Method 5: Make Assumptions

There are 3 common averages: mean, median and mode. In some cases, the result of all 3 is the same number but in most cases the numbers are very different!

The Median (middle number) tells you more about the situation. On the left of this number is 50% of t...

1. Look for conscious bias - ask "Who says so?"
2. Ask yourself "How does HE know that?" What methods were used (if any) to acquire that information?
3. Does it make sense - use your own intellect to see through the cracks!

• Researchers can intentionally choose a group of people (or things) that have similar traits and thus 'prove' their point.
• This is deceiving because a report based on sampling must use a representative sample - every name or thing in the whole group must have an equal chance.

1. The Probable Error and The Standard Error - these tell you how accurately the sample presents the whole field (or population)
2. The Test of Significance (often calculated with the degree of significance)

• The book is a quick read filled with fun graphics to help you grasp ideas.
• The author does a good job of covering a variety of topics in a small book.
• However, the book lacks proper explanation of sta...

To make things seem bigger than what they are, marketers can use these methods / tools

• The Gee Whiz Graph - basically adding more numbers on the graph to create an upward or downward trend that otherwise looked like a straight line.
• Bar Graphs ...