ABSTRACT
This chapter introduces the concept of the discerning consumer and the meaning of research. There are two basic types of consumers: casual and discerning. Casual consumers are ones who passively read selective pieces of a research article out of curiosity. Discerning consumers do more than window-shop. Both consumer and researcher have to summarize and paraphrase research articles and then integrate them into logical arguments. Both have to document everything and take care in referencing. A second common misconception about research is to think that it only involves people in white coats working in spotless, white-walled laboratories running experimental tests on helpless rats or people. Research is the process whereby questions are raised and answers are sought by gathering, analyzing, and interpreting data. The purpose of research is to provide answers to the questions. Unfortunately, most people look for answers in opinions of famous people before going to primary research. Such opinions are found in textbooks, published papers, and public presentations.
