Redefining ethics in market research.

Ann Holway

This paper describes issues raised in a recent review of the Market Research Society of New Zealand's Code of Practice (based on the ESOMAR Code) with respect to its appropriateness for qualitative research.

Redefining Ethics in Market Research.

A New Zealand experience – through the lens of qualitative and social sciences

Ann HolwayAnn Holway Market Research

INTRODUCTION

When I started in market research in New Zealand, about 15 years ago, all market researchers did quantitative research and some (mostly women) did both qualitative and quantitative. I have, therefore, always done both, although I do more qualitative than quantitative now.

This background illustrates the relationship between qualitative and quantitative research. Without getting into complicated definitions (and let's face it, there is some blurring around the edges) market research started with what we now...

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