Facts, more damned facts and statistics

As a trainee, I was taught that the most damning criticism a client could make of a market research presentation was that it was “interesting”.

In his letter, the executive director of the Tobacco Manufacturers’ Association (MW May 15) apparently believes that an even more stinging rebuke to a market research company is that its data is accurate, and that it correctly reflects his own knowledge of the market.

John English

The Human Factor

Oxford

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