You've gone to so much trouble to ensure that you had a scientific survey for your Readers' Choice awards. Now let's see you use an outside company to conduct another telephone survey:
IW SUBSCRIBER: This is John Smith.
SURVEYOR: Mr. Smith, may I please have the name and phone number of your immediate supervisor?
IW SUBSCRIBER: (hesitantly - thinks he's in trouble for something) Ummmm, OK. It's Tom Jones, at 123-555-1234, but I can transfer you if you'd like.
SURVEYOR: That would be great, thanks.
SUBSRIBER'S BOSS: This is Tom Jones.
SURVEYOR: Mr. Jones, I understand you're John Smith's supervisor, is that correct?
SUBSCRIBER'S BOSS: Uh, yes, that's correct, why, what has he done now?
SURVEYOR: Oh, nothing Mr. Jones. I'm actually calling on behalf of InfoWorld. We're researching the accuracy of our free subscription request forms. Do you have a couple of minutes?
SUBSRIBER'S BOSS: I guess so.
SURVEYOR: Thanks. It says here that Mr. Smith is a staff member with IS/MIS/Data Processing - Centralized. Is that correct?
SUBSRIBER'S BOSS: Yes, that's correct.
SURVEYOR: And over the course of one year, Mr. Smith buys, specifies, recommends, or approves the purchase of large systems totaling $5,000,000 - $9,999,999?
SUBSRIBER'S BOSS: Huh? John Smith is a clerical worker. He doesn't even have the authority to use the restroom without permission.
SURVEYOR: So I take it that over the course of one year, Mr. Smith doesn't buy, specify, recommend, or approve the purchase of Client Computers or Networking Products including Servers totaling $5,000,000 - $9,999,999, and $2,500,000 - $4,999,999, respectively?
SUBSRIBER'S BOSS: Don't be ridiculous.
SURVEYOR: Um, OK, thanks for your time, Mr. Jones. I think I've got enough information. Good-bye.
A little while later, a subordinate started receiving InfoWorld. Although I was a little pissed, I could a least borrow his copy to keep up with current events.
After a while, a guy stopped by our office to interview the aforementioned subordinate regarding InfoWorld. This was basically for market research regarding the effectiveness of InfoWorld advertising, etc. The subordinate wasn't there, so I offered to step in. I gave InfoWorld high marks, and told the interviewer it was more trustworthy than its competitors. In the course of the conversation, I mentioned being rejected for a new subscription. The guy told me I should really embellish my responsibilities, etc., on the form. When I replied that I didn't think InfoWorld would appreciate that, he stated "they don't care. They want their subscribers to look as good as possible, so they can charge more from their advertisers."
I know of many people who receive InfoWorld, and very few of them have much actual authority. I just don't think your free subscription survey is very scientific, but somehow I doubt that will change. The word "hypocrisy" springs to mind.
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