MRS expels member over interview deception

UK-- A market research interviewer has been expelled from the Market Research Society (MRS) for attempting to fake interviews.

The MRS said an investigation by its standards board found that David Sumner had written to respondents from earlier projects, asking them to pretend to have been interviewed.

According to the Market Research Standards Board, Sumner had instructed them how to respond to backchecks by the agency who had employed him, and offered the respondents incentives for participating in the deception.

Following a complaint by the unnamed agency in July 2008, a case was pursued against Sumner under rule A3 of the society's code of conduct, which provides that members act honestly in dealings with respondents, clients and employers; and rule A8, which states that members must not act in any way that brings discredit on the profession.

Following the investigation, its was decided that Sumner should be expelled from the society. He did not respond to the decision within the permitted time period, MRS said.

To read the full text of the standards board statement, click here.

Author: Brian Tarran