I think I need the occasional reminder that the point of this isn’t so much to point and laugh at Greenfield and other worthy targets, but instead that bad research needs to be eliminated, because it actually hurts us all.
What’s the long-term effect of Greenfield getting respondents to take survey after survey, in a never-ending chain of sweepstakes entries?
What’s the long-term effect of Polling Point asking respondents to mark screen after screen of company names as green or red?
What’s the long-term effect of untrained telemarketers asking respondents who they’ll vote for — and mispronouncing the name of each candidate?
What’s the long-term effect of Zogby’s willingness to get in bed with and take research on just about any topic for just about any client?
As the pool of willing cooperators dwindles, how much longer can we rely on the remaining respondents to fill in the gaps?
Short-term, there are ways to compensate, but at some point, we’re going to regret that we let this go on as long as we did.