Selection and extraction

Businesses may collect a large amount of information when doing their research. It’s not possible to use every piece of information and decisions will need to be made about what research to include and what information to omit. This can be especially true with qualitative research which is difficult to analyse and present in a concise way. You will have to be careful what information is omitted in order to ensure that the information that is included shows the real picture.

It can be tempting to prioritize findings that support your theory but ultimately that can be counterproductive.