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One reason I left the automotive internet research business in 2006 was the proliferation of online research by amateurs loaded with newfound data. Data has never been cheaper or more abundant, but turning data into useful information still requires care. Most industry publications are understaffed and are not in a position to weed out the garbage from the actual research findings dealers need to hear. The consequence is that even the most ridiculous hypothesis is supported by someone's tortured data.
Research based conclusions regarding retail marketing bounce back and forth like diet information. Just as consumers are baffled about whether things like chocolate, wine, and eggs are healthy in moderation or always to be avoided, dealers are left with lots of claims carrying little credibility.