FAQ

Research statistics can be manipulated to reflect whatever results are desired. How can I be sure that my results are accurate and objectively represent the truth?

It is, of course, possible to introduce bias and to manipulate data at every level of quantitative research - from the wording of questions on a survey instrument to statistical analysis and interpretation. Even the way in which a simple bar chart is depicted can distort results! As a client, there are a few simple ways to ensure that results are objective.

• Choose a research firm with experience and proven integrity. The research firm's philosophy and record regarding ethical recruitment of participants, confidentiality and objective analysis should be obvious even from the initial consultation.
• Participate as an active partner with your chosen research firm and stay involved with the process.
• Be an educated consumer of research. Common sense, education and ethics can go a long way toward evaluating information critically -- whether that information reaches you as a report from a market research firm or simply from your local news.