Statistical Analysis
Sound generalizations and conclusions are impossible without quantitative evidence. Much public opinion and marketing research reporting relies solely on relatively simple statistics such as averages, counts and percentages, measures of variation, and measures of association or correlation.
Usually a lot can be learned through careful, thorough presentation of statistics:
- summarizing the attitudes, beliefs, preferences, perceptions, behavior or knowledge of some target population or market at one point in time;
- comparing responses from subgroups such as men and women, age segments, racial groupings, geographic strata, persons with different levels of income or education;
- comparing data collected at two or more points in time to assess change.
Conducting a useful analysis requires more than technical, quantitative skills. It means knowing what to look for in the data given the research topic and objectives -- knowing what is or might be substantively (not just statistically) significant -- and having an ability to organize and clearly present the "results" and interpret its strategic implications for programs, policies, communication, and/or marketing. GR&C specializes in research requiring quantitative analysis. Two decades of hands-on experience covering a broad range of content, objectives and methods provides rich perspective on what analysis will be most appropriate and most useful in extracting the most meaning from the numbers.
GR&C also has the skills to perform more complex analyses. Sometimes, use of more powerful data analytic tools (such as multiple regression, factor or cluster analysis, or other techniques) can produce deeper insights about relationships and patterns -- about underlying causes, key consumer segments, or predicting outcomes.
GR&C has used multivariate methods in dozens of research projects requiring quantitative analysis.
Report Preparation
Most survey or other data-based research projects culminate in a written report which presents and summarizes the results, and what lessons, implications, or other learning follow from the analysis.
Unfortunately, many research reports are not well-received because they are poorly organized, filled with analytic gaps, contain arithmetic errors, are not carefully proof-read, are limited to presenting the raw results with little attention to interpretation, or are simply badly written.
Client dissatisfaction can also result from a disconnect between expectations and the written product: The report might be painstakingly detailed but lack synthesis such as contained in a thoughtful interpretive summary. Or, the delivered report might be too text or number-oriented when the client expected a more succinct presentation using statistical graphs. The key to avoiding such mistakes is having two-way conversation early and often. We believe in achieving complete understanding of objectives and expectations through ongoing communication.
GR&C takes great pride in producing reports that are:
- Logically organized
- Comprehensive and fully documented
- Well-written for the intended audience
- Insightful
- Delivered on time
- Congruent in style and format with sponsor expectations.