Proofpoint : Capitalizing on a Reporter's Love of Statistics

The Scenario

Media coverage is important in the information technology sector. Such coverage often establishes a perception of expertise that a new or emerging firm can use to capture prestigious clients. A three-year Web-based survey, orchestrated by Proofpoint's director of corporate communications, Keith Crosley, and fielded by Forrester Research, demonstrates the use of research for capturing such media attention.

Discussion

1. Discuss the value of this longitudinal research design. What issues does this case reveal that longitudinal studies must address?
2. Researchers are increasingly asked for more than data displays; they are asked for recommendations. Choose one statistical finding in each year's study that you would recommend Crosley use in a press release about that year's study. Remember, his goal was to capture media attention. Support your choices.
3. Forrester prescreened participants to determine if each had the appropriate level of knowledge and IT responsibility. Why would prescreening participants be important to this study?
4. In the 2006 study, recruiting U.K participants was three times as expensive as recruiting the U.S. participants. Knowing this, why was it important for Proofpoint to have comparative responses?

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