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Creating a Data Analysis Plan: What to Consider When Choosing Statistics for a Study

There are three kinds of lies: lies, damned lies, and statistics. – Mark Twain 1

INTRODUCTION

Statistics represent an essential part of a study because, regardless of the study design, investigators need to summarize the collected information for interpretation and presentation to others. It is therefore important for us to heed Mr Twain’s concern when creating the data analysis plan. In fact, even before data collection begins, we need to have a clear analysis plan that will guide us from the initial stages of summarizing and describing the data through to testing our hypotheses.

The purpose of this article is to help you create a data analysis plan for a quantitative study. For those interested in conducting qualitative research, previous articles in this Research Primer series have provided information on the design and analysis of such studies. 2 , 3 Information in the current article is divided into 3 main sections: an overview of terms and concepts used in data analysis, a review of common methods used to summarize study data, and a process to help identify relevant statistical tests. My intention here is to introduce the main elements of data analysis and provide a place for you to start when planning this part of your study. Biostatistical experts, textbooks, statistical software packages, and other resources can certainly add more breadth and depth to this topic when you need additional information and advice.

TERMS AND CONCEPTS USED IN DATA ANALYSIS

When analyzing information from a quantitative study, we are often dealing with numbers; therefore, it is important to begin with an understanding of the source of the numbers. Let us start with the term variable , which defines a specific item of information collected in a study. Examples of variables include age, sex or gender, ethnicity, exercise frequency, weight, treatment group, and blood glucose. Each variable will have a group of categories, which are referred to as values , to help describe the characteristic of an individual study participant. For example, the variable “sex” would have values of “male” and “female”.

Although variables can be defined or grouped in various ways, I will focus on 2 methods at this introductory stage. First, variables can be defined according to the level of measurement. The categories in a nominal variable are names, for example, male and female for the variable “sex”; white, Aboriginal, black, Latin American, South Asian, and East Asian for the variable “ethnicity”; and intervention and control for the variable “treatment group”. Nominal variables with only 2 categories are also referred to as dichotomous variables because the study group can be divided into 2 subgroups based on information in the variable. For example, a study sample can be split into 2 groups (patients receiving the intervention and controls) using the dichotomous variable “treatment group”. An ordinal variable implies that the categories can be placed in a meaningful order, as would be the case for exercise frequency (never, sometimes, often, or always). Nominal-level and ordinal-level variables are also referred to as categorical variables, because each category in the variable can be completely separated from the others. The categories for an interval variable can be placed in a meaningful order, with the interval between consecutive categories also having meaning. Age, weight, and blood glucose can be considered as interval variables, but also as ratio variables, because the ratio between values has meaning (e.g., a 15-year-old is half the age of a 30-year-old). Interval-level and ratio-level variables are also referred to as continuous variables because of the underlying continuity among categories.

As we progress through the levels of measurement from nominal to ratio variables, we gather more information about the study participant. The amount of information that a variable provides will become important in the analysis stage, because we lose information when variables are reduced or aggregated—a common practice that is not recommended. 4 For example, if age is reduced from a ratio-level variable (measured in years) to an ordinal variable (categories of < 65 and ≥ 65 years) we lose the ability to make comparisons across the entire age range and introduce error into the data analysis. 4

A second method of defining variables is to consider them as either dependent or independent. As the terms imply, the value of a dependent variable depends on the value of other variables, whereas the value of an independent variable does not rely on other variables. In addition, an investigator can influence the value of an independent variable, such as treatment-group assignment. Independent variables are also referred to as predictors because we can use information from these variables to predict the value of a dependent variable. Building on the group of variables listed in the first paragraph of this section, blood glucose could be considered a dependent variable, because its value may depend on values of the independent variables age, sex, ethnicity, exercise frequency, weight, and treatment group.

Statistics are mathematical formulae that are used to organize and interpret the information that is collected through variables. There are 2 general categories of statistics, descriptive and inferential. Descriptive statistics are used to describe the collected information, such as the range of values, their average, and the most common category. Knowledge gained from descriptive statistics helps investigators learn more about the study sample. Inferential statistics are used to make comparisons and draw conclusions from the study data. Knowledge gained from inferential statistics allows investigators to make inferences and generalize beyond their study sample to other groups.

Before we move on to specific descriptive and inferential statistics, there are 2 more definitions to review. Parametric statistics are generally used when values in an interval-level or ratio-level variable are normally distributed (i.e., the entire group of values has a bell-shaped curve when plotted by frequency). These statistics are used because we can define parameters of the data, such as the centre and width of the normally distributed curve. In contrast, interval-level and ratio-level variables with values that are not normally distributed, as well as nominal-level and ordinal-level variables, are generally analyzed using nonparametric statistics.

METHODS FOR SUMMARIZING STUDY DATA: DESCRIPTIVE STATISTICS

The first step in a data analysis plan is to describe the data collected in the study. This can be done using figures to give a visual presentation of the data and statistics to generate numeric descriptions of the data.

Selection of an appropriate figure to represent a particular set of data depends on the measurement level of the variable. Data for nominal-level and ordinal-level variables may be interpreted using a pie graph or bar graph . Both options allow us to examine the relative number of participants within each category (by reporting the percentages within each category), whereas a bar graph can also be used to examine absolute numbers. For example, we could create a pie graph to illustrate the proportions of men and women in a study sample and a bar graph to illustrate the number of people who report exercising at each level of frequency (never, sometimes, often, or always).

Interval-level and ratio-level variables may also be interpreted using a pie graph or bar graph; however, these types of variables often have too many categories for such graphs to provide meaningful information. Instead, these variables may be better interpreted using a histogram . Unlike a bar graph, which displays the frequency for each distinct category, a histogram displays the frequency within a range of continuous categories. Information from this type of figure allows us to determine whether the data are normally distributed. In addition to pie graphs, bar graphs, and histograms, many other types of figures are available for the visual representation of data. Interested readers can find additional types of figures in the books recommended in the “Further Readings” section.

Figures are also useful for visualizing comparisons between variables or between subgroups within a variable (for example, the distribution of blood glucose according to sex). Box plots are useful for summarizing information for a variable that does not follow a normal distribution. The lower and upper limits of the box identify the interquartile range (or 25th and 75th percentiles), while the midline indicates the median value (or 50th percentile). Scatter plots provide information on how the categories for one continuous variable relate to categories in a second variable; they are often helpful in the analysis of correlations.

In addition to using figures to present a visual description of the data, investigators can use statistics to provide a numeric description. Regardless of the measurement level, we can find the mode by identifying the most frequent category within a variable. When summarizing nominal-level and ordinal-level variables, the simplest method is to report the proportion of participants within each category.

The choice of the most appropriate descriptive statistic for interval-level and ratio-level variables will depend on how the values are distributed. If the values are normally distributed, we can summarize the information using the parametric statistics of mean and standard deviation. The mean is the arithmetic average of all values within the variable, and the standard deviation tells us how widely the values are dispersed around the mean. When values of interval-level and ratio-level variables are not normally distributed, or we are summarizing information from an ordinal-level variable, it may be more appropriate to use the nonparametric statistics of median and range. The first step in identifying these descriptive statistics is to arrange study participants according to the variable categories from lowest value to highest value. The range is used to report the lowest and highest values. The median or 50th percentile is located by dividing the number of participants into 2 groups, such that half (50%) of the participants have values above the median and the other half (50%) have values below the median. Similarly, the 25th percentile is the value with 25% of the participants having values below and 75% of the participants having values above, and the 75th percentile is the value with 75% of participants having values below and 25% of participants having values above. Together, the 25th and 75th percentiles define the interquartile range .

PROCESS TO IDENTIFY RELEVANT STATISTICAL TESTS: INFERENTIAL STATISTICS

One caveat about the information provided in this section: selecting the most appropriate inferential statistic for a specific study should be a combination of following these suggestions, seeking advice from experts, and discussing with your co-investigators. My intention here is to give you a place to start a conversation with your colleagues about the options available as you develop your data analysis plan.

There are 3 key questions to consider when selecting an appropriate inferential statistic for a study: What is the research question? What is the study design? and What is the level of measurement? It is important for investigators to carefully consider these questions when developing the study protocol and creating the analysis plan. The figures that accompany these questions show decision trees that will help you to narrow down the list of inferential statistics that would be relevant to a particular study. Appendix 1 provides brief definitions of the inferential statistics named in these figures. Additional information, such as the formulae for various inferential statistics, can be obtained from textbooks, statistical software packages, and biostatisticians.

What Is the Research Question?

The first step in identifying relevant inferential statistics for a study is to consider the type of research question being asked. You can find more details about the different types of research questions in a previous article in this Research Primer series that covered questions and hypotheses. 5 A relational question seeks information about the relationship among variables; in this situation, investigators will be interested in determining whether there is an association ( Figure 1 ). A causal question seeks information about the effect of an intervention on an outcome; in this situation, the investigator will be interested in determining whether there is a difference ( Figure 2 ).

Decision tree to identify inferential statistics for an association.

Decision tree to identify inferential statistics for measuring a difference.

What Is the Study Design?

When considering a question of association, investigators will be interested in measuring the relationship between variables ( Figure 1 ). A study designed to determine whether there is consensus among different raters will be measuring agreement. For example, an investigator may be interested in determining whether 2 raters, using the same assessment tool, arrive at the same score. Correlation analyses examine the strength of a relationship or connection between 2 variables, like age and blood glucose. Regression analyses also examine the strength of a relationship or connection; however, in this type of analysis, one variable is considered an outcome (or dependent variable) and the other variable is considered a predictor (or independent variable). Regression analyses often consider the influence of multiple predictors on an outcome at the same time. For example, an investigator may be interested in examining the association between a treatment and blood glucose, while also considering other factors, like age, sex, ethnicity, exercise frequency, and weight.

When considering a question of difference, investigators must first determine how many groups they will be comparing. In some cases, investigators may be interested in comparing the characteristic of one group with that of an external reference group. For example, is the mean age of study participants similar to the mean age of all people in the target group? If more than one group is involved, then investigators must also determine whether there is an underlying connection between the sets of values (or samples ) to be compared. Samples are considered independent or unpaired when the information is taken from different groups. For example, we could use an unpaired t test to compare the mean age between 2 independent samples, such as the intervention and control groups in a study. Samples are considered related or paired if the information is taken from the same group of people, for example, measurement of blood glucose at the beginning and end of a study. Because blood glucose is measured in the same people at both time points, we could use a paired t test to determine whether there has been a significant change in blood glucose.

What Is the Level of Measurement?

As described in the first section of this article, variables can be grouped according to the level of measurement (nominal, ordinal, or interval). In most cases, the independent variable in an inferential statistic will be nominal; therefore, investigators need to know the level of measurement for the dependent variable before they can select the relevant inferential statistic. Two exceptions to this consideration are correlation analyses and regression analyses ( Figure 1 ). Because a correlation analysis measures the strength of association between 2 variables, we need to consider the level of measurement for both variables. Regression analyses can consider multiple independent variables, often with a variety of measurement levels. However, for these analyses, investigators still need to consider the level of measurement for the dependent variable.

Selection of inferential statistics to test interval-level variables must include consideration of how the data are distributed. An underlying assumption for parametric tests is that the data approximate a normal distribution. When the data are not normally distributed, information derived from a parametric test may be wrong. 6 When the assumption of normality is violated (for example, when the data are skewed), then investigators should use a nonparametric test. If the data are normally distributed, then investigators can use a parametric test.

ADDITIONAL CONSIDERATIONS

What is the level of significance.

An inferential statistic is used to calculate a p value, the probability of obtaining the observed data by chance. Investigators can then compare this p value against a prespecified level of significance, which is often chosen to be 0.05. This level of significance represents a 1 in 20 chance that the observation is wrong, which is considered an acceptable level of error.

What Are the Most Commonly Used Statistics?

In 1983, Emerson and Colditz 7 reported the first review of statistics used in original research articles published in the New England Journal of Medicine . This review of statistics used in the journal was updated in 1989 and 2005, 8 and this type of analysis has been replicated in many other journals. 9 – 13 Collectively, these reviews have identified 2 important observations. First, the overall sophistication of statistical methodology used and reported in studies has grown over time, with survival analyses and multivariable regression analyses becoming much more common. The second observation is that, despite this trend, 1 in 4 articles describe no statistical methods or report only simple descriptive statistics. When inferential statistics are used, the most common are t tests, contingency table tests (for example, χ 2 test and Fisher exact test), and simple correlation and regression analyses. This information is important for educators, investigators, reviewers, and readers because it suggests that a good foundational knowledge of descriptive statistics and common inferential statistics will enable us to correctly evaluate the majority of research articles. 11 – 13 However, to fully take advantage of all research published in high-impact journals, we need to become acquainted with some of the more complex methods, such as multivariable regression analyses. 8 , 13

What Are Some Additional Resources?

As an investigator and Associate Editor with CJHP , I have often relied on the advice of colleagues to help create my own analysis plans and review the plans of others. Biostatisticians have a wealth of knowledge in the field of statistical analysis and can provide advice on the correct selection, application, and interpretation of these methods. Colleagues who have “been there and done that” with their own data analysis plans are also valuable sources of information. Identify these individuals and consult with them early and often as you develop your analysis plan.

Another important resource to consider when creating your analysis plan is textbooks. Numerous statistical textbooks are available, differing in levels of complexity and scope. The titles listed in the “Further Reading” section are just a few suggestions. I encourage interested readers to look through these and other books to find resources that best fit their needs. However, one crucial book that I highly recommend to anyone wanting to be an investigator or peer reviewer is Lang and Secic’s How to Report Statistics in Medicine (see “Further Reading”). As the title implies, this book covers a wide range of statistics used in medical research and provides numerous examples of how to correctly report the results.

CONCLUSIONS

When it comes to creating an analysis plan for your project, I recommend following the sage advice of Douglas Adams in The Hitchhiker’s Guide to the Galaxy : Don’t panic! 14 Begin with simple methods to summarize and visualize your data, then use the key questions and decision trees provided in this article to identify relevant statistical tests. Information in this article will give you and your co-investigators a place to start discussing the elements necessary for developing an analysis plan. But do not stop there! Use advice from biostatisticians and more experienced colleagues, as well as information in textbooks, to help create your analysis plan and choose the most appropriate statistics for your study. Making careful, informed decisions about the statistics to use in your study should reduce the risk of confirming Mr Twain’s concern.

Appendix 1. Glossary of statistical terms * (part 1 of 2)

• 1-way ANOVA: Uses 1 variable to define the groups for comparing means. This is similar to the Student t test when comparing the means of 2 groups.
• Kruskall–Wallis 1-way ANOVA: Nonparametric alternative for the 1-way ANOVA. Used to determine the difference in medians between 3 or more groups.
• n -way ANOVA: Uses 2 or more variables to define groups when comparing means. Also called a “between-subjects factorial ANOVA”.
• Repeated-measures ANOVA: A method for analyzing whether the means of 3 or more measures from the same group of participants are different.
• Freidman ANOVA: Nonparametric alternative for the repeated-measures ANOVA. It is often used to compare rankings and preferences that are measured 3 or more times.
• Fisher exact: Variation of chi-square that accounts for cell counts < 5.
• McNemar: Variation of chi-square that tests statistical significance of changes in 2 paired measurements of dichotomous variables.
• Cochran Q: An extension of the McNemar test that provides a method for testing for differences between 3 or more matched sets of frequencies or proportions. Often used as a measure of heterogeneity in meta-analyses.
• 1-sample: Used to determine whether the mean of a sample is significantly different from a known or hypothesized value.
• Independent-samples t test (also referred to as the Student t test): Used when the independent variable is a nominal-level variable that identifies 2 groups and the dependent variable is an interval-level variable.
• Paired: Used to compare 2 pairs of scores between 2 groups (e.g., baseline and follow-up blood pressure in the intervention and control groups).

Lang TA, Secic M. How to report statistics in medicine: annotated guidelines for authors, editors, and reviewers. 2nd ed. Philadelphia (PA): American College of Physicians; 2006.

Norman GR, Streiner DL. PDQ statistics. 3rd ed. Hamilton (ON): B.C. Decker; 2003.

Plichta SB, Kelvin E. Munro’s statistical methods for health care research . 6th ed. Philadelphia (PA): Wolters Kluwer Health/ Lippincott, Williams & Wilkins; 2013.

This article is the 12th in the CJHP Research Primer Series, an initiative of the CJHP Editorial Board and the CSHP Research Committee. The planned 2-year series is intended to appeal to relatively inexperienced researchers, with the goal of building research capacity among practising pharmacists. The articles, presenting simple but rigorous guidance to encourage and support novice researchers, are being solicited from authors with appropriate expertise.

Previous articles in this series:

• Bond CM. The research jigsaw: how to get started. Can J Hosp Pharm . 2014;67(1):28–30.
• Tully MP. Research: articulating questions, generating hypotheses, and choosing study designs. Can J Hosp Pharm . 2014;67(1):31–4.
• Loewen P. Ethical issues in pharmacy practice research: an introductory guide. Can J Hosp Pharm. 2014;67(2):133–7.
• Tsuyuki RT. Designing pharmacy practice research trials. Can J Hosp Pharm . 2014;67(3):226–9.
• Bresee LC. An introduction to developing surveys for pharmacy practice research. Can J Hosp Pharm . 2014;67(4):286–91.
• Gamble JM. An introduction to the fundamentals of cohort and case–control studies. Can J Hosp Pharm . 2014;67(5):366–72.
• Austin Z, Sutton J. Qualitative research: getting started. C an J Hosp Pharm . 2014;67(6):436–40.
• Houle S. An introduction to the fundamentals of randomized controlled trials in pharmacy research. Can J Hosp Pharm . 2014; 68(1):28–32.
• Charrois TL. Systematic reviews: What do you need to know to get started? Can J Hosp Pharm . 2014;68(2):144–8.
• Sutton J, Austin Z. Qualitative research: data collection, analysis, and management. Can J Hosp Pharm . 2014;68(3):226–31.
• Cadarette SM, Wong L. An introduction to health care administrative data. Can J Hosp Pharm. 2014;68(3):232–7.

Competing interests: None declared.

Further Reading

• Devor J, Peck R. Statistics: the exploration and analysis of data. 7th ed. Boston (MA): Brooks/Cole Cengage Learning; 2012. [ Google Scholar ]
• Lang TA, Secic M. How to report statistics in medicine: annotated guidelines for authors, editors, and reviewers. 2nd ed. Philadelphia (PA): American College of Physicians; 2006. [ Google Scholar ]
• Mendenhall W, Beaver RJ, Beaver BM. Introduction to probability and statistics. 13th ed. Belmont (CA): Brooks/Cole Cengage Learning; 2009. [ Google Scholar ]
• Norman GR, Streiner DL. PDQ statistics. 3rd ed. Hamilton (ON): B.C. Decker; 2003. [ Google Scholar ]
• Plichta SB, Kelvin E. Munro’s statistical methods for health care research. 6th ed. Philadelphia (PA): Wolters Kluwer Health/Lippincott, Williams & Wilkins; 2013. [ Google Scholar ]

How to Create a Data Analysis Plan: A Detailed Guide

by Barche Blaise | Aug 12, 2020 | Writing

If a good research question equates to a story then, a roadmap will be very vita l for good storytelling. We advise every student/researcher to personally write his/her data analysis plan before seeking any advice. In this blog article, we will explore how to create a data analysis plan: the content and structure.

This data analysis plan serves as a roadmap to how data collected will be organised and analysed. It includes the following aspects:

• Clearly states the research objectives and hypothesis
• Identifies the dataset to be used
• Inclusion and exclusion criteria
• Clearly states the research variables
• States statistical test hypotheses and the software for statistical analysis
• Creating shell tables

1. Stating research question(s), objectives and hypotheses:

All research objectives or goals must be clearly stated. They must be Specific, Measurable, Attainable, Realistic and Time-bound (SMART). Hypotheses are theories obtained from personal experience or previous literature and they lay a foundation for the statistical methods that will be applied to extrapolate results to the entire population.

2. The dataset:

The dataset that will be used for statistical analysis must be described and important aspects of the dataset outlined. These include; owner of the dataset, how to get access to the dataset, how the dataset was checked for quality control and in what program is the dataset stored (Excel, Epi Info, SQL, Microsoft access etc.).

3. The inclusion and exclusion criteria :

They guide the aspects of the dataset that will be used for data analysis. These criteria will also guide the choice of variables included in the main analysis.

4. Variables:

Every variable collected in the study should be clearly stated. They should be presented based on the level of measurement (ordinal/nominal or ratio/interval levels), or the role the variable plays in the study (independent/predictors or dependent/outcome variables). The variable types should also be outlined.  The variable type in conjunction with the research hypothesis forms the basis for selecting the appropriate statistical tests for inferential statistics. A good data analysis plan should summarize the variables as demonstrated in Figure 1 below.

5. Statistical software

There are tons of software packages for data analysis, some common examples are SPSS, Epi Info, SAS, STATA, Microsoft Excel. Include the version number,  year of release and author/manufacturer. Beginners have the tendency to try different software and finally not master any. It is rather good to select one and master it because almost all statistical software have the same performance for basic and the majority of advance analysis needed for a student thesis. This is what we recommend to all our students at CRENC before they begin writing their results section .

6. Selecting the appropriate statistical method to test hypotheses

Depending on the research question, hypothesis and type of variable, several statistical methods can be used to answer the research question appropriately. This aspect of the data analysis plan outlines clearly why each statistical method will be used to test hypotheses. The level of statistical significance (p-value) which is often but not always <0.05 should also be written.  Presented in figures 2a and 2b are decision trees for some common statistical tests based on the variable type and research question

A good analysis plan should clearly describe how missing data will be analysed.

7. Creating shell tables

Data analysis involves three levels of analysis; univariable, bivariable and multivariable analysis with increasing order of complexity. Shell tables should be created in anticipation for the results that will be obtained from these different levels of analysis. Read our blog article on how to present tables and figures for more details. Suppose you carry out a study to investigate the prevalence and associated factors of a certain disease “X” in a population, then the shell tables can be represented as in Tables 1, Table 2 and Table 3 below.

Table 1: Example of a shell table from univariate analysis

Table 2: Example of a shell table from bivariate analysis

Table 3: Example of a shell table from multivariate analysis

aOR = adjusted odds ratio

Now that you have learned how to create a data analysis plan, these are the takeaway points. It should clearly state the:

• Research question, objectives, and hypotheses
• Dataset to be used
• Variable types and their role
• Statistical software and statistical methods
• Shell tables for univariate, bivariate and multivariate analysis

Further readings

Creating a Data Analysis Plan: What to Consider When Choosing Statistics for a Study https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4552232/pdf/cjhp-68-311.pdf

Creating an Analysis Plan: https://www.cdc.gov/globalhealth/healthprotection/fetp/training_modules/9/creating-analysis-plan_pw_final_09242013.pdf

Data Analysis Plan: https://www.statisticssolutions.com/dissertation-consulting-services/data-analysis-plan-2/

Photo created by freepik – www.freepik.com

Dr Barche is a physician and holds a Masters in Public Health. He is a senior fellow at CRENC with interests in Data Science and Data Analysis.

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16 comments.

Thanks. Quite informative.

Educative write-up. Thanks.

Easy to understand. Thanks Dr

Very explicit Dr. Thanks

I will always remember how you help me conceptualize and understand data science in a simple way. I can only hope that someday I’ll be in a position to repay you, my dear friend.

Plan d’analyse

This is interesting, Thanks

Very understandable and informative. Thank you..

love the figures.

Nice, and informative

This is so much educative and good for beginners, I would love to recommend that you create and share a video because some people are able to grasp when there is an instructor. Lots of love

Thank you Doctor very helpful.

Educative and clearly written. Thanks

Well said doctor,thank you.But when do you present in tables ,bars,pie chart etc?

Very informative guide!

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How to write a research plan: Step-by-step guide

Last updated

30 January 2024

Reviewed by

Today’s businesses and institutions rely on data and analytics to inform their product and service decisions. These metrics influence how organizations stay competitive and inspire innovation. However, gathering data and insights requires carefully constructed research, and every research project needs a roadmap. This is where a research plan comes into play.

There’s general research planning; then there’s an official, well-executed research plan. Whatever data-driven research project you’re gearing up for, the research plan will be your framework for execution. The plan should also be detailed and thorough, with a diligent set of criteria to formulate your research efforts. Not including these key elements in your plan can be just as harmful as having no plan at all.

Read this step-by-step guide for writing a detailed research plan that can apply to any project, whether it’s scientific, educational, or business-related.

• What is a research plan?

A research plan is a documented overview of a project in its entirety, from end to end. It details the research efforts, participants, and methods needed, along with any anticipated results. It also outlines the project’s goals and mission, creating layers of steps to achieve those goals within a specified timeline.

Without a research plan, you and your team are flying blind, potentially wasting time and resources to pursue research without structured guidance.

The principal investigator, or PI, is responsible for facilitating the research oversight. They will create the research plan and inform team members and stakeholders of every detail relating to the project. The PI will also use the research plan to inform decision-making throughout the project.

• Why do you need a research plan?

Create a research plan before starting any official research to maximize every effort in pursuing and collecting the research data. Crucially, the plan will model the activities needed at each phase of the research project.

Like any roadmap, a research plan serves as a valuable tool providing direction for those involved in the project—both internally and externally. It will keep you and your immediate team organized and task-focused while also providing necessary definitions and timelines so you can execute your project initiatives with full understanding and transparency.

External stakeholders appreciate a working research plan because it’s a great communication tool, documenting progress and changing dynamics as they arise. Any participants of your planned research sessions will be informed about the purpose of your study, while the exercises will be based on the key messaging outlined in the official plan.

Here are some of the benefits of creating a research plan document for every project:

Project organization and structure

Well-informed participants

All stakeholders and teams align in support of the project

Clearly defined project definitions and purposes

Distractions are eliminated, prioritizing task focus

Timely management of individual task schedules and roles

Costly reworks are avoided

• What should a research plan include?

The different aspects of your research plan will depend on the nature of the project. However, most official research plan documents will include the core elements below. Each aims to define the problem statement, devising an official plan for seeking a solution.

Specific project goals and individual objectives

Ideal strategies or methods for reaching those goals

Required resources

Descriptions of the target audience, sample sizes, demographics, and scopes

Key performance indicators (KPIs)

Project background

Research and testing support

Preliminary studies and progress reporting mechanisms

Cost estimates and change order processes

Depending on the research project’s size and scope, your research plan could be brief—perhaps only a few pages of documented plans. Alternatively, it could be a fully comprehensive report. Either way, it’s an essential first step in dictating your project’s facilitation in the most efficient and effective way.

• How to write a research plan for your project

When you start writing your research plan, aim to be detailed about each step, requirement, and idea. The more time you spend curating your research plan, the more precise your research execution efforts will be.

Account for every potential scenario, and be sure to address each and every aspect of the research.

Consider following this flow to develop a great research plan for your project:

Define your project’s purpose

Start by defining your project’s purpose. Identify what your project aims to accomplish and what you are researching. Remember to use clear language.

Thinking about the project’s purpose will help you set realistic goals and inform how you divide tasks and assign responsibilities. These individual tasks will be your stepping stones to reach your overarching goal.

Additionally, you’ll want to identify the specific problem, the usability metrics needed, and the intended solutions.

Know the following three things about your project’s purpose before you outline anything else:

What you’re doing

Why you’re doing it

What you expect from it

Identify individual objectives

With your overarching project objectives in place, you can identify any individual goals or steps needed to reach those objectives. Break them down into phases or steps. You can work backward from the project goal and identify every process required to facilitate it.

Be mindful to identify each unique task so that you can assign responsibilities to various team members. At this point in your research plan development, you’ll also want to assign priority to those smaller, more manageable steps and phases that require more immediate or dedicated attention.

Select research methods

Research methods might include any of the following:

User interviews: this is a qualitative research method where researchers engage with participants in one-on-one or group conversations. The aim is to gather insights into their experiences, preferences, and opinions to uncover patterns, trends, and data.

Field studies: this approach allows for a contextual understanding of behaviors, interactions, and processes in real-world settings. It involves the researcher immersing themselves in the field, conducting observations, interviews, or experiments to gather in-depth insights.

Card sorting: participants categorize information by sorting content cards into groups based on their perceived similarities. You might use this process to gain insights into participants’ mental models and preferences when navigating or organizing information on websites, apps, or other systems.

Focus groups: use organized discussions among select groups of participants to provide relevant views and experiences about a particular topic.

Diary studies: ask participants to record their experiences, thoughts, and activities in a diary over a specified period. This method provides a deeper understanding of user experiences, uncovers patterns, and identifies areas for improvement.

Five-second testing: participants are shown a design, such as a web page or interface, for just five seconds. They then answer questions about their initial impressions and recall, allowing you to evaluate the design’s effectiveness.

Surveys: get feedback from participant groups with structured surveys. You can use online forms, telephone interviews, or paper questionnaires to reveal trends, patterns, and correlations.

Tree testing: tree testing involves researching web assets through the lens of findability and navigability. Participants are given a textual representation of the site’s hierarchy (the “tree”) and asked to locate specific information or complete tasks by selecting paths.

Usability testing: ask participants to interact with a product, website, or application to evaluate its ease of use. This method enables you to uncover areas for improvement in digital key feature functionality by observing participants using the product.

Live website testing: research and collect analytics that outlines the design, usability, and performance efficiencies of a website in real time.

There are no limits to the number of research methods you could use within your project. Just make sure your research methods help you determine the following:

What do you plan to do with the research findings?

What decisions will this research inform? How can your stakeholders leverage the research data and results?

Recruit participants and allocate tasks

Next, identify the participants needed to complete the research and the resources required to complete the tasks. Different people will be proficient at different tasks, and having a task allocation plan will allow everything to run smoothly.

Prepare a thorough project summary

Every well-designed research plan will feature a project summary. This official summary will guide your research alongside its communications or messaging. You’ll use the summary while recruiting participants and during stakeholder meetings. It can also be useful when conducting field studies.

Ensure this summary includes all the elements of your research project. Separate the steps into an easily explainable piece of text that includes the following:

An introduction: the message you’ll deliver to participants about the interview, pre-planned questioning, and testing tasks.

Interview questions: prepare questions you intend to ask participants as part of your research study, guiding the sessions from start to finish.

An exit message: draft messaging your teams will use to conclude testing or survey sessions. These should include the next steps and express gratitude for the participant’s time.

Create a realistic timeline

While your project might already have a deadline or a results timeline in place, you’ll need to consider the time needed to execute it effectively.

Realistically outline the time needed to properly execute each supporting phase of research and implementation. And, as you evaluate the necessary schedules, be sure to include additional time for achieving each milestone in case any changes or unexpected delays arise.

For this part of your research plan, you might find it helpful to create visuals to ensure your research team and stakeholders fully understand the information.

Determine how to present your results

A research plan must also describe how you intend to present your results. Depending on the nature of your project and its goals, you might dedicate one team member (the PI) or assume responsibility for communicating the findings yourself.

In this part of the research plan, you’ll articulate how you’ll share the results. Detail any materials you’ll use, such as:

Presentations and slides

A project report booklet

A project findings pamphlet

Documents with key takeaways and statistics

Graphic visuals to support your findings

• Format your research plan

As you create your research plan, you can enjoy a little creative freedom. A plan can assume many forms, so format it how you see fit. Determine the best layout based on your specific project, intended communications, and the preferences of your teams and stakeholders.

Find format inspiration among the following layouts:

Written outlines

Narrative storytelling

Visual mapping

Graphic timelines

Remember, the research plan format you choose will be subject to change and adaptation as your research and findings unfold. However, your final format should ideally outline questions, problems, opportunities, and expectations.

• Research plan example

Imagine you’ve been tasked with finding out how to get more customers to order takeout from an online food delivery platform. The goal is to improve satisfaction and retain existing customers. You set out to discover why more people aren’t ordering and what it is they do want to order or experience. 

You identify the need for a research project that helps you understand what drives customer loyalty. But before you jump in and start calling past customers, you need to develop a research plan—the roadmap that provides focus, clarity, and realistic details to the project.

Here’s an example outline of a research plan you might put together:

Project title

Project members involved in the research plan

Purpose of the project (provide a summary of the research plan’s intent)

Objective 1 (provide a short description for each objective)

Objective 2

Objective 3

Proposed timeline

Audience (detail the group you want to research, such as customers or non-customers)

Budget (how much you think it might cost to do the research)

Risk factors/contingencies (any potential risk factors that may impact the project’s success)

Remember, your research plan doesn’t have to reinvent the wheel—it just needs to fit your project’s unique needs and aims.

Customizing a research plan template

Some companies offer research plan templates to help get you started. However, it may make more sense to develop your own customized plan template. Be sure to include the core elements of a great research plan with your template layout, including the following:

Introductions to participants and stakeholders

Background problems and needs statement

Significance, ethics, and purpose

Research methods, questions, and designs

Preliminary beliefs and expectations

Implications and intended outcomes

Realistic timelines for each phase

Conclusion and presentations

How many pages should a research plan be?

Generally, a research plan can vary in length between 500 to 1,500 words. This is roughly three pages of content. More substantial projects will be 2,000 to 3,500 words, taking up four to seven pages of planning documents.

What is the difference between a research plan and a research proposal?

A research plan is a roadmap to success for research teams. A research proposal, on the other hand, is a dissertation aimed at convincing or earning the support of others. Both are relevant in creating a guide to follow to complete a project goal.

What are the seven steps to developing a research plan?

While each research project is different, it’s best to follow these seven general steps to create your research plan:

Defining the problem

Identifying goals

Choosing research methods

Recruiting participants

Preparing the brief or summary

Establishing task timelines

Defining how you will present the findings

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Data Analysis in Research: Types & Methods

Content Index

Why analyze data in research?

Types of data in research, finding patterns in the qualitative data, methods used for data analysis in qualitative research, preparing data for analysis, methods used for data analysis in quantitative research, considerations in research data analysis, what is data analysis in research.

Definition of research in data analysis: According to LeCompte and Schensul, research data analysis is a process used by researchers to reduce data to a story and interpret it to derive insights. The data analysis process helps reduce a large chunk of data into smaller fragments, which makes sense. 

Three essential things occur during the data analysis process — the first is data organization . Summarization and categorization together contribute to becoming the second known method used for data reduction. It helps find patterns and themes in the data for easy identification and linking. The third and last way is data analysis – researchers do it in both top-down and bottom-up fashion.

LEARN ABOUT: Research Process Steps

On the other hand, Marshall and Rossman describe data analysis as a messy, ambiguous, and time-consuming but creative and fascinating process through which a mass of collected data is brought to order, structure and meaning.

We can say that “the data analysis and data interpretation is a process representing the application of deductive and inductive logic to the research and data analysis.”

Researchers rely heavily on data as they have a story to tell or research problems to solve. It starts with a question, and data is nothing but an answer to that question. But, what if there is no question to ask? Well! It is possible to explore data even without a problem – we call it ‘Data Mining’, which often reveals some interesting patterns within the data that are worth exploring.

Irrelevant to the type of data researchers explore, their mission and audiences’ vision guide them to find the patterns to shape the story they want to tell. One of the essential things expected from researchers while analyzing data is to stay open and remain unbiased toward unexpected patterns, expressions, and results. Remember, sometimes, data analysis tells the most unforeseen yet exciting stories that were not expected when initiating data analysis. Therefore, rely on the data you have at hand and enjoy the journey of exploratory research. 

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Every kind of data has a rare quality of describing things after assigning a specific value to it. For analysis, you need to organize these values, processed and presented in a given context, to make it useful. Data can be in different forms; here are the primary data types.

• Qualitative data: When the data presented has words and descriptions, then we call it qualitative data . Although you can observe this data, it is subjective and harder to analyze data in research, especially for comparison. Example: Quality data represents everything describing taste, experience, texture, or an opinion that is considered quality data. This type of data is usually collected through focus groups, personal qualitative interviews , qualitative observation or using open-ended questions in surveys.
• Quantitative data: Any data expressed in numbers of numerical figures are called quantitative data . This type of data can be distinguished into categories, grouped, measured, calculated, or ranked. Example: questions such as age, rank, cost, length, weight, scores, etc. everything comes under this type of data. You can present such data in graphical format, charts, or apply statistical analysis methods to this data. The (Outcomes Measurement Systems) OMS questionnaires in surveys are a significant source of collecting numeric data.
• Categorical data: It is data presented in groups. However, an item included in the categorical data cannot belong to more than one group. Example: A person responding to a survey by telling his living style, marital status, smoking habit, or drinking habit comes under the categorical data. A chi-square test is a standard method used to analyze this data.

Learn More : Examples of Qualitative Data in Education

Data analysis in qualitative research

Data analysis and qualitative data research work a little differently from the numerical data as the quality data is made up of words, descriptions, images, objects, and sometimes symbols. Getting insight from such complicated information is a complicated process. Hence it is typically used for exploratory research and data analysis .

Although there are several ways to find patterns in the textual information, a word-based method is the most relied and widely used global technique for research and data analysis. Notably, the data analysis process in qualitative research is manual. Here the researchers usually read the available data and find repetitive or commonly used words. 

For example, while studying data collected from African countries to understand the most pressing issues people face, researchers might find  “food”  and  “hunger” are the most commonly used words and will highlight them for further analysis.

LEARN ABOUT: Level of Analysis

The keyword context is another widely used word-based technique. In this method, the researcher tries to understand the concept by analyzing the context in which the participants use a particular keyword.  

For example , researchers conducting research and data analysis for studying the concept of ‘diabetes’ amongst respondents might analyze the context of when and how the respondent has used or referred to the word ‘diabetes.’

The scrutiny-based technique is also one of the highly recommended  text analysis  methods used to identify a quality data pattern. Compare and contrast is the widely used method under this technique to differentiate how a specific text is similar or different from each other. 

For example: To find out the “importance of resident doctor in a company,” the collected data is divided into people who think it is necessary to hire a resident doctor and those who think it is unnecessary. Compare and contrast is the best method that can be used to analyze the polls having single-answer questions types .

Metaphors can be used to reduce the data pile and find patterns in it so that it becomes easier to connect data with theory.

Variable Partitioning is another technique used to split variables so that researchers can find more coherent descriptions and explanations from the enormous data.

LEARN ABOUT: Qualitative Research Questions and Questionnaires

There are several techniques to analyze the data in qualitative research, but here are some commonly used methods,

• Content Analysis:  It is widely accepted and the most frequently employed technique for data analysis in research methodology. It can be used to analyze the documented information from text, images, and sometimes from the physical items. It depends on the research questions to predict when and where to use this method.
• Narrative Analysis: This method is used to analyze content gathered from various sources such as personal interviews, field observation, and  surveys . The majority of times, stories, or opinions shared by people are focused on finding answers to the research questions.
• Discourse Analysis:  Similar to narrative analysis, discourse analysis is used to analyze the interactions with people. Nevertheless, this particular method considers the social context under which or within which the communication between the researcher and respondent takes place. In addition to that, discourse analysis also focuses on the lifestyle and day-to-day environment while deriving any conclusion.
• Grounded Theory:  When you want to explain why a particular phenomenon happened, then using grounded theory for analyzing quality data is the best resort. Grounded theory is applied to study data about the host of similar cases occurring in different settings. When researchers are using this method, they might alter explanations or produce new ones until they arrive at some conclusion.

LEARN ABOUT: 12 Best Tools for Researchers

Data analysis in quantitative research

The first stage in research and data analysis is to make it for the analysis so that the nominal data can be converted into something meaningful. Data preparation consists of the below phases.

Phase I: Data Validation

Data validation is done to understand if the collected data sample is per the pre-set standards, or it is a biased data sample again divided into four different stages

• Fraud: To ensure an actual human being records each response to the survey or the questionnaire
• Screening: To make sure each participant or respondent is selected or chosen in compliance with the research criteria
• Procedure: To ensure ethical standards were maintained while collecting the data sample
• Completeness: To ensure that the respondent has answered all the questions in an online survey. Else, the interviewer had asked all the questions devised in the questionnaire.

Phase II: Data Editing

More often, an extensive research data sample comes loaded with errors. Respondents sometimes fill in some fields incorrectly or sometimes skip them accidentally. Data editing is a process wherein the researchers have to confirm that the provided data is free of such errors. They need to conduct necessary checks and outlier checks to edit the raw edit and make it ready for analysis.

Phase III: Data Coding

Out of all three, this is the most critical phase of data preparation associated with grouping and assigning values to the survey responses . If a survey is completed with a 1000 sample size, the researcher will create an age bracket to distinguish the respondents based on their age. Thus, it becomes easier to analyze small data buckets rather than deal with the massive data pile.

LEARN ABOUT: Steps in Qualitative Research

After the data is prepared for analysis, researchers are open to using different research and data analysis methods to derive meaningful insights. For sure, statistical analysis plans are the most favored to analyze numerical data. In statistical analysis, distinguishing between categorical data and numerical data is essential, as categorical data involves distinct categories or labels, while numerical data consists of measurable quantities. The method is again classified into two groups. First, ‘Descriptive Statistics’ used to describe data. Second, ‘Inferential statistics’ that helps in comparing the data .

Descriptive statistics

This method is used to describe the basic features of versatile types of data in research. It presents the data in such a meaningful way that pattern in the data starts making sense. Nevertheless, the descriptive analysis does not go beyond making conclusions. The conclusions are again based on the hypothesis researchers have formulated so far. Here are a few major types of descriptive analysis methods.

Measures of Frequency

• Count, Percent, Frequency
• It is used to denote home often a particular event occurs.
• Researchers use it when they want to showcase how often a response is given.

Measures of Central Tendency

• Mean, Median, Mode
• The method is widely used to demonstrate distribution by various points.
• Researchers use this method when they want to showcase the most commonly or averagely indicated response.

Measures of Dispersion or Variation

• Range, Variance, Standard deviation
• Here the field equals high/low points.
• Variance standard deviation = difference between the observed score and mean
• It is used to identify the spread of scores by stating intervals.
• Researchers use this method to showcase data spread out. It helps them identify the depth until which the data is spread out that it directly affects the mean.

Measures of Position

• Percentile ranks, Quartile ranks
• It relies on standardized scores helping researchers to identify the relationship between different scores.
• It is often used when researchers want to compare scores with the average count.

For quantitative research use of descriptive analysis often give absolute numbers, but the in-depth analysis is never sufficient to demonstrate the rationale behind those numbers. Nevertheless, it is necessary to think of the best method for research and data analysis suiting your survey questionnaire and what story researchers want to tell. For example, the mean is the best way to demonstrate the students’ average scores in schools. It is better to rely on the descriptive statistics when the researchers intend to keep the research or outcome limited to the provided  sample  without generalizing it. For example, when you want to compare average voting done in two different cities, differential statistics are enough.

Descriptive analysis is also called a ‘univariate analysis’ since it is commonly used to analyze a single variable.

Inferential statistics

Inferential statistics are used to make predictions about a larger population after research and data analysis of the representing population’s collected sample. For example, you can ask some odd 100 audiences at a movie theater if they like the movie they are watching. Researchers then use inferential statistics on the collected  sample  to reason that about 80-90% of people like the movie. 

Here are two significant areas of inferential statistics.

• Estimating parameters: It takes statistics from the sample research data and demonstrates something about the population parameter.
• Hypothesis test: I t’s about sampling research data to answer the survey research questions. For example, researchers might be interested to understand if the new shade of lipstick recently launched is good or not, or if the multivitamin capsules help children to perform better at games.

These are sophisticated analysis methods used to showcase the relationship between different variables instead of describing a single variable. It is often used when researchers want something beyond absolute numbers to understand the relationship between variables.

Here are some of the commonly used methods for data analysis in research.

• Correlation: When researchers are not conducting experimental research or quasi-experimental research wherein the researchers are interested to understand the relationship between two or more variables, they opt for correlational research methods.
• Cross-tabulation: Also called contingency tables,  cross-tabulation  is used to analyze the relationship between multiple variables.  Suppose provided data has age and gender categories presented in rows and columns. A two-dimensional cross-tabulation helps for seamless data analysis and research by showing the number of males and females in each age category.
• Regression analysis: For understanding the strong relationship between two variables, researchers do not look beyond the primary and commonly used regression analysis method, which is also a type of predictive analysis used. In this method, you have an essential factor called the dependent variable. You also have multiple independent variables in regression analysis. You undertake efforts to find out the impact of independent variables on the dependent variable. The values of both independent and dependent variables are assumed as being ascertained in an error-free random manner.
• Frequency tables: The statistical procedure is used for testing the degree to which two or more vary or differ in an experiment. A considerable degree of variation means research findings were significant. In many contexts, ANOVA testing and variance analysis are similar.
• Analysis of variance: The statistical procedure is used for testing the degree to which two or more vary or differ in an experiment. A considerable degree of variation means research findings were significant. In many contexts, ANOVA testing and variance analysis are similar.
• Researchers must have the necessary research skills to analyze and manipulation the data , Getting trained to demonstrate a high standard of research practice. Ideally, researchers must possess more than a basic understanding of the rationale of selecting one statistical method over the other to obtain better data insights.
• Usually, research and data analytics projects differ by scientific discipline; therefore, getting statistical advice at the beginning of analysis helps design a survey questionnaire, select data collection methods , and choose samples.

LEARN ABOUT: Best Data Collection Tools

• The primary aim of data research and analysis is to derive ultimate insights that are unbiased. Any mistake in or keeping a biased mind to collect data, selecting an analysis method, or choosing  audience  sample il to draw a biased inference.
• Irrelevant to the sophistication used in research data and analysis is enough to rectify the poorly defined objective outcome measurements. It does not matter if the design is at fault or intentions are not clear, but lack of clarity might mislead readers, so avoid the practice.
• The motive behind data analysis in research is to present accurate and reliable data. As far as possible, avoid statistical errors, and find a way to deal with everyday challenges like outliers, missing data, data altering, data mining , or developing graphical representation.

LEARN MORE: Descriptive Research vs Correlational Research The sheer amount of data generated daily is frightening. Especially when data analysis has taken center stage. in 2018. In last year, the total data supply amounted to 2.8 trillion gigabytes. Hence, it is clear that the enterprises willing to survive in the hypercompetitive world must possess an excellent capability to analyze complex research data, derive actionable insights, and adapt to the new market needs.

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What Is Data Analysis? (With Examples)

Data analysis is the practice of working with data to glean useful information, which can then be used to make informed decisions.

"It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts," Sherlock Holme's proclaims in Sir Arthur Conan Doyle's A Scandal in Bohemia.

This idea lies at the root of data analysis. When we can extract meaning from data, it empowers us to make better decisions. And we’re living in a time when we have more data than ever at our fingertips.

Companies are wisening up to the benefits of leveraging data. Data analysis can help a bank to personalize customer interactions, a health care system to predict future health needs, or an entertainment company to create the next big streaming hit.

The World Economic Forum Future of Jobs Report 2023 listed data analysts and scientists as one of the most in-demand jobs, alongside AI and machine learning specialists and big data specialists [ 1 ]. In this article, you'll learn more about the data analysis process, different types of data analysis, and recommended courses to help you get started in this exciting field.

Read more: How to Become a Data Analyst (with or Without a Degree)

Beginner-friendly data analysis courses

Interested in building your knowledge of data analysis today? Consider enrolling in one of these popular courses on Coursera:

In Google's Foundations: Data, Data, Everywhere course, you'll explore key data analysis concepts, tools, and jobs.

In Duke University's Data Analysis and Visualization course, you'll learn how to identify key components for data analytics projects, explore data visualization, and find out how to create a compelling data story.

Data analysis process

As the data available to companies continues to grow both in amount and complexity, so too does the need for an effective and efficient process by which to harness the value of that data. The data analysis process typically moves through several iterative phases. Let’s take a closer look at each.

Identify the business question you’d like to answer. What problem is the company trying to solve? What do you need to measure, and how will you measure it? 

Collect the raw data sets you’ll need to help you answer the identified question. Data collection might come from internal sources, like a company’s client relationship management (CRM) software, or from secondary sources, like government records or social media application programming interfaces (APIs). 

Clean the data to prepare it for analysis. This often involves purging duplicate and anomalous data, reconciling inconsistencies, standardizing data structure and format, and dealing with white spaces and other syntax errors.

Analyze the data. By manipulating the data using various data analysis techniques and tools, you can begin to find trends, correlations, outliers, and variations that tell a story. During this stage, you might use data mining to discover patterns within databases or data visualization software to help transform data into an easy-to-understand graphical format.

Interpret the results of your analysis to see how well the data answered your original question. What recommendations can you make based on the data? What are the limitations to your conclusions? 

You can complete hands-on projects for your portfolio while practicing statistical analysis, data management, and programming with Meta's beginner-friendly Data Analyst Professional Certificate . Designed to prepare you for an entry-level role, this self-paced program can be completed in just 5 months.

Or, L earn more about data analysis in this lecture by Kevin, Director of Data Analytics at Google, from Google's Data Analytics Professional Certificate :

Read more: What Does a Data Analyst Do? A Career Guide

Types of data analysis (with examples)

Data can be used to answer questions and support decisions in many different ways. To identify the best way to analyze your date, it can help to familiarize yourself with the four types of data analysis commonly used in the field.

In this section, we’ll take a look at each of these data analysis methods, along with an example of how each might be applied in the real world.

Descriptive analysis

Descriptive analysis tells us what happened. This type of analysis helps describe or summarize quantitative data by presenting statistics. For example, descriptive statistical analysis could show the distribution of sales across a group of employees and the average sales figure per employee. 

Descriptive analysis answers the question, “what happened?”

Diagnostic analysis

If the descriptive analysis determines the “what,” diagnostic analysis determines the “why.” Let’s say a descriptive analysis shows an unusual influx of patients in a hospital. Drilling into the data further might reveal that many of these patients shared symptoms of a particular virus. This diagnostic analysis can help you determine that an infectious agent—the “why”—led to the influx of patients.

Diagnostic analysis answers the question, “why did it happen?”

Predictive analysis

So far, we’ve looked at types of analysis that examine and draw conclusions about the past. Predictive analytics uses data to form projections about the future. Using predictive analysis, you might notice that a given product has had its best sales during the months of September and October each year, leading you to predict a similar high point during the upcoming year.

Predictive analysis answers the question, “what might happen in the future?”

Prescriptive analysis

Prescriptive analysis takes all the insights gathered from the first three types of analysis and uses them to form recommendations for how a company should act. Using our previous example, this type of analysis might suggest a market plan to build on the success of the high sales months and harness new growth opportunities in the slower months. 

Prescriptive analysis answers the question, “what should we do about it?”

This last type is where the concept of data-driven decision-making comes into play.

Read more : Advanced Analytics: Definition, Benefits, and Use Cases

What is data-driven decision-making (DDDM)?

Data-driven decision-making, sometimes abbreviated to DDDM), can be defined as the process of making strategic business decisions based on facts, data, and metrics instead of intuition, emotion, or observation.

This might sound obvious, but in practice, not all organizations are as data-driven as they could be. According to global management consulting firm McKinsey Global Institute, data-driven companies are better at acquiring new customers, maintaining customer loyalty, and achieving above-average profitability [ 2 ].

Get started with Coursera

If you’re interested in a career in the high-growth field of data analytics, consider these top-rated courses on Coursera:

Begin building job-ready skills with the Google Data Analytics Professional Certificate . Prepare for an entry-level job as you learn from Google employees—no experience or degree required.

Practice working with data with Macquarie University's Excel Skills for Business Specialization . Learn how to use Microsoft Excel to analyze data and make data-informed business decisions.

Deepen your skill set with Google's Advanced Data Analytics Professional Certificate . In this advanced program, you'll continue exploring the concepts introduced in the beginner-level courses, plus learn Python, statistics, and Machine Learning concepts.

Frequently asked questions (FAQ)

Where is data analytics used ‎.

Just about any business or organization can use data analytics to help inform their decisions and boost their performance. Some of the most successful companies across a range of industries — from Amazon and Netflix to Starbucks and General Electric — integrate data into their business plans to improve their overall business performance. ‎

What are the top skills for a data analyst? ‎

Data analysis makes use of a range of analysis tools and technologies. Some of the top skills for data analysts include SQL, data visualization, statistical programming languages (like R and Python),  machine learning, and spreadsheets.

Read : 7 In-Demand Data Analyst Skills to Get Hired in 2022 ‎

What is a data analyst job salary? ‎

Data from Glassdoor indicates that the average base salary for a data analyst in the United States is $75,349 as of March 2024 [ 3 ]. How much you make will depend on factors like your qualifications, experience, and location. ‎

Do data analysts need to be good at math? ‎

Data analytics tends to be less math-intensive than data science. While you probably won’t need to master any advanced mathematics, a foundation in basic math and statistical analysis can help set you up for success.

Learn more: Data Analyst vs. Data Scientist: What’s the Difference? ‎

Article sources

World Economic Forum. " The Future of Jobs Report 2023 , https://www3.weforum.org/docs/WEF_Future_of_Jobs_2023.pdf." Accessed March 19, 2024.

McKinsey & Company. " Five facts: How customer analytics boosts corporate performance , https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/five-facts-how-customer-analytics-boosts-corporate-performance." Accessed March 19, 2024.

Glassdoor. " Data Analyst Salaries , https://www.glassdoor.com/Salaries/data-analyst-salary-SRCH_KO0,12.htm" Accessed March 19, 2024.

Keep reading

Coursera staff.

Editorial Team

Coursera’s editorial team is comprised of highly experienced professional editors, writers, and fact...

This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.

Writing the Data Analysis Plan

• First Online: 01 January 2010

Cite this chapter

• A. T. Panter 4  

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You and your project statistician have one major goal for your data analysis plan: You need to convince all the reviewers reading your proposal that you would know what to do with your data once your project is funded and your data are in hand. The data analytic plan is a signal to the reviewers about your ability to score, describe, and thoughtfully synthesize a large number of variables into appropriately-selected quantitative models once the data are collected. Reviewers respond very well to plans with a clear elucidation of the data analysis steps – in an appropriate order, with an appropriate level of detail and reference to relevant literatures, and with statistical models and methods for that map well into your proposed aims. A successful data analysis plan produces reviews that either include no comments about the data analysis plan or better yet, compliments it for being comprehensive and logical given your aims. This chapter offers practical advice about developing and writing a compelling, “bullet-proof” data analytic plan for your grant application.

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Panter, A.T. (2010). Writing the Data Analysis Plan. In: Pequegnat, W., Stover, E., Boyce, C. (eds) How to Write a Successful Research Grant Application. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-1454-5_22

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• Statistical Analysis Plan: What is it & How to Write One

• Data Collection

Statistics give meaning to data collected during research and make it simple to extract actionable insights from the data. As a result, it’s important to have a guide for analyzing data, which is where a statistical analysis plan (SAP) comes in.

A statistical analysis plan provides a framework for collecting data , simplifying and interpreting it , and assessing its reliability and validity.

Here’s a guide on what a statistical analysis plan is and how to write one.

What Is a Statistical Analysis Plan?

A statistical analysis plan (SAP) is a document that specifies the statistical analysis that will be performed on a given dataset. It serves as a comprehensive guide for the analysis, presenting a clear and organized approach to data analysis that ensures the reliability and validity of the results.

SAPs are most widely used in research, data science, and statistics. They are a necessary tool for clearly communicating the goals and methods of analysis, as well as documenting the decisions made during the analysis process.

SAPs typically outline the steps needed to prepare data for analysis, the methods to use, and how details such as sample size, data sources, and any assumptions or limitations of the analysis.

The first step in creating a statistical analysis plan is to identify the research question or hypothesis you’re testing. 

Next, choose the appropriate statistical techniques for analyzing the data and specify the analysis details, such as sample size and data sources. It should also include the strategy for presenting and interpreting the results.

How to Develop a Statistical Analysis Plan

Here are the steps for creating a successful statistical analysis plan (SAP):

Identify the Research Question or Hypothesis

This is the main goal of the analysis, and it will guide the rest of the SAP. Here are the steps to identifying research questions or hypotheses:

Define the Analysis’s Goal

The research question or hypothesis should be related to the analysis’s main goal or purpose. If the goal is to evaluate the effectiveness of a content strategy, the research question could be “Is the new strategy more effective than the previous or standard strategy?”

Determine the Variables of Interest

Determine which variables are important to the research question or hypothesis. In the preceding example, the variables could include the effectiveness of the content strategy and its drawbacks.

Formulate the Question or Hypothesis

After identifying the variables, use them to research the question in a clear and precise way. For example, “is the new content strategy more effective than the current one in terms of user acquisition?

Check for Clarity and Specificity

Review the research question or hypothesis for precision and clarity. If a question isn’t well-structured enough to be tested with the data and resources at hand, revise it.

Determine the Sample Size

The main factors that influence the sample size are the type of data being analyzed and the resources available. For example, if the data is continuous, you’ll probably need a large sample size.

Also, your sample size should be tailored to your available resources, time, and budget. You could also calculate the sample size using a sample size formula or software.

Select the Appropriate Statistical Techniques

Choose the most appropriate statistical techniques for the analysis based on the research question, data type, and sample size.

Specify the Details of the Analysis

This includes the data sources, any analysis assumptions or limitations, and any variables that need modifications.

Plan For Presenting and Interpreting the Results

Plan how the results will be interpreted and communicated to your audience. Choose how you want to present the information, such as a report or a presentation.

Identifying the Need for a Statistical Analysis Plan

Here are some real-world examples of where a statistical analysis plan is needed:

Research Studies

Health researchers need SAP to determine the effectiveness of a new drug in treating a specific medical condition. It also outlines the methods and procedures for analyzing the study’s data, including sample size, data sources, and statistical techniques to be used.

Clinic Trials

Clinical trials help to test the safety and efficacy of new medical treatments, which would necessitate gathering a large amount of data on how patients respond to treatment, side effects, and comparisons to existing treatments. 

A clinic trial SAP should emphasize the statistical analysis that will be performed on the trial data, such as sample size, data sources, and statistical techniques to be used.

Data-Driven Projects

SAP is used by marketing research firms to outline the statistical analysis that will be performed on market research data. It specifies the sample size, data sources, and statistical techniques that will be used to analyze data and provide insights into consumer behavior.

Government Agencies

When government agencies collect data for new policies such as new tax laws or population censuses, they require a statistical analysis plan outlining how the data will be collected, interpreted, and used. The SAP would specify the sample size, data sources, and statistical techniques that will be used to analyze the data and assess the effectiveness of the policy or program.

Nonprofit Organizations

Nonprofits could also use SAPs to analyze data collected as part of a research study or program evaluation. A non-profit, for example, could gather information about who is likely to donate to their cause and how to contact them to solicit donations.

How Do You Write a Statistical Analysis Plan?

Here are the steps to writing a simple and effective Statistical analysis plan:

Introduction

A statistical analysis plan (SAP) introduction should provide an overview of the research question or hypothesis being tested as well as the goals and objectives of the analysis. It should also provide some context for the topic and the context in which the analysis is being conducted.

This section should describe how the data was collected and prepared for analysis, including sample size, data sources, and any analysis assumptions or limitations.

For example, a clinical trial involving 100 patients with a specific medical condition. The sample will be assigned at random to either the new or current standard treatment.

The SAP will include data on the treatment’s effectiveness in reducing symptoms, which will be collected at the start of the trial and at regular intervals throughout and after it. To avoid common survey bias, data is collected using standardized questionnaires created by researchers.

Next, the data will be cleaned and prepared for analysis by removing any missing or invalid values and ensuring that it is in the correct format. Also, any data collected outside of the specified time frame will be excluded from the analysis.

The small sample size and brief duration of the clinical trial are two of the study’s limitations. These constraints should be considered when interpreting the results of this analysis.

Statistical Techniques

This section should describe the statistical techniques that will be used in the analysis, including any specific software or tools.

Using the preceding example, you can use software such as SPSS or R. They use t-tests and regression analysis to determine the effectiveness of the two treatments.

You can make further investigations using additional statistical techniques such as ANOVA. It enables you to investigate the effects of various variables on treatment efficacy and identify any significant inter-variable interactions.

This section describes how the results will be presented and interpreted, including any plans for visualizing the data or using statistical tests to determine their significance.

Using the clinical trial example, you can visualize the data and find patterns in the data by using graphical representations. Next, interpret the result in light of the research question or hypothesis, as well as any limitations or assumptions of the analysis.

Assess the implications of the clinical trial results and future research on the medical condition’s treatment. Then, develop a summary of the results including any recommendations or conclusions drawn from the research.

The “Conclusion” section should provide a concise summary of the main findings of the analysis as well as any recommendations or implications. It should also highlight any limitations or assumptions of the analysis and discuss the implications of the results for clinical practice and future research. 

Information in the Statistical Analysis Plan

1. Statistics on who wrote the SAP, when it was approved, and who signed it.

2. Expected number of participants, and sample size calculation.

3. A detailed explanation of the main and short-term analysis techniques used for analyzing the data. This includes:

• Study goals
• Specify the primary and secondary hypotheses, as well as the parameters you’ll use to assess how well you met the study objectives.
• A detailed description of the study’s sample size.
• A summary of the primary and secondary outcomes of each study. Typically, there should be just one primary outcome.

4. The SAP should also specify how each outcome metric will be assessed. Statistical tests are typically used to examine outcome measures and the method for accounting for missing data.

5. The SAP should also explain the procedures used to analyze and display the study results in detail. This includes:

• The level of statistical significance that will be used, and if one-tailed or two-tailed tests will be used.
• How to deal with missing data.
• Outlier management techniques.
• Protocol variations, noncompliance, and withdrawal procedures.
• Estimation methods for points and intervals.
• How to calculate composite or derived variables, including data-driven definitions and any additional details needed to reduce uncertainties.
• Baseline and covariate data
• Add randomization factors
• Methods for dealing with data from multiple sources
• How to deal with participant interactions
• Multiple comparisons and subgroup analysis methods
• Interim or sequential analyses 
• Step-by-step procedure to terminate research and its implications
• Statistical software for analyzing the data
• Validate critical analysis assumptions and sensitivity analyses.
• Visual representation of the research data
• Define the safe population

6. Alternative models for data analysis if the data does not fit the chosen statistical model

Making Modifications to Statistical Analysis Plan

It is not unusual for a statistical analysis plan (SAP) to undergo adjustments during the project’s life cycle. Here’s why you may need to modify your SAP:

• Research question or hypothesis change : As the project progresses, the research question or hypothesis may evolve or change, requiring changes to the SAP.
• New data : As new data is collected or becomes available, it may be necessary to modify the SAP to include the new information.
• Unpredicted challenges : Unexpected challenges may arise during the project, requiring SAP alteration. For example, the data may not be of the expected quality, or the sample size may need to be adjusted.
• Improved Data Understanding : The researcher may gain a better understanding of the data as the analysis progresses and may need to modify the SAP to reflect this enhanced understanding.

Make sure to document the changes made to the SAP, as well as the reasons for them. This ensures the analysis’s reliability and accuracy.

You could also work with a statistician or research expert to ensure that the SAP changes are appropriate and do not jeopardize the results’ reliability and validity.

A statistical analysis plan (SAP) is a step-by-step plan that highlights the methods and techniques to be used in data analysis for a research project. SAPs ensure the reliability and validity of the results and provide a clear roadmap for the analysis.

You have to include the research question or hypothesis, sample size, data sources, statistical techniques, variables, and guidelines for interpreting and presenting the results to have an effective SAP.

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Data Analysis Plan: Ultimate Guide and Examples

Learn the post survey questions you need to ask attendees for valuable feedback.

Once you get survey feedback , you might think that the job is done. The next step, however, is to analyze those results. Creating a data analysis plan will help guide you through how to analyze the data and come to logical conclusions.

So, how do you create a data analysis plan? It starts with the goals you set for your survey in the first place. This guide will help you create a data analysis plan that will effectively utilize the data your respondents provided.

What can a data analysis plan do?

Think of data analysis plans as a guide to your organization and analysis, which will help you accomplish your ultimate survey goals. A good plan will make sure that you get answers to your top questions, such as “how do customers feel about this new product?” through specific survey questions. It will also separate respondents to see how opinions among various demographics may differ.

Creating a data analysis plan

Follow these steps to create your own data analysis plan.

Review your goals

When you plan a survey, you typically have specific goals in mind. That might be measuring customer sentiment, answering an academic question, or achieving another purpose.

If you’re beta testing a new product, your survey goal might be “find out how potential customers feel about the new product.” You probably came up with several topics you wanted to address, such as:

• What is the typical experience with the product?
• Which demographics are responding most positively? How well does this match with our idea of the target market?
• Are there any specific pain points that need to be corrected before the product launches?
• Are there any features that should be added before the product launches?

Use these objectives to organize your survey data.

Evaluate the results for your top questions

Your survey questions probably included at least one or two questions that directly relate to your primary goals. For example, in the beta testing example above, your top two questions might be:

• How would you rate your overall satisfaction with the product?
• Would you consider purchasing this product?

Those questions offer a general overview of how your customers feel. Whether their sentiments are generally positive, negative, or neutral, this is the main data your company needs. The next goal is to determine why the beta testers feel the way they do.

Assign questions to specific goals

Next, you’ll organize your survey questions and responses by which research question they answer. For example, you might assign questions to the “overall satisfaction” section, like:

• How would you describe your experience with the product?
• Did you encounter any problems while using the product?
• What were your favorite/least favorite features?
• How useful was the product in achieving your goals?

Under demographics, you’d include responses to questions like:

• Education level

This helps you determine which questions and answers will answer larger questions, such as “which demographics are most likely to have had a positive experience?”

Pay special attention to demographics

Demographics are particularly important to a data analysis plan. Of course you’ll want to know what kind of experience your product testers are having with the product—but you also want to know who your target market should be. Separating responses based on demographics can be especially illuminating.

For example, you might find that users aged 25 to 45 find the product easier to use, but people over 65 find it too difficult. If you want to target the over-65 demographic, you can use that group’s survey data to refine the product before it launches.

Other demographic segregation can be helpful, too. You might find that your product is popular with people from the tech industry, who have an easier time with a user interface, while those from other industries, like education, struggle to use the tool effectively. If you’re targeting the tech industry, you may not need to make adjustments—but if it’s a technological tool designed primarily for educators, you’ll want to make appropriate changes.

Similarly, factors like location, education level, income bracket, and other demographics can help you compare experiences between the groups. Depending on your ultimate survey goals, you may want to compare multiple demographic types to get accurate insight into your results.

Consider correlation vs. causation

When creating your data analysis plan, remember to consider the difference between correlation and causation. For instance, being over 65 might correlate with a difficult user experience, but the cause of the experience might be something else entirely. You may find that your respondents over 65 are primarily from a specific educational background, or have issues reading the text in your user interface. It’s important to consider all the different data points, and how they might have an effect on the overall results.

Moving on to analysis

Once you’ve assigned survey questions to the overall research questions they’re designed to answer, you can move on to the actual data analysis. Depending on your survey tool, you may already have software that can perform quantitative and/or qualitative analysis. Choose the analysis types that suit your questions and goals, then use your analytic software to evaluate the data and create graphs or reports with your survey results.

At the end of the process, you should be able to answer your major research questions.

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18.3 Preparations: Creating a plan for qualitative data analysis Learning Objectives

Learning objectives.

Learners will be able to…

• Identify how your research question, research aim, sample selection, and type of data may influence your choice of analytic methods
• Outline the steps you will take in preparation for conducting qualitative data analysis in your proposal

Now we can turn our attention to planning your analysis. The analysis should be anchored in the purpose of your study. Qualitative research can serve a range of purposes. Below is a brief list of general purposes we might consider when using a qualitative approach.

• Are you trying to understand how a particular group is affected by an issue?
• Are you trying to uncover how people arrive at a decision in a given situation?
• Are you trying to examine different points of view on the impact of a recent event?
• Are you trying to summarize how people understand or make sense of a condition?
• Are you trying to describe the needs of your target population?

If you don’t see the general aim of your research question reflected in one of these areas, don’t fret! This is only a small sampling of what you might be trying to accomplish with your qualitative study. Whatever your aim, you need to have a plan for what you will do once you have collected your data.

Decision Point: What are you trying to accomplish with your data?

• Consider your research question. What do you need to do with the qualitative data you are gathering to help answer that question?

To help answer this question, consider:

• What action verb(s) can be associated with your project and the qualitative data you are collecting? Does your research aim to summarize, compare, describe, examine, outline, identify, review, compose, develop, illustrate, etc.?
• Then, consider noun(s) you need to pair with your verb(s)—perceptions, experiences, thoughts, reactions, descriptions, understanding, processes, feelings, actions responses, etc.

Iterative or linear

We touched on this briefly in Chapter 17 about qualitative sampling, but this is an important distinction to consider. Some qualitative research is linear , meaning it follows more of a traditionally quantitative process: create a plan, gather data, and analyze data; each step is completed before we proceed to the next. You can think of this like how information is presented in this book. We discuss each topic, one after another.

However, many times qualitative research is iterative , or evolving in cycles. An iterative approach means that once we begin collecting data, we also begin analyzing data as it is coming in. This early and ongoing analysis of our (incomplete) data then impacts our continued planning, data gathering and future analysis. Again, coming back to this book, while it may be written linear, we hope that you engage with it iteratively as you are building your proposal. By this we mean that you will revisit previous sections so you can understand how they fit together and you are in continuous process of building and revising how you think about the concepts you are learning about.

As you may have guessed, there are benefits and challenges to both linear and iterative approaches. A linear approach is much more straightforward, each step being fairly defined. However, linear research being more defined and rigid also presents certain challenges. A linear approach assumes that we know what we need to ask or look for at the very beginning of data collection, which often is not the case.

With iterative research, we have more flexibility to adapt our approach as we learn new things. We still need to keep our approach systematic and organized, however, so that our work doesn’t become a free-for-all. As we adapt, we do not want to stray too far from the original premise of our study. It’s also important to remember with an iterative approach that we may risk ethical concerns if our work extends beyond the original boundaries of our informed consent and IRB agreement. If you feel that you do need to modify your original research plan in a significant way as you learn more about the topic, you can submit an addendum to modify your original application that was submitted. Make sure to keep detailed notes of the decisions that you are making and what is informing these choices. This helps to support transparency and your credibility throughout the research process.

Decision Point: Will your analysis reflect more of a linear or an iterative approach?

• What justifies or supports this decision?

Think about:

• Fit with your research question
• Available time and resources
• Your knowledge and understanding of the research process

Reflexive Journal Entry Prompt

• What evidence are you basing this on?
• How might this help or hinder your qualitative research process?
• How might this help or hinder you in a practice setting as you work with clients?

Acquainting yourself with your data

As you begin your analysis, you need to get to know your data. This usually means reading through your data prior to any attempt at breaking it apart and labeling it. You might read through a couple of times, in fact. This helps give you a more comprehensive feel for each piece of data and the data as a whole, again, before you start to break it down into smaller units or deconstruct it. This is especially important if others assisted us in the data collection process. We often gather data as part of team and everyone involved in the analysis needs to be very familiar with all of the data.

Capturing your reaction to the data

During the review process, our understanding of the data often evolves as we observe patterns and trends. It is a good practice to document your reaction and evolving understanding. Your reaction can include noting phrases or ideas that surprise you, similarities or distinct differences in responses, additional questions that the data brings to mind, among other things. We often record these reactions directly in the text or artifact if we have the ability to do so, such as making a comment in a word document associated with a highlighted phrase. If this isn’t possible, you will want to have a way to track what specific spot(s) in your data your reactions are referring to. In qualitative research we refer to this process as memoing . Memoing is a strategy that helps us to link our findings to our raw data, demonstrating transparency. If you are using a Computre-Assisted Qualitative Data Analysis Software ( CAQDAS) software package, memoing functions are generally built into the technology.

Capturing your emerging understanding of the data

During your reviewing and memoing you will start to develop and evolve your understanding of what the data means. This understanding should be dynamic and flexible, but you want to have a way to capture this understanding as it evolves. You may include this as part of your memoing or as part of your codebook where you are tracking the main ideas that are emerging and what they mean. Figure 18.3 is an example of how your thinking might change about a code and how you can go about capturing it. Coding is a part of the qualitative data analysis process where we begin to interpret and assign meaning to the data. It represents one of the first steps as we begin to filter the data through our own subjective lens as the researcher. We will discuss coding in much more detail in the sections below covering various different approaches to analysis.

Decision Point: How to capture your thoughts?

• What will this look like?
• How often will you do it?
• How will you keep it organized and consistent over time?

In addition, you will want to be actively using your reflexive journal during this time. Document your thoughts and feelings throughout the research process. This will promote transparency and help account for your role in the analysis.

For entries during your analysis, respond to questions such as these in your journal:

• What surprises you about what participants are sharing?
• How has this information challenged you to look at this topic differently?
• Where might these have come from?
• How might these be influencing your study?
• How will you proceed differently based on what you are learning?

By including community members as active co-researchers, they can be invaluable in reviewing, reacting to and leading the interpretation of data during your analysis. While it can certainly be challenging to converge on an agreed-upon version of the results; their insider knowledge and lived experience can provide very important insights into the data analysis process.

Determining when you are finished

When conducting quantitative research, it is perhaps easier to decide when we are finished with our analysis. We determine the tests we need to run, we perform them, we interpret them, and for the most part, we call it a day. It’s a bit more nebulous for qualitative research. There is no hard and fast rule for when we have completed our qualitative analysis. Rather, our decision to end the analysis should be guided by reflection and consideration of a number of important questions. These questions are presented below to help ensure that your analysis results in a finished product that is comprehensive, systematic, and coherent.

Have I answered my research question?

Your analysis should be clearly connected to and in service of answering your research question. Your examination of the data should help you arrive at findings that sufficiently address the question that you set out to answer. You might find that it is surprisingly easy to get distracted while reviewing all your data. Make sure as you conducted the analysis you keep coming back to your research question.

Have I utilized all my data?

Unless you have intentionally made the decision that certain portions of your data are not relevant for your study, make sure that you don’t have sources or segments of data that aren’t incorporated into your analysis. Just because some data doesn’t “fit” the general trends you are uncovering, find a way to acknowledge this in your findings as well so that these voices don’t get lost in your data.

Have I fulfilled my obligation to my participants?

As a qualitative researcher, you are a craftsperson. You are taking raw materials (e.g. people’s words, observations, photos) and bringing them together to form a new creation, your findings. These findings need to both honor the original integrity of the data that is shared with you, but also help tell a broader story that answers your research question(s).

Have I fulfilled my obligation to my audience?

Not only do your findings need to help answer your research question, but they need to do so in a way that is consumable for your audience. From an analysis standpoint, this means that we need to make sufficient efforts to condense our data. For example, if you are conducting a thematic analysis, you don’t want to wind up with 20 themes. Having this many themes suggests that you aren’t finished looking at how these ideas relate to each other and might be combined into broader themes. Having these sufficiently reduced to a handful of themes will help tell a more complete story, one that is also much more approachable and meaningful for your reader.

In the following subsections, there is information regarding a variety of different approaches to qualitative analysis. In designing your qualitative study, you would identify an analytical approach as you plan out your project. The one you select would depend on the type of data you have and what you want to accomplish with it.

Key Takeaways

• Qualitative research analysis requires preparation and careful planning. You will need to take time to familiarize yourself with the data in general sense before you begin analyzing.
• Once you begin your analysis, make sure that you have strategies for capture and recording both your reaction to the data and your corresponding developing understanding of what the collective meaning of the data is (your results). Qualitative research is not only invested in the end results but also the process at which you arrive at them.

Decision Point: When will you stop?

• How will you know when you are finished? What will determine your endpoint?
• How will you monitor your work so you know when it’s over?

A research process where you create a plan, you gather your data, you analyze your data and each step is completed before you proceed to the next.

An iterative approach means that after planning and once we begin collecting data, we begin analyzing as data as it is coming in.  This early analysis of our (incomplete) data, then impacts our planning, ongoing data gathering and future analysis as it progresses.

The point where gathering more data doesn't offer any new ideas or perspectives on the issue you are studying.  Reaching saturation is an indication that we can stop qualitative data collection.

Memoing is the act of recording your thoughts, reactions, quandaries as you are reviewing the data you are gathering.

These are software tools that can aid qualitative researchers in managing, organizing and manipulating/analyzing their data.

A document that we use to keep track of and define the codes that we have identified (or are using) in our qualitative data analysis.

Part of the qualitative data analysis process where we begin to interpret and assign meaning to the data.

A research journal that helps the researcher to reflect on and consider their thoughts and reactions to the research process and how it may be shaping the study

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Data Analysis

Module 5: Data Analysis & Reciprocity

At this stage, you’re probably carrying out your planned intervention or action and gathering data to address your research question. Many newcomers to action research believe that analysis should only start after all the data has been collected.

An interim analysis is part of the continuous, ongoing data analysis. It is part of the ongoing reflective planning process of action research (Hendricks, 2013).

Your action research projects will typically involve both quantitative and qualitative data. The methods for simplifying quantitative data, such as  reporting, comparing , and  displaying data,  differ significantly from those used for qualitative data, which include  analyzing the data to identify patterns and themes.

New researchers often feel disappointed when their interventions don’t lead to the anticipated results. However, even in these situations, exploring the data to understand why things didn’t work as expected can provide valuable insights. This process can guide you in refining your intervention to achieve better results in the future.

Remember! Action research is an iterative process so what you learn from this cycle of your research project will inform your next iteration of action research.

Analysis of Quantitative Data: Reporting & Comparing

Quantitative data is usually gathered via:

• Test scores
• Rubric-scored work
• Tally sheets
• Behavioural scales
• Attitude scales
• Closed-ended survey items

For example:  Counting or averaging the number of responses for each item.

• Closed-ended responses (strong, average, weak) can reflect counts for the number of respondents who chose each response.
• For the behavioural scale item, which includes numerical responses, the actual number chosen for each item could be tallied and the numbers could be averaged to describe results (Hendricks, 2013).

Quick Tips to Analyze Quantitative Data

“According to Shank (ibid) “themes do not emerge from data. What emerges after much hard work and creative thought, is an awareness in the mind of the researcher that there are patterns of order that seem to cut across various aspects of the data. When these patterns become organized, and when they characterize different segments of data, then we can call them ‘themes’.”

(Hendricks 2013)

Analysis of Qualitative Data: Looking for Themes & Patterns

Analysis of qualitative data is a process of making meaning from data sources that can be interpreted in several ways and helps answer the  why questions .

These data sources can be explained and used to answer your research question only after they have been interpreted. This process requires a deeper analysis of data than those processes used to explain quantitative data sources (Hendricks 2013).

Verification

Verification is knowing when you “got it right.” Reaching valid conclusions in your study is a critical step in the action research cycle. Conclusions must be reasonable in light of the results obtained.

Quick Tips to Analyze Qualitative Data

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How Pew Research Center will report on generations moving forward

Journalists, researchers and the public often look at society through the lens of generation, using terms like Millennial or Gen Z to describe groups of similarly aged people. This approach can help readers see themselves in the data and assess where we are and where we’re headed as a country.

Pew Research Center has been at the forefront of generational research over the years, telling the story of Millennials as they came of age politically and as they moved more firmly into adult life . In recent years, we’ve also been eager to learn about Gen Z as the leading edge of this generation moves into adulthood.

But generational research has become a crowded arena. The field has been flooded with content that’s often sold as research but is more like clickbait or marketing mythology. There’s also been a growing chorus of criticism about generational research and generational labels in particular.

Recently, as we were preparing to embark on a major research project related to Gen Z, we decided to take a step back and consider how we can study generations in a way that aligns with our values of accuracy, rigor and providing a foundation of facts that enriches the public dialogue.

A typical generation spans 15 to 18 years. As many critics of generational research point out, there is great diversity of thought, experience and behavior within generations.

We set out on a yearlong process of assessing the landscape of generational research. We spoke with experts from outside Pew Research Center, including those who have been publicly critical of our generational analysis, to get their take on the pros and cons of this type of work. We invested in methodological testing to determine whether we could compare findings from our earlier telephone surveys to the online ones we’re conducting now. And we experimented with higher-level statistical analyses that would allow us to isolate the effect of generation.

What emerged from this process was a set of clear guidelines that will help frame our approach going forward. Many of these are principles we’ve always adhered to , but others will require us to change the way we’ve been doing things in recent years.

Here’s a short overview of how we’ll approach generational research in the future:

We’ll only do generational analysis when we have historical data that allows us to compare generations at similar stages of life. When comparing generations, it’s crucial to control for age. In other words, researchers need to look at each generation or age cohort at a similar point in the life cycle. (“Age cohort” is a fancy way of referring to a group of people who were born around the same time.)

When doing this kind of research, the question isn’t whether young adults today are different from middle-aged or older adults today. The question is whether young adults today are different from young adults at some specific point in the past.

To answer this question, it’s necessary to have data that’s been collected over a considerable amount of time – think decades. Standard surveys don’t allow for this type of analysis. We can look at differences across age groups, but we can’t compare age groups over time.

Another complication is that the surveys we conducted 20 or 30 years ago aren’t usually comparable enough to the surveys we’re doing today. Our earlier surveys were done over the phone, and we’ve since transitioned to our nationally representative online survey panel , the American Trends Panel . Our internal testing showed that on many topics, respondents answer questions differently depending on the way they’re being interviewed. So we can’t use most of our surveys from the late 1980s and early 2000s to compare Gen Z with Millennials and Gen Xers at a similar stage of life.

This means that most generational analysis we do will use datasets that have employed similar methodologies over a long period of time, such as surveys from the U.S. Census Bureau. A good example is our 2020 report on Millennial families , which used census data going back to the late 1960s. The report showed that Millennials are marrying and forming families at a much different pace than the generations that came before them.

Even when we have historical data, we will attempt to control for other factors beyond age in making generational comparisons. If we accept that there are real differences across generations, we’re basically saying that people who were born around the same time share certain attitudes or beliefs – and that their views have been influenced by external forces that uniquely shaped them during their formative years. Those forces may have been social changes, economic circumstances, technological advances or political movements.

When we see that younger adults have different views than their older counterparts, it may be driven by their demographic traits rather than the fact that they belong to a particular generation.

The tricky part is isolating those forces from events or circumstances that have affected all age groups, not just one generation. These are often called “period effects.” An example of a period effect is the Watergate scandal, which drove down trust in government among all age groups. Differences in trust across age groups in the wake of Watergate shouldn’t be attributed to the outsize impact that event had on one age group or another, because the change occurred across the board.

Changing demographics also may play a role in patterns that might at first seem like generational differences. We know that the United States has become more racially and ethnically diverse in recent decades, and that race and ethnicity are linked with certain key social and political views. When we see that younger adults have different views than their older counterparts, it may be driven by their demographic traits rather than the fact that they belong to a particular generation.

Controlling for these factors can involve complicated statistical analysis that helps determine whether the differences we see across age groups are indeed due to generation or not. This additional step adds rigor to the process. Unfortunately, it’s often absent from current discussions about Gen Z, Millennials and other generations.

When we can’t do generational analysis, we still see value in looking at differences by age and will do so where it makes sense. Age is one of the most common predictors of differences in attitudes and behaviors. And even if age gaps aren’t rooted in generational differences, they can still be illuminating. They help us understand how people across the age spectrum are responding to key trends, technological breakthroughs and historical events.

Each stage of life comes with a unique set of experiences. Young adults are often at the leading edge of changing attitudes on emerging social trends. Take views on same-sex marriage , for example, or attitudes about gender identity .

Many middle-aged adults, in turn, face the challenge of raising children while also providing care and support to their aging parents. And older adults have their own obstacles and opportunities. All of these stories – rooted in the life cycle, not in generations – are important and compelling, and we can tell them by analyzing our surveys at any given point in time.

When we do have the data to study groups of similarly aged people over time, we won’t always default to using the standard generational definitions and labels. While generational labels are simple and catchy, there are other ways to analyze age cohorts. For example, some observers have suggested grouping people by the decade in which they were born. This would create narrower cohorts in which the members may share more in common. People could also be grouped relative to their age during key historical events (such as the Great Recession or the COVID-19 pandemic) or technological innovations (like the invention of the iPhone).

By choosing not to use the standard generational labels when they’re not appropriate, we can avoid reinforcing harmful stereotypes or oversimplifying people’s complex lived experiences.

Existing generational definitions also may be too broad and arbitrary to capture differences that exist among narrower cohorts. A typical generation spans 15 to 18 years. As many critics of generational research point out, there is great diversity of thought, experience and behavior within generations. The key is to pick a lens that’s most appropriate for the research question that’s being studied. If we’re looking at political views and how they’ve shifted over time, for example, we might group people together according to the first presidential election in which they were eligible to vote.

With these considerations in mind, our audiences should not expect to see a lot of new research coming out of Pew Research Center that uses the generational lens. We’ll only talk about generations when it adds value, advances important national debates and highlights meaningful societal trends.

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• Generation X
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• Millennials
• Silent Generation

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