'Tonight, Matthew, I'm going to be...'

Elaine Francis and Ken Parker

This paper addresses the issue of qualitative research recruitment. It is a subject where standards are frequently discussed, then rarely instilled.

'Tonight, Matthew, I'm Going To Be ...'

Elaine FrancisCriteria Fieldwork Ltd andKen ParkerDiscovery Research Ltd

Introduction

More than 15 years ago, a survey conducted by the MRS Qualitative Study Group among 50 AURA members and 21 advertising agency representatives, revealed the most mentioned aspect that 'caused the most concern and might affect the validity of results' with qualitative research was the standard of recruitment (1). Instead of this issue being addressed at this stage, we feel there has only been lip service adopted by the industry. In our opinion, things have got worse, not better.

As...

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