Thursday, July 15, 2010

Who writes this stuff?

Or, perhaps more importantly, who edits this stuff? In case you ever doubted the benefit of a sharp editor, check out these gems from my marketing research book:
  • "Questions become increasingly more specific..." Increasingly and more mean the same thing.
  • "[In an online focus group] Participants use a keyboard and mouse to make their remarks..." What else would they use? Telepathy?
  • "For example, if the topic involves improving parochial school education, the group should probably not include non-parents or parents with no plans of having children." What?

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