3 Tips for Conducting Research Online – Tip #1

Most people nowadays do research on the Internet.  When you are seeking opinions there is no better source; EVERYONE has an opinion and everyone is either “blogging,” “tweeting,” or “Facebooking” it. Yes, I just coined the term Facebooking – feel free to use it.

But the problem with the Internet is that it is difficult to find facts. The lost art of journalism is truly becoming a lost art and let’s just say “Fact Checker” isn’t the number one sought-after position on Monster.com these days.  Even Wikipedia uses “social opinion” to shape and shift “facts” — although they also require corroborative evidence or support from encyclopedias and/or newspapers for much of their new content.  Isn’t that ironic? I wonder what Wikipedia is going to do for corroboration when encyclopedias and newspapers are out of business.

But until then, a consumer researching a product or service online finds herself in the wild, wild west.  So all one can really do is follow a few simple tips:

Tip #1 for Conducting Research Online: Determine the source

Look at the source of the information and ask yourself if it seems biased or impartial.  Outskirts Press, for instance, is a part of a fiercely competitive industry without much regulation or policies. As a result, the competitive environment is ruthless, savvy, sometimes unethical, and even downright nasty. The same can be said for many other industries, and the larger the companies get, the more unbelievable the information and tactics of the companies involved.

So if you, as a potential customer, are looking up a business on the Internet and run into a blog posting or a website claiming Business XYZ is “bad” or “a scam” or in some other way not on the up-and-up, then it is up to you to determine if the source of that information is truly impartial, or whether they have ulterior motives. You’d be surprised how many businesses post inaccurate, unsavory, or maliciously libelous statements about their competitors behind the anonymity of blogs or in the name of journalism.  Just look at the PR “smear campaign” Facebook initiated upon Google for a recent example (more on that later) .   In other words, due diligence is essential.

Tip #2 next time…

Best Self Publishing

When researching the “best self publishing” options, the best course of action is often to identify a number of different sources, compile a scoring system, and then determine the average score of the self publishing companies to come up with the best company for you.  Why is looking at one source not enough? Because that one source may be unreliable for one reason or another. But when you combine multiple sources to arrive at averages, you have a much better chance of getting an accurate sense of the “best self publishing” company.

Let’s perform this analysis on 20 different self publishing companies using four different “self publishing review” sources: Top Self Publishing Firms by Stacie Vander Pol, The Fine Print of Self Publishing by Mark Levine, TopTenReviews.com, and TopConsumerReviews.com.

Top Self Publishing Firms – There are 13 companies in the “Large and Medium” category in Stacie Vander Pol’s book, ranked from best to worse. So I applied a numeric value for each of them ranging from 13 (good) to 1 (not so good).

Fine Print of Self Publishing – There are 4 different categories in Mark Levine’s book:  “Outstanding” companies get 3 points. “Pretty Good” companies get 2 points. “Just OK” companies get 1 point. And since “Publishers to Avoid” sounds worse than not being in the book at all, those companies lose a point.

TopTen Reviews – Ranks ten different companies so I will apply a numeric value for each one. The company they rank #1 will receive 10 points, the company they rank #2 will receive 9 points, and so on.

Top Consumer Reviews – Ranks 8 companies, I will apply a 8-1 numeric value.

Each of the 20 companies therefore receives a certain number of points from one or more of the sources. Add them up, divide by 4, and you have their AVERAGE score among all four review sources, listed in the right-most column.

And that leaves us with this analysis below (blanks indicate no presence in that particular source):

TopTen Top Consumer Fine Print Top Firms Total
Outskirts Press 8 7 2 13 30
Company 3 10 4 -1 11 24
Company 5 7 3 9 19
Company 2 1 12 13
Company 14 6 6 1 13
Company 10 9 -1 4 12
Company 4 1 10 11
Company 6 2 8 10
Company 8 3 -1 6 8
Company 9 2 1 5 8
Company 15 5 2 1 8
Company 18 8 8
Company 7 -1 7 6
Company 11 4 -1 3 6
Company 12 3 2 5
Company 19 5 5
Company 16 3 1 4
Company 17 1 1
Company 20 1 1
Company 13 -1 1 0

I don’t list our competitors by name in my blog, but it’s easy enough to see the companies I’m reviewing by referring to the sources I’ve mentioned above. And if you’re curious why the company names are not listed in order, it is because they are numbered in the order that they appear in Top Self Publishing Firms.

And that’s not even the point of this posting. The point is the concept of combining sources of information to arrive upon the “best self publishing” option.

Now if one were looking to find flaws in the data above, the easiest thing to say would be Top Self Publishing Firms is weighted too heavily and the Fine Print of Self Publishing is weighted not heavily enough because the former has a maximum of 13 points while the latter has a maximum of only 4 points.

Fair enough. So let’s apply a 10-point system to all four sources and see what that tells us next time…

Compare Publishing Companies

In my last post I set out to compare self publishing companies based upon 4 of the top 5 self publishing reviews (sources I had introduced over the course of the past several weeks). I applied a numeric value to each company based upon their relative ranking in each source, and that resulted in the following result totals for the top 5 self publishing companies ranked side by side (out of a possible 34 points):

Outskirts Press     30 Points
Company 3            24 Points
Company 5            19 Points
Company 2            13 Points
Company 14          13 Points

Upon looking at that data, I realized that some sources were weighted more heavily than others, since each source didn’t share the same value system. One had a 13 point value system while another had a 4 point value system. So for the purposes of this next chart, I will apply a 10-point value system to each of the four sources to give each source equal weight and therefore arrive at a more accurate total:

The way one does that is as follows:

TopTen Reviews already has a 10 point system, so the points there remain the same.

Top Consumer Reviews has an 8 point system, which means each point is worth 1.25 points to reach a 10-point system. 

Top Self Publishing Firms has a 13 point value system, so to bring that into a 10-point system, each point actually is worth .77 points.

Previously I applied a 4 point value system to the categories in The Fine Print of Self-Publishing, but since one of those values was a negative number for the “publishers to avoid” category, in reality it was a 3 point system with an exception.  The decision now becomes whether the negative number should make an attempt to match the value system as a negative 1, or a negative 3.33, or a negative 10. I guess, ultimately, that depends upon your personal view of the author of that book.  In order to keep one person’s opinion from being too heavily weighted, I’ll stay with -1 for the “Publishers to Avoid” and then for the other 3 categories, each point becomes worth 3.33.

And that leaves us with this chart below, which, interestingly enough, is not significantly different from the previous chart. Value is value.  Good companies are good companies.

  TopTen  Top Consumer Fine Print Top Firms Total
Outskirts Press 8 8.75 6.66 10 33.41
Company 2     3.33 9.24 12.57
Company 3 10 5 -1 8.47 22.47
Company 4     3.33 7.7 11.03
Company 5 7   10 6.93 23.93
Company 6     6.66 6.16 12.82
Company 7     -1 5.39 4.39
Company 8   3.75 -1 4.62 7.37
Company 9 2   3.33 3.85 9.18
Company 10 9   -1 3.08 11.08
Company 11 4   -1 2.31 5.31
Company 12     10 1.54 11.54
Company 13     -1 0.77 -0.23
Company 14 6 7.5 3.33   16.83
Company 15 5 2.5 3.33   10.83
Company 16 3   3.33   6.33
Company 17 1       1
Company 18   10     10
Company 19   6.25     6.25
Company 20   1.25     1.25

Out of a possible perfect score of 40 points, the top 5 self publishing companies according to the combined data from these four sources are:

Outskirts Press     33.41 Points 
Company 5            23.93 Points
Company 3            22.47 Points
Company 14         16.83 Points
Company 6           12.82 Points

As stated in the last posting, I don’t name competitors. Even so, this analysis seems somewhat indicative of the value we offer at Outskirts Press, according to the combined views of four 3rd-party self publishing review sources.

As you compare publishing companies when it comes time to make your publishing decision,  keep these 3 tips in mind:

1. Consider the source. How biased is it? How rational? How knowledgeable? Does it seem like a rant, or a legitimate, valuable piece of information that you can apply your own, personal viewpoint to?

2. Consider the date of the information. Is it out of date? Years old? No longer applicable?  Since people are becoming accustomed to the immediacy of blogs, Twitter, and Facebook, they forget that information is available “forever” on the Internet. As a result, they assume information they read today was written today, when in reality, you may be viewing information that is years old, was written on April Fool’s day, or in some other way is no longer informative or important.  You can typically find a date for all information if you look hard enough.  

3. Investigate multiple sources.  As you can see from the combined scores of the 4 sources above, no company is absolutely perfect. That’s because they’re run by human beings.  Some sources you uncover will love one company and hate another. And a different source will have exactly the opposite opinion.  That’s because sources are run by human beings, too, and everyone has an opinion.   So find multiple sources of information and apply the statistical analysis method suggested above.

Compare Self Publishing Companies

Over the past five posts I’ve introduced 3rd party resources a writer can investigate when researching which self publishing company is best for his or her needs. This beats relying upon any one source (whether it be positive or negative) since it’s important to realize that single sources may lack knowledge, integrity, or applicability.  Now that the Internet is replacing newspapers, we are bombarded with more information than ever before, but unfortunately, the Internet lacks one component that made newspapers and journalism valuable — the vetting process.  You can’t believe everything you read on the Internet; you must do your homework, and that involves researching numerous sources and then combining that data into a value system you can actually use.

And that brings me to the process of statistically analyzing four sources I introduced previously so you can compare self publishing companies in a logical, mathematical way.   Some sources hate some companies and love others. Whenever you look at any source for any information, you should consider the date of the information and that source’s vested interest. So by combining the sources together to arrive upon a “sum total” you are better equipped to see an accurate “average score” of the companies you are examining.

Let’s compare self publishing companies now by performing this analysis on 20 different companies.  We will put those 20 publishers in a chart along the left in the order they appear in Top Self Publishing Firms, which lists 13 companies in it’s “Large & Medium” chapter. The remaining seven companies will appear underneath. We will place four of the sources I examined along the top.   Then we will apply a numeric value in the following manner:

Top Self Publishing Firms – There are 13 companies in the “Large and Medium” category in Stacie Vander Pol’s book, ranked from best to worse. So I applied a numeric value for each of them ranging from 13 (good) to 1 (not so good).

TopTen Reviews – Since there are ten companies ranked, I will apply a numeric value for each one. The company they rank #1 will receive 10 points, the company they rank #2 will receive 9 points, and so on.

Top Consumer Reviews – Since they rank 8 companies, I will apply a 8-1 numeric value.

Fine Print of Self Publishing – Rather than charting all 45 companies that are analyzed here, we will stick with the 20 companies included in either the “Large and Medium” category of  Top Self Publishing Firms, TopTen Reviews, or Top Consumer Reviews.  Comparing 20 of anything is enough analysis.  Of those, we will apply a numeric value based upon the book’s categories in the following manner:  “Outstanding” Companies get 3 points. “Pretty Good” companies get 2 points. “Just OK” companies get 1 point.  And since “Publishers to Avoid” sounds worse than not being in the book at all, those companies lose a point.

Self Publishing Review doesn’t compare self publishing companies against one another, per se, as these other 4 sources do, so cannot play a role in this self publishing comparison.

And that leaves us with this analysis below (blanks indicate no presence in that particular source):

TopTen Top Consumer Fine Print Top Firms Total
Outskirts Press 8 7 2 13 30
Company 2 1 12 13
Company 3 10 4 -1 11 24
Company 4 1 10 11
Company 5 7 3 9 19
Company 6 2 8 10
Company 7 -1 7 6
Company 8 3 -1 6 8
Company 9 2 1 5 8
Company 10 9 -1 4 12
Company 11 4 -1 3 6
Company 12 3 2 5
Company 13 -1 1 0
Company 14 6 6 1 13
Company 15 5 2 1 8
Company 16 3 1 4
Company 17 1 1
Company 18 8 8
Company 19 5 5
Company 20 1 1

I don’t mention other companies by name in my blog.  After all, that wouldn’t be very sporting to “Company #20” and certainly not to Company #13– hmm, I guess it’s unlucky after all.

And that’s not even the point of this posting. The point is the concept of combining sources of information to arrive upon a general consensus of data. Now if one were looking to find flaws in the data above, the easiest thing to say would be Top Self Publishing Firms is weighted too heavily because that value system goes to 13 while the others go to 10, 8, and 4, respectively.

Fair enough.  So let’s apply a 10-point system to all four sources and see what that tells us next time…