Page 313 - DMGT404 RESEARCH_METHODOLOGY

Unit 14: Report Writing

Example of Deduction: All products have to reach decline stage one day and become obsolete. This Notes
radio is in decline mode. Therefore, it will become obsolete.
During the inductive phase, we reason from observation. During the deductive phase, we reason
towards the observation. Successful interpretation depends on how well the data is analysed. If
data is not properly analysed, the interpretation may go wrong. If analysis has to be corrected,
then data collection must be proper. Similarly, if the data collected is proper but analysed
wrongly, then too the interpretation or conclusion will be wrong. Sometimes, even with the
proper data and proper analysis, the data can still lead to wrong interpretation. Interpretation
depends upon the experience of the researcher and methods used by him for interpretation.

Did u know? Both logic and observation are essential for interpretation.

Example: A detergent manufacturer is trying to decide which of the three sales promotion
methods (discount, contest, buy one get one free) would be most effective in increasing the sales.
Each sales promotion method is run at different times in different cities. The sales obtained by
the different sale promotion methods is as follows.
Sales Impact of Different Sale Promotion Methods

Sales Promotion Method Sales Associated with Sales Promotion
1 2,000
2 3,500
3 2,510

The results may lead us to the conclusion that the second sales promotion method was the most
effective in developing sales. This may be adopted nationally to promote the product. But one
cannot say that the same method of sales promotion will be effective in each and every city
under study.

14.3.1 Basic Analysis of "Quantitative" Information

(for information other than commentary, e.g., ratings, rankings, yes's, no's, etc.)

 Make copies of your data and store the master copy away. Use the copy for making edits,
cutting and pasting, etc.
 Tabulate the information, i.e., add up the number of ratings, rankings, yes's, no's for each
question.
 For ratings and rankings, consider computing a mean, or average, for each question. For
example, "For question #1, the average ranking was 2.4". This is more meaningful than
indicating, e.g., how many respondents ranked 1, 2, or 3.
 Consider conveying the range of answers, e.g., 20 people ranked "1", 30 ranked "2", and 20
people ranked "3".

14.3.2 Basic Analysis of "Qualitative" Information

(respondents' verbal answers in interviews, focus groups, or written commentary on
questionnaires):

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