ABSTRACT
The processing and refining of facts by the marketing researcher and the marketing analyst are in essence, a process of interpretation. It is necessary to distinguish between contradictions which stem from lack of information and those which stem from bias. There are four-stage processes for mechanical analysis is suggested: editing, coding, tabulating and analysis, and table construction. Machine tabulation can vary from the use of relatively simple punched card machines to high speed computers. Some bias, particularly in the analysis of quantitative data, can be determined more easily than other types occurring in qualitative reports. It has already been stated that industrial marketing research findings are only one element of the management 'mix' in decision making. The difference between the importance of qualitative and quantitative data in consumer and industrial marketing research is better illustrated than from the opinions of leading exponents of both schools. Finally, the circumstances surrounding the acquisition of information have an important bearing on analysis and interpretation.
