Magicians get mad when one of their own reveals how a trick is done, as do some market researchers. For example, if a new technology is getting a lot of press coverage, we know that an artificially high percentage of survey respondents will report plans to deploy. It's not that the respondents are lying; it's just that they are reacting to all the coverage and being overly aggressive about their own plans. Of course, such surveys typically produce sexy, headline-grabbing data points, such as, "80 percent of U.S. organizations plan to evaluate [insert your favorite new technology here]."
展开▼
