A Pretty Line Graph I Made at Work

Short Lesson In Research Methodology

In grad school I studied Sociology. If you are wondering what a sociologist does, just look to the strange statistics that you hear on the radio and morning talk shows: general population prefers sloths over all other animals; 50% of college graduates agree that their roommate was a tool; 76% of sports fans admit they watch sports simply to have something to talk about; 80% of statistics are made up, just like all of these.

But true statistics are what drive our decisions as human beings, or, at least they should. If the marketing states that Pill A is 30 times more affective than Pill B, than logic says I should buy Pill A to aid in my ailment. However, the research methodology is an important factor in determining which pill I should actually choose. For example, Pill A can be used to relieve 12 symptoms and the research was based on all 12 of those symptoms while Pill B was based on the 2 symptoms that it can relieve. Which pill is the most affective at relieving the symptom that I have? After doing some digging, we learn that Pill A is only 60% affective for my particular symptom and Pill B is 90% affective for the same symptom. Let’s go ahead and buy Pill B and increase the likelihood that I will feel better tomorrow. The research is important.

The main point to this over-simplified example is don’t make decisions based on the marketing strategy, do your research, find the right solution, and don’t rely on the alternative facts to make decisions for you.