ONLINE-ADS>> Junk eMail Research

Keith Pieper (merle_at_specktrum.com)
Wed, 30 Apr 1997 12:25:03 +0000

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I've noticed significant coverage of the World Research "junk email"
survey at http://www.survey.com

Even though the results conclude that netizens don't favor junk email,
I'd like to point out a few facts:
ï The term "junk email" was never defined
ï How relevant is the question on "usefullness" of junk email? What
exactly does that mean?
ï Finally, the sample size is unrepresentative of the universe. It seems
to me that the results are very skewed.

I'm not advocating junk email by any means. I just think as marketers,
we need to be wary of the methodology of such internet studies and how
that translates to validity. The advent of internet research technology
seems to have taken precedence over basic research principles, resulting
in sloppy studies that sound really great until you take a closer look
at them. For all the press this study recieved, I don't think one
article even touched on any of the above points!

--
Keith Pieper
"Will Work for
Fun & Profit"
merle_at_specktrum.com
----------------------------
Specktrum Idea Technologies
402-346-0668 Phone
http://www.specktrum.com

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