I really, really want to quote this study by Mom Central Consulting to highlight the influence of mommy bloggers but where are the technical details? Did they work with a respected fieldwork partner or was this a survey of moms they knew? Did they make sure the sample was representative of all moms or were their respondents biased in some way? When was the survey conducted? How many people did they interview? Presumably the interviews were conducted online but there is no indication.
And what about their finding that 84% of moms visit blogs to "read authentic content about topics that interest them". Ever heard a mom use the words "authentic" and "content" in the same sentence outside of a marketing department? These questions were written from the perspective of the marketer, not the audience being surveyed.
Notice anything fishy about the counts and percentages in column A of Table 2 in this article published in JAMA, the Journal of the American Medical Association? Despite 122 more people saying they are aware of websites that rate and review dentists (1,398) than websites that rate and review hospitals (1,276), the percentage presented for dentists (60%) is lower than the percentage presented for hospitals (61%). The key to this discrepancy is provided in footnote a to the table: "All percentages are weighted to approximate the US population and are calculated on a per-question basis excluding those who were eligible for each question but did not respond".
A dream goal for any brand team sponsoring a poll or survey for publication is to have the findings covered by the New York Times so, to help brands achieve this goal, we’ve been taking a look at the kind of polls/surveys that the outlet covers.
During the month of October 2014, the New York Times ran 116* stories that referenced a poll or survey. Here's what they were about; who sponsored them; and how they were conducted: