Are surveys still a credible tool for guiding business decisions? Many argue that the 2016 British and U.S. election polls proved that they are not – that neither low-response-rate conventional samples nor online convenience samples can get it right. Others take the view that, with proper adjustments and quality controls, surveys can continue to provide accurate forecasts to guide business decisions.
Who is right? Given that the costs of being wrong can be very high – both for politicians and for businesses – how much is at stake for marketers?
This fall, the ARF West Conference will occur near the 1-year anniversary of the momentous 2016 presidential election. What have we learned from the polls that can help us engineer better information systems for our companies?
Join us on November 14-15 at Google Headquarters in Mountain View to address:
Among other things, the ARF West will take advantage of its proximity to outstanding universities to include contributions from leading scholars studying these topics.
Reach out to Daniel Bulgrin if interested in sponsorship opportunities for this event (firstname.lastname@example.org).
To view our 2016 November program, visit: ARF West Mastering Mobile Marketing.