Some researchers believe that the project is finished once the results of the various analyses are reported. This is however a misconception.
From all results the researcher must make a selection. Some skip this phase, because they depart from the principle: ‘how more results, how better I serve my customer’. We, at C&S Research do not.
The criteria used for the interpretation of the results are of two kinds: first of all the results must be informative, and they must be appropriate within the framework of the initially developed hypotheses.
Results that do not enlighten you, the client are by definition worthless. Results that fall outside the framework of the initial objectives and developed hypotheses, are intrinsically not worthless, but should not be reported, in the main.
These two types of results should not remain at the next stage of the project (translation of the results in a report which is aimed at the target audience). They can however be useful for the researcher to get a better insight and understanding of the task at hand.