Redefining ethics in market research

Date of publication: November 1, 2000

Author: 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. Qualitative researchers and social scientists in New Zealand have discovered that in some respects the Code has been written specifically for quantitative research and is not appropriate for some qualitative situations. Some specific issues are described, examples are given and appropriate actions are suggested.

Ann Holway


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