AC 3.2, 3.3, 3.4

This is how the professionals do it!  The extract below is from a report produced by Visit Britain.  It might help you to understand what an analysis of data looks like.

At this stage, you should have produced a series of graphs which you have constructed using data relating to the quality of the customer experience at your chosen tourism organisation.  You may also have identified the key points made in interviews you undertook at the data collection stage.

The more graphs and information you have available, the more you will be able to complete your report successfully.

To analyse your information, you must explain what the information says.  Simply, you need to put the information in the graphs into words, always remembering that you are investigating the quality of the customer experience at your chosen organisation.

Activity

Look at the graphs and tables you have produced.  Can you see what they are telling you?

Think about:

• The highest totals and the lowest totals for responses to the questions you asked
• Average/mean figures
• How much the figures in the graphs vary – is there a big or small difference between the highest and lowest totals?
• Are there gaps in the graphs?
• Are there any particularly interesting results you can quote?
• Do the results show that there are aspects of the customer experience at the organisation which are outstanding?
• Do the results show that there are aspects of the customer experience at the organisation that need improving?
• Do the graphs show that some groups of customers have a better experience than others?
• Do most customers have a good experience at your chosen organisation?
• Which aspects of the organisation do customers enjoy most?

 You will need to provide an analysis for each of the graphs and tables you have produced.

When you write up your analysis, the words in the box below might be of help.