| This study examines ways in which Mass Marketing Fraud (MMF) has been measured in the past, points out deficiencies in these methodologies, and suggests ways in which measurement might be done more scientifically and with better accuracy. Specifically, the author examines existing academic literature regarding Mass Marketing Fraud, and then analyzes two major surveys which attempted to estimate the magnitude of MMF: one study conducted in the UK in 2006 and one study conducted in Canada in 2007. As a professional member of the marketing industry, the author also suggests new, non-survey methodologies which could be used to measure the magnitude of MMF and which are not reliant on the public’s ability to recognize and report victimization when questioned in the context of an after-the-fact survey.;Author Note This author of this research owns a private marketing consulting business in Calgary, Alberta, Canada. She completed an informal preliminary literature review in 2008 under a paid contract for the Competition Bureau of Canada to develop messaging for an awareness campaign for commercial mass marketing fraud. Although she has not been compensated or contracted for any work from the Competition Bureau since 2008, she did receive some guidance, support, and materials for this literature review from her contacts at the Competition Bureau. |
