ABSTRACT
Business researchers typically have lots of data to help managers improve their decision making. One of their primary tasks is to convert the data into knowledge. With quantitative research, this means examining the data to identify and confirm relationships. Before quantitative data can be analyzed, it must be edited, coded, and in some instances, transformed to ensure that it can be properly used in statistical analysis. In discussing quantitative analysis, we begin with the process of data preparation. We then show you how to graphically display data so decision makers can better understand it. For example, if you conducted a survey of Safeway customers, you would be able to determine how frequently they shopped in that store, identify which respondents are the most frequent customers compared with the least frequent customers, and perhaps why, and make comparisons with shoppers at competitive food stores.
