Today I got a promo piece from a global online panel vendor. On the front page they describe their offering as "high quality representative and validated panels in Brazil, Russia, India, China and now Mexico." According to Internet World Stats the Internet penetration in these countries is 38%, 43%, 7%, 32%, and 27% respectively. I renew my plea: let's ban the R word.
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One response to “Vendors say the darndest things”
Their claim is indisputable! All samples are representative of something. Of course, they don’t specify who they seek to represent, what “representative” actually means (e.g. coverage and sampling error), or how they measure it.
But as representation has now been declared old-think by several industry semi-luminaries, I’m surprised the term is even being used in a marketing context – they should proudly proclaim that they have transcended representation to focus on engagement.