2-12 After the data have been collected, the next step in the research process is data analysis. The purpose of data analysis is to interpret and draw conclusions from the data that has been collected.
2-13Is the sample representative?Is the sample representative?Is the data reliable?Is the data reliable?Is the data valid?Is the data valid?KeyIssuesKeyIssuesAre the statistical techniquesappropriate?Are the statistical techniquesappropriate?
2-15 After data analysis is completed, the researcher must prepare the report and communicate the conclusions and recommendations to management. The research will ordinarily be required to present both written and oral reports on the project.
2-16Research Is Useful If: We put thought into it before we do it We do the right kind of research We use judgment in interpreting and using theresults
2-26 Consumers determine the sales and profits ofa firm by their purchase decisions, thus the economicviability of the firm. In late 1990, US consumers were spendingenough dollar bills to stretch from the Earthto the Sun and back, with enough left over for over 600lines to the moon!
2-28Customer behaviorIncludes both individual consumers who buygoods and services for their own use andorganizational buyers who purchase business products.Consumer behaviorIs the process through which the ultimate buyermakes purchase decisions.