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MKT.12:3 - Forces
| Tension | Consequence for the inquiry |
|---|
| A decision needs an answer soon; the full situation may be extensive. | Seek the smallest answer that can distinguish the live actions, and state what it leaves unresolved. |
| People can describe their situations; memory, incentives and question wording affect their reports. | Keep an attributed report separate from an observed event and an inferred explanation. |
| Common measures permit comparison; unlike meanings make the comparison misleading. | Establish a comparable activity, role, period and interpretation before aggregating. |
| Broad coverage costs attention and access. | Include a contrasting or missing case when it can change the conclusion, rather than collecting everything available. |
| Evidence must reach action; the investigator may not own that action. | Arrange the recipient and decision before collecting more data. |