What SME need to know about the findings of surveys, statistics and studies

Whenever it seems to be appropriate, the results of surveys, statistics and studies are used in particular by associations and political parties in order to further their cause. But how reliable are these alleged pieces of evidence actually?

Whoever, not being a mathematics experts, takes resort to textbooks on statistics, stochastics and public opinion research in order to find an answer to that question, will soon despair. And yet it is especially the small and medium-sized companies which, not disposing of their own market research units, are dependent on the survey and statistics findings provided by third parties. A small but nevertheless very clear insight, even for maths laymen, into the methods and reliability of such findings is available on the CCinfo website of graduate engineer Mr Christoph Caspari. GERMAN