Pre-testing - the agony of misconceptions

Prof John Philip Jones

In this response to a previous article – ‘Pre-testing methods – the agony of choice’ – (Admap, October 1997) the author goes through the misperceptions he believes were present in the original piece, for which he was the source of most of the quoted information.

Pre-testing - the agony of misconceptions

John Philip Jones responds to Tim Broadbent's October article

John Philip Jones

Tim Broadbent's article 'Pre-testing methods - the agony of choice'1 reveals a number of misperceptions. As the source of much of the information he quotes, I believe myself qualified to point out his misunderstandings. I shall take his points in the order in which they appear in his article, and I shall be brief, relying on the references to support my argument.

1. 'Fothergill and Ehrenberg...demonstrated that feeding random numbers into the Schwerin model produced a correlation of 0.6. This...

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