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Letters to the Editor
Feb 26, 2008 8:07 AM
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This Month in Direct Magazine
Deal With It
Direct had a full house for this year's list roundtable. Considering all the additional responsibilities on brokers' plates, that's impressive...

See Full July Issue


[Re: Loose Cannon: It's Not Brain Surgery, Direct Newsline, Feb. 25, 2008]

I'm not surprised that the scientists who used the new method, a wired Montreal Expos baseball cap, continued to get as many erroneous results as the old method, the recycled MRI tank.

For some reason, many data analysts make two out of these three of these mistakes: They collect too much data, they collect the wrong data, and they interpret their findings incorrectly when they report their results.

They're descendants of the same gang that put "Dewey Defeats Truman" on the front page of the Chicago Tribune those many years ago, when the real winner turned out to be Harry Truman.

Fred Morath
Fred Morath Direct Marketing
Natick, MA



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