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  1. 1

    Justin McCarthy

    Let’s begin with “Research completed by XX and YY” with a sample size of n=968. Just how credible is this data one must ask? How was this sample chosen, is it stratified? How representative is it in relation to the total SA market? I can tell from the results that it’s not remotely representative and was more than likely conducted over a mobi platform.
    I’m quite bemused at how a leading media independent can allow this kind of research to be distributed and stacked up next to Nielsen AdEx as if it has the same basis of credibility.
    If you want to compare national data why choose this one off sample to reflect rather than AMPS? We are all aware of the limitations of AMPS but at least it’s a qualified, stratified national sample.
    I smell an agenda.

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