FM-AA-CIA-15 Rev.

0 10-July-2020

Study Guide in Research 2 Module No. 1

STUDY GUIDE FOR MODULE NO. 3

DATA ANALYSIS IN QUANTITATIVE RESEARCH

MODULE OVERVIEW

MODULE LEARNING OBJECTIVES

At the end of this Module, you should be able to:

LEARNING CONTENTS (PREPARING DATA FOR ANALYSIS)

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

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analyze small data buckets rather than deal with the massive data pile.

LEARNING CONTENTS (METHODS USED FOR DATA ANALYSIS IN QUANTITATIVE 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 techniques are the most favored to analyze numerical data. 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

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 Itrelies 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 market research use of descriptive analysis often give absolute
numbers, but the 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: It’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 wherein the researchers are interested to understand the

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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.

LEARNING CONTENTS (CONSIDERATIONS IN RESEARCH DATA ANALYSIS)

 Researchers must have the necessary skills to analyze 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 methods 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.

 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.

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 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.

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.

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.
LEARNING ACTIVITY

SUMMARY

REFERENCES

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