The Value of Words: Numerical Perceptions Associated with Descriptive Words and Phrases in Market Research Reports
调查市场研究、消费品和广告公司高管对报告中30个常见描述性词语的百分比数值感知，发现读者与写作者之间存在显著差异，质疑是否应将定量结果转化为文字。
What magnitude or value perceptions do descriptive words and phrases create in the minds of report readers? Do descriptors convey the same numerical perceptions among both readers and writers? Does text language have the precision necessary to adequately convey quantitative findings to business decision-makers? To provide answers, the author surveyed a representative sample of market research, consumer goods, and advertising agency executives. Respondents rated the perceived values, in percentage terms, of 30 descriptive words and phrases commonly found in market research reports. Many significant differences were found, leading to the ultimate question of whether quantitative findings should ever be translated into text from numerical or graphical form.