How do you like your data: raw, al dente, or stewed?
Tim Bowles IRI InfoScan andBill BlythTaylor Nelson AGB
Foreword
INTRODUCTION
Among a certain group of market researchers it is now taken as self-evident that market research is part...
How do you like your data: Raw, al dente or stewed?
This paper argues that all consumer research inevitably contains bias, arising from sampling and other sources, and that it is the researcher's responsibility to take account of this so as to present results which are helpful to clients.
