17.4.8 Data Analysis: Analysis Of Graphics

17.4.8 Data Analysis: Data analysis is the process by which the data is converted into meaningful information. The data collected from questionnaire is of no use until it is processed (editing, coding etc.) and analyzed for drawing conclusion. Many data analysis techniques and softwares are available, but the researcher has to carefully select a technique to solve the problem on hand. Usually, data analysis technique is decided at the time of setting objectives and formation of questionnaires, but changes may occur due to new information gathered during field survey process.
Types of analysis: depending upon the number of variables present, the analysis can be classified into three categories:
(i) Univariate Analysis: Analysis where one variable
Graphics should be used in marketing whenever possible and practical. It helps the users to easily get the information from the research project. These enhance the communication process, add clarity and increase the impact of the project report. Some common graphics are:
(i) Bar Charts: Bar charts are used to depict the absolute and relative magnitude, change and differences among the present variables. The data is presented in the form of bars that are either horizontally or vertically oriented. For Example: Brandwatch social index: Coke vs. Pepsi. (ii) Line Chart: Line charts are used to present the trends in longitudinal studies. Example: revenue growth of a company in last ten years. A line chart is a series of data points on different times, where the data points are attached with a continuous line to show the ups and downs. The two or more variables also can be presented through line chart. For Example: Worldwide smartphone market share by operating system. So several lines can be displayed to allow multiple comparisons but in case of multiple comparisons, each line should be of different colour to avoid the confusion of