Primary information collection can generate large amounts of data that needs to be summarized and analyzed using appropriate techniques. Quantitative data can help describe patterns and trends in our data to test hypotheses (ideas) we have about what is really going on or how variables relate to each other. In contrast, qualitative data analysis focuses more on people’s ideas, opinions, beliefs, attitudes and behaviours. From this, Environmentors can suggest what might be happening and why.
CASE STUDY
A client needed to understand how much farmers understood the idea of ecosystem services. A survey was conducted using Likert scales and Importance-Performance Analysis, allowing the client to establish which topics needed more advice and guidance for farmers.