Here's a great little article by Frank Oviatt at the Institute for Public Relations that gathers tips on How to Identify Bad Research from PR measurement heavy hitters Don Stacks, David Michaelson, Don Wright, and David Dozier.
My favorite: "...assess if the questions are self-serving and biased. This starts with the basic principal of ‘garbage in/garbage out.’ If the questions are not valid or reliable and are designed to bias results, the research is unreliable from the start." Read the article at the IPR website. --WTP