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Questionnaire Design, 3rd Edition by Ian Brace

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14

Ethical issues

Introduction

The ability of the market research industry to continue to use sample surveys as sources of primary data depends upon the willingness of members of the public to give their time and cooperation to answer our questions. There is frequently little, if any, obvious reward for them (although we regularly employ the argument that research helps to improve products and services on the market), and they are rarely paid. To be able to continue, market research needs to maintain this goodwill.

The level of goodwill and cooperation has declined in most countries over the past 30 years. Possible reasons include:

  • Direct marketing has increased, which makes potential respondents distrustful that market researchers are not ...

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