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Why numbers can lie - and how to know when they reveal the truth (21 Jul 09)

What to watch out for in self completion questionnaires


What to watch out for in self completion questionnaires

A magazine wants to find out how its readership really feels about it.

It includes a questionnaire in the back of one of its issues. Answers to some of its key questions suggest that 54 percent think it is important to regularly receive the magazine and 90 percent say their impression of the magazi…

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