How Not to Do Consumer Research.

People often seek their friends' opinions about the quality of goods and services before buying. But should a collection of opinions be offered to the public as apparently scientific proof of quality? The marketing researcher assumes particular responsibility when he attempts to use public opinion as a method of evaluating products and services for the buying public. In this discussion of some of the difficulties involved in consumer research, the authors use a widely-read CONSUMER REPORTS magazine survey as an example. [ABSTRACT FROM AUTHOR]