Research Methods in Business Studies

The appropriate method of data analysis depends upon a variety of factors that have been specified in the research question and as part of the research design. One key issue is whether the data are qualitative or quantitative, and this depends upon the underlying research approach. If the research approach is deductive, then most of the data are likely to be expressed as numbers and the key issue will be selecting the appropriate statistical techniques for describing and analysing the data. In this chapter, we will concentrate on techniques for describing quantitative data and for providing simple preliminary analyses.