Look at the statements below and the extract from an information leaflet given to people who have taken part in market research interviews. Which section (A. B. C or D) does each statement 1-8 refer to?
1. The law prevents the market researchers from giving information to commercial organizations.
2. The person asking questions must carry professional credentials
3. A number of people, who reflect society, are interviewed.
4. The interviewer asks you questions in order to discover public needs and opinions.
5. The market research organization ensure that they ask a representative sample of
people.6. The market research organization sometimes checks that the interviewers have done
their jobs properly.7. Your name and details are not disclosed to anybody else.
8. The collected information can be used in develop new products.
SECTION A. What is Market Research?
Many organizations want to know what the general public think, from the Government and political parties through to retailers and companies who provide a product or service. They will use this information to guide their policies, product development and services. The role of the market research interviewer is to find out, as in the interview you have just participated in, what people really want and how members of the public really feel.
SECTION B. Why me?
Clearly we can't ask everyone, so we interview a sample of the population to truly reflect the diversity of our society. This will include people of all ages, backgrounds and cultures.Will my answers remain confidential?
A reputable Market Research company like Ipsos UK abides by the Market Research Society Code of Conduct. This guarantees our respondents' anonymity and ensures that all information gathered is used only for research purposes.
SECTION C. The Data Protection Act
All information gathered by us is covered by this Act. Data can only be used for statistical or research purposes and you will never receive sales calls or direct mail as a result of
giving us your name and personal details.The Interviewer's ID Card
All of our interviewers carry photo ID cards to comply with the MRS Code of Conduct. This displays the Market Research Society logo and is over-printed with an Ipsos UK stamp to denote its authenticity- No interviewer is ever permitted to work without their ID card.
SECTION D. Why do you want personal details such as my name, age, address and telephone number, especially if it is going to be confidential?Firstly, we need to check interviews in the interests of our clients. Therefore it is possible that someone from Ipsos UK will contact you by phone, letter or in person to confirm that
your, interview was conducted properly.
Secondly, we need to make sure we have people from all the relevant age groups, income
brackets etc. and we can only find this out by asking. Ipsos UK pride ourselves on the
quality of the data collected in our surveys, and of them being a true reflection of society.
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