Abstract:
This is an effort to state a professional consensus on how market and opinion research for public use should be assessed and what determines how useful, sound, and credible particular research may be in such applications. The guidelines which follow outline the criteria which are important in the evaluation of the validity and reliability of research results and of the weight to be given to them. It was written because research is being used increasingly for public purposes: 1. As evidence in legal cases; 2. As evidence in testimony at government and other public hearings; 3. In support of advertising or publicity claims for products, candidates, or causes; 4. As support for news stories and features which appear in the press and other media.
This could also be of interest:
Research Papers
Public opinion research in Yugoslavia
Catalogue: ESOMAR/WAPOR Congress 1967
Author: Firdus Dzinic
 
August 1, 1967
Research Papers
Public versus private opinion
Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Author: Stephen King
 
June 15, 1979
Research Reports
Interviewing for market and opinion research
Catalogue: ESOMAR Publications
Authors: Ed A. van Eunen, ESOMAR B.V.
 
September 1, 1995
