Versta Research Post

13 Threats to Survey Accuracy

Way back in 1944, Edwards Deming published an article in the American Sociological Review that could be required reading for anybody who does research today.  He outlined all potential (and unfortunately, common) sources of error in survey research. Apparently our contemporary obsession with sample sizes, random samples, response rates, and margins of error is not…

Versta Research Post

Pigeons Beat People on Probability Problems

The hardest part of quantitative market research is not that it involves numbers, math, or even statistics, but that it involves complex problems in probability. Over the past several years, psychologists have been documenting how difficult it is for us humans to solve even “simple” probability problems.  One fascinating example is a puzzle known as…