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World of temptation

There's no doubt that these DIY tools are here to stay, but that doesn't mean the industry should be complacent. This type of research must be treated with the highest caution - it can yield results which are at best inaccurate and at worst unethical. Market research is a professional discipline requiring expert understanding to comply with strict requirements on data protection and ethics. We as practitioners share responsibility to help clients understand the basics of good online research - which, undertaken in the right way, makes huge contributions to policy and business strategy. It can be particularly effective for engaging some hard-to-reach audiences where other tools can fail. We must not allow poor web surveys to undermine its value.

22-Jul-2009

9:36 am