This paper is a methodological case history describing research amongst callers to the UK's National AIDS Helpline; a telephone service which offers confidential and anonymous advice on issues related to HIV and AIDS, 24 hours a day, 365 days a year. It is a publicly-funded service, and as such, it must demonstrate an appropriate style and quality of service, but callersâ anonymity must be fully guaranteed. The paper is in four sections: Section 1 outlines the origins and growth of telephone Helpline services in the UK and Europe. In particular, it details the development and operating conditions of the National AIDS Helpline in the UK. Section 2 details the methodological approach designed to achieve as representative a sample as possible of anonymous calls to the service, in the context of practical operational issues and the need for cost- efficiency. Evidence gathered on alternative approaches is presented. Section 3 reviews some of the findings and discusses the difficulties of interpretation in this field, even when a demonstrably representative sample of an agreed universe has been achieved. Section 4 focuses upon the ethical issues raised in the conduct of such research, and the constraints imposed by the ESOMAR Code of Conduct. In particular, it details our concern that anonymous callers aged under 18 in search of professional advice on HIV and AIDS, were deemed unapproachable for research purposes. Our responsibilities towards young people (as respondents and taxpayers) are in conflict with our responsibilities towards their parents (as parents and taxpayers) and towards Government (as our client).
The technology of PPMs is complex and still evolving. Although it seems likely that pilot experiments in the field will take place quite soon, the systems could still be changed before they become fully operational and/or alternative new systems may emerge. While at present there seems no cause for serious concern about the implications of introducing PPMs, ESOMAR will continue to monitor the situation. PPMs are of course only one form of research technique involving the observation of people's behaviour. The Committee is also considering whether other observational techniques raise moral or ethical questions which may call for additional forms of supervision and control.
The discussion about ethics is probably a red-herring. It is difficult to damn an approach to qualitative research following the report of a marriage breaking up through participation in a âsensitivityâ group, only one of many group discussion formats. The marriage may well have broken up through a chance meeting in a bus queue. By and large, professional market researchers, bound by national and international Codes of Practice, adopt a strict code of ethics.
In the course of the last ten years, the opinion and market research activities have been increasingly threatened by data protection laws which did not take properly into account the role and the specificities of our profession. Regulations have been introduced, or are currently developed in most of the European countries : Austria, Belgium, Denmark, France, Germany, Ireland, Luxembourg, Portugal, Sweden, Switzerland, United Kingdom and the Council of Europe has issued a re- commendation to the Member States (regarding the protection of personal data used for scientific research and statistics). Not all of these laws (project of laws) are equally restrictive but most of them include provisions which do represent immediate or potential big dangers for our profession. ESOMAR - which published in 1948 already a comprehensive Code of Ethics, now the joint ICC/ESOMAR Code on Marketing and Social Research practices - has observed these evolutions with much care and attention.