How might a marketing researcher unintentionally distort results of an independent t-test examining brand As customer-satisfaction against

Question:

How might a marketing researcher unintentionally distort results of an independent t-test examining brand A’s customer-satisfaction against brand B’s customer satisfaction where customer satisfaction is measured on a 0 to 100 point satisfaction scale (0 = no satisfaction to 100 = complete satisfaction)? How might the researcher intentionally distort the interpretation of these results?