Viewpoint – In pursuit of lost causes

Argues that to commence a debate on ‘a more detailed, rigorous and pan-national approach to guaranteeing data quality’ would be a waste of breath, for four reasons.

Michael BrownNational Readership Surveys Ltd


Occasionally a breath of fresh air is admitted to our industry. If Ben Page ('Quality control' IJMR,47, 4) has not thrown wide the casement, he has at least unlatched a window....

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