NEWS1 April 2001
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
NEWS1 April 2001
The BBC has rejected the findings of a MORI study that claimed the broadcaster had conducted a flawed public consultation exercise.
The BBC solicited the public’s views on proposed digital services last autumn via its website and a freepost address. The broadcaster also commissioned BMRB to run a parallel CAPI survey on a nationally representative sample of 1,000 respondents.
The results of both studies were used by the BBC in support of its plans for developing digital services.
But a consortium of commercial TV companies commissioned MORI to examine the BBC’s methodology. MORI’s report, published last month, found that the consultation was «clearly not representative of the public in any meaningful sense».
MORI concluded that the BBC had placed too much emphasis on the results from a self-selection technique in its submission to the government for new digital channels. MORI also reported that the results the BMRB research also appears to have been incompletely reported.
The BBC said the MR study endorsed its findings. And it generally dismissed the review of its methodology as «a pretty desperate attempt to undermine plans for the future of public service broadcasting».
Privately the BBC is understood to feel that it is inappropriate for researchers to criticise methodology in this way.
But MORI chairman Brian Gosschalk said the research industry should not ignore what it sees as poor methodology.
«To put our heads in the sand is not the right thing to do,» he said.
Gosschalk said MORI had highlighted both the good and bad aspects of the overall methodology in its report.
April | 2001
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
It is important to recognise and embrace the benefits of working in the market research industry, writes Louise McL… https://t.co/r7qSMTIVKk
Course5 Intelligence secures $28m investment https://t.co/tPodAbFUx1 #mrx #marketresearch
Aspect to launch Manchester viewing facility https://t.co/9ZQBkbPRMN #mrx #marketresearch
The world's leading job site for research and insight
Resources Group
BD Director (US Markets) – Strategic Insights Consultancy
C. £90,000 + Uncapped Commission
Hasson Associates
Head of Qual
£70000–85000
Resources Group
Data Analyst – Leading Market Insights Group
c. £35,000 plus generous bonus!
RT @researchlive: MRS and MTab partner on training and certification https://t.co/r3ehEDDGRs #mrx #marketresearch
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments