A new revision to the UK's Market Research Society code of conduct that takes effect December 1st bans the use of client goods or services as incentives.
The idea behind the ban is client incentives that these incentives could be interpreted as promoting the client's ideals too much. However, Keven Connolly, Simpson Carpenter's director of major studies, thinks the ban "is more severe than it needs to be" particularly when it comes to customer satisfaction surveys. I tend to agree with this view. The new MRS ban could have a serious effect on survey participation. It's already an ongoing challenge for market research, marketing and customer service departments to find enough survey respondents and collect data to base business decisions.
With the new ban, retailers will no longer be able to provide coupons or vouchers for completing satisfaction surveys. Nor will organizations be able to enter survey respondents in a drawing to win their products or services after completing a survey.
You can see the rest of the MRS revisions to the code of conduct on their website.
The idea behind the ban is client incentives that these incentives could be interpreted as promoting the client's ideals too much. However, Keven Connolly, Simpson Carpenter's director of major studies, thinks the ban "is more severe than it needs to be" particularly when it comes to customer satisfaction surveys. I tend to agree with this view. The new MRS ban could have a serious effect on survey participation. It's already an ongoing challenge for market research, marketing and customer service departments to find enough survey respondents and collect data to base business decisions.
With the new ban, retailers will no longer be able to provide coupons or vouchers for completing satisfaction surveys. Nor will organizations be able to enter survey respondents in a drawing to win their products or services after completing a survey.
You can see the rest of the MRS revisions to the code of conduct on their website.
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