Once your data has been collected, it needs to be assembled into a format in which it can be analyzed easily. This involves editing, coding and tabulating the responses. Well-designed questionnaires can make a difference in how easy this step is.
Some helpful tips for organizing and analyzing your data are:
Look for relevant data that focuses on your immediate market needs.
Rely on subjective information only as support for more general findings of objective research.
Look for consistency across different data sources. As an example, are the market demographics provided to you from the local media outlet consistent with your survey results?
Quantify your results; look for common opinions that may be combined.
Read between the lines. For instance, compare U.S. Census Bureau statistics on median income levels for a given location with the number of homeowners vs. renters in the area.
