Defend why it is important to follow a research process (scientific method). Identify the most important step in that process. Explain the research types, terms and trade-offs. For example when should you use quantitative vs. qualitative research vs. when not to do research at all. Describe the pitfalls to data interpretation. Defend the importance of understanding confidence intervals, sampling and non-sampling error when interpreting polling results. What should you know about interpreting opinion polls? Explain why you either agree or disagree with the following statement: "With all of the purchasing data available to construct predictive purchasing models we no longer need to conduct consumers surveys."