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November 01, 2006



Agree. But the ethical research firms will give you unbiased data and conclusions. If you then choose to manipulate the numbers to your own ends .. that's another chapter in the ethics story.

Katie Paine

Toby, the truth is, it's not that clients demand bad research, but they do demand good results, and their agencies constantly manipulate the statistics to make sure the results look good. As we say about research numbers: they're like political prisoners, torture them long enough and they'll say anything


Clients demanded bad research? Does that really mean some unethical people wanted biased research to back-up their own projects?

Bigger question that you've opened is the ethical behaviour of research firms. Perhaps you should refer your friends to the Ethics Code at AAPOR.

Sure is a lot of talk about ethics in business theses days!

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