The Reliability of Internet Marketing Research

I was doing some secondary research on the web to try to gather some statistics on small businesses and websites when I realised that there just wasn’t much reliable data around, and that the majority of the statistics on the web were referencing themselves (this is like when an article on website A would point to 50% of small businesses not having websites in 2011, a statistic it obtained from an article written in 2009 on website B, which got its information from website C, which was incidentally quoting an unconfirmed “Internet Research expert” who wrote it on some tech forum, citing some old and unconfirmed piece he remembered reading a couple of years ago).

Reminded me of an article I read on how Wikipedia was subject to these sorts of self-referencing too.

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