Re: ONLINE-ADS>> Mass Medium? Targeting?

Rich Skrenta (skrenta_at_pbm.com)
Mon, 6 Jul 1998 10:06:36 -0700 (PDT)

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R. Bradley Byrd <brad_at_newgate.net> writes:
> We have done studies for clients in the recent past that severely
> contradict this assumption.
> ...
> Subsequent research consistently points at a "fib rate" over 60%.

I would expect a raffle to increase the validity of at least the
address portion of a registration survey. If a web site is giving
away a vacation or a new PC, registrants are going to want to give
their correct address, in case they win.

I would also try to limit the number of demographic questions. I don't
mind typing in my PO box address on a registration form, but if I have
to fill out the census to get into a site, I'll probably just leave.

Much demographic information can be inferred from zip-code. Other
factors like "interests" are better gleaned by observing what users
do on the site rather than by asking them. Example: See if they click
"subscribe to the email golf digest" rather than asking if they play golf.

Rich

Rich Skrenta

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