Abstract
Youhave all doubtless heard the old assertion that ‘There are lies, damned lies, and statistics’, and many will also be familiar with the definition of the economist, as the man ‘who argues from false premises, with fabricated data, to arrive at a foregone conclusion’. Since 70 per cent of the artistry or science of marketing research derives from those two disciplines, as the administrators of the information services of the country, you have every right to an account of what we, in Marketing Research, are up to.
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