A trade group for liquor retailers put out a press release with an
alarming headline: “Millions of Kids Buy Internet Alcohol, Landmark
Survey Reveals.”
The announcement, from the Wine and Spirits Wholesalers of
America, received widely media attention. On NBC’s Today Show, Lea 【M1】_________
Thompson said, “According to a new online survey, one in ten teenagers
have an underage friend who has ordered beer, wine or liquor over the 【M2】_________
Internet. More than a third think they can easily do it but nearly half 【M3】_________
think they won’t get caught. “ Several newspapers mentioned the study,
including USA Today and the Record of New Jersey. The news was even
covered by Australia’s Gold Coast Bulletin.
Are millions of kids really buying booze online? To arrive that 【M4】_________
shocking headline, the group used some question logic to pump up 【M5】_________
the results from a survey that was already tilted in favor of finding a 【M6】_________
large number of online buyers.
For starters, consider the source. The trade group that
commissioned the survey has long fought efforts to expand online sales of
alcohol; its members are local distributors that compete online liquor 【M7】_________
sellers. Some of the news coverage point out that conflict of interest, 【M8】_________
though reports didn’t delve more deeply on how the numbers were 【M9】_________
computed.
The Wine and Spirits Wholesalers of America hired Teenage
Research Unlimited, a research company, to design the study. Teenage
Research, in return, hired San Diego polling firm Luth Research to put 【M10】________
the questions to 1,001 people between the ages of 14 and 20 in an online
survey. Luth got people to participate in its surveys in part by
advertising them online and offering small cash awards—typically less
than $ 5 for short surveys.
【M9】
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