Was the research properly founded using good subject selection and methodology?
As with everything in science, unless the information (data) on which any subsequent analysis is based is sound, the conclusions that are drawn from it will lack credibility. It came as something of a surprise to read on page 6 of the report 2.2 Qualitative research in focus groups ….six focus groups of between seven and nine participants were held, spread over three locations….Recruitment of participants, moderation and transcription of the focus groups was undertaken by qualitative researchers from NFO Worldgroup.” No other information is given in the report as to how these few members of the public were selected, other than that they were in two age groups (20-34 and 35-55), were of mixed sexes and came from three areas – Inverness, Edinburgh and Jedburgh. There was no indication as to who the NFO Worldgroup was. Reference to www.google.co.uk gave me a telephone number in Wembley, which provided the information that the group had changed its name to TNS, a corporate company whos
