“Market research firm releases pet ownership study: Forgets to survey people who own cats.”

Currently, two well-respected organizations are conducting research on the market research industry. An important effort, to be sure, and one many of us appreciate. Both the Market Research Association (MRA) and Greenbook are to be applauded for investing time and budget into these efforts. When the results are released, they will be widely read and quoted—as they are each time they are...