An approach to fusing market research with database marketing

This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained.
  

An Approach to Fusing Market Research with Database Marketing

Barry Leventhal Berry Consulting

Introduction

In 1995 the MRS Professional Standards Committee (PSC) published a set of guidelines for handling databases, designed for market researchers working with databases containing personal details of respondents, potential respondents or respondent-identified survey data. These guidelines provide a framework for market researchers, whose Code of Conduct requires respondent confidentiality, to co-operate and work together with database marketers, who by definition select and promote to known individuals.

There have been few published instances of such co-operation actually taking place in the last two years....

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