Quips expose Murray’s lack of research

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Iain Murray’s back page diatribe on qualitative market research (MW January 5) misses the point totally. His silly, snide quips merely corroborate the rumour that he does not know what he’s talking about.

Firstly, tape recorders don’t whirr these days (wake up to the Nineties Mr Murray). Secondly, a group is normally moderated by one not two researchers. Thirdly, neatly dressed? Has dear Iain ever seen one of the qualitative researchers he attacks?

My letter has a more serious point, unlike Mr Murray’s puerile article. What are the ethics of a political party tailoring its policies to the lowest common denominator as established by market research?

Do we want to be governed by politicians who base their manifestoes on the thoughts of focus groups in Winchmore Hill and Sutton Coldfield?

It’s a pity Mr Murray didn’t consider that, instead of making unamusing insults about the research industry.

Peter Hodgson

Managing director

Travel & Tourism Research

London E1

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