2nd Assignment

Data Analysis in Research

ALLAMA IQBAL OPEN UNIVERSITY

(Department of Business Administration)

Assignment # 2

Research Methods (5529)

TOPIC: DATA ANALYSIS IN RESEARCH

Submitted to: Sir Mohammad Younis
Submitted by: Ishtiaq Ahmed
Cell #: 0333-6824303

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ACKNOWLEDGEMENT

All praises to Almighty Allah, the most Gracious, the most Beneficent and
the most Merciful, who enabled me to complete this assignment.
I feel great pleasure in expressing my since gratitude to my teacher, for
his guidance and support for providing me an opportunity to complete my
Project.
My special thanks and acknowledgments to Mr. Ishtiaq Ahmed for
providing me all relative information, guidance and support to compile
the practical study at Serwis shoes.
I will keep my hopes alive for the success of given task to submit this
report to my honorable teacher Sir Mohammad Younis, whose
guidance; support and encouragement enable me to complete this
assignment.

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Table of Contents Page No

Title page 01

Acknowledgement 02

Table of contents 03

Introduction to the issue 04

Practical Study of the Organization 16

SWOT Analysis 26

Findings 28
Recommendations 29
Conclusion 30
References 30

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Data Analysis
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal
of highlighting useful information, suggesting conclusions, and supporting decision making. Data
analysis has multiple facets and approaches, encompassing diverse techniques under a variety of
names, in different business, science, and social science domains.

Types of Data Analysis

Data can be of several types

 Quantitative data data is a number

 Categorical data data one of several categories
 Qualitative data data is a pass/fail or the presense of a characteristic

Process of Data Analysis

Data analysis is a process, within which several phases can be distinguished:

1. Data Mining
Data cleaning is an important procedure during which the data are inspected, and erroneous data are
—if necessary, preferable, and possible—corrected. Data cleaning can be done during the stage of
data entry. If this is done, it is important that no subjective decisions are made. The guiding principle
provided by Adèr (ref) is: during subsequent manipulations of the data, information should always
be cumulatively retrievable. In other words, it should always be possible to undo any data set
alterations. Therefore, it is important not to throw information away at any stage in the data cleaning
phase. All information should be saved (i.e., when altering variables, both the original values and the
new values should be kept, either in a duplicate dataset or under a different variable name), and all
alterations to the data set should carefully and clearly documented, for instance in a syntax or a log.

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2. Initial Data Analysis

The most important distinction between the initial data analysis phase and the main analysis phase,
is that during initial data analysis one refrains from any analysis that are aimed at answering the
original research question. The initial data analysis phase is guided by the following four questions.

Quality of data
The quality of the data should be checked as early as possible. Data quality can be assessed in
several ways, using different types of analyses: frequency counts, descriptive statistics (mean,
standard deviation, median), normality (skewness, kurtosis, frequency histograms, normal
probability plots), associations (correlations, scatter plots).

Other initial data quality checks are:

 Checks on data cleaning: have decisions influenced the distribution of the variables? The
distribution of the variables before data cleaning is compared to the distribution of the variables
after data cleaning to see whether data cleaning has had unwanted effects on the data.
 Analysis of missing observations: are there many missing values, and are the
values missing at random? The missing observations in the data are analyzed to see whether
more than 25% of the values are missing, whether they are missing at random (MAR), and
whether some form of imputation (statistics) is needed.
 Analysis of extreme observations: outlying observations in the data are analyzed to see
if they seem to disturb the distribution.
 Comparison and correction of differences in coding schemes: variables are compared with
coding schemes of variables external to the data set, and possibly corrected if coding schemes
are not comparable.

The choice of analyses to assess the data quality during the initial data analysis phase depends on
the analyses that will be conducted in the main analysis phase.

Quality of measurements
The quality of the measurement instruments should only be checked during the initial data
analysis phase when this is not the focus or research question of the study. One should check
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whether structure of measurement instruments corresponds to structure reported in the literature.

There are two ways to assess measurement quality:

 Confirmatory factor analysis

 Analysis of homogeneity (internal consistency), which gives an indication of
the reliability of a measurement instrument. During this analysis, one inspects the variances of
the items and the scales, the Cronbach's α of the scales, and the change in the Cronbach's
alpha when an item would be deleted from a scale.

Initial transformations
After assessing the quality of the data and of the measurements, one might decide to impute
missing data, or to perform initial transformations of one or more variables, although this can also be
done during the main analysis phase. Possible transformations of variables are:

 Square root transformation (if the distribution differs moderately from normal)
 Log-transformation (if the distribution differs substantially from normal)
 Inverse transformation (if the distribution differs severely from normal)
 Make categorical (ordinal / dichotomous) (if the distribution differs severely from normal,
and no transformations help)

Did the implementation of the study fulfill the

intentions of the research design?
One should check the success of the randomization procedure, for instance by checking whether
background and substantive variables are equally distributed within and across groups.
If the study did not need and/or use a randomization procedure, one should check the success of the
non-random sampling, for instance by checking whether all subgroups of the population of interest
are represented in sample.

Other possible data distortions that should be checked are:

 dropout (this should be identified during the initial data analysis phase)

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 Item nonresponse (whether this is random or not should be assessed during the initial
data analysis phase)
 Treatment quality (using manipulation checks).

Characteristics of data sample

In any report or article, the structure of the sample must be accurately described. It is especially
important to exactly determine the structure of the sample (and specifically the size of the
subgroups) when subgroup analyses will be performed during the main analysis phase.
The characteristics of the data sample can be assessed by looking at:

 Basic statistics of important variables

 Scatter plots
 Correlations
 Cross-tabulations

Final stage of the initial data analysis

During the final stage, the findings of the initial data analysis are documented, and necessary,
referable, and possible corrective actions are taken. Also, the original plan for the main data analyses
can and should be specified in more detail and/or rewritten. In order to do this, several decisions
about the main data analyses can and should be made:

 In the case of non-normals: should one transform variables; make variables categorical
(ordinal/dichotomous); adapt the analysis method?
 In the case of missing data: should one neglect or impute the missing data; which
imputation technique should be used?
 In the case of outliers: should one use robust analysis techniques?
 In case items do not fit the scale: should one adapt the measurement instrument by omitting
items, or rather ensure comparability with other (uses of the) measurement instrument(s)?
 In the case of (too) small subgroups: should one drop the hypothesis about inter-group
differences, or use small sample techniques, like exact tests or bootstrapping?
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 In case the randomization procedure seems to be defective: can and should one
calculate propensity scores and include them as covariates in the main analyses?

Analyses
Several analyses can be used during the initial data analysis phase:

 Univariate statistics
 Bivariate associations (correlations)
 Graphical techniques (scatter plots)

It is important to take the measurement levels of the variables into account for the analyses, as
special statistical techniques are available for each level:

 Nominal and ordinal variables

 Frequency counts (numbers and percentages)
 Associations
 circumambulations (crosstabulations)
 hierarchical loglinear analysis (restricted to a maximum of 8 variables)
 loglinear analysis (to identify relevant/important variables and possibleconfounders)
 Exact tests or bootstrapping (in case subgroups are small)
 Computation of new variables
 Continuous variables
 Distribution
 Statistics (M, SD, variance, skewness, kurtosis)
 Stem-and-leaf displays
 Box plots

3. Main Data Analysis

In the main analysis phase analyses aimed at answering the research question are performed as well
as any other relevant analysis needed to write the first draft of the research report.

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Exploratory and confirmatory approaches

In the main analysis phase either an exploratory or confirmatory approach can be adopted.
Usually the approach is decided before data is collected. In an exploratory analysis no clear
hypothesis is stated before analysing the data, and the data is searched for models that describe the
data well. In a confirmatory analysis clear hypotheses about the data are tested.

Exploratory data analysis should be interpretative carefully. When testing multiple models at
once there is a high chance on finding at least one of them to be significant, but this can be due to
a type 1 error. It is important to always adjust the significance level when testing multiple models
with, for example, a bonferroni correction. Also, one should not follow up an exploratory analysis
with a confirmatory analysis in the same dataset. An exploratory analysis is used to find ideas for a
theory, but not to test that theory as well. When a model is found exploratory in a dataset, then
following up that analysis with a comfirmatory analysis in the same dataset could simply mean that
the results of the comfirmatory analysis are due to the same type 1 error that resulted in the
exploratory model in the first place. The comfirmatory analysis therefore will not be more
informative than the original exploratory analysis.

Stability of results
It is important to obtain some indication about how generalizable the results are. While this is
hard to check, one can look at the stability of the results. Are the results reliable and reproducible?
There are two main ways of doing this:

 Crossvalidation: By splitting the data in multiple parts we can check if analyzes (like a
fitted model) based on one part of the data generalize to another part of the data as well.
 Sensitivity analysis: A procedure to study the behavior of a system or model when
global parameters are (systematically) varied. One way to do this is with bootstrapping
(statistics).

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Statistical Methods
A lot of statistical methods have been used for statistical analyses. A very brief list of four of the
more popular methods is:

 General linear model: A widely used model on which various statistical methods are
based (e.g. t-test ANOVA ANCOVA MANOVA). Usable for assessing the effect of several
predictors on one or more continuous dependent variables.
 Generalized linear model: An extension of the general linear model for discrete
dependent variables.
 Structural equation modelling: Usable for assessing latent structures from measured
manifest variables.
 Item response theory: Models for (mostly) assessing one latent variable from several
binary measured variables (e.g. an exam)

Methods of Data Analysis

1. Typology
A classification system, taken from patterns, themes, or other kinds of groups of data. Ideally,
categories should be mutually exclusive and exhaustive if possible, often they aren't basically a list
of categories, activities, meanings, participation, relationships, settings.

2. Taxonomy
A sophisticated typology with multiple levels of concepts. Higher levels are inclusive of lower
levels. Superordinate and subordinate categories.

3. Constant Comparison/Grounded Theory

• Look at document, such as field notes.
• Look for indicators of categories in events and behavior - name them and code them on document.
• Compare codes to find consistencies and differences.
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• Consistencies between codes (similar meanings or pointing to a basic idea) reveals categories. So
need to categorize specific events.
• We used to cut apart copies of field notes, now use computers. Processor can do this. Lofland says
qualitative research programs aren't all that helpful and I tend to agree. Of the qualitative research
programs I suspect that NUD*IST probably the best.
• Memo on the comparisons and emerging categories.
• Eventually category saturates when no new codes related to it are formed.
• Eventually certain categories become more central focus - axial categories and perhaps even core
category.

4. Analytic Induction
Look at event and develop a hypothetical statement of what happened. Then look at another similar
event and see if it fits the hypothesis. If it doesn't, revise hypothesis. Begin looking for exceptions to
hypothesis, when find it, revise hypothesis to fit all examples encountered. Eventually will develop a
hypotheses that accounts for all observed cases.

5. Logical Analysis/Matrix Analysis

An outline of generalized causation, logical reasoning process, etc. Use flow charts, diagrams, etc. to
pictorially represent these, as well as written descriptions.

6. Quasi-statistics
Often enumeration is used to provide evidence for categories created or to determine if observations
are contaminated.

7. Event Analysis/Microanalysis
Emphasis is on finding precise beginnings and endings of events by finding specific boundaries and
things that mark boundaries or events. Specifically oriented toward film and video. After find
boundaries, find phases in event by repeated viewing.
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8. Metaphorical Analysis
Usually used in later stages of analysis. Michael Patton, Nick Smith Try on various metaphors and
see how well they fit what is observed. Can also ask participant for metaphors and listen for
spontaneous metaphors. "Hallway as a highway." Like highway in many ways: traffic, intersections,
teachers as police, etc. Best to check validity of metaphor with participants - "member check".

9. Domain Analysis
Analysis of language of people in a cultural context. James Spradley Describe social situation and
the cultural patterns within it. Semantic relationships emphasize the meanings of the social situation
to participants. Interrelate the social situation and cultural meanings. Different kinds of domains:
Folk domains (their terms for domains), mixed domains, analytic domains (researcher's terms for
domains).
• select semantic relationships
• prepare domain analysis worksheet
• select sample of field notes (statements of people studied)
• look for broad and narrow terms to describe semantic relationships
• formulate questions about those relationships
• repeat process for different semantic relationship
• list all domains discovered

10. Hermeneutical Analysis

Not looking for objective meaning of text, but meaning of text for people in situation. Try to bracket
self out in analysis - tell their story, not yours. Use their words, less interpretive than other
approaches. Different layers of interpretation of text. Knowledge is constructed – we construct
meaning of text (from background and current situation - Social construction because of influence of
others - symbolic interactions) Use context - time and place of writing - to understand. What was
cultural situation?
Historical context. Meaning resides in author intent/purpose, context, and the encounter between
author and reader - find themes and relate to dialectical context.
11. Discourse analysis
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Usually use tapes so they can be played and replayed. Several people discussing, not individual
person specifically. Find patterns of questions, who dominates time and how, other patterns of
interaction.
12. Semiotics
(Science of signs and symbols, such as body language) Determine how the meanings of signs and
symbols is constructed. Assume meaning is not inherent in those, meaning comes from relationships
with other things. Sometimes presented with a postmodernist emphasis.
13. Content Analysis
Look at documents, text, or speech to see what themes emerge. What do people talk about the most?
See how themes relate to each other. Find latent emphases, political view of newspaper writer,
which is implicit or look at surface level - overt emphasis. Theory driven - theory determines what
you look for. Rules are specified for data analysis.
Standard rules of content analysis include:
• How big a chunk of data is analyzed at a time (a line, a sentence, a phrase, a paragraph?) Must
state and stay with it.
• What are units of meaning?, the categories used. Categories must be:
1. Inclusive (all examples fit a category)
2. Mutually exclusive
• Defined precisely: what are properties.
• All data fits some category (exhaustive) Also note context. Start by reading all way through, then
specify rules. Could have emergent theory, but usually theory-driven. After determine categories, do
the counting - how often do categories occur. Most of literature emphasizes the quantitative aspects.
14. Phenomenology/Heuristic Analysis
Emphasizes idiosyncratic meaning to individuals, not shared constructions as much. Again, try to
bracket self out and enter into the other person's perspective and experience. Emphasizes the effects
of research experience on the researcher-personal experience of the research. How does this affect
me as researcher. Much like hermeneutical analysis, but even more focused on the researcher's
experience. Some use the term "phenomenology" to describe the researcher's experience and the idea
that this is all research is or can ever be.
15. Narrative Analysis

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The story is what a person shares about self. What you choose to tell frames how you will be
perceived. Always compare ideas about self. Tend to avoid revealing negatives about self. Might
study autobiographies and compare them.
• context-situation
• core plot in the story told about self
• basic actions

Narrative analysis could involve study of literature or diaries or folklore.

Practical Study of the Organization

Serwis Pvt Limited

Introduction

Servis Group is Pakistan's largest footwear manufacturer and exporter. It also

has interests in retailing. Its Group Company, SSC PRIVATE LIMITED, is the
country's largest retailer and wholesaler of footwear. The Group has diversified
interests in rubber products including tyres and in defense industry products.
The Group was set up in 1958 and today has sales of more than PKR 9 billion.

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Servis Group employs close to 8000 people in its Group Companies. SIL is a
public limited company listed on the stock exchanges of Pakistan. It has annual
revenue of USD 80 million. It is the largest manufacturer of footwear and tyres
& tubes for two-wheelers, and has been the largest exporter of footwear
from Pakistan for the last 10 years. The company employs more than 5,000
people in its facilities located in Gujrat and Muridke. The company's products
are exported primarily to Germany, Italy, France and UK.

Vision Statement:

To be a market leader providing quality footwear, tyres & tubes and allied
products. To strive for excellence and global recognition by continuous
improvement, innovation, dedication and growth.

Mission Statement:

To be a result oriented and profitable Company by consistently improving

market share, quality, diversity, availability, presentation, reliability and
customer acceptance. To emerge as a growth oriented concern ensuring
optimum return and value addition to its shareholders to ensure cost
consciousness in decision-making and operations without compromising the
commitment to quality. To create an efficient resource management and
conducive business environment. Evolving an effective leadership by creating a
highly professional and motivated management team fully equipped to meet
any challenge. To keep abreast with modern technology and designs to
optimize production and enhance brand image to attain international
recognition for the Company's products. To set up highly ethical business
standards and be a good corporate citizen, contributing towards the
development of the national economy and assisting charitable causes to adopt
appropriate safety rules and environment friendly policies.

Introduction of Sole:

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Sole Collections (Pvt.) Ltd. is a Pakistani ladies footwear brand that aims to
provide a one stop shopping facility regarding quality footwear and accessories.
Sole Collections is not just about selling quality footwear, it wants to be
identified with providing the ultimate shopping experience to our customers.
Sole Collections plans to spread its network all over Pakistan and reach out to
all the major areas of this region and be known as ‘The # 1 Choice in the Ladies
Footwear Brands of Pakistan’. Sole Collections is all about fusing the exotic and
colorful local aesthetics with international shoe standards. The design range at
Sole Collections is not restricted to a particular segment of the Pakistani
consumers, both in its versatility and its affordability.

The Study of Organization with

respect to the issue

INDUSTRY ANALYSIS

Situation Analysis:

Sole Collection has entered into the ladies footwear. Being in the shoe industry
they had no presence in ladies footwear previously and a big market chunk was
missing.

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Retail Tax:

Before 2006 the government of Pakistan was charging 15% retail tax on ladies
shoes. Sole Collection did not enter into the market before 2006 due to this
retail tax because it was making it 15% expensive from the market. The
government weaved off the retail tax in 2006 and SERVIS group of industries
found this situation workable and finally decided to enter ladies shoe market.

Purchase Tax (With Holding Tax):

Majority of private brands and small industry players don’t pay taxes. The
corporate strategy of Servis Group of industries include paying all the taxes
Government applies 3.5% of the whole purchases as with holding tax. Sole
collections buy on 3.5% higher then the other market in order to maintain the
corporate strategy of their moral duty to pay all the taxes. Other market players
don’t pay this 3.5% tax, which makes them sale, their products less expensive.
However Sole collection purchases with tax but they have to maintain their
selling prices in balance with the competitors, which give fewer profit margins.

Industry/Market Summary:

Pakistan’s footwear industry manufactures some 120 million pair annually for
local consumption and it exports 2 million pair per annum roughly and the
average price charged for each pair stands around $10. Its share in Pakistan’s
total exports is about to touch the figure of $200 million. Out of all only 25%
shoe market is with SERVIS and Bata. Other individual players hold the rest of
the market share of overall shoe industry. Ladies footwear industry is a 50
billion market where 80% shares lie with the individual players. SC has captured
good information regarding their market and knows a great deal about the
common attributes of the most prized customers. The will leverage this
information to better understand who should be served, their specific needs,
and how they can better communicate with their customers.

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World World World World World

Leading
Export Export Export Export Export
Exporting
Share in Share in Share in Share in Share in
Countries
2006 2007 2008 2009 2010

China 1.6% 1.9% 7.1% 14.6% 20.9%

Italy 29.2% 25.8% 22.7% 17.9% 15.5%

Spain 4.5% 5.7% 5.0% 4.6% 4.7%

Hong Kong 1.4% 1.7% 6.5% 17.2% 13.7%

Taiwan 12.3% 15.6% 8.9% 2.1% 1.2%

Korean Repub 7.6% 10.6% 14.7% 2.9% 1.1%

lic

FEDERAL BUREAU OF STATISTICS DATA FOR IMPORTS OF

SHOE INDUSTRY

YEAR PAIRS

2007 521,117

2008 1,509,422

2009 5,339,976

2010 9,117,068

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Target Markets:

Target market is a female of all ages. Females are 51% of the total population
of Pakistan.

POPULATION PYRAMID OF PAKISTAN

FEMALES

IN POPULATION BY AREA (2008)

PAKISTAN NWFP FATA PUNJAB SINDH BALOCHISTAN ISLAMABAD

BALOCHISTA
PAKISTAN NWFP FATA PUNJAB SINDH ISLAMABAD
N
63,478,59 1,524,28 35,526,92 14,342,30
8,654,709 3,059,379 370,996
3 4 3 2
URBAN

PROPORTI
ON
32.5 16.9 2.7 31.3 48.8 23.9 65.7

Entry/ Exit Barriers:

Entry barriers are high however exit barriers are low. High investments and
capital is required to enter this industry .On the other hand technical
knowledge, expertise and availability of skilled work force makes entry barriers
high. National and international level competitors are competing at the same
platform with minor variations.

Market Demographics:

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The profile for Sole Collection’s customer consists of the following geographic,
demographic, and behavior factors.

Geographic:

The initial plan was to capture the most footfall market areas. Though a deep
market analysis the following four outlets were planned in the first phase of
opening.

Super Location: Liberty Market Lahore Top three locations:

• Tariq Road Karachi

• Bank Road Rawalpindi

• Link Road Lahore

The immediate geographic target is the city

of Lahore, Karachi, Islamabad and Rawalpindi. First phase of openings of outlets
is targeted towards 3 outlets in Lahore, 1 in Karachi, 2 in Rawalpindi, 1 in
Abbotabad, 1 in Peshawar, 1 in Sahiwal and 1 in Faisalabad. Focus is to target
the shopping areas where shops for ladies accessories and products are
available. The plan involves opening up outlets wherever the outlets of Stylo
and ECS are already operating. Market footfall will be the focus for every new
outlet.

Demographics:

• Females (house wives, working professionals, college/school students)

• Age range 13 – 60 years.

• Socio-Economic class, B and B+

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• Income should be that they buy 6 to 7 shoe pairs per year

Behavior Factors:

• Variety seeking customer

• No brand loyalty

• Its fun shopping

• Fashion conscious.

• Tend to eat out at least once a week, typically more.

• Live the motto "fashion over function."

• Are always aware of the different fashion trends.

• Subscribe to, or at least read, several women's magazines that are fashion
orientated.

Market Needs:

Sole Collection is providing the market with a wide range of fashionable shoes
with an unprecedented selection.

• The patron will be impressed with the degree of care that they receive.

• Have to break the stereo type product styles

• Need of western styling in products

• Color variation is a key to success

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• All products will be priced competitive to others

• The central location and wide range of business hours designed to

accommodate all customer's needs

Market Trends Forecast:

The market trend for women's fashionable fancy and casual shoes is toward a
wider selection of common design elements. Over the last few years, there has
been a proliferation of several design variations from a base design. A base
design is released and then there are many different spurs that have common
elements but include a few distinctive characteristics. The market trends follow
weather change and occasions. The following occasions affect the overall
design, color combinations and materials.

• EID

• SHADI SEASON

• BASANT

Weather Division:

• Summer season trends

• Winter season trends

• Discounts in February and July

Market trends are also being derived through Indian movies and especially from
star plus dramas. Color pallet is being assessed by the movies. Trends in the
fashion footwear market are evolving and the style mantras of the past are no
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longer applicable. There are new fashion icons and trends governing consumer
choices now. Sole Collections makes sure that its customers always get the
cutting-edge fashion footwear that they desire, be it formal shoes with the
finest embellishments. We ensure that Sole Collections a brand that caters to
local needs but also finds a place for itself on the international platform. The
buying habits for fashion-conscious women consist of typically buying at least
one pair of shoes per month. Women generally purchase a pair of shoes to go
with a specific dress. Once the woman purchases the dress she will then begin
the long search for the perfect pair of shoes.

Market Forecast:
It is a 50 billion market and the focus of the CS management is to capture the
10% of market for its brand.

Market Growth:

The market for women's shoes is a strong, steady growing market. It is

generally not affected by economic downturns. Women seem to consume shoes
regardless of the economic climate. In a popular mini-series, a women's habit of
buying shoes was described as a release when they are feeling bad, a way to
make them feel better, similar to eating chocolate. While this stereotype might
not be entirely accurate, women love their shoes and cannot seem to get
enough. In population its 15% to 20% growth trend and per capita income is
increasing which increases the sales of the product. The market share is to be
gained because private brands capture 80% of the female shoe market, which
still has to be taken by SC.

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SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within
the company, and describes the opportunities and threats facing SC.

Strengths:

• 50 years experience in shoe industry

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• Experienced management

• Strong brand name

• Extremely strong relationships with suppliers.

• Excellent staff who are well trained and customer attentive.

• Strong perception of red color which is associated by people.

Weaknesses:

• Smaller player, can’t dictate market

• Slow market penetration.

• Late entrant

• Had to bear high cost of real estate at the time of entry

Opportunities:

• A growing segment of the market that is increasingly

• Big gap of market to be captured

• The ability to operate on lean overhead relative to competitors.

• Quick change in demand

Threats:

• At present law and order situation

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• Low cost private players

Findings
During my research I have found following things,

• Data analysis is so important for any business

• By doing data analysis any organization can reduce its
weakness
• Every organization must have to do data analysis time to time
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• Serwis shoes limited is also increasing its market share on the

basis of historical data analysis
• Serwis shoes are late entering in the new market

Recommendations
I recommend following things on the basis of my research,

• A professional analyst should be hired for data analysis

• After analyzing data, Serwis shoes limited must have to
increase its performance
• Should capture the new market timely
• Should analyze the data timely
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Conclusion
The topic which was assign to me was “Data analysis in
research”, during my study I have conclude that there are
many advantages and disadvantages of data analysis. If we
look the advantages of the data analysis then, current
situation, position according to competitors, market share and
much other important information can get through data
analysis.

But heavy cost and a professional analyst, required for data

analysis these are the disadvantages of data analysis.

During my practical study I have found that Serwis shoes

limited is analyzing data time to time and increasing its market
share but still there are some weakness and threats for the
organization.

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References
www.google.com.pk

www.serwis.com.pk

www.scribd.com

Book of Research Methods

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