The first stage of most decision making in business is gathering data. In most cases the information is collected in the form of words. Once the words are available, the professionals who gather the data perform an analysis of these words, and present the results to the decision maker. Recent scientific research shows that these professionals, most frequently, fail in their analysis of qualitative data. The article includes evidence from a recent scientific study.
A scientific study (Baxt WG, Waeckerle JF, Berlin JA, Callaham ML. Who reviews the reviewers? Feasibility of using a fictitious manuscript to evaluate peer reviewer performance. Ann Emerg Med. 1998 Sep;32(3 Pt 1):310-7) introduced 10 major and 13 minor errors in a fictitious scientific manuscript. The manuscript was sent to all reviewers of the Annals of Emergency Medicine, the official publication of the American College of Emergency Physicians. The Annals has been in print for more than 25 years, and is the most widely read journal in emergency medicine. The work described in the manuscript was a standard double-blind, placebo control study of the effect of the propranolol drug on migraine headaches. ...
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