As someone who worked for a market research company eons ago, a few glaringly obvious things jumped out at me. (I haven't read the whole thing yet, but did scan through it all.)
First, there was no mention that I saw of what methodology was used for their "survey" or how big a sample they interviewed. Without that information, the data is meaningless. If they just relied on people responding to a poll, they're not getting a representative sample. There's a science to sample selection and a survey is only as good as the methods used to select that sample.
There's probably still some interesting facts and useful info there (I WILL be reading the whole thing...), but I would recommend that anyone take the percentages (and probably any conclusions) with a grain of salt. |
