MS CRM 2011 - Data from look up view

I have Weigh-in form.

I want to add a new product to that form. This is done via 1:n relation and a look up. The product form gets a weigh-in number from weigh-in form. I want also that the product form gets a customer name which has been defined also on the weigh-in form. The weigh in number is just a text field, but the customer field is a look up.

What I get is customer field's id number (or entity id, I am not sure), but not the actual text which is needed.

Also there is a drop down menu on the weigh in form which text values I need to get on the same product form. I only get those drop down menu's actual number values, not the text values.

Here is my modified code. With that code I only get the customer entity id or something. If I use same code to retrieve drop down menu values, I only get actual values, not the text.

function GetInfo() {

    var EntityName, EntityId, LookupFieldObject, CUSTOMER;
    var PrimaryContactLookupId, PrimaryContactLookupName, PrimaryContactLookupType;
    var resultXml;


    LookupFieldObject = Xrm.Page.data.entity.attributes.get('LOOK UP FIELD NAME'); 

    // If lookup field has value then the code will only run
    if (LookupFieldObject.getValue() !== null) {




        //Fetch and place Entity Id (GUID) and Name (String) form lookup field into local variables
        EntityId = LookupFieldObject.getValue()[0].id;
        EntityName = LookupFieldObject.getValue()[0].entityType;

        // Paramter explaination for function call
        // RetrieveEntityById('account', AccountId, 'accountnumber,emailaddress1');

        // 1st paramter requires entity name (not display or schema name) just pass it in a string
        // i.e. for Account entity use 'account' for opportunity entity use 'opportunity'

        // 2nd paramter requires entity Id (GUID Type) field which we have retrieved and stored in
        // AccountId local variable

        // 3rd paramter requires attributes to be retrieved schema name, if thrid attributed is
        // required to be retrieved then use like: i.e. 'accountnumber,emailaddress1,telephon
		
        resultXml = RetrieveEntityById(EntityName, EntityId, 'RELATED ENTITY'S FIELD NAME');

        // In retrieved XML document check if it has accountnumber attribute
        if (resultXml !== null && resultXml.selectSingleNode('//q1:RELATED ENTITY'S FIELD NAME') !== null) {

            // If XML document has account number attribute then assign to local variable AccountNumber
            CUSTOMER = resultXml.selectSingleNode('//q1:RELATED ENTITY'S FIELD NAME').nodeTypedValue;

           
			Xrm.Page.data.entity.attributes.get('PRODUCT FORM CUSTOMER FIELD NAME').setValue(CUSTOMER);

            //If required then use the below code line to set value in field on form
            //Xrm.Page.data.entity.attributes.get('new_myaccountnumber').setValue(AccountNumber);
        }


		     
        }      

    }


// Do not make any changes to this function
function RetrieveEntityById(prmEntityName, prmEntityId, prmEntityColumns) {

    var resultXml, errorCount, msg, xmlHttpRequest, arrayEntityColumns, xmlEntityColumns;

    arrayEntityColumns = prmEntityColumns.split(",");

    for (var i = 0; i < arrayEntityColumns.length; i++) {
        xmlEntityColumns += "<q1:Attribute>" + arrayEntityColumns[i] + "</q1:Attribute>";
    }

    var authenticationHeader = Xrm.Page.context.getAuthenticationHeader();

    //Prepare the SOAP message.
    var xml = "<?xml version='1.0' encoding='utf-8'?>" +"<soap:Envelope xmlns:soap='http://schemas.xmlsoap.org/soap/envelope/'" +" xmlns:xsi='http://www.w3.org/2001/XMLSchema-instance'" +" xmlns:xsd='http://www.w3.org/2001/XMLSchema'>" +
    authenticationHeader +"<soap:Body>" +"<Retrieve xmlns='http://schemas.microsoft.com/crm/2007/WebServices'>" +"<entityName>" + prmEntityName + "</entityName>" +"<id>" + prmEntityId + "</id>" +"<columnSet xmlns:q1='http://schemas.microsoft.com/crm/2006/Query' xsi:type='q1:ColumnSet'>" +"<q1:Attributes>" +
    xmlEntityColumns +"</q1:Attributes>" +"</columnSet>" +"</Retrieve></soap:Body></soap:Envelope>";

    //call function to create Soap Request to ms crm webservice
    xmlHttpRequest = new ActiveXObject("Msxml2.XMLHTTP");
    xmlHttpRequest.Open("POST", "/mscrmservices/2007/CrmService.asmx", false);
    xmlHttpRequest.setRequestHeader("SOAPAction", "http://schemas.microsoft.com/crm/2007/WebServices/Retrieve");
    xmlHttpRequest.setRequestHeader("Content-Type", "text/xml; charset=utf-8");
    xmlHttpRequest.setRequestHeader("Content-Length", xml.length);
    xmlHttpRequest.send(xml);

    resultXml = xmlHttpRequest.responseXML;

    var errorCount = resultXml.selectNodes('//error').length;

    if (errorCount !== 0) {
        var msg = resultXml.selectSingleNode('//description').nodeTypedValue;
        alert("Error Message : " + msg);
    }
    else {
        return resultXml;
    }
}