According to the example given in your text, Thomas Greenbaum, president of a market research company focusing on qualitative research, notes a disturbing trend in recent years in the focus group service sector

Some moderators of focus groups misrepresent their work to clients because their reports are actually written by ghostwriters who did not participate in the focus group sessions. Why does Greenbaum think using ghost writers is such a large problem?

Greenbaum criticizes such ghostwriting because the nonverbal reactions of focus group participants or group synergy cannot be accurately reported by those who merely listen to audio tapes or view videotapes of focus group sessions. If the clients know in advance that their reports will be written by someone else, it is clearly less of a problem, but they still do not get the best effort from their research consultants. In addition to the likelihood of degrading a report, the ghostwriting system delays the submission of the final report. Moderators who write their own reports try to complete them within a week to 10 days of the last group. Most moderators (using ghostwriters) are not able to provide clients with final reports for three to four weeks.