Critical Analysis of a Market Research Report: An Alternative Reason for conducting a Study

Abstract

The report found in the appendix of this paper is the finished product of a Demand Research, Inc. (DRI) project, commissioned by Detroit Edison. The stated purpose of the study was to evaluate the effectiveness and impact of their exhibit at the 1993 Coho Builders' Home Flower Furniture Show, although the final report was, in fact, more to the point of encouraging Detroit Edison (DE) to continue in their efforts, and to reassure them that the exhibit was effective. As the first chapter discusses, numerous errors occurred during this project, none of which were mentioned in the report. Even more important is the reality that facts are used to support a desired end. Statistical research must be regarded with a critical eye; one must be sure to find out the purpose of a report's existence and the process used to obtain the data before using its results as facts.