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...