The data analysis stage in a market research project is the stage when qualitative data, quantitative data or a mixture of both, is brought together and scrutinised in order to draw conclusions based on the data. These conclusions then provide the key insights for the research project and any associated reports or presentations.
Data analysis in research projects that involves quantitative methods have similar techniques, including analysing the frequency of variables and the differences of variables. Statistical testing is often used during data analysis in research. These are carried out to estimate the significance of any conclusions the results may suggest and determine that they did not occur by chance.
Data analysis in research projects that include qualitative methods still require the results to be coded like in quantitative data analysis. This is in order to identity the similarities and differences between the responses. As systems for pre-coding qualitative data are limited, each project involves bespoke coding methods. This form of data analysis in research is known as content analysis.