False accuracy

False accuracy results from a situation where a set of data gives the impression of being accurate, when in reality only a small degree of accuracy is present. This leads to the use of unreliable data which can result in incorrect conclusions.

Most commonly, false accuracy can occur when results are being made to fit a specific pattern to ease the presentation or analysis of data – such as rounding to a decimal place. Flawed methodologies and biased samples may also result in false accuracy.

False accuracy highlights the importance of rigorous research methods. Researchers have many tools to minimise false accuracy but there are three foundational techniques that are very important in any project. These include using a large sample size, incorporating comparison testing where possible and finding a truly random sample. It is also key to use as little decimal places as possible unless you are working with large, truly random samples. However, even with prevention techniques, false accuracy could still occur.

Individuals or businesses are more prone to false accuracy when they lack understanding of research methods or if they are in a hurry to get results. The consequences of false accuracy for businesses can be very significant. Making decisions based on false, misleading data can lead to a domino effect of poor business choices. This will likely result in the misallocation of resources and missed opportunities.

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We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.