You have been charged with researching the value of directing a media buy toward a specific platform such as TV, radio, print yellow pages, or Google PPC. How far should your due diligence go? In our digital information bonanza, I miss yesterday’s trip to the university library to pull out a giant binder of full survey research papers. Yes, I can find the full papers online but they are needles in shoddy research SEO haystacks.
Accountability of “research” is diminishing. What is the connection to the accompanying trend of widespread anonymity? Perhaps we’d rather not know.
Granted, survey research has never been guaranteed bias-free. But faster, efficiently indexed information at our fingertips costs us data integrity.
A new study released by AT&T claims that PYP (print yellow pages) advertising is highly relevant for marketers:
…The conclusion that print Yellow Pages are still valuable for advertisers and consumers was confirmed in another study by CRM Associates, which is a market analysis and consulting firm headquartered in Boulder, Colo. -Ken Ray, AT&T Advertising Solutions
Amidst many other studies demonstrating evidence that champions digital media spend, I needed to examine AT&T’s research methods: