simonchadwick

Simon Chadwick
Cambiar
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Trust in market researchers

Here is a link to a fascinating article by Phyllis MacFarlane of GfK on the degree to which the public around the world trust market researchers. The US does not fare well, with only 50% of the population trusting market researchers.

http://www.research-live.com/4000987.article

Thoughts on why that should be are welcome!

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Comments

crossman
Pete Cape

Phyllis neglects to mention one of the elephants that may be lurking in the room - research designed for PR purposes. I would hazard a guess this is most peoples connectedness to MR rather than "sugging". I know from my own experience that researchers work real hard to make the questionnaire neutral and stamp down on mis-reported 'findings' but is this enough? I think if we want to take this particular shiliing then we must be ready to live with the consequences.