This month, John and Megan discuss the perils of unprofessional language for market researchers.
MM: Over the past few months, more than any other topic, we have talked about language. Of all the issues to address, why is this one so important?
JM: I believe the absence of professional language among market researchers endangers both the credibility of our profession and the process of scientific inquiry. The so-called “true” professions law, medicine, and engineering each have a....