... encoding the survey information, preparing thesubsequent computer analysis and producing the ®nal tabulations?93Inside Information and the need to master increasing amounts of information, we ... much more information, we also haveto spend more, not less, time delving into exactly what this information istrying to tell us. This is because a feature of the modern business information ... `getany answer you wanted from a survey'. The gist of the point is that if111Inside Information Inside Information Making Sense of Marketing DataD.V.L. SMITH & J.H. FLETCHERJOHN WILEY...