This invention automates the most common processes in market research study
design and analysis. By combining a database framework designed to hold
all the data elements used in a market research survey, codifying
heuristics actually used by analysts to make decisions about survey
analysis, and building a lexicon to communicate summary results to lay
readers. First, this provides a stringent framework for designing a
questionnaire and study plan which will lead to clear tab plans and
analysis plans. Second, by automating the research design and analysis
process, it eliminates the human error associated with the intricacies of
questionnaire design, tab plan design, and research report writing.
Thirdly, it also greatly reduces the time necessary to rerun an entire
report based on simple changes to any study element definitions to a few
hours, a process formerly taking days or weeks. Lastly, it reduces the
need for experienced researchers in the research design and analysis
process, freeing analysts to spend a greater proportion of their time
working on the more mentally challenging and demanding work of
synthesizing the market research survey to produce credible findings,
rather than the redundant work of data tabulation and summary reporting.
