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Shallow Survey Analysis

In: Modern Survey Analysis

Author

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  • Walter R. Paczkowski

    (Data Analytics Corp.)

Abstract

Once you understand your data’s structure, you can begin to analyze them for your Core Questions. Analysis usually begins by creating tabulations (the “tabs”) and visualizations. I classify these as Shallow Analyses. They are shallow because they only skim the surface of your data, providing almost obvious results but not penetrating insight. Summaries are usually developed and presented as if they are detailed analyses, but they are not the essential and critical information contained in the data. Key decision-makers do not get the information they need to make their best decisions. If anything, Shallow Analysis raises more questions than they answer. In addition, those who develop Shallow Analyses pass the actual analyses onto their clients who must decipher meaning, content, and messages from them. These are the responsibilities of the analysts, responsibilities met by Deep Analysis but left unaddressed by Shallow Analysis.

Suggested Citation

  • Walter R. Paczkowski, 2022. "Shallow Survey Analysis," Springer Books, in: Modern Survey Analysis, chapter 0, pages 83-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76267-4_3
    DOI: 10.1007/978-3-030-76267-4_3
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