Case Study:
The Australian software design firm Numbers International recently released a new data analysis program called Q. Q offers researchers a wide range of advanced statistical testing and modeling tools, packaged in a way that allows even those not specializing in statistical analysis to get meaningful results when studying survey data of almost any question format. Although some of its features may require some familiarization to fully grasp, Q is supported by numerous tools to help researchers get started. A 60-page quick-start guide provides an overview of tables, functions, and modeling tools, and an instant-start guide summarizes them into a one-page reference sheet. The software also comes with help functions, tutorials, and online training tools. Unlike many analytical software packages, Q provides researchers with easy and direct access to the basic data, and it keeps them engaged with the data throughout the analytical process. Erik Heller, general manager of the Sydney offi ce for market research firm Sweeney Research, has adopted Q with great success. He comments, “Where Q differentiates itself from other tools like SPSS is the extent to which it is intuitive and easy for people to immerse themselves in the data.” Most analytical functions are accessible through drop-down menus and toolbars and allow users to manipulate the data from the main view. Q’s tools also allow for signifi cant analytical depth. For those who just need basic reports of the data, Q offers straight cross tabs but also provides advance multivariate analysis to help identify deeper, more complex trends. When venturing into these more involved multivariate methods, however, Q always starts the researcher at the same level of the basic data and builds the analytical process up from there. The research stays grounded in progressively verifiable results. As the researcher proceeds, Q helps organize tables and data sets and can package them for delivery once the analysis is done. Heller adds, “It is very easy for someone who is not that involved in the data analysis to go into the data and run some additional cross tabs.” Q offers free Reader software, which allows recipients to easily view and access these reports even if its analytical functions are limited. One slight weakness in the software is its limited range of output functions. With no support for Excel or PowerPoint and limited chart and graph options, the final reports that Q is able to produce may be less dynamic than those of some other data analysis programs. The current version of Q is also not the ideal choice for time-series analysis and multi wave research projects. Ultimately, its biggest weaknesses may be attributed to merely an over emphasis of function over style.
Q1. Are you at all familiar with any other analytical software packages that can be used to study market research? If so, how does Q compare?
Your answer must be typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.