Part 1
A marketing survey leads to a collection of different types of data about a particular market or consumer group. The data collected can be from various elements of a market (e.g., a sample of car owners or night shoppers). If we are going to base our decisions on the results achieved through market research then, the research has to be highly valid.
There is an often quoted statement “There are three types of lies---lies, damn lies, and statistics” by Benjamin Disraeli. This statement is true if the statistical procedures are not applied prudently and authentically. There are two main sources of misuse ...