The following six steps will help ensure that your research efforts are efficient and accurate:

• Cross-check all information. Don't assume anything. Despite even the most meticulous publishing standards, mistakes can still occur. When, in doing so, you encounter contradictory data between two of your reliable sources, go back to their original sources to see if the information there can help you resolve the inconsistency.

• Whenever possible, consult the original source. In many cases, this will involve questioning an expert. (See Chapter 8 for more information.)

• Use the telephone. Don't forget that the phone can be one of the most useful weapons in your arsenal. Use it to talk to a reference librarian when you need suggestions (like when you encounter a roadblock or a dead end in your research) or an answer to a specific question. If that librarian isn't able to help you, call another library. If you encounter a business name for which you're unable to locate a phone number, call the Chamber of Commerce in the city in the last known address; chances are the person there will be able to tell you if the business has changed names or moved out of town.

• Consult bibliographies. Remember, there's a wealth of information in bibliographies. Experts write books and articles. Likewise, don't overlook the names of people quoted in your research material.

• Ask for referrals. When you finish interviewing one expert, ask if he or she can suggest anyone else you should speak with about the subject.

• Keep things fresh. Check the publication dates on the materials you use. Remember that a book released this month was probably written at least a year ago or longer. If you have any doubt about whether or not there may be new findings since that time, contact the author and ask.

Your reputation can hinge on the reliability and accuracy of the information you present. It may seem unfair that even one error in a multithousand-word document can undermine your credibility, but that's the reality of how perceptions are formed. Even one error can cause a reader, or your audience, to doubt the accuracy of all of your other information. Conducting thorough, effective research helps ensure this doesn't happen.