Great research quote

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Great research quote

In Gerald Zaltman’s new book,Marketing Metaphoria he writes:

“There are no easy solutions, just prescriptions for failure:
When an answer immediately emerges from the data, the researchers probably rigged it into the study.  That is, their confirmatory research mind-set unwittingly designed the study to arrive at the apparent solution.  Beware of obvious conclusions.”

This is why we are such strong proponents of pre-hypothesis research.

By |May 8th, 2009|Categories: Systems|Tags: , , |0 Comments

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