The Role Of Tabulation In Market Research

Daily we come across several information through visuals, print and audio, and discussions. Seldom have we thought how data for these information is collected and analysed.

Market research involves collection of data and its analysis. Tabulation is a systematic method used in market research to present numerical data in a table format, rows are horizontal arrangements whereas columns are vertical arrangements. The data presented in the form of table, represents clear to understand data.

In the market research process, data analysis is an important step. Information collected is disseminated and presented in an insightful manner to make a decision.

The amount of data that can be collected in a market research study can be astronomical. Tabulation

Tabulation breaks and arranges data in a form that is easy and clear.

To clear the way for comparison of facts and information collected: when data is tabulated facts can easily be compared and related to each other to make meaningful connections.

To facilitate statistical analysis: tabulation provides the ground for data analysis using simple to complex statistical methods.

To analyse the trend: tabulation helps to extract an underlying pattern of behaviour in a time series which would otherwise be partly or nearly completely hidden otherwise.

To understand relationship and other characteristics of a given data: to derive a meaningful picture, it is necessary to find how different characteristics of collected data relate to each other. Tabulation assists to understand the relationship between various elements of a given data.

To summarize scattered data to collect maximum information: market research is a lengthy and time consuming process. The data collected is astronomical and scattered. Tabulation helps to summarize scattered data to make logical

For example: Tabulation of data on the population of animals classified by one characteristic like mammals is example of simple tabulation.

Figure 4.1.1.a is a One-Way table, with information regarding one characteristic information about the population in different divisions of the state of Maharashtra.

All questions that can be answered in one way table are independent of each other. It is therefore an example of a simple tabulation, since the information obtained in it is regarding one independent question that is the number of persons in various divisions of Maharashtra in lakhs.

Two-Way Table or Double Tabulation:

When the data is tabulated according to two characteristics at a time. It is said to be double or two-way tabulation.

For example: Tabulation of data on population of animals classified by two characteristics like mammals and gender. For example, question is, how many lakhs of people are in the Divisions; the One-Way Table will give the answer. But if we want to know that in the population number, who are in the majority, male, or female. The Two-Way Tables will answer the question by giving the column for female and male. Figure 4.1.1.b shows the real picture of division gender wise is as