Four Subtle Sins in Marketing Research.

The article attempts to present a clear, basic treatment of the four common sources of misunderstanding in conducting market research studies. These four problems include using interval scale statistics for ordinary scale data, equating statistical significance and practical importance, interpreting confidence intervals as measures of total research error, and employing false criteria for causality. The author defines each of these problems and points out how they can cause misunderstanding when communicating research results.