Chapter Thirty Six

Research and Evaluation

Marc Beebe, CAE, and Elena Gerstmann, PhD, FASAE, CAE

In the words of Sherlock Holmes, “Data! Data! Data! I can't make bricks without clay!” There are some situations that gut instincts are wise not to ignore (watch out for the tiger behind you), but in most other situations, the quizzical and questioning mind should be fed with data, knowledge, and information. Research is a broad term used for any gathering of information. It ranges from a quick web search on tomorrow's weather to conducting a multistaged research project with focus groups and questionnaires with two thousand members. Yes, the first one is quick and free and the latter takes time and some money, but both are research and both allow ...

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