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    A Randomized Experiment Assessing the Accuracy of Microsoft’s “Bing It On” Challenge

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    Author
    Ayres, Ian
    Atiq, Emad
    Li, Sheng
    Lu, Michelle
    Maher, Tom
    Tsang, Christine
    
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    URI
    http://hdl.handle.net/20.500.13051/4403
    Abstract
    In advertisements associated with its "Bing It On" campaign, Microsoft claimed that "people preferred Bing web search results nearly 2:1 over Google in blind comparison tests." We tested Microsoft's claims by way of a randomized experiment involving U.S.-based Amazon's. Mechanical Turk ("MTurk") subjects and conducted on Microsoft's own www.bingiton.com website. We found that (i) a statistically significant majority of participants preferred Google search results to Bing search results (53% to 41 %); and (ii) participants were significantly less likely to prefer Bing results when randomly assigned to use popular search terms or self-selected search terms instead of the search terms Microsoft recommends test-takers employ on its website. Our findings suggest that some of the claims implicit in Microsoft's advertisements warrant legal scrutiny.
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