Welcome back. This is part two of the lessons covering the steps in the process to design and implement a quantitative market research survey. You should recall that these are planning, design, sample selection, implementation, data analysis, and reporting. We covered the first three in the previous lesson. In this lesson, we will cover the last three steps to help continue to give you a sense of the big picture. After this lesson, you will be able to list the steps in conducting a quantitative research project and be able to describe how each of the final steps fit into the big picture of quantitative research and analysis. All right? Let's go. It's now time to administer or implement your survey to the designated sample in the designated way. You've decided to get the sample. You have already piloted your survey and know that the questions lead to answers that can easily be entered into an Excel spreadsheet. In conducting the field research, you need to stick as close as possible to the designated timeline that you committed to with your client. You will want to send out all of your mail or online questionnaires at the same time, so that you can see when completed surveys come back to you. You should allow about one to two weeks for all surveys to be returned, and make sure to send out a reminder postcard or email after a certain amount of time to remind your respondents to complete the survey. While an online survey to a motivated group may command an 85% return rate, a mail survey commonly commands only a 25% return rate. In conducting a phone survey, you want to make sure all of your interviewers have established goals for completed interviews each day. Usually, you need to make about 1000 to 1500 calls to get 400 completed surveys. A good quality phone survey commonly commands a 60% return rate. In conducting in-person interviews, you will need a highly motivated and well-trained interviewing staff. You will usually need up to six weeks to complete the interviews. Most often, this type of research is not random. The best results come from in-person interviews that are set up in advance. Once your survey has been conducted and all of your data is collected, it's time to analyze the data. The second half of this course goes into this in much greater detail, but I'll introduce the idea here. The analysis team should be determined ahead of time, and the role should be very clear. There are those who enter the data and those who clean the data and analyze it. Both are extremely important. If the data is entered incorrectly, it can falsify the results of the analysis. It is important that during your pretest, you have had your data entry people enter some of the data for practice, and then have someone check it for accuracy. When the data is cleaned by the analysis team, this means to make sure all data is entered in the same format. If a capital letter is entered instead of a lower case, it may result in the data not being counted even though it is the same response. In the analysis phase, your statistician will work with pre-determined codes and stat packages to run the data. Finally, when it comes time to report out the findings of your research to your client, it is important to start with a review of your research objectives and business problem that are identified in the first place. So, they are reflected throughout along with your findings. Present your data in a clear and orderly fashion, which is led by a table of contents. Make sure to include tables, charts, or other graphics along with a clear explanation of the summary of your data. Follow your data summary with recommendations based on the data. Sometimes when I summarize data, I put a summary statement at the end of the data summary in a bracket. I then take each summary bracket and place them into my end summary before my recommendations. Market research is not done in isolation but usually involves a team. Therefore, you may find that you specialize in one or a few of the steps I've described here that make up the process of quantitative research and analysis, and that's fine. It's still important to know what's involved in each step and how each step impacts the other part of the process, which is why I wanted to get you this overview. After this lesson, you should now be able to list the steps in conducting a quantitative research project in order and describe how each step fits into the big picture of quantitative research and analysis.