 |
|
NONE: ONLINE-ADS>> Gatech survey is self-selected, not a real survey
ONLINE-ADS>> Gatech survey is self-selected, not a real survey
Glenn Fleishman (glenn_at_popco.com)
Tue, 17 Feb 1998 07:43:51 -0800
In the discussion on cookies, Michael Hammons wrote:
>Check out the GVU survey:
>
>http://www.gvu.gatech.edu/user_surveys/survey-1997-10/
>
>It specifically asks users about cookies and I think you
>will find this information interesting.
I'd like to continue my own private GVU screed, which is - although I like
the GVU folks and think there is some benefit in what they're doing, it's
not a survey. It's a self-selected, non-sampled group of people who fill it
out. If you read Guy Kawasaki's Apple EvangeList some months ago, he urged
the rabid subscribers of the list (which I was one of at the time) to go
and fill out the survey. Other constituencies do the same.
There is virtually no point in quoting the GVU study as a method of
identifying any trends, patterns, or even numbers on the Web or Internet.
It has pretty much zero statistical validity because of the self-selected
and directed nature.
Even if they had a perfect demographic sample, the self-entry part of the
survey is problematic. I know something about market research and I
certainly know how poor most people's reading comprehension is on the Net.
You can't just give people a survey to fill out and walk away. (I can't
tell you the number of times I get irate - or even reasoned - responses to
articles I've written that complain that I left out facts that are clearly
stated in the article. I once got very irate mail from a major newspaper
reporter who accused me of ridiculing him. I quoted back the exact text he
was complaining about and after three rounds of email he finally "read" it.)
I really have nothing against the fine and dedicated people at GVU, but I
am tired of seeing their numbers used in a way that implies they have the
same rigorous statistical demographic methodological validity as a survey
that actually attempts to do sampling in a non-self-selected manner.
------------------------------------------------------------------------
Glenn Fleishman, unsolicited pundit. see my mug: http://www.glenns.org
writer, perl hacker, Adobe Magazine columnist/editor . fax 206.285.0308
co-author of Real World Scanning & Halftones, 2nd edition, on press soon
conference chair, Web Marketing '98/Seattle http://www.thunderlizard.com
------------------------------------------------------------------------
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
HotBot - http://www.hotbot.com - The WIRED Search Center
HotBot, rated the #1 search engine by CNET, has keywords available now
in these categories: computers, software, shareware, Internet, games,
music, and more. Contact Rick Boyce at 415.276.8440 or rick_at_wired.com.
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
