I’ve just scrapped a long and detailed post on the topic of how survey results are reported and used, particularly in the promotion of online marketing topics. But I’m thinking maybe everybody else is hip to this topic, and I’m just old.
Seems like a lot of folks use “surveys” specifically to generate press, it’s like a formula now. When you look at any of the methodology – when it is rarely exposed – it often looks like crap.
I mean really, an online survey of a bunch of your customers or newsletter subscribers is fine, but then it gets reported like “research”. If it’s research, how come there is never a “margin of error” reported? A comparison of the folks who answered versus the folks who did not, of the potential bias in the sample?