{"id":6593,"date":"2018-01-23T15:48:19","date_gmt":"2018-01-23T15:48:19","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=5779"},"modified":"2019-02-17T15:30:30","modified_gmt":"2019-02-17T15:30:30","slug":"histeryjki-marketingowe","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/histeryjki-marketingowe\/","title":{"rendered":"Histeryjki marketingowe"},"content":{"rendered":"<p><em>&#8211; Sk\u0105d wyje\u017cd\u017ca czo\u0142g? Czo\u0142g wyje\u017cd\u017ca znienacka<\/em> \u2013 jak mawia genialny Piotr Ba\u0142troczyk w Histeryjkach Wojskowych. Parafrazuj\u0105c to na marketing: <em>&#8211; Co emituj\u0105 badania?&nbsp; Badania emituj\u0105 buzz!<\/em>&nbsp;Sko\u0144czcie panie i panowie z tym \u201eprzemys\u0142em \u015bciemniactwa\u201d.<\/p>\n<p><a href=\"https:\/\/kotarbinski.files.wordpress.com\/2018\/01\/histeryjki-marketingowe-jacek-kotarbinski-blog-o-sztuce-marketingu.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5780\" src=\"https:\/\/kotarbinski.files.wordpress.com\/2018\/01\/histeryjki-marketingowe-jacek-kotarbinski-blog-o-sztuce-marketingu.jpg\" alt=\"\" width=\"600\" height=\"300\"><\/a><\/p>\n<p><!--more--><\/p>\n<p>Badania &#8211; to, badania &#8211; tamto. Jak kto\u015b tam co\u015b zbada\u0142, to wynika z tego i owego. I tak dalej. Na obrazkach, slajdach, wykresach mo\u017cna by p\u0142yn\u0105\u0107 d\u0142ugo i szeroko. Na przyk\u0142ad nie wiem czy wiesz, ale wsp\u00f3\u0142czynnik korelacji inwestycji ameryka\u0144skich w badania kosmosu i technologie z liczb\u0105 samob\u00f3jstw przez powieszenie lub uduszenie wynosi 0,99. Naprawd\u0119. Innymi s\u0142owy, ka\u017cdy dolar wi\u0119cej na nauk\u0119 w USA oznacza jednego wi\u0119cej samob\u00f3jc\u0119. A mo\u017ce odwrotnie? Czy co\u015b w tym stylu. Jak\u017ce pi\u0119kn\u0105 teori\u0119 spiskow\u0105 mo\u017cna zbudowa\u0107 wok\u00f3\u0142 takich korelacji. Ksi\u0105\u017ck\u0119 napisa\u0107 i film nakr\u0119ci\u0107. Jak mo\u017cna zadziwi\u0107 i wzruszy\u0107 publik\u0119 na konferencji. D\u0142ugo b\u0119d\u0105 zbiera\u0107 wysypany z wra\u017cenia popcorn z pod\u0142ogi, d\u0142uuugo.<\/p>\n<p>Takimi niuansami w wolnym czasie zajmuje si\u0119 Tyler Vigen, sympatyczny konsultant The Boston Consulting Group, kt\u00f3ry prowadzi w USA serwis <a href=\"https:\/\/tylervigen.com\/spurious-correlations\">Spurious Correlations<\/a>.<\/p>\n<h4>Uwierzcie, \u017ce s\u0105 w \u017cyciu takie korelacje, o kt\u00f3rych nawet fokom Janiny si\u0119 nie \u015bni\u0142o \ud83d\ude42<\/h4>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"Ile trzeba zje\u015b\u0107 czekolady, \u017ceby dosta\u0107 Nobla? | Janina B\u0105k | TEDxKoszalin\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/4DruxASC1kM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Jak wie\u015b\u0107 gminna niesie przedsi\u0119biorcy, marketerzy, sprzedawcy i prelegenci uwielbiaj\u0105 wyniki wszelkich &nbsp;bada\u0144. Dawno temu w trawie, takimi rzeczami zajmowa\u0142y si\u0119 du\u017ce firmy badawcze, naukowcy, uczelnie i instytuty. \u015awiat si\u0119 niestety zmieni\u0142 i dzi\u015b ka\u017cdy, kto przepyta na Facebooku po nocy kilku podchmielonych trolli, mo\u017ce napisa\u0107, \u017ce \u201ebadanie zrobi\u0142.\u201d Co minut\u0119 serwisy spo\u0142eczno\u015bciowe wyrzucaj\u0105 tysi\u0105ce wykres\u00f3w o wszystkim i o niczym. Niekt\u00f3rzy doznaj\u0105 wybitnej ekscytacji z tego powodu. Do dzi\u015b pami\u0119tam tak\u0105 mod\u0119 na konferencjach pi\u0119\u0107 lat temu \u2013 wieszczenia rych\u0142ego upadku Facebooka. Ile\u017c to wykres\u00f3w pokazywano i ile\u017c bada\u0144 cytowano. Jakbym mia\u0142 akcje, to pewnie natychmiast bym sprzeda\u0142.<\/p>\n<p>Je\u015bli ju\u017c chcecie wykorzysta\u0107 jakie\u015b dane i nie chcecie by\u0107 wprowadzeni w zak\u0142opotanie, wystarczy przestrzega\u0107 kilku drobiazg\u00f3w:<\/p>\n<h4>WIARYGODNO\u015a\u0106 \u0179R\u00d3D\u0141A<\/h4>\n<p>Musisz wiedzie\u0107 sk\u0105d masz te informacje czyli wiarygodne \u017ar\u00f3d\u0142o. Sk\u0105d masz wiedzie\u0107 czy \u017ar\u00f3d\u0142o jest wiarygodne? Dobre pytanie. Uczelnie wy\u017csze, instytucje naukowe, organizacje rz\u0105dowe, uznane niezale\u017cne media, profesjonalne organizacje statystyczne, firmy badawcze \u2013 jest tego troch\u0119. Ale kto\u015b, kto kojarzy Harvard Business Review, nie musi zaraz wiedzie\u0107, co to jest Elsevier, czyli jedno z najwi\u0119kszych na \u015bwiecie wydawnictw naukowych. Innymi s\u0142owy, nieznana powszechnie marka nie musi oznacza\u0107, \u017ce jest podejrzana.<\/p>\n<h4>RESPONDENCI<\/h4>\n<p>Kogo tak naprawd\u0119 zbadano? Amerykan\u00f3w? Europejczyk\u00f3w? Polak\u00f3w? Wnioski z reprezentatywnej grupy ameryka\u0144skich przedsi\u0119biorc\u00f3w, wcale nie musz\u0105 by\u0107 adekwatne do warunk\u00f3w europejskich, o polskich nie wspominaj\u0105c. Mo\u017ce czasem warto zajrze\u0107 do starego, poczciwego <a href=\"https:\/\/ec.europa.eu\/eurostat\">Eurostatu<\/a>, kt\u00f3ry posiada solidne dane z rynku europejskiego.&nbsp; Lepsze to ni\u017c jaki\u015b <em>Kaczor Donald Research<\/em> ze spektakularnymi wnioskami opartymi o bli\u017cej niezidentyfikowan\u0105 pr\u00f3b\u0119.<\/p>\n<h4>WIELKO\u015a\u0106 i REPREZENTATYWNO\u015a\u0106 PR\u00d3BY<\/h4>\n<p>Mo\u017cna z powodzeniem pobawi\u0107 si\u0119 samemu w ustalanie wielko\u015bci pr\u00f3by [<a href=\"https:\/\/pbs.pl\/dobor-proby-badawczej\/\">kalkulator PBS<\/a>]. Ale istotna jest nie tyle sama wielko\u015b\u0107, ile reprezentatywno\u015b\u0107. Takie informacje powinny znajdowa\u0107 si\u0119 w metryczce badania i je\u015bli ich nie ma w raporcie, to powinna si\u0119 zapali\u0107 lampka ostrzegawcza. &nbsp;Jak nie wiesz co to reprezentywno\u015b\u0107 i wielko\u015b\u0107 pr\u00f3by: pisz do <a href=\"https:\/\/janinadaily.com\/\">Janiny Daily<\/a>, ona Ci na fokach wyt\u0142umaczy \ud83d\ude42<\/p>\n<p>Dzi\u015b nie jest \u017cadn\u0105 sztuk\u0105 wyszuka\u0107 w Internecie zgrabnie wygl\u0105daj\u0105ce wykresy czy infografiki pod k\u0105tem s\u0142\u00f3w kluczowych. To potrafi absolutnie ka\u017cdy. Nawet jak nie b\u0119dzie mia\u0142 dost\u0119pu do sieci to sk\u0105d\u015b wygrzebie jakiekolwiek dane. Uparta kura zawsze co\u015b wygrzebie, taka jej karma. Ca\u0142a sztuka i wyzwanie polega na wyszukiwaniu wiarygodnych bada\u0144 i umiej\u0119tno\u015bci \u0142\u0105czenia ze sob\u0105 wynik\u00f3w, w tym wyci\u0105gania wniosk\u00f3w i stawiania hipotez. To ju\u017c jednak nie to samo, co zgrabna historyjka dooko\u0142a \u015bwietnie wygl\u0105daj\u0105cego wykresu ze \u015bmiesznym obrazkiem.<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"Piotr Ba\u0142troczyk - Histeryjki Wojskowe\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/6JGbDTe586c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>&#8211; Sk\u0105d wyje\u017cd\u017ca czo\u0142g? Czo\u0142g wyje\u017cd\u017ca znienacka \u2013 jak mawia genialny Piotr Ba\u0142troczyk w Histeryjkach Wojskowych. Parafrazuj\u0105c to na marketing: [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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