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can be reluctant to give information to a total stranger. Respondents might
also feel obliged to give answers that please the interviewer rather than

state true opinions or feelings. They might also have what is known as
technical illiteracy, which means they do not understand the question even
if it is in their native language, and they might answer it without

understanding it, giving a useless response (Terpstra and Sarathy, 2000).
Mail questionnaires can have a very low response rate, which affects the

validity of the study. Doole and Lowe (2008) point out that the expected
response rate of mailed questionnaires is in the range 20–40% even after
following the required procedure to increase the response rate (reminder

letter or telephone calls).

5.6.9 Data analysis and findings

Data that has been collected has to be translated into information that will
help managers to find answers to some questions. The statistical analysis

varies from one case to another; also, the selection of the type of data
analysis is subject to the type of data. However, whatever the range of

data analysis the interpretation of the data is very important for getting the
right information. The findings of the study depend on the quality of the
data and the quality of the interpretation. Interpretation depends on the

analytical perspectives of those involved in the research. There is a wide
range of techniques and statistical packages available for data analysis.

Computer-processing capacity enables the processing of very large data
sets, and the development of a range of data-mining techniques has
greatly facilitated the analysis of large-scale databases such as those

associated with supermarket buying as recorded on loyalty cards. When
the analysis of the data is completed and the interpretation of the data

finished, a presentation of the findings should be expected. The purpose
of this is to provide an overview of the key findings and issues that have
emerged.

End of Unit Summary

The main purpose of this unit was to investigate the research methods that
international companies should use to make the right decisions about their