Comments on: Ford’s swap your ride “research” http://coronainsights.com/2008/05/fords-swap-your-ride-research/ Wed, 07 Dec 2011 22:02:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Erica Augustine http://coronainsights.com/2008/05/fords-swap-your-ride-research/comment-page-1/#comment-8 Erica Augustine Tue, 27 May 2008 21:04:19 +0000 http://coronaresearch.com/blog/?p=17#comment-8 I agree that any effects from this particular campaign will be short-lived, and maybe we can look to the damage telemarketers did to market research's reputation as a guide to how long such effects will last. Not so long ago, telemarketers and other shady folk used the guise of "market research" to get people to stay on the line and listen to their spiels, and I think perhaps some people's view of what market research means was affected by that. But I'm thinking now that effect has faded somewhat with the advent of the National Do Not Call Registry and the trend towards <a href="http://news.wired.com/dynamic/stories/C/CELL_PHONES_ONLY?SITE=WIRE&SECTION=HOME&TEMPLATE=DEFAULT&CTIME=2008-05-14-07-37-36" rel="nofollow">cell phone only households</a>. I can see how potential respondents who assume a researcher might let them test drive a new vehicle for a week could taint their responses, though! I agree that any effects from this particular campaign will be short-lived, and maybe we can look to the damage telemarketers did to market research’s reputation as a guide to how long such effects will last. Not so long ago, telemarketers and other shady folk used the guise of “market research” to get people to stay on the line and listen to their spiels, and I think perhaps some people’s view of what market research means was affected by that. But I’m thinking now that effect has faded somewhat with the advent of the National Do Not Call Registry and the trend towards cell phone only households.

I can see how potential respondents who assume a researcher might let them test drive a new vehicle for a week could taint their responses, though!

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