Is an "Audit Bureau of Interviews" Needed Now?

The article focuses on bias in marketing research studies. The work of an organization's marketing research staff can be divided into phases consisting of experimental design, research execution, and interpretation of results. The author asserts that consumer interviews are one type of market research study in which validation is overlooked. Several methods for validating the information gathered from consumer interviews as well as the possibility that consumer questionnaires have been faked are discussed.