Abstract:

This new ESOMAR/GRBN Guideline is for researchers and clients engaged in primary research. It includes all quantitative and qualitative methods that involve direct interaction (such as to get consent) with the data subject, including passive data collection in which the researcher observes, measures or records a person?s actions. It also is meant to provide guidance for those who commission research. Methodologies included but are not limited to surveys, focus groups, in-depth interviews, ethnographic studies and some forms of observational research, including mystery shopping.