What level of serious research and journalism is it for one to blaze, on the front page, plus on a whole internal page (The Sunday Times, December 26), conclusions on the serious subject of the national significance of Christmas, but all quoted from a survey whose sample base was a mere 300 respondents?

And the survey only done via telephone! And then editors, and other media practitioners, will, of course, accuse some of their readers as being beset by conspiracy theories.

Editor’s note: Dr Consiglio is obviously more knowledgable about the conducting of surveys than Misco International Ltd (commissioned for this survey by The Sunday Times), which has been in the business for many years .

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