Analysis and Interpretation of Data

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• Key Learning Objectives
• Who Should Attend
• Content
• Case Studies
• Leavebehind

Key Learning Objectives

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• Know the key rules of data analysis
• Understand how to establish confidence in the data
• Be aware of the types of errors that could be embedded in the data
• Learn how to analyze data and how to report results in a meaningful manner

Who Should Attend

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• Market Research
• Marketing
• Forecasting
• Pricing
• Outcomes Research

Content

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• Rules of data analysis and interpretation
  1. The level of data dictates the extent of the analysis that you can perform
  2. Focus on the basic purpose/objective of the project
  3. Explain and interpret study results rather than simply summarizing them
• Establishing confidence in the data to support your conclusion
  4. Data reliability - consistency of results and extent to which results can be replicated (ie, statistical significance and confidence intervals)
  5. Data validity - strength of relationship between the data and your hypothesis (ie, what you want to prove)
  6. Rules of thumb - caveats in using the data; fact checking
• Types of errors that could be lurking in the data
  7. Respondent response errors (eg, memory problems, communication problems, fatigue)
  8. Coding errors (eg, misinterpretation of responses to open-ended questions, misinterpretation of positive/negative responses)
  9. Sampling errors
  10. Precision versus representation (ie, how sample size and sensitivity of data are related)
• Key elements of analyzing data and reporting results
  11. Understanding the data
      1. Verbally describing the results in a few simple sentences
      2. Understanding the information needs of different internal customers
      3. Understanding which data not to include as part of the results (eg, technical details about how the results were derived, data that does not directly impact the findings)
         1. Organizing the data
      4. Group related subjects together, regardless of where they appeared in the questionnaire
      5. Findings should relate to the objectives of the research
      6. Write down a few sentences of key conclusions to summarize and link findings across study
      7. Select supporting information (eg, percentages, numbers, quotes) to substantiate your conclusions
         1. Writing and communicating the results
      8. Make sure results report title is complete and descriptive
      9. Include only a general description of the research methodology
      10. Include all sources
      11. Know the needs of your audience; report results with different amounts of detail to tailor findings to the information needs of different customers
      12. Conclusions should relate to the objectives
      13. Recommendations are key! Provide actionable recommendations driven by the conclusions

Case Studies

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• Relevant pharmaceutical examples will be used to illustrate the concepts

Leavebehind

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• Each participant will receive a 2-sided laminated card with key learnings from the course

For More Information, Contact:

Leslie Goldberg, Executive Vice President

666 Godwin Avenue, Suite 320
Midland Park, NJ 07432
p: 201-670-7722 ext. 205
f: 201-670-8707
lgoldberg@advantageh.com