Marketing study

[plinsenmayer]

Original Yahoo! HPFG Header:
No: HPFGUIDX C7682
From: plinsenmayer
Subject: Re: Marketing study
Reply To: [Yahoo! #7678] Marketing study
Date: 8/24/00 9:16 am  (ET)

Hi --

Melanie -- good questions about the marketing study that gets quoted
so often. I know zip-zero about marketing . . . . but, I'm guessing
that maybe they did survey a cross sampling of book buyers across the
country. They wouldn't have hit all bookstores, even for a one-day
period. That would be too cost-prohibitive.

My *guess* is that they would have surveyed some large chains, some
independents . . . both in large metro areas and smaller markets. Probably
the survey period was relatively short -- anywhere from one day to
one week would be my guess. In this age of e-commerce, it does seem
it would be most cost-effective to survey (randomly) the books being
purchased on-line.

I also have never been asked any sort of demographic questions when I've
bought HP books, and I've bought numerous copies for gifts. Then again, I
never get surveyed on anything, and marketing studies (and voting polls &
such) are quoted on a daily basis. One imagines they must be talking to
*someone*, right? <g> Perhaps I'm being optimistic.

I think I've seen the name of the firm that conducted this study in
one of the news stories that quoted it. I'll try to search that out &
then send them an email regarding their methodology.

Penny