Validity of your Survey Results

NBRI employs the highest standards of scientific research to ensure that Client results are valid. Through uncompromising adherence to scientific research principles, NBRI has eliminated all known sources of error, including but not limited to, the biases and artificial skewing of the data typically found in the areas of:

1. The wording of survey questions,
2. The order of questions on the survey,
3. The grouping of questions on the survey,
4. The instructions,
5. The scale,
6. Data collection procedures,
7. Statistical analyses, and
8. Reporting.

Still, in all scientific research, the possibility for some error exists, which cannot be totally removed. That is, it is possible to believe something is false, when in fact it is true, and it is possible to believe that something is true, when in fact it is false. In practice, it is important to avoid telling someone that he has a disease when he does not, just as it is important to avoid telling someone to go home and take an aspirin when in fact he needs immediate, emergency surgery. Most research scientists choose an arbitrary level of alpha, such as .05, indicating that there is a 5% probability of drawing the wrong conclusion from the data.

NBRI routinely employs an alpha level of .01, the lowest possible. For the practical application of business research, this is a very stringent alpha level, and ensures that, whatever the data indicates there is only a 1% chance of drawing the wrong conclusion from it. With NBRI, every Client can be assured that their research study is a valid reflection of the State of the Organization and/or Customer Base with regard to the psychological constructs of attitude, opinion, belief, and behavior of the target population.