From Market Research
An analysis plan is a list of all the analyses that need to be conducted when reporting a study.
Common things that are usually listed in an analysis plan
- Any particular steps required for data preparation, such as new variables to create, NETs and weighting.
- The key sub-groups that should be used when exploring the answers to all the questions (e.g., age, gender, heavy vs light buyers).
- Specific analysis that are required (e.g., specific hypotheses to be tested).
The following analysis plan is for a simple Concept Test:
- Create a top two box NET on the purchase intent question.
- Compare the top two box score with top two box scores from similar studies.
- Conduct a Segmentation using the attitude questions.
- Compare top two box scores by segment.
- Code the score's reasons for liking and disliking the product using the same code frame.
- Crosstab all the questions by:
- Age: Under 30; 30 to 49; 50+
- Gender: Male, Female
- Income: Under $100,000; $100,000 and above