Cool paper, but the fact that a silly keyword like 'color' is so significant without an author explanation makes me question their results. I really wish they dug deeper and explained unintuitive results like that. There may be a bug in their experiment. Also, why would they use the Dow Jones Industrial Average? It is a ridiculously bad average of stock market performance for many reasons. This planet money podcast g…
Lots of people use the Dow precisely because it is a bad indicator. If they don't like the conclusion they get with something better, like the W5000 or the S&P500, they can try it again with the Dow for a "second opinion." The whole methodology is a joke anyway. If you evaluate a huge number of search terms, some of them are going do better than others. So terms that might mean something ("debt") get mixed up with te…
http://en.wikipedia.org/wiki/Look-elsewhere_effect http://en.wikipedia.org/wiki/False_positive_rate
There are more similar considerations. Statisticians have been very busy for the last century or so.