Evaluating and Analyzing the Raw Data

• Establish the reliability of the sources for the raw data you obtained.

• Estimate the accuracy of the raw data you have.

• Make sure the data is relevant to your CI needs.

• Analyze the raw data. Draw conclusions, such as anticipating how your competitor thinks, based on what it has done.

• Review and analyze results of supplemental data collection efforts, if necessary.

• Review your final analysis in light of results of the other phases, as well as in light of changes in your firm and its competitive environment.