A while ago we posted something called "Research or Baloney".
The subject was the unreliability of online research. Since then, the ARF (Advertising Research Foundation) has called for a study of online research.
One of the points we made was that online samples are terribly unreliable because you can never know who is responding. If a sample is unreliable, the results are worthless.
Now Business Week confirms our opinion with an article about rampant lying online by teens.
Yes, online research is cheaper and quicker. But cheap, quick research can turn out to be costly for a long, long time.
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