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A short course in Market Research with Ray Poynter
(English language)
Lesson 8 Tuesday, 29 July Ch. 15, Research ethics and guidelines Ch. 14, Current areas of sensitivity Ch. 18, Questions from new researchers General Q&A – all questions answered!
@RayPoynter [email protected]
RESEARCH ETHICS AND GUIDELINES Part A
What are codes and guidelines?
• Codes and guidelines tend to overlap in their meaning – Codes tend to be the principles we follow
– Guidelines tend to be advice
• The ESOMAR website has many guidelines, including social media, research with children, and mobile research. – So do most national research organisations
• The codes and guidelines: – Prevent bad regulation via laws
– Give advice on good practice
– Give protection for respondents and clients
What do the codes tend to cover?
• ICC/ESOMAR Code – is the main international code
• Guidelines – Opinion polls
– Online samples
– Children and young people
– Customer satisfaction
– Mystery shopping
– Social media
– Mobile research
What are the key areas of tension?
• Companies from outside market research do not know about and do not follow market research codes and guidelines.
• New approaches such as mobile, neuroscience, passive data, big data, and facial coding are all challenging the concept of “Informed Consent”
• Laws about data collection and about moving data across borders are all becoming more strict.
• How strictly should the codes and guidelines be ‘policed’?
Three top ethical tips
1. Do no harm. Respondents give of their time and attention willingly; do not abuse it.
2. Be respectful. The information we are given is usually personal; be careful with it.
3. Obtain consent. Do not assume consent; make sure the respondent agrees to participate.
Ethics and Guidelines
Questions?
CURRENT AREAS OF SENSITIVITY Part B
Can we do Nationally Representative Research Online?
• In general no! – There are some types of people who are not
online, even when 80% of people are online.
• Most online research is conducted via online access panels – Which are not created via random probability
sampling.
• However, for mass products and with the use of weighting – Online panels are often good enough
– i.e. they are often acceptable
What method can we use globally?
• No single method can be used globally – Global studies should use more than one mode
• Online studies in developing markets, such as China, India, and Indonesia are a challenge. – Good for users of expensive products, e.g. iPads,
Samsung smartphones, international airlines etc
– OK for users of international branded products • Especially if the data is not being compared across
countries
– Bad for comparing social phenomena with more developed markets • E.g. attitudes towards health and education in India,
China, Japan, USA and Singapore.
Do Behavioural Economics and Neuroscience suggest Market
Research does not work?
• No! – BE, neuroscience, and other developments have
reminded us that ‘sometimes’ market research with ‘direct’ questions does not work.
• Challenges – The limits of memory – The reasons why we do things – Predictions about the future – Predicting what we will do if the word changes
Can we use anything we can find in social media?
• No!
• The ethics and practices of social media are still developing
• But: – Consent is still important
– Anonymity is still important
– Copyright and intellectual property are still important
– Listening is good, stalking is bad!
Current are of tension
Questions?
QUESTIONS FROM NEW RESEARCHERS
Part C
How do I prepare a proposal when I don’t understand the reasons for the research?
1. Try to understand the reasons – Can you talk to the client, asking for more
information?
– Share the proposal with colleagues to ‘brain storm’ the real meanings
– Search the internet for papers and articles
2. Try to do exactly what is being asked for: – This applies more to ‘field and tab’ (which means
data)
– Applies less to any form of advice or consultancy
My client has developed a questionnaire that is very long, should I use it?
• Very long is a relative phrase – 40 minutes is a very long online access panel
study
– 20 minutes is a very long mobile survey
– 10 minutes is a long long intercept or community survey
• Explain to the client that very long survey results in: – Bad data (satisficing)
– More dropouts (meaning less representative results)
The research shows the client in a very negative way, what should I do?
• It is important to the client to know the truth
• But, you do not want insult the client
• Recommendations – Tell the client in advance that the results are not
favourable
– Discuss with the client the best nouns & adjectives to:
• Communicate
• Avoid too much offence
– Include recommendations for improving the situation
The client wants insights not data. What should I do?
1. Find out what the client means by insights – Ideally see examples from other projects.
2. Consider including: – A Big Picture
– The reasons why customers are doing things – not just what they are doing or saying
– Suggestions for what the client should do next
– Ideas for further research
What is the difference between market research and social research?
• There is some overlap – Some social research is conducted by market
researchers
– Some market research is conducted by social researchers
• Social research normally seeks to understand society, not specifically market situations – How people live?
– Opinion research?
– Hopes, beliefs, and priorities?
How do I stay informed about new trends in market research?
• Twitter: – Follow #mrx, #NewMR, & ESOMAR
• LinkedIn: – Grow your profile and contacts
– Join the NewMR group
• NewMR: – Webinars, mailings, and blog
– GreenBook, blog
– Research-Live – articles and blogs
• JMRX!
Questions from New Researchers
Questions?
General Q & A
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