Subject: Re: using market research From: MDonatello@aol.com Date: Wed, 23 Oct 1996 21:45:13 -0400

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>Subject:     using market research
>Sent:        10/23/96 9:28 PM
>Received:    10/23/96 9:35 PM
>From:        jonfrank@darkwing.uoregon.edu
>To:          orileyk@inter-active.com
>CC:          slainson@rmii.com
>             Online News, online-news@planetarynews.com
>
>As a small, undercapitalized entrepreneur on the net, I've never done a 
>market study.  For one thing, I can't afford it.  

I'll concede that point:  Really good research can be pricey.  Hopefully, 
you get what you pay for.  But,

>In journalism, as in show biz, if people can imagine 
>a thing it's probably been done.  What people really want is something 
>totally off the wall and unpredictable and that is fun and fascinating.  
>And that kind of thing doesn't come out well in a survey.

Not always, no; but it can if your research is done right.


--------------
Mike Donatello

Manager, Market Research, Newspaper Association of America
11600 Sunrise Valley Dr., Reston, VA 20191
Email: MDonatello@aol.com   Voice: 703.648.1140   Fax: 703.648.9819    


In ABD Limbo at the School of Journalism and Mass Communication,
University of North Carolina at Chapel Hill




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