What is the Data Dump Index?

We subject the surveys we weed through here in The Data Dump to a series of stringent tests for validity, believability, and projected penetration of the public mindshare. The Data Dump Index is how well the survey scored on these 11 key factors:

Media Reach: Has the survey been cited in the popular mass media

Sample Frame: Did the researcher use a statistically valid portion of the population to quote accurate percentages

Interview Bias: Was the respondent base skewed in any way that may taint the results

Chronology of Interviews: Was the survey conducted during a period that may influence response bias

How do the media interpret the results: Have the media correctly cited results in a way that reflects reality

How do the media present the results to the public: Can information consumers, namely marketers, leverage the results effectively

PR factor: Has the survey been conducted primarily to publicize a product, person, or concept

Public perception: Will information consumers buy into the results and will the survey change public behavior or attitudes

Weighting of data: Did the researcher account for discrepancies in sample sizes

Sponsored survey: Has a large, well-financed organization backed the research

Survey method: Did the type of research methodology affect the outcome (i.e., online surveys with self-selected panels vs. phone)

By applying Data Dump Indices to each survey we can begin to aggregate surveys of similar topics and begin to provide comparative estimates of key data points and present more meaningful numbers that marketers and readers of this blog can levererage.