Tuesday, August 12, 2014

Self-serving research example of the day

by Don Keith N4KC

Here we go again with using research studies to back up a self-serving point of view.  You can bet that if you surveyed 1,000 ostriches and asked if they felt they had a better view of what was going on with their heads in the sand, you would get a majority who would answer, "Yes."  Otherwise, you would probably never hear about the study in the first place.

The latest is reported by our old friends at INSIDE RADIO, who would have been telling buggy whip manufacturers that all was well with their industry until the very last one closed shop.

This one--by some outfit named NuVoodoo Media--determines that 62% of new members of Pandora continue to listen to traditional over-the-air radio at least a half hour a day.  Well, huzzah and hurrah!

We have no idea how the questions were worded, nor do we have any input on the demographic breakout of this "study."  But did it occur to the researchers (or to those in broadcasting who seem to think this signals that people who listen to streaming media actually listen more to AM/FM than they did before, as the article's title implies) that there is a rational explanation for these results.

Few yet have the ability (or data credits) to listen to streaming audio in their vehicles, though many more will soon.  If their daily commute is a half hour each way in a car, and they want to listen to audio, it has to be AM/FM...or CD or audio book or whatever...but you can bet most of that is AM/FM.
There's your 30 minutes a day for Pandora users right there.

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