial part of any research. Data analysis summarizes collected data. It involves the interpretation of data gathered through the use of analytical and logical reasoning to determine patterns, relationships or trends.

Data Analysis Checklist

Cleaning data

* Did you capture and code your data in the right manner?

*Do you have all data or missing data?

* Do you have enough observations?

* Do you have any outliers? If yes, what is the remedy for outlier?

* Does your data have the potential to answer your questions?

Analyzing data

* Visualize your data, e.g. charts, tables, and graphs, to mention a few.

* Identify patterns, correlations, and trends

* Test your hypotheses

* Let your data tell a story

Reports the results

* Communicate and interpret the results

* Conclude and recommend

* Your targeted audience must understand your results

* Use more datasets and samples

* Use accessible and understandable data analytical tool

* Do not delegate your data analysis

* Clean data to confirm that they are complete and free from errors

* Analyze cleaned data

* Understand your results

* Keep in mind who will be reading your results and present it in a way that they will understand it

* Share the results with the supervisor oftentimes

Past presentations

PhD Writing Retreat - Analysing_Fieldwork_Data by Cori Wielenga A clear and concise presentation on the ‘now what’ and ‘so what’ of data collection and analysis - compiled and originally presented by Cori Wielenga.

Online Resources

Qualitative analysis of interview data: A step-by-step guide
Qualitative Data Analysis - Coding & Developing Themes

Recommended Quantitative Data Analysis books

Recommended Qualitative Data Analysis books

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Next: Statistical support >>
Last Updated: Jul 16, 2024 8:49 AM
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How to Analyze a Dataset: 6 Steps

overhead view of hands pointing at charts and graphs

05 Apr 2017

In the modern world, vast amounts of data are created every day. The World Economic Forum estimates that by 2025, 463 exabytes of data will be created globally every day.

Rich data can be an incredibly powerful decision-making tool for organizations when harnessed effectively, but it can also be daunting to collect and analyze such large amounts of information.

Here’s a deeper look at the data analysis process and how to effectively analyze a dataset.

What Is a Dataset?

A dataset is a collection of data within a database.

Typically, datasets take on a tabular format consisting of rows and columns. Each column represents a specific variable, while each row corresponds to a specific value. Some datasets consisting of unstructured data are non-tabular, meaning they don’t fit the traditional row-column format.

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What Is Data Analysis?

Data analysis refers to the process of manipulating raw data to uncover useful insights and draw conclusions. During this process, a data analyst or data scientist will organize, transform, and model a dataset.

Organizations use data to solve business problems, make informed decisions, and effectively plan for the future. Data analysis ensures that this data is optimized and ready to use.

Some specific types of data analysis include:

Descriptive analysis
Diagnostic analysis
Predictive analysis
Prescriptive analysis

Regardless of your reason for analyzing data, there are six simple steps that you can follow to make the data analysis process more efficient.

6 Steps to Analyze a Dataset

1. clean up your data.

Data wrangling —also called data cleaning—is the process of uncovering and correcting, or eliminating inaccurate or repeat records from your dataset. During the data wrangling process, you’ll transform the raw data into a more useful format, preparing it for analysis.

It’s imperative to clean your data before beginning analysis. This is particularly important if you’ll be presenting your findings to business teams who may use the data for decision-making purposes . Teams need to have confidence that they’re acting on a reliable source of information.

2. Identify the Right Questions

Once you’ve completed the cleaning process, you may have a lot of questions about your final dataset. There’s so much potential that can be uncovered through analysis.

Identify the most important questions you hope to answer through your analysis. These questions should be easily measurable and closely related to a specific business problem. If the request for analysis is coming from a business team, ask them to provide explicit details about what they’re hoping to learn, what they expect to learn, and how they’ll use the information. You can use their input to determine which questions take priority in your analysis.

3. Break Down the Data Into Segments

It’s often helpful to break down your dataset into smaller, defined groups. Segmenting your data will not only make your analysis more manageable, but also keep it on track.

For example, if you’re attempting to answer questions about a specific department’s performance, you’ll want to segment your data by department. From there, you’ll be able to glean insights about the group that you’re concerned with and identify any relationships that might exist between each group.

4. Visualize the Data

One of the most important parts of data analysis is data visualization , which refers to the process of creating graphical representations of data. Visualizing the data will help you to easily identify any trends or patterns and obvious outliers.

By creating engaging visuals that represent the data, you’re also able to effectively communicate your findings to key stakeholders who can quickly draw conclusions from the visualizations.

There’s a variety of data visualization tools you can use to automatically generate visual representations of a dataset, such as Microsoft Excel, Tableau, and Google Charts.

5. Use the Data to Answer Your Questions

After cleaning, organizing, transforming, and visualizing your data, revisit the questions you outlined at the beginning of the data analysis process. Interpret your results and determine whether the data helps you answer your original questions.

If the results are inconclusive, try revisiting a previous step in the analysis process. Maybe your dataset was too large and should have been segmented further, or perhaps there’s a different type of visualization better suited to your data.

6. Supplement with Qualitative Data

Finally, as you near the conclusion of your analysis, remember that this dataset is only one piece of the puzzle.

It’s critical to pair your quantitative findings with qualitative information, which you may capture using questionnaires, interviews, or testimonials. While the dataset has the ability to tell you what’s happening, qualitative information can often help you understand why it’s happening.

A Beginner's Guide to Data and Analytics | Access Your Free E-Book | Download Now

The Importance of Data Analysis

Virtually all business decisions made by organizations are informed by some type of data. Because of this, it’s crucial that businesses are able to leverage data that s available to them.

Businesses rely on the insights gained from data analysis to guide a myriad of activities, ranging from budgeting to strategy execution . The importance of data analysis for today’s organizations can't be understated.

Are you interested in improving your data science and analytical skills? Download our Beginner’s Guide to Data & Analytics to discover how you can use data to generate insights and tackle business decisions.

This post was updated on March 8, 2021. It was originally published on April 5, 2017.

Reference management. Clean and simple.

How to do a content analysis

What is content analysis?

Why would you use a content analysis, types of content analysis, conceptual content analysis, relational content analysis, reliability and validity, reliability, the advantages and disadvantages of content analysis, a step-by-step guide to conducting a content analysis, step 1: develop your research questions, step 2: choose the content you’ll analyze, step 3: identify your biases, step 4: define the units and categories of coding, step 5: develop a coding scheme, step 6: code the content, step 7: analyze the results, frequently asked questions about content analysis, related articles.

In research, content analysis is the process of analyzing content and its features with the aim of identifying patterns and the presence of words, themes, and concepts within the content. Simply put, content analysis is a research method that aims to present the trends, patterns, concepts, and ideas in content as objective, quantitative or qualitative data , depending on the specific use case.

As such, some of the objectives of content analysis include:

Simplifying complex, unstructured content.
Identifying trends, patterns, and relationships in the content.
Determining the characteristics of the content.
Identifying the intentions of individuals through the analysis of the content.
Identifying the implied aspects in the content.

Typically, when doing a content analysis, you’ll gather data not only from written text sources like newspapers, books, journals, and magazines but also from a variety of other oral and visual sources of content like:

Voice recordings, speeches, and interviews.
Web content, blogs, and social media content.
Films, videos, and photographs.

One of content analysis’s distinguishing features is that you'll be able to gather data for research without physically gathering data from participants. In other words, when doing a content analysis, you don't need to interact with people directly.

The process of doing a content analysis usually involves categorizing or coding concepts, words, and themes within the content and analyzing the results. We’ll look at the process in more detail below.

Typically, you’ll use content analysis when you want to:

Identify the intentions, communication trends, or communication patterns of an individual, a group of people, or even an institution.
Analyze and describe the behavioral and attitudinal responses of individuals to communications.
Determine the emotional or psychological state of an individual or a group of people.
Analyze the international differences in communication content.
Analyzing audience responses to content.

Keep in mind, though, that these are just some examples of use cases where a content analysis might be appropriate and there are many others.

The key thing to remember is that content analysis will help you quantify the occurrence of specific words, phrases, themes, and concepts in content. Moreover, it can also be used when you want to make qualitative inferences out of the data by analyzing the semantic meanings and interrelationships between words, themes, and concepts.

In general, there are two types of content analysis: conceptual and relational analysis . Although these two types follow largely similar processes, their outcomes differ. As such, each of these types can provide different results, interpretations, and conclusions. With that in mind, let’s now look at these two types of content analysis in more detail.

With conceptual analysis, you’ll determine the existence of certain concepts within the content and identify their frequency. In other words, conceptual analysis involves the number of times a specific concept appears in the content.

Conceptual analysis is typically focused on explicit data, which means you’ll focus your analysis on a specific concept to identify its presence in the content and determine its frequency.

However, when conducting a content analysis, you can also use implicit data. This approach is more involved, complicated, and requires the use of a dictionary, contextual translation rules, or a combination of both.

No matter what type you use, conceptual analysis brings an element of quantitive analysis into a qualitative approach to research.

Relational content analysis takes conceptual analysis a step further. So, while the process starts in the same way by identifying concepts in content, it doesn’t focus on finding the frequency of these concepts, but rather on the relationships between the concepts, the context in which they appear in the content, and their interrelationships.

Before starting with a relational analysis, you’ll first need to decide on which subcategory of relational analysis you’ll use:

Affect extraction: With this relational content analysis approach, you’ll evaluate concepts based on their emotional attributes. You’ll typically assess these emotions on a rating scale with higher values assigned to positive emotions and lower values to negative ones. In turn, this allows you to capture the emotions of the writer or speaker at the time the content is created. The main difficulty with this approach is that emotions can differ over time and across populations.
Proximity analysis: With this approach, you’ll identify concepts as in conceptual analysis, but you’ll evaluate the way in which they occur together in the content. In other words, proximity analysis allows you to analyze the relationship between concepts and derive a concept matrix from which you’ll be able to develop meaning. Proximity analysis is typically used when you want to extract facts from the content rather than contextual, emotional, or cultural factors.
Cognitive mapping: Finally, cognitive mapping can be used with affect extraction or proximity analysis. It’s a visualization technique that allows you to create a model that represents the overall meaning of content and presents it as a graphic map of the relationships between concepts. As such, it’s also commonly used when analyzing the changes in meanings, definitions, and terms over time.

Now that we’ve seen what content analysis is and looked at the different types of content analysis, it’s important to understand how reliable it is as a research method . We’ll also look at what criteria impact the validity of a content analysis.

There are three criteria that determine the reliability of a content analysis:

Stability . Stability refers to the tendency of coders to consistently categorize or code the same data in the same way over time.
Reproducibility . This criterion refers to the tendency of coders to classify categories membership in the same way.
Accuracy . Accuracy refers to the extent to which the classification of content corresponds to a specific standard.

Keep in mind, though, that because you’ll need to code or categorize the concepts you’ll aim to identify and analyze manually, you’ll never be able to eliminate human error. However, you’ll be able to minimize it.

In turn, three criteria determine the validity of a content analysis:

Closeness of categories . This is achieved by using multiple classifiers to get an agreed-upon definition for a specific category by using either implicit variables or synonyms. In this way, the category can be broadened to include more relevant data.
Conclusions . Here, it’s crucial to decide what level of implication will be allowable. In other words, it’s important to consider whether the conclusions are valid based on the data or whether they can be explained using some other phenomena.
Generalizability of the results of the analysis to a theory . Generalizability comes down to how you determine your categories as mentioned above and how reliable those categories are. In turn, this relies on how accurately the categories are at measuring the concepts or ideas that you’re looking to measure.

Considering everything mentioned above, there are definite advantages and disadvantages when it comes to content analysis:

Advantages	Disadvantages
It doesn’t require physical interaction with any participant, or, in other words, it’s unobtrusive. This means that the presence of a researcher is unlikely to influence the results. As a result, there are also fewer ethical concerns compared to some other analysis methods.	It always involves an element of subjective interpretation. In many cases, it’s criticized for being too subjective and not scientifically rigorous enough. Fortunately, when applying the criteria of reliability and validity, researchers can produce accurate results with content analysis.
It uses a systematic and transparent approach to gathering data. When done correctly, content analysis is easily repeatable by other researchers, which, in turn, leads to more reliable results.	It’s inherently reductive. In other words, by focusing only on specific concepts, words, or themes, researchers will often disregard any context, nuances, or deeper meaning to the content.
Because researchers are able to conduct content analysis in any location, at any time, and at a lower cost compared to many other analysis methods, it’s typically more flexible.	Although it offers researchers an inexpensive and flexible approach to gathering and analyzing data, coding or categorizing a large number of concepts is time-consuming.
It allows researchers to effectively combine quantitative and qualitative analysis into one approach, which then results in a more rigorous scientific analysis of the data.	Coding can be challenging to automate, which means the process largely relies on manual processes.

Let’s now look at the steps you’ll need to follow when doing a content analysis.

The first step will always be to formulate your research questions. This is simply because, without clear and defined research questions, you won’t know what question to answer and, by implication, won’t be able to code your concepts.

Based on your research questions, you’ll then need to decide what content you’ll analyze. Here, you’ll use three factors to find the right content:

The type of content . Here you’ll need to consider the various types of content you’ll use and their medium like, for example, blog posts, social media, newspapers, or online articles.
What criteria you’ll use for inclusion . Here you’ll decide what criteria you’ll use to include content. This can, for instance, be the mentioning of a certain event or advertising a specific product.
Your parameters . Here, you’ll decide what content you’ll include based on specified parameters in terms of date and location.

The next step is to consider your own pre-conception of the questions and identify your biases. This process is referred to as bracketing and allows you to be aware of your biases before you start your research with the result that they’ll be less likely to influence the analysis.

Your next step would be to define the units of meaning that you’ll code. This will, for example, be the number of times a concept appears in the content or the treatment of concept, words, or themes in the content. You’ll then need to define the set of categories you’ll use for coding which can be either objective or more conceptual.

Based on the above, you’ll then organize the units of meaning into your defined categories. Apart from this, your coding scheme will also determine how you’ll analyze the data.

The next step is to code the content. During this process, you’ll work through the content and record the data according to your coding scheme. It’s also here where conceptual and relational analysis starts to deviate in relation to the process you’ll need to follow.

As mentioned earlier, conceptual analysis aims to identify the number of times a specific concept, idea, word, or phrase appears in the content. So, here, you’ll need to decide what level of analysis you’ll implement.

In contrast, with relational analysis, you’ll need to decide what type of relational analysis you’ll use. So, you’ll need to determine whether you’ll use affect extraction, proximity analysis, cognitive mapping, or a combination of these approaches.

Once you’ve coded the data, you’ll be able to analyze it and draw conclusions from the data based on your research questions.

Content analysis offers an inexpensive and flexible way to identify trends and patterns in communication content. In addition, it’s unobtrusive which eliminates many ethical concerns and inaccuracies in research data. However, to be most effective, a content analysis must be planned and used carefully in order to ensure reliability and validity.

The two general types of content analysis: conceptual and relational analysis . Although these two types follow largely similar processes, their outcomes differ. As such, each of these types can provide different results, interpretations, and conclusions.

In qualitative research coding means categorizing concepts, words, and themes within your content to create a basis for analyzing the results. While coding, you work through the content and record the data according to your coding scheme.

Content analysis is the process of analyzing content and its features with the aim of identifying patterns and the presence of words, themes, and concepts within the content. The goal of a content analysis is to present the trends, patterns, concepts, and ideas in content as objective, quantitative or qualitative data, depending on the specific use case.

Content analysis is a qualitative method of data analysis and can be used in many different fields. It is particularly popular in the social sciences.

It is possible to do qualitative analysis without coding, but content analysis as a method of qualitative analysis requires coding or categorizing data to then analyze it according to your coding scheme in the next step.

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Where Data-Driven Decision-Making Can Go Wrong

Michael Luca
Amy C. Edmondson

When considering internal data or the results of a study, often business leaders either take the evidence presented as gospel or dismiss it altogether. Both approaches are misguided. What leaders need to do instead is conduct rigorous discussions that assess any findings and whether they apply to the situation in question.

Such conversations should explore the internal validity of any analysis (whether it accurately answers the question) as well as its external validity (the extent to which results can be generalized from one context to another). To avoid missteps, you need to separate causation from correlation and control for confounding factors. You should examine the sample size and setting of the research and the period over which it was conducted. You must ensure that you’re measuring an outcome that really matters instead of one that is simply easy to measure. And you need to look for—or undertake—other research that might confirm or contradict the evidence.

By employing a systematic approach to the collection and interpretation of information, you can more effectively reap the benefits of the ever-increasing mountain of external and internal data and make better decisions.

Five pitfalls to avoid

Idea in Brief

The problem.

When managers are presented with internal data or an external study, all too often they either automatically accept its accuracy and relevance to their business or dismiss it out of hand.

Why It Happens

Leaders mistakenly conflate causation with correlation, underestimate the importance of sample size, focus on the wrong outcomes, misjudge generalizability, or overweight a specific result.

The Right Approach

Leaders should ask probing questions about the evidence in a rigorous discussion about its usefulness. They should create a psychologically safe environment so that participants will feel comfortable offering diverse points of view.

Let’s say you’re leading a meeting about the hourly pay of your company’s warehouse employees. For several years it has automatically been increased by small amounts to keep up with inflation. Citing a study of a large company that found that higher pay improved productivity so much that it boosted profits, someone on your team advocates for a different approach: a substantial raise of $2 an hour for all workers in the warehouse. What would you do?

Michael Luca is a professor of business administration and the director of the Technology and Society Initiative at Johns Hopkins University, Carey Business School.
Amy C. Edmondson is the Novartis Professor of Leadership and Management at Harvard Business School. Her latest book is Right Kind of Wrong: The Science of Failing Well (Atria Books, 2023).

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Research [in] Brief: Do Our Social Networks Influence Our Expectations of Inflation?

Economists seek to understand the role of social networks in the formation of inflation expectations.

Infographic

Primary issue

Researchers know that individuals can be influenced by their own experiences when forming expectations around inflation. But to what extent, if any, do experiences shared in social networks affect these expectations? It’s an important question because expectations, along with supply and demand, are fundamental drivers of inflation.

Key findings

the inflation expectations of others in a network matter when individuals form their own assessments of where inflation is going.
the network is more influential if the people in it are similar to each other in income, political affiliation, gender, and other demographic traits. What’s more, information that the general public strongly associates with inflation, such as gas prices, is taken up and disseminated through the network.

The bottom line

The research suggests that social networks amplify but do not destabilize inflation expectations. The findings set the stage for future research into, for example, what specific information is shared on a social network and the role that social networks play for the transmission of shocks.

Want to find out more? Read “The Expectations of Others” at clefed.org/wp2322 .

Stay up to date with the Bank’s inflation research and news with the Center for Inflation Research’s quarterly newsletter . Subscribe: clevelandfed.org/center-for-inflation-research .

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Chinese Americans: A Survey Data Snapshot

A family pops confetti to celebrate the start of Chinese New Year at a February 2018 festival in New York City's Chinatown. (Drew Angerer/Getty Images)

简体中文/ Simplified Chinese | 繁体中文/ Traditional Chinese | 繁体中文/ Taiwanese

About 4.7 million Chinese Americans lived in the United States as of 2022, according to data from the U.S. Census Bureau. They account for 19% of the nation’s total Asian American population.

An illustration showing that 41% of Chinese Americans have a very or somewhat favorable opinion of China.

Six-in-ten Chinese Americans are immigrants, while four-in-ten are U.S. born. Two states – California and New York – are home to about half of all Chinese Americans.

The median income among Chinese American households was $98,400 in 2022, meaning that half of households headed by a Chinese American person earned more than that and half earned less. This is similar to the median household income among Asian Americans overall that year ($100,000).

Here’s a closer look at Chinese Americans’ attitudes on a range of topics, including how they describe their own identities, how they view the U.S. and China, and how they feel about achieving the American dream.

These findings are based on a nationally representative Pew Research Center survey of 7,006 Asian adults in the U.S. – including 1,617 Chinese American adults – conducted in 2022 and 2023.

Chinese Americans describe their identity in many ways, as is the case among Asian Americans overall. About half of Chinese Americans (53%) say they most often describe themselves as “Chinese” or “Chinese American.” About a third (34%) typically describe themselves as “Asian American” or “Asian,” while 8% call themselves “American.”

Some Chinese Americans say they’ve hidden a part of their heritage – such as cultural or religious practices – from people who are not Asian. In our survey, 19% say they have done this.

Views of the U.S. and China

Chinese Americans have a broadly positive opinion of the U.S.: 72% see the U.S. very or somewhat favorably.

By comparison, just 41% of Chinese Americans see China favorably. In fact, Chinese Americans are the only major Asian origin group in the U.S. in which a majority of adults do not have a favorable opinion of their own ancestral homeland .

Most Chinese Americans say they would not move to China ; just 16% say they would. Among those who would move to China, 27% say the main reason is to be closer to their friends or family and 24% say it’s because they’re more familiar with the culture.

Achieving the American dream

Most Chinese Americans feel that they’re on their way to achieving the American dream or have already achieved it. Around half (51%) say they’re on their way, while a quarter say they’ve already achieved it. However, 23% of Chinese Americans say the American dream is out of reach for them.

A majority of Chinese American registered voters (56%) identify with or lean to the Democratic Party. Another 39% are Republicans or lean Republican. By comparison, among Asian American registered voters overall, 62% are Democratic or Democratic-leaning and 34% are Republican or lean to the GOP.

As of 2022, about 2.7 million Chinese Americans – or 58% – were eligible to vote, according to Census Bureau data. That means they were at least 18 years old and a U.S. citizen through birth or naturalization.

Chinese Americans are among the most likely Asian origin groups to be religiously unaffiliated. More than half of Chinese Americans (57%) are not affiliated with any religion, compared with 32% of Asian Americans overall.

Another 22% of Chinese Americans identify as Christian, including 12% who identify as evangelical Protestants and 5% who are nonevangelical Protestants.

Photo by Drew Angerer/Getty Images

This analysis is one in a seven-part series that explores the identities, views, attitudes and experiences of Asian Americans, including the six largest Asian origin groups in the U.S. In these analyses, Asian Americans include those who identify as Asian, either alone or in combination with other races or Hispanic ethnicity.

The six Asian origin groups highlighted in this series – Chinese, Filipino, Indian, Japanese, Korean and Vietnamese Americans – include those who identify with one Asian origin only, either alone or in combination with a non-Asian race or ethnicity. In this series, Chinese adults do not include those who self-identify as Taiwanese. Other Pew Research Center analyses exploring the attitudes and characteristics of Asian origin groups may use different definitions and therefore may not be directly comparable.

This analysis is based on two data sources. The first is Pew Research Center’s 2022-23 survey of Asian American adults, conducted from July 2022 to January 2023 in six languages among 7,006 respondents. The Center recruited a large sample to examine the diversity of the U.S. Asian population, with oversamples of the Chinese, Filipino, Indian, Korean and Vietnamese populations. These are the five largest origin groups among Asian Americans. The survey also includes a large enough sample of self-identified Japanese adults to make certain findings about them reportable. For more details, read the methodology .

The second data source is the U.S. Census Bureau’s 2022 American Community Survey (ACS) provided through Integrated Public Use Microdata Series (IPUMS) from the University of Minnesota.

Pew Research Center is a subsidiary of The Pew Charitable Trusts, its primary funder. The Center’s Asian American portfolio was funded by The Pew Charitable Trusts, with generous support from The Asian American Foundation; Chan Zuckerberg Initiative DAF, an advised fund of the Silicon Valley Community Foundation; the Robert Wood Johnson Foundation; the Henry Luce Foundation; the Doris Duke Foundation; The Wallace H. Coulter Foundation; The Dirk and Charlene Kabcenell Foundation; The Long Family Foundation; Lu-Hebert Fund; Gee Family Foundation; Joseph Cotchett; the Julian Abdey and Sabrina Moyle Charitable Fund; and Nanci Nishimura.

We would also like to thank the Leaders Forum for its thoughtful leadership and valuable assistance in helping make this survey possible.

The strategic communications campaign used to promote the research was made possible with generous support from the Doris Duke Foundation.

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ABOUT PEW RESEARCH CENTER Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .

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Cleaning a River: How Paris Made the Seine Swimmable in Time for the Olympics

Cleaning the Seine has taken $1.5 billion, clever engineering, and decades of hard work.

The Seine is often considered the most romantic river in the world. It spans nearly 500 miles, cutting across northern France and providing an anchor point for cities and scenic destinations. You’ll find the Eiffel Tower , the Cathedral of Notre Dame, The Louvre, and more along its banks in Paris, but until recently you wouldn’t find anyone swimming in its waters, at least not legally. Swimming or bathing in the Seine has been banned since 1923 when the river was deemed unsafe. But all of that is changing thanks to a $1.5 billion project to clean up the Seine in advance of the 2024 Olympic Games in Paris .

For centuries, the river has been a repository for all kinds of human-made runoff and waste. In centuries past, people living along the river discarded everything from animal carcasses to human waste . In the 19th century, an updated sewer system helped to sanitize the city by funneling excess hazardous waste into the river and it’s been that way ever since.

RELATED: Here Are All the U.S. Medal Winners at the 2024 Paris Olympics

Parisian city planners and officials have spent the last few decades working to undo the damage and restore the river to its former glory. While those plans are complex and ongoing, they have succeeded in restoring the river ecosystem, regaining previously lost biodiversity, and making the Seine safe enough for Olympic competitions.

Making the Seine Swimmable for Olympians and Everyone

The Seine served as the primary arena for the Opening Ceremonies of the 2024 Paris Olympics and has been hosting a number of open-water swimming races, including the swimming leg of the triathlon on July 31, 2024.

RELATED: Paris Mayor Anne Hidalgo Swam in the Seine River For an Important Reason

Cleanup efforts go back to the early ‘90s when the European Union passed legislation addressing urban wastewater. The Greater Paris Sanitation Authority got to work updating the sewer system and, by 2015, had announced a plan to make the Seine safely swimmable in time for the Olympics. The cleanup was already in progress but the Games provided an additional incentive to accelerate retrofits of the existing sewer system.

Paris’ sewer system is designed to collect wastewater and rainwater before funneling it through underground channels toward treatment plants. On any ordinary day it works great, but if there’s an especially large downpour the system can become overwhelmed. Rather than letting wastewater gurgle up into the streets, sewer gates are opened and the excess is released into the Seine. Over time, river pollution resulted in low levels of oxygen and high levels of ammonia. Fish and other animals were driven out while dangerous bacteria like E. coli thrived. By the 1970s, about 60% of the city’s sewage was dumped into the river and the total number of fish species had dropped to just three.

The cleanup effort, known officially as the Swimming Plan, focuses on reducing the amount and frequency of wastewater being dumped into the Seine. An incentive and advertising campaign connected tens of thousands of additional residences and houseboats into the sewer system. Those residences were previously dumping all of their wastewater directly into the river.

The city has also built and buried a massive underground rainwater barrel called a cistern. When a heavy rainfall comes through, the cistern can hold the equivalent of 20 Olympic swimming pools (about 13 million gallons) of excess water which can later be funneled to treatment plants instead of into the river. The overall goal is to reduce the amount of wastewater flowing into the river so that bacterial growth remains at or below safe levels.

By the summer of 2023, water safety tests showed the Seine was swimmable about seven days out of every 10 . Despite all of the improvements, rainfall can still overwhelm the system and send waste (albeit less waste) into the Seine. The city hopes to open the river to the public at three designated swimming spots (with more planned) by the summer of 2025, though it’s likely that there will be swimming bans following heavy rains.

Anne Hidalgo climbing a ladder after swimming in the Seine river.

Olympic officials delayed the swimming leg of the Triathlon on July 30 after rainfall caused bacterial levels to spike. It was postponed to the following day when the river once again passed water safety tests. With any luck, the rest of the swimming events on the Seine will go off without a hitch, but the Olympics are only the beginning. The Seine cleanup project has already restored much of the river’s biological diversity and environmental quality. The number of fish species has recovered from a low of three to a more comfortable 32. Soon, people will join the fish back in the river, for the first time in over a century. Those benefits will continue long after the Olympics are over.

Have an Olympics programming question? Ask OLI

With so much happening at the Olympic Games, it can be a challenge to keep track of when to watch all your favorite events and athletes. Enter: OLI, the NBC Olympics AI-powered viewing guide that will answer any of your burning Olympics programming questions, day or night. Check it out on NBCOlympics.com , NBC.com , NBCSports.com , USANetwork.com and Today.com .

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Data Analysis in Research: Types & Methods
Definition of research in data analysis: According to LeCompte and Schensul, research data analysis is a process used by researchers to reduce data to a story and interpret it to derive insights. The data analysis process helps reduce a large chunk of data into smaller fragments, which makes sense. Three essential things occur during the data ...
A Step-by-Step Guide to the Data Analysis Process
1. Step one: Defining the question. The first step in any data analysis process is to define your objective. In data analytics jargon, this is sometimes called the 'problem statement'. Defining your objective means coming up with a hypothesis and figuring how to test it.
What is Data Analysis? An Expert Guide With Examples
Data analysis is a comprehensive method of inspecting, cleansing, transforming, and modeling data to discover useful information, draw conclusions, and support decision-making. It is a multifaceted process involving various techniques and methodologies to interpret data from various sources in different formats, both structured and unstructured.
The Beginner's Guide to Statistical Analysis
Step 1: Write your hypotheses and plan your research design. To collect valid data for statistical analysis, you first need to specify your hypotheses and plan out your research design. Writing statistical hypotheses. The goal of research is often to investigate a relationship between variables within a population. You start with a prediction ...
What Is Data Analysis? (With Examples)
What Is Data Analysis? (With Examples) Data analysis is the practice of working with data to glean useful information, which can then be used to make informed decisions. "It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts," Sherlock Holme's proclaims ...
Introduction to Data Analysis
Data analysis can be quantitative, qualitative, or mixed methods. Quantitative research typically involves numbers and "close-ended questions and responses" (Creswell & Creswell, 2018, p. 3).Quantitative research tests variables against objective theories, usually measured and collected on instruments and analyzed using statistical procedures (Creswell & Creswell, 2018, p. 4).
Quantitative Data Analysis Methods & Techniques 101
Factor 1 - Data type. The first thing you need to consider is the type of data you've collected (or the type of data you will collect). By data types, I'm referring to the four levels of measurement - namely, nominal, ordinal, interval and ratio. If you're not familiar with this lingo, check out the video below.
Data Analysis
Data Analysis. Definition: Data analysis refers to the process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, drawing conclusions, and supporting decision-making. It involves applying various statistical and computational techniques to interpret and derive insights from large datasets.
A practical guide to data analysis in general literature reviews
This article is a practical guide to conducting data analysis in general literature reviews. The general literature review is a synthesis and analysis of published research on a relevant clinical issue, and is a common format for academic theses at the bachelor's and master's levels in nursing, physiotherapy, occupational therapy, public health and other related fields.
What Is Data Analysis? (With Examples)
What Is Data Analysis? (With Examples) Data analysis is the practice of working with data to glean useful information, which can then be used to make informed decisions. "It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts," Sherlock Holmes proclaims ...
A Really Simple Guide to Quantitative Data Analysis
It is important to know w hat kind of data you are planning to collect or analyse as this w ill. affect your analysis method. A 12 step approach to quantitative data analysis. Step 1: Start with ...
Data Analysis Techniques In Research
Data analysis techniques in research are essential because they allow researchers to derive meaningful insights from data sets to support their hypotheses or research objectives.. Data Analysis Techniques in Research: While various groups, institutions, and professionals may have diverse approaches to data analysis, a universal definition captures its essence.
Qualitative Data Analysis: Step-by-Step Guide (Manual vs ...
Step 1: Gather your qualitative data and conduct research (Conduct qualitative research) The first step of qualitative research is to do data collection. Put simply, data collection is gathering all of your data for analysis. A common situation is when qualitative data is spread across various sources.
Quantitative Data Analysis: A Comprehensive Guide
Below are the steps to prepare a data before quantitative research analysis: Step 1: Data Collection. Before beginning the analysis process, you need data. Data can be collected through rigorous quantitative research, which includes methods such as interviews, focus groups, surveys, and questionnaires. Step 2: Data Cleaning.
How to Analyze Data for Your Research Projects
An analysis process helps you create models to visualize the information, find patterns, see tension, draw stronger conclusions, and even forecast potential outcomes. All data analysis starts with "raw data.". This is unfiltered, uncategorized information. It can be something a person wrote, feedback they provided, or comments made in a ...
How to Analyze Data in 2023
Now that you're familiar with the fundamentals, let's move on to the exact step-by-step guide you can follow to analyze your data properly. Step 1: Define your goals and the question you need to answer. Step 2: Determine how to measure set goals. Step 3: Collect your data. Step 4: Clean the data.
Steps in Systematic Data Analysis
Develop and use an explicit search strategy - It is important to identify all studies that meet the eligibility criteria set in #3. The search for studies need to be extensive should be extensive and draw on multiple databases. Critically assess the validity of the findings in included studies - This is likely to involve critical appraisal ...
Learning to Do Qualitative Data Analysis: A Starting Point
This question is particularly relevant to researchers new to the field and practice of qualitative research and instructors and mentors who regularly introduce students to qualitative research practices. In this article, we seek to offer what we view as a useful starting point for learning how to do qualitative analysis. We begin by discussing ...
Research Methods Guide: Data Analysis
Survey Data Analysis. If you used an online survey, the software will automatically collate the data - you will just need to download the data, for example as a spreadsheet. If you used a paper questionnaire, you will need to manually transfer the responses from the questionnaires into a spreadsheet. Put each question number as a column ...
How to Analyze Research Data: A Step-by-Step Guide
Organize your data. 4. Use your tools. 5. Report your results. Be the first to add your personal experience. 6. Review your analysis. Be the first to add your personal experience.
Research Guide: Data analysis and reporting findings
Quantitative Analysis of Questionnaires by Steve Humble Bringing together the techniques required to understand, interpret and quantify the processes involved when exploring structures and relationships in questionnaire data, Quantitative Analysis of Questionnaires provides the knowledge and capability for a greater understanding of choice decisions.
How to Analyze a Dataset: 6 Steps
6 Steps to Analyze a Dataset. 1. Clean Up Your Data. Data wrangling —also called data cleaning—is the process of uncovering and correcting, or eliminating inaccurate or repeat records from your dataset. During the data wrangling process, you'll transform the raw data into a more useful format, preparing it for analysis.
How to do a content analysis [7 steps]
A step-by-step guide to conducting a content analysis. Step 1: Develop your research questions. Step 2: Choose the content you'll analyze. Step 3: Identify your biases. Step 4: Define the units and categories of coding. Step 5: Develop a coding scheme. Step 6: Code the content. Step 7: Analyze the Results. In Closing.
Where Data-Driven Decision-Making Can Go Wrong
Summary. When considering internal data or the results of a study, often business leaders either take the evidence presented as gospel or dismiss it altogether.
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The Root Causes of Failure for Artificial Intelligence Projects and How
The research was conducted within the Acquisition and Technology Policy Programm of the RAND National Security Research Division (NSRD). This publication is part of the RAND research report series. Research reports present research findings and objective analysis that address the challenges facing the public and private sectors.
Research [in] Brief: Do Our Social Networks Influence Our Expectations
Research and Analysis. Our research informs the public and policymakers by examining economic issues of importance to those in our local communities, across the nation, and around the world. ... Research for all things inflation—from general information on how inflation works and why it matters to the latest data and analysis on current ...
Chinese Americans: A Survey Data Snapshot
This analysis is based on two data sources. The first is Pew Research Center's 2022-23 survey of Asian American adults, conducted from July 2022 to January 2023 in six languages among 7,006 respondents. The Center recruited a large sample to examine the diversity of the U.S. Asian population, with oversamples of the Chinese, Filipino, Indian ...
How Paris Made Seine River Swimmable for 2024 Olympics
Cleaning the Seine has taken $1.5 billion, clever engineering, and decades of hard work.
What does science tell us about boxing's gender row?
We do know that the process of sex determination starts when a foetus is developing. Most females get two X chromosomes (XX), while most males get an X and a Y chromosome (XY). Chromosomes ...

Data Analysis in Research: Types & Methods

Why analyze data in research?

Data analysis in qualitative research

Data analysis in quantitative research

Phase I: Data Validation

Phase II: Data Editing

Phase III: Data Coding

Descriptive statistics

Measures of Frequency

Measures of Central Tendency

Measures of Dispersion or Variation

Measures of Position

Inferential statistics

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Other categories

A Step-by-Step Guide to the Data Analysis Process

1. Step one: Defining the question

Tools to help define your objective

2. Step two: Collecting the data

What is first-party data?

What is second-party data?

What is third-party data?

Tools to help you collect data

3. Step three: Cleaning the data

Carrying out an exploratory analysis

Tools to help you clean your data

4. Step four: Analyzing the data

Descriptive analysis

Diagnostic analysis

Predictive analysis

Prescriptive analysis

5. Step five: Sharing your results

Tools for interpreting and sharing your findings

6. Step six: Embrace your failures

Have a language expert improve your writing

The Beginner's Guide to Statistical Analysis | 5 Steps & Examples

Table of contents

Writing statistical hypotheses

Planning your research design

Measuring variables

Prevent plagiarism. Run a free check.

Sampling for statistical analysis

Create an appropriate sampling procedure

Calculate sufficient sample size

Inspect your data

Calculate measures of central tendency

Calculate measures of variability

Hypothesis testing

Parametric tests

Statistical significance

Effect size

Decision errors

Frequentist versus Bayesian statistics

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Data Analysis

What is Data Analysis?

Why Analyze Data?

What are the Types of Data Analysis?

Quantitative Data Analysis 101

Overview: Quantitative Data Analysis 101

The two “branches” of quantitative analysis

What is quantitative data analysis?

What is quantitative analysis used for?

How does quantitative analysis work?

Need a helping hand?

Branch 1: Descriptive Statistics

Branch 2: Inferential Statistics

How to choose the right analysis method

Factor 1 – Data type

Factor 2: Your research questions

Time to recap…

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