Branding question

Firstly this is my first time posting here, so if I am posting at the wrong place please assist me. I just bought Designing Brand Identity book written by Aline Wheeler. I have go through the Phase 1: Conducting Research, which details about Understanding the Business, Market Research, Market Audit, etc. My question is how they compile all the answers and combine it in a single report? I am still learning this part and looking forward for advise and helps. I am totally blur on this.

Slamat Siang De! You just ask the relevant questions to the relevant target group. Then collate all the answers into tables: So for instance, asking about TVs- Which brand do you think is better? Some may say Sony, Some Panasonic, Some Toshiba, Some Sharp, etc etc etc You will then have a percentage of the whole number of people asked; so (say) 49% think Sony is best. 23% said Panasonic etc etc That's an easy quantative question. On a qualitative survey, there might be more searching questions about attitudes- but with the same question asked repeated number of times there will be a concensus. There will be some oddball responses. There always are. These will be no more than about 5%, and will be discarded by the client. The bulk of people will say: I want Sony, but I wish it was cheaper! But actually Hitachi is more reliable or some such finding. But there will be a majority who think one way or another- and that is what the client will want to determine. Hope it helps. Just send some Penang laksa with extra blachan.