I am as bad as anybody at quoting ‘research’ that I have not checked for its validity. We all know that it is an easy way of getting media visibility by publishing a research based press release. Research about the 50-plus is as bad, if not worse, than any other area of marketing.
The US Market Research Association has attacked 'amateur' online research agencies for producing inaccurate surveys.
Larry Brownell, executive director of the MRA, said problems arise when amateurs hop on the online research bandwagon without the expertise that a professional researcher provides.
He said: "A lot of flawed research is being conducted online, and the sample accuracy of online panels is raising questions in the industry. It's critically important that a bona fide marketing research professional shapes surveys and ensures the correct use of the appropriate tools and techniques."
With more than 68% of the US population having access to the internet, online research is soaring and Brownell has predicted within a few years inexpensive online research will overtake any other type of fieldwork.
This might just be sour grapes from the market research industry, as new competitors move into their patch. However, I think there is a problem that most of us are unwilling to recognise. So remember: All that masquerades as ‘research’ is not necessarily true.Dick Stroud
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