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Lies, damn lies…and market research

You read and hear about survey findings in the papers and on radio but they rarely if ever tell you what the questions were, what the methodology was, and how the sample was generated. Surveys are easy, market research is a bit more complex.

It’s amazing how many people accept anything that comes from a “survey” as a fact. We need to remember that the plural of anecdote is not data and we should alway check the questions before accepting the answers as in; “how much do you like our new product – totally, absolutely, hugely, completely or unreservedly? The survey showed that everyone is positive about our new product, so give us the dosh now please.

More from Colm here at his Small Business Can profile page