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Data (plural of datum) are not information. Data by themselves are useless. Data must be first analyzed before they can be used. Data analysis is basically providing a context with which to look at data.
When people hear the word “data” they tend to panic. That’s because, in general, people are not comfortable with numbers. People are terrified with math in all forms, from algebra to statistics. There are several books about the fear of statistics that you may find useful, and are listed in my Web site.

Part of the problem is those who are very comfortable with math assume everyone else is just as comfortable, and share their “enumerations” with little explanation, thus, intensifying the fear of the general audience.
This lecture seeks to help you understand why it is important to present your findings in an easily understood way that is not deceptive, but true to what you’ve found.