ONLINE-ADS>> Surveys about Email Conflict? Research validity?

Keith Pieper (kpieper_at_matchlogic.com)
Fri, 24 Apr 1998 09:58:14 -0600

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I just read
http://www.internetnews.com/IAR/1998/04/2402-informationweek.html that
said email was effective.

I did a survey http://www.clickz.com/1998/041698.html that said email
was the most popular non-banner execution, but the least effective.

Okay, something isn't right here. I like surveys and I like numbers.
Gives some pretty cool insight. But these surveys conflict. Sure, mine
doesn't really quantify effectiveness. But it scales. Also consider
ClickZ readers are probably not Information Week readers.

I noticed Information Week had 500 respondents out of 100,000. Hmmm,
that's a whole 1/2%
My survey had a whopping 5% of readers.

I hear 5% is a valid sample size? Is it? If so, are we so hung up on
finding what works, that we'll swallow survey results regardless of how
valid they are?

Anyone add to proper sample size? Or better yet, how has email worked?

Keith Pieper
Idea Architect, MatchLogic

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