Do you ever wonder how margins of error in political opinion polls are so precise? For example this article on the race for the Republican nomination for this year’s presidential election in the US describes how a national telephone poll had a margin of error of +/-4%. The answer lies in the number of people who expressed their opinion. In this case that number was 600. The people who designed the poll chose that “600″ deliberately. They chose it because they wanted a margin of error of +/-4%. If they had been after more accuracy and wanted … Continue reading

Posted on by Brendan

You carry out a customer satisfaction survey and you have a decline in the number of customer complaints you are receiving. A good thing surely? Well, maybe not…. What if the reason for the “good” news is that your customers have become indifferent towards you? Or that your systems for receiving customer complaints are so unwieldy that customers hate the time and effort needed to register a complaint? There are just two examples – of course there could be other explanations too that reflect badly on your company. Now of course it is good to monitor the … Continue reading

Posted on by Brendan