Critical Analysis of a Market Research Report: An Alternative Reason for conducting a Study
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Authors
Ryan, Erin M.
Issue Date
1993
Type
Thesis
Language
en_US
Keywords
Alternative Title
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.
Description
iv, 122 p.
Citation
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.