The two major approaches employed in summarising the results of marketing research are tabulation and statistical analysis. Tabulation involves laying out data into easy-to-understand summary tables. Tables are the basic way of presenting summary data. Tabulation is the preparation of tables showing the frequency distribution of particular events. Patterns in the data can often be spotted from a cursory examination of data, although when tables themselves are summarised in the form of graphs the patterns are often even more readily discernible. Statistical analysis is undertaken to identify patterns that are not as easy to see in the data. This is often the case when very large amounts of data need analysis.

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