Concerns about a Recent Marketing News Survey
By Jim Nelems
The AMA (and Marketing News) needs to be aware of the many differing member firms who rely on the AMA for its many services, and in particular, consciously or not, to not promote one type of member or individual firm over another.
Case in point. As one of many marketing research firms in the U.S. whose business depends on Internet research, it was wrong for the provider of your recent "Marketing News Recession Survey," who competes with every research firm member, to promote, essentially, eliminating the use of marketing research firms and promoting clients doing their own marketing research through their firm. ( I note that the last page of the survey is a full page ad by that firm, for eliminating marketing research firms, although it does not say so in so many words.)
I participated in the survey to provide useful, valid information to the AMA, not hear a sales pitch from a competitor, Apparently they talked you into their doing the survey at no charge in order to make a direct sales pitch from them. I would have no problem with their name on the survey, but it's the last page, a full screen ad so to speak, which goes over the line. Now I wonder if, by participating, I will be on their e-mail list for direct sales presentations.
It is very unlikely I will participate in any more surveys from the AMA or Marketing News, at least without knowing who is sponsoring the survey and if they are likely to be biased in any way.
Jim Nelems,CEO
Marketing Workshop, Inc.
jnelems@mwshop.com
Editor's Note: Marketing News is no longer using the online survey firm involved in the recession survey, but we would like to hear your comments on using free online survey options vs. using established research firms since this is a choice many marketers face in these tough economic times. We thank Jim for his thoughts and for starting this discussion here.
Comments
Jim,
Although I didn't take that survey, I had a similar experience this morning with an item in the emailed Marketing Power News which, in my opinion, showed a similar lack of editorial discretion. Like you I did object. AMA should not be so desperate for content as to just post anything to the web site.
Posted by: Ian Straus | August 25, 2009 2:21 PM
I can imagine it felt like a low blow to submit survey data - and receive an ad from a competitor as your "reward." Wow, really bad PR for AMA!
On the survey question - free online surveys vs established research firms - I imagine it comes down to dollars. If you have the money, I would recommend an established research firm, since very few individuals have the training to create or analyze a survey as effectively as a research firm.
However, for smaller companies that are watching their dollars, that might not be an option. For them, having a free online survey at least provides them with some feedback, albeit not as professionally done.
Posted by: Alix Stricklin | August 28, 2009 12:57 PM
we have used 2 online survey services, both turned out well with no conflict
Posted by: brian | September 3, 2009 9:31 AM
re: editors note- I say that due to the tough economic times, free online survey options are a valid resource for those who choose to use them.
Established research firms will always be more accountable and trustworthy, but when faced with situations like most struggling companies are now, it is a feasible and economically suitable solution to use the free online surveys.
Posted by: Jak | September 7, 2009 10:51 PM