Thursday, April 20, 2006

My BS Detector Just Went Off.. Research Or Advocacy?

You see lots of biased data working under the pseudonym "research."
Here's the latest: "U.S. adults, or 22 percent, say the Internet is the most effective way to grab their attention about a product or service, according to a report....50 percent of U.S. adults (say) that the tube captures their interest most effectively...magazines, newspapers and radio lagged behind both the Internet and TV, with 12 percent, 10 percent, and 6 percent, respectively.."

Please note what business Burst is in and where they asked this question. Instead of asking this question on the internet, I wonder how it would have come out if we had asked it on the radio?

On the other hand, sometimes you don't even need to do the research to realize that a finding is correct, it just makes sense:

"The internet offers audience – and .. audiences want good creative."

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