Mr course module 08
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This document provides an overview and summary of Lesson 8 from Ray Poynter's short course on Market Research. The lesson covers three main parts: research ethics and guidelines, current areas of sensitivity in market research, and answering questions from new researchers. It discusses key topics like codes of conduct, areas of tension around informed consent and new data collection methods, and provides advice for common issues new researchers may face such as unclear research objectives from clients or overly long questionnaires.
Mr course module 08
- 1. 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 ray.poynter@thefutureplace.com
- 2. RESEARCH ETHICS AND GUIDELINES Part A
- 3. 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
- 4. 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
- 5. 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’?
- 6. 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.
- 8. CURRENT AREAS OF SENSITIVITY Part B
- 9. 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
- 10. 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.
- 11. 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
- 12. 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!
- 13. Current are of tension Questions?
- 15. 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
- 16. 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)
- 17. 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
- 18. 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
- 19. 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?
- 20. 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!
- 21. Questions from New Researchers Questions?
- 22. General Q & A