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Ben PageMORI Social Research Institute
QUALITY CONTROL
As an industry, British survey research generally considers itself to have some of the highest quality standards in the world. It has largely convinced its clients that it is providing an excellent product – and schemes like the Interviewer Quality Control Scheme (IQCS) and Market Research Quality Standards Association (MRQSA) are proudly displayed on headed paper and websites to proclaim it. But even in Britain, recent experience suggests that these types of scheme provide only very minimum guarantees of quality of the research, despite being proudly displayed on letterheads....