Now you have the “right” questions – questions that drive meaningful response. You also defined your optimum sample size and collected the data.
The only thing left is to make sense of it!
Some time ago I read this story:
In late 60’s, a fire department of one of the American cities decided to embrace modern data collection and statistical analysis approach to improve and optimize its business model.
They collected lots of data, thoroughly analyzed it and found significant positive correlation between the number of fire fighters sent to extinguish a fire and the amount of damage caused.
The more fire fighters they sent to extinguish a fire, the more damage they brought!!!
Well, based on the finding, the city significantly reduced its fire department. What happened to the damage caused by fire? It increased!
While analyzing the data, they forgot the FIRE.
The larger the FIRE, the more fire fighters were sent to extinguish it, but also more devastation it caused. True correlation between the number of fire fighters and the damage, could only be measured at a comparable fire size.
You can spend hours analyzing collected data, but analysis can become useless or even detrimental if not done correctly.