Quality and ethics in market research and social research

Date of publication: September 1, 1998

Author: Ivor Shalofsky


Quality in marketing and opinion research is difficult to define, as it means different things to different people. To some, it means carrying out research studies in accordance with current best practice, using methodologies which are ‘state of the art’. To others, it means running studies according to certain pre-defined technical standards that have been accepted by the (local) market research community.

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