Marketing Australia – February-March 2019

THE TRUTH ISSUE

23INFOGRAPHIC

TYPES OF LIES

BLUFF

Pretending to be

in possession of a

skill, qualifi cation

or intention.

COVER-UP

Attempting

to deny or

obfuscate a

v ous lie or

ction.

HALF-TRUTH

Deception h t

od

t

c elements

uth.

FRAUD

A false premise

for material or

fi nancial gain.

NOBLE LIE

t ategic

truth

would

cause harm if

uncovered.

WHY PEO IE IN SURVEYS

SELF W RTH

To app ler,

rich , e ter

looking etc.

SOCIAL

PRESSURE

Surveys estimating

voter turnout are

always infl ated

because you’re

supposed to

vote and it’s

embarr ssi

admit oth r

S T VIT

e

a m li l

to answ

conservat

when questione

on topics like sex,

fi nance, drugs

or faith.

D IRABLE DATA

Some respondents

deliver answers

to ‘help’ or ‘please’

the research.

FAVOURABLE

INFLUENCE

Hoping to infl uence

a research outcome

that is favourable

to the respondent.

TO AVOID BAD SURVEY DATA

BT

Don’

to

after an

to as l

abo i

RAL

l ding

ns

nate

res

lite,

shionable or

PC (politically

correct).

DON’T JUDGE

Ei e

t

r

f

rt

t.

DON H

ive your

pondents

a ple

time t.

APLNEI WWO EYBE?

ONE SURVEY FOUND A

underreporting of -day

hospital stays be a

people respondin

survey simply for

AND

ly

ei

.

Source: Cornell University S : b i n ar y