Evaluating research data

Locating information is only part of the job. The careful researcher wants to make sure that the data is trustworthy. He will want to ask such questions as: Who made this study? Under what conditions was the study made? Has the sampling been done correctly? Were the interpretations made by a properly qualified person? What procedures were used?
The careful researcher does not accept facts blindly. If he is not sure of the organization behind the report, he will check with other reports. The reader is reminded of but at least partially correct statement that "Figures don't lie, but liars figure." But it is not necessary to resort to distortion of the truth. From the same set of facts, different interpreters will draw different conclusions, depending upon their individual points of view, their interests, and their individual biases.
A survey is a technique for gathering information not readily available. It is the technique that obtains information from a sample of respondents. The sample is supposed to represent a larger group of people, sometimes all the people.
It is clear that very few organizations would be in a position to take a complete census. For example, in gathering information as to buying intentions for the coming year, it would be impossible to question all the 52,000,000 families and non-related individuals vPho maintain homes. What is done is to select 1,000 or perhaps 2,500 representative units and, on the basis of their answers, "blow up" the answers to represent the total (universe).
The survey, which gathers information by asking questions, was, until quite recently, the most widely used method of market research. Recent techniques have been developed which may eventually supersede the survey but, because it has been the most important, a reference to it is in order.
In making a survey, once we have determined exactly what information we are seeking, we proceed to select our proper approach. That is, we decide whether we will obtain the information through a mail questionnaire, by asking questions face to face, or by telephone. We decide on the questions we will ask, the type of people (respondents), their location, and the number that will constitute our sample.
Depending on the kind of information desired, there are at least six major types of surveys, as follows:
The factual survey. As the name implies, the factual survey seeks the facts. Do you own a Cadillac? How many children do you have? Do you own your own home?
The awareness of information survey. The awareness of information survey determines how many people are aware of something. Do you know what the law requires as standard equipment in automobiles? Do you know how many stars a full General of the United States Army has on his uniform?
The opinion survey. The opinion survey seeks to ferret out opinions. What do you think is the most important issue in the next presidential campaign? What do you think is the best way to handle juvenile delinquency?
The attitude survey. The attitude survey seeks to determine attitudes. Which kind of toilet soap do you prefer? What country has the greatest friendship towards the United States? Do you think the Canadian Mounted Police are the best police force in the world?
Future intentions survey. The future intentions survey seeks to discover future intentions. Are you planning on buying a new car this year? Will your next car be a compact, a regulation size, or a foreign car?
The reason why survey. The reason why survey seeks to determine why a person has done something, or thinks a certain way, or intends to do something in the future. Why do you intend to vote Republican (or Democratic) in this year's elections? Why do you prefer a gas heater or dryer?
One survey may combine several types, since it may seek several kinds of information. For example, in an election year, we might want to determine how many people voted Republican in the last election (factual); how many intend to vote the same way in the current election (future intention) and why (reason why survey). We might also attempt to find out, in the same survey, what people thought was the most important single issue before the voters (opinion survey) and to ask whether the nomination of a certain individual as Secretary of State before the elections would sway their vote one way or the other (attitude survey). The skilled researcher can incorporate several types and techniques and obtain much valuable information.