Tuesday, November 15, 2011

One Old-Schooler’s View of Social Media Sampling in Marketing Research?

“Randomization is the key element in any marketing research enterprise aimed at making projections about a population based upon a sample of that population.”

To many of us who grew up in the world of “traditional” marketing research, this statement is the foundation of our work.  However, a review of recently published marketing research articles – mainly web-based sources – turns-up a number of instances in which research groups are employing sampling strategies which depend upon non-random, social media sources.  More amazing is the claim by some futurists/soothsayers that before we know it, traditional surveying will be replaced by social media.