There is an old saying that figures don’t lie but liars figure. That’s a good thing to keep in mind when examining how some companies market the results of surveys.
OK, perhaps lying is too strong a term, but I’ve seen too many press releases that promote the results of a survey but don’t tell the entire story, and surveys whose methodology — including the questions asked and how the sample was derived — simply doesn’t pass muster. CONT.
Larry Magid, Poynter