Re: ONLINE-ADS>> Are we surveyed out?

Doug Bates (dbates_at_richmond.infi.net)
Wed, 29 Apr 1998 13:26:45 -0400

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Steve Runfeldt made some excellent points about common
problems with surveys. Still, I feel he presents too rosy a
picture. For example:

"However, if people feel that they are being listened to and
queried for a good purpose they will be honest and more than
willing to give you their opinions."

"If the survey is well designed, with questions that the
respondent can see are pertinent, you will get a good
response and answers that reflect the real world. We have
been running Internet surveys with response rates of over
50% in some cases."

"Measuring impressions can tell you how many people saw your
ad. Only a survey can tell you what they thought of it."

IMO this is overly optimistic.

1. So many people don't complete surveys.

2. So many people complete surveys haphazardly.

3. Many people really don't have good insight into their
own selves. They can't really articulate their opinions.

4. People are socialized to tell you what they think you
want to hear.

5. People are socialized to present themselves in a
socially flattering way.

Measuring impressions can tell you how many people might
have paid attention to your ad. A survey can tell you what
a minority of them are willing to tell you about what they
think they ought to tell you about what they think they
might have thought.

Even with all the caveats about survey data (and
measurements of impressions etc.), the information may be
worth something to you, and may be better than no
information at all. Just understand what it is you're
buying, and how it is likely to be flawed. Don't be awed by
deceptive appearances of scientific precision overlying
fundamentally flawed techniques.

Doug Bates

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