But in and of itself, this data is static. It simply tells us where we are right now. Therefore, as we prepare information from the ASQ Highlights Report to share with senior administrators, deans, the financial aid director, and other decision makers at the university, we pull the equivalent information from previous years. We then can see not only our place in the pool, but how that place has changed over time. We believe making these comparisons is particularly important because it helps combat an insidious problem in the interpretation of market research and statistical information, namely, the appeal of face validity.
Face validity can mean one of two things.
But it also refers to the tendency to think that we have a handle on the way things really are based on anecdotal information or unsubstantiated data. It is this second type of face validity that can trip up even seasoned data analysts. Research often confirms our assumptions, and thus it is easy to believe that our hunches are infallible. Sometimes, however, research corrects our hypotheses. For example, if I were to provide my assumptions about the changes in Susquehanna's competitors over the years based on my discussions with students and their families in interview situations, I would postulate that we are competing more with other small, private colleges and less with state institutions as students are becoming more aware of the financial-aid options open to them.