Data Analysis is a very crucial step to fulfill the purpose of research but researcher needs to represent this outcome of analysis in a meaningful way by summarizing it in short sentences, this is the step of Data interpretation and report writing in marketing research. Data Interpretation and report writing is simply the overall conclusion of marketing research. The purpose of research is not well served unless the findings are made known to others.
Data Interpretation:
Data Interpretation is a process of illustrating of inferences from the analysis study in a very meaningful way. Interpretation is concerned with relationships within the collected data, partially corresponding analysis. Interpretation also covers beyond the data analysis to comprise the results of other research, theory, and hypotheses.
Techniques of Data Interpretation:
Data Interpretation often involves following techniques:
· Explanation:
The researcher needs to give reasonable explanations of the relations which has found and needs to interpret the lines of relationship in terms of the underlying processes and try to find out the thread of consistency that falls under the surface layer of expanded research findings.
· Extraneous Information:
During the study, if the researcher has extraneous information which seems unnecessary at that time then it must be considered while interpreting the final results of marketing research.
· Guidance:
Before boarding upon final interpretation, it is advisable to consult someone having perception into the study who will not vacillate to point out the errors in logical argumentation. This guidance will result in correct interpretation which will enhance the value of research.
· Relevant Factors:
The researcher needs to finish the task of interpretation only after considering all relevant factors affecting the study to avoid false generalization.
Report Writing:
A report is a page or a document which consist of summery and interpretation of research done based on factual data, opinions of individuals or group. As a matter of fact, even the most intense hypothesis, well-designed research study, and the most outstanding generalizations and findings will have little value unless they are successfully communicated to others. Report writing is the last step in a research study and requires skills beyond earlier steps.
Steps involved in report writing:
· Logical analysis of the subject-matter:
There are two ways to analyze subject matter logically that are Logical treatment and Chronological treatment. Logical treatment frequently contains in developing the material from the simple possible to the most complex arrangements. Chronological treatment is based on a connection or sequence in time or occurrence.
· Preparation of the final outline:
Outlines are the structure upon which long written works are erected. It is an aid to the logical organization of the material and a reminder of the points to be stressed in the report.
· Preparation of the rough draft:
This step involves the process of analysis of the subject and the preparation of the final outline. The researcher will write down in this rough draft about the procedure adopted of data collection along with its limitations, data analysis techniques adopted in this research etc.
· Rewriting and polishing:
Usually, this step takes more time than previous steps of report writing. This step involves the careful revision of outline draft revising it very carefully to make it a good piece of writing. The researcher needs to polish the draft by checking the grammar, spellings etc.
· Preparation of the final bibliography:
A bibliography is the list of books, magazines, and references etc. which are used to study in this research. The bibliography should be organized alphabetically and may be divided into two parts. The first part may cover the names of books and the second part may cover the names of magazine and newspaper articles.
· Writing the final draft:
This is the step where the final draft should be written in a brief and objective style and in simple language, avoiding unclear expressions such as “it seems”, “there may be”. A research report should not be dull, should maintain interest and show originality. The report should be an attempt to solve some intellectual problem and must contribute to the solution of a problem and must add to the knowledge of both the researcher and the reader.
Steps involved in this post may vary from research to research, depends on its usage in a study.
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