Story about Market Research

One of the important branches of advertising is market research. Nowadays you probably get an opinion poll before you do anything. Yet it is very important before you believe the numbers in an opinion poll that you look at the way the questions were phrased for the poll. Otherwise good pollsters can give you whatever results you'd like by manipulating the questions. Sir Humphrey Appleby demonstrates this point most aptly to Bernard in Yes Prime Minister ...

The PM has just gotten the results of an opinion poll. It says that 67% people would be in favor of reintroducing conscription. Sir Humphrey asks Bernard to get another opinion poll done in which the results are the opposite. Bernard can't understand how people can be both for and against conscription. So, Sir Humphrey demonstrates by quizzing him...

"Mr. Woolley, are you worried about the rise in crime among teenagers?"
"Yes"
"Do you think there is lack of discipline and vigorous training in our Comprehensive Schools?"
"Yes"
"Do you think young people welcome some structure and leadership in their lives?"
"Yes"
"Do they respond to a challenge?"
"Yes"
"Might you be in favour of reintroducing National Service?"
"Yes"

Now onto Survey 2

"Mr. Woolley are you worried about the danger of war?"
"Yes"
"Are you unhappy about the growth of armaments?"
"Yes"
"Do you think there's a danger in giving young people guns and teaching them how to kill?"
"Yes"
"Do you think its wrong to force people to take up arms against their will?"
"Yes"
"Would you oppose the reintroduction of National Service?"
"Yes"

(If you think Bernard is confused YOU try to take both the surveys again. See whether you come up with different answers. I didn't. The questions skillfully lead you to where they want you.) _Santosh

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