Whether you're a CEO with no concept of math, a mid-level manager who's easily fooled by arithmetic sleight-of-hand, or a junior staffer who slept through market research class, this book is a valuable cheat sheet.
This crash course in market research techniques details common pitfalls that can lead to inaccurate conclusions. Each chapter is presented in case-study format, with a break in the middle where the author asks questions like, "In this situation, what's the first question you should ask?" If you can't come up with an appropriate answer in these instances of manipulated averages, focus group worship, and improperly loaded survey questions, you should ask yourself why you're in charge of market research at your company in the first place.
For those too pressed to get through the first 92 pages (several of which are cartoons), there is a handy four-page summary of lessons in the back. Consult these to deal with thorny research issues, and - survey says - you'll probably make it through OK.
Title Don't Get Fooled Again: A Decision Maker's Guide to Market Research
Author Walter Zultowski, Ph.D
Publisher Self-published (2005), 99 pages
Reviewed by Hamilton Nolan