"Word of mouth" is a vague, nebulous term. How many people must one interviewed for an accurate reflection of "word of mouth"? If you talk to ten people, is that a valid sample? If you talk to one hundred?
Ten is not enough, but 100 does give you a pretty good barometer of "word of mouth" about individual shows. I try to talk to at least 100 people, preferably total strangers, on every trip I make to New York.
