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Buyer Behavior

Why the C.R.A.P. test?

You know you are going to use Google for you research.  Google is a great resource for finding free information. However, you need to be aware of what you are looking at:

  • Who created the page? 
  • What is the purpose of the page?
  • What is the point of view of the page?
  • Is the page updated or static?
  • Are references provided?
  • Can you locate other articles or data that corroborate you information?

Also, please be aware that Google may not be able to answer all of your information needs.

C.R.A.P. test

CURRENCY:

  • Modern, historical, timeless
  • New event, historical precedence
  • Do they even provide a date?

RELIABILITY:

  • Just someone's OPINION
  • Bias, agenda, perspective
  • Transparency
  • Author provide citations for quotes or data?

AUTHORITY:

  • Who wrote/created it?
  • Credentials, i.e. author's education, experience, affiliation? 
  • Who is the publisher, university, think tank...?
  • Does their experience match their topic?

POINT OF VIEW:

  • Article's intent, i.e., to sell or persuade.
  • What is the web domain, i.e. .gov, .com. .org., .edu.
  • Are there ads present?
  • Is the author presenting fact or opinion?

Related Guides

C.R.A.P. test in action