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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 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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