Survey Methodology is becoming a more structured field of research, deserving of more and more academic attention. The SAGE Handbook of Survey Methodology explores both the increasingly scientific endeavour of surveys and their growing complexity, as different data collection modes and information sources are combined. The handbook takes a global approach, with a team of international experts looking at local and national specificities, as well as problems of cross-national, comparative survey research. The chapters are organized into seven major sections, each of which represents a stage in the survey life-cycle: Surveys and Societies Planning a Survey Measurement Sampling Data Collection Preparing Data for Use Assessing and Improving Data Quality The SAGE Handbook of Survey Methodology is a landmark and essential tool for any scholar within the social sciences.
Chapter 7: The Ethical Issues of Survey and Market Research
The Ethical Issues of Survey and Market Research
There is a school of thought that says turning a discussion towards the subject of ethics in survey and market research is a guaranteed way to kill the conversation! However, it is important to remember that any breach of public trust, cultural standards, best practice or prevailing law (no matter how small), can impact upon the reputation of the entire Market Research industry.
Every year, a huge number of consumers and citizens around the world provide market, social and opinion researchers with an extraordinary amount and range of information about their preferences, behaviour and views. The information gathered is ...