Let's Call Pollsters Out for These Three Bad Research Habits
Three flawed research practices are common among tech firm pollsters, and nobody seems to care. One of these practices—one-sided data collection—sometimes borders on outrageous. The other two practices are less questionable but are worth occasionally calling out. I’ve decided to raise the issue more often in the Editorial Solutions Twitter account.
The main culprit—one-sided research—occurs when a project’s objective is to gather as much praise as possible for the sponsor’s products and services. Known shortcomings are ignored in favor of gathering maximum praise from questionnaire recipients.
A second misguided practice—less frequent but still troublesome—finds a standard set of questions being applied to subject matter totally unrelated to the product or service being reviewed. A recent example I encountered came when, after cancelling a service for obvious reasons, I was asked to comment on the totally unrelated standard list.
The last but not least of these flawed practices involves neutrality. When a survey respondent is asked to comment on a matter totally unrelated to the issue being studied, the answer should allow for a neutral, “not applicable” or “no opinion” response.
Unrelated but equally interesting tweets in this set of tweets include the following:
- best ways to cover visited trade shows
- difficulty using new computer software
- New York’s proposed ‘unjust firing’ law,
- why editorial/sales teams flunk.
- benefits of four-day workweeks,
- Meet the Media top exec interview.
As always, to keep tuned in to my latest tweets, be sure to follow me on Twitter.
Here’s another common flaw with tech firm research questionnaires: If your project seeks input about only one product, be sure questions pro or con pertain only to that item. Too many polls prefer to ignore the truth.
— Howard Rauch (@fogindex8) December 12, 2022
Meet the Media series is always a worthwhile read. Learn how other B2B editorial managers face day-to-day challenges as relayed via timely Q&A coverage. https://t.co/i5Ll3gN2ps
— Howard Rauch (@fogindex8) December 10, 2022
Creating articles based on trade show visits will be complicated in the future.. Are you ready? Accompanying article should cover all the bases. https://t.co/tnGGdRZ0Kz
— Howard Rauch (@fogindex8) December 8, 2022
Can “unjust firing” be defined and banned some day? Law to that effect has been proposed in New York. Last time I recall big deal was years ago in England. Can anyone recall similar attempt elsewhere? https://t.co/uXxoYAnP3O
— Howard Rauch (@fogindex8) December 8, 2022
I Keep running into new computer programs that are so good nobody knows how to use them For one thing such systems usually don’t have screen share capability. Without it, problem solving often is hopeless.
— Howard Rauch (@fogindex8) December 6, 2022
Research staffs still manage to mix right questions with wrong answers. For the future, I have decided to post word-for-ford examples of recent goofs. Prepare your site to be posted if crush is sufficiently embarrassing.
— Howard Rauch (@fogindex8) December 5, 2022
5 reasons why editor/sales force teamwork could flunk will be itemized in Part 3 of my latest “too good to be forgotten” series — coming next week. Sales staff overuse of “editorial must list” is major snafu!!
— Howard Rauch (@fogindex8) December 1, 2022
Benefits of four-day work week being examined again. Some daily newspapers have been considering possibilities for years with no decisions. 4-day B2B effort may have appeal but unlikely it could work.https://t.co/Y8kfJndR52
— Howard Rauch (@fogindex8) December 1, 2022
A record 4274 visitors so far have viewed the Becoming Someone In Your Industry discussion originally posted on the Editorial Solutions LinkedIn group site. The post was rerun by the Online Reporters & Editors group.
— Howard Rauch (@fogindex8) November 5, 2022
The jury still is out in many Industries as far as the future of remote vs back to office. How about you?https://t.co/9TyqTEyn0O
— Howard Rauch (@fogindex8) November 3, 2022
Reminder that for editorial competitive analysis purposes, you can calculate enterprise capability vs opposition. Target is at least 60% of total content measured. So far, nobody seems to care.
— Howard Rauch (@fogindex8) November 3, 2022
Editorial travel reports are destined to become key BtoB yardstick during competitive reviews Most likely matchups: best geography and percent of visits devoted to real field trips vs. conference calls only.
— Howard Rauch (@fogindex8) November 1, 2022
Many editors working on new magazines get into the habit of overusing head shots as main graphics. It’s convenient to do, of course, but also boring. Your approach can zap you during competitive reviews.
— Howard Rauch (@fogindex8) November 1, 2022
Task Force Approach Works For Endeavor: Chief exec outlined approach at recent presentation. Company is also way ahead with editorial training program. Other firms eyeing task force possibilities. How About You?
— Howard Rauch (@fogindex8) November 1, 2022