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....