HELEN Mead's fabulously ignorant rant about market research (October 7) highlighted one thing, that a little bit of knowledge is a dangerous thing.

Of course market research can be misused and manipulated to prove one's point, in much the same way as journalists can misquote people to further their own aims.

However, the secret to conducting good research is to make sure that this does not happen, that your data is representative and that it stands up to external scrutiny.

Indeed, Helen is right to question the validity of some media organised "polls", but if she understood her subject she would know that any half-decent researcher would instantly dismiss as being unrepresentative, for example, any poll that relies on viewers to phone in.

And yes Helen, we in the industry are aware that some less than honest data collection practices take place and consequently measures exist to counter these.

However, to suggest that lying during an interview would be better than being honest is to miss the point. The next time someone asks you for your opinions think "this is my chance to have my say".

Companies and governments do listen and you are likely to have more impact than idly ranting in the pub in front of your mates (or in a local newspaper).

Michael Fountain,

Bridge Road,

Bishopthorpe, York.

Updated: 08:37 Saturday, October 12, 2002