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3.2.3. Analysis Phase
This stage is all about analyzing and interpreting the collected data.
The collected data needs to be summarized so that it is easily understood and provides answers to the specific topic. The method of analysis depends on the design of the survey and should already be determined in the planning phase of the survey.42
There are many methods of analysis and it is up to the researcher to find the appropriate one. So it is the market intelligence department and/or the research agency that will define the method and do the analysis. Their job is to clean up the data, determine the appropriate type of analysis, perform the analyses, interpret the data into conclusions, which will form the basis for recommendations and to report on the findings.
42 Kelley, K. et. al (2003), p. 265