Quirk’s

A nation of “haves” vs. “have-nots”? Gallup tests the perceptions.

Phillip Nones Demographics, Economics, Employment, Social Commentary , , , , , ,

pictureIn any presidential political season, there’s always plenty of rhetoric about the American economy, how well it’s performing for the average voter, and people’s perceptions of how they’re doing socioeconomically.

As it turns out, the Gallup Survey has been testing this issue annually for years now — going all the way back to 1988.

The question posed to Americans in Gallup’s surveys is a simple one: Do you consider yourself personally to be part of the “haves” or “have-nots” in America?

Gallup’s latest survey was fielded in July 2015.  Nearly 2,300 U.S. adults aged 18 and older were part of the research.

In response to the “haves vs. have-nots” question, ~58% of respondents considered themselves to be “haves” in U.S. society, while ~38% placed themselves in the “have-nots” segment. (The remaining ~14% see themselves borderline between the two, or they don’t have an opinion.)

Over time, Gallup has found that the percentage of Americans who perceive themselves to be part of the “have-nots” in society rose pretty steadily from 1988 to 1998, but since that time the percentages have leveled off — even during the worst years of the Great Recession from 2009-2011.

And so, the “haves” percentage has fluctuated in a tight band between 57% and 60% in each year since the late 1990s.

It seems that heightened discussions about social inequality in America haven’t resulted in a higher percentage of people thinking that they are on the less fortunate side of the country’s socioeconomic divide.

However, considering that the latest Gallup survey was conducted in July 2015 — and that since that time there have been more news events drawing attention to the issues of social justice — one wonders if we may be on the cusp of some changing thinking on the subject.

Another persistent finding in Gallup’s surveys is this:  Even among families of quite modest means (annual household incomes of $35,000 or lower), only a little more than half in that segment consider themselves to be part of the “have-nots” group.

Education-wise, the survey findings are similar, with fewer than half of the respondents who don’t possess college degrees considering themselves part of the “have-nots” segment.

In reporting on the Gallup survey results, an article published in the November 2015 issue of Quirk’s Marketing Research Review magazine stated:

“The stratification of U.S. society into unequal socioeconomic groups has long been a fixture of philosophic, political and cultural debate. It appears to have remained or even expanded as a fairly dominant leitmotif in the ongoing 2016 election, particularly among the Democratic presidential candidates. 

[Nevertheless,] the results … in this analysis show that a majority of U.S. adults do not think of American society as being divided along economic lines, and a slightly higher percentage say that if society is divided, they personally are on the ‘haves’ side of the equation rather than the ‘have-nots.'”

More information about the Gallup survey results can be viewed here.

What are your thoughts? Do the perceptions Americans have of socioeconomic inequality — or the lack of it — match the reality?  Or are we poised to see some new significant shifts in the way Americans view socioeconomic divisions in this country?

Where Outside Suppliers of Business Services Fall Down on the Job …

Phillip Nones Business, Marketing, Marketing Research , , , , , , ,

Quirk's Corporate Research ReportQuirk’s Marketing Research Review is a periodical I’ve enjoyed reading for three decades or more.  Unlike the articles that appear in other research-related publications that are more “scholarly” and theoretical,  I find the articles in Quirk’s to be chockfull of insights, while at the same time being “efficiently practical” and easy to digest.

Recently, the magazine published findings from its second annual Quirk’s Corporate Research Report, designed to give corporate researchers an in-depth look into their world.

As part of the research-gathering process for the report, Quirk’s conducted a field survey covering budgets, outsourcing, research techniques in use and under consideration, how research findings are reported inside organizations and, last but not least, the experiences researchers have had when working with outside vendors.

When asked by Quirk’s to state what are the main problem areas when research vendors have come up short on a project, these eight factors were cited by respondents most often:

  • The vendor over-promised and under-delivered: ~56% of respondents mentioned
  • The project was handled by low-level staff: ~51%
  • Vendor failed to take time to understand the client’s business: ~50%
  • Vendor had poor communications: ~39%
  • Vendor failed to take time to understand the project’s needs: ~36%
  • Data integrity issues: ~35%
  • Vendor missed deadlines: ~35%
  • Tools/methodologies that the vendor suggested weren’t right for the project: ~14%

Notice how the most pervasive issues have less to do with the inherent quality of the research product being delivered, and more to do with how the vendor interfaces with and communicates with the companies they support.

The above behaviors represent challenges associated with conducting research projects. But I contend that they apply equally well to providers of other types of business and corporate services, whether they’re ERP or IT projects, website development projects, CRM implementation, SEM/SEO programs, media campaigns, PR initiatives … even IPOs, capital campaigns and the like.

Which of these shortcomings do you find to be most prevalent in your dealings with outside service providers — and what have you done about them? Please share any insights you may have with other readers here.

Misusing Marketing Research: There’s a Saying for That

Phillip Nones Branding, Business, Marketing Communications, Marketing Research , , , , , , , , , , , , , , ,
How to Lie with Statistics by Darrell Huff (1954)
How to Lie with Statistics, Darrell Huff’s business classic, first published in 1954.

Personally, I have respect for marketing research as a discipline.  I think most business decisions are better when they’re backed by the power of marketing research.

Still, I recognize that research can also be used in misleading or otherwise improper ways.

Even worse, research results can be contorted to justify business decisions that have been predetermined.  All too often, “How can we produce results that justify our position?” is the impetus behind a research initiative.

It’s that “dirty little secret” of research that was brought to light decades ago in Darrell Huff’s business classic, How to Lie with Statistics.  First published in 1954, this book been published in countless editions and remains in print even today, 60 years later.

Quirk's Marketing Research ReviewRecently, Dan Quirk of Quirk’s Marketing Research Review, the American research industry’s leading practicum publication, asked subscribers to share their favorite research-related quotes — ones that point to the folly that can be part of the discipline at times.

Some of the reader contributions are great — and they certainly point to the downsides of the research field.  Consider these bon mots:

“Science is built of facts the way a house is built of bricks … but an accumulation of facts is no more science than a pile of bricks is a house.”  (attributed to Henri Poincaré)

“Don’t let the facts get in the way of the truth.”

“When research walks on the field, judgment does not walk off.”  (attributed to Richard Kampe)

“Don’t theorize before one has data:  One begins to twist facts to suit theories, instead of theories to suit facts.”  (attributed to Sir Arthur Conan Doyle)

“Precise forecasts masquerade as accurate ones.”  (attributed to Nate Silver)

“If you torture a data set long enough … it will confess.”

“There are three kinds of lies: lies, damned lies, and statistics.”  (attributed to Mark Twain)

“Statistics can be misleading; the average human has one breast and one testicle.”

“A little nonsense now and then is relished by the wisest men.”  (attributed to Roald Dahl)

And this one, which ties everything up in a neat little bow:  “No research is better than bad research.”

If you have other memorable research quotes to add to the list, please share them with other readers here.  It’ll be good for a chuckle at least!