Re: ONLINE-ADS>> Auditing Discussion Lists

Sean Pfister (seanp_at_cnet.com)
Thu, 23 Jan 1997 18:59:18 -0800 (PST)

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>From: Ray Taylor <taylor_at_bizbiz.com>

>The only way to conduct effective market research is to do it in the
>time-honoured ways. The first thing is to _select_ your sample and take
>steps to ensure a representative percentage respond. A mailing to 100%
>of a population will always be distored by _self_-selection.

Exactly. Random or systematic sampling is essential. A sample of the
population also helps make it cost-effective: one may wish to offer an
incentive of some sort (but it should be nominal to avoid another kind of
self-selection bias) which may become pricey.

(It's cheaper to send tshirts or mousepads or <insert computer junque here>
to 400 respondents thanit is to 10000.)

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