DEFENCE AGAINST MUGGERS
By Adnews Staff
The Canadian Survey Research Council has developed a survey registration system and launched a publicity campaign to help the public distinguish between legitimate market researchers and bad apples masquerading as researchers. Under the new system, market research companies register with the Toronto-based council. This way, when members of the public phone in with questions about surveys, the council can tell them if they have been contacted by legitimate researchers - if the research in question is being done by a firm regisered with the council, that is. The council can also take up complaints from the public about particular surveys with the companies doing the research. The council is distributing a brochure that lists criteria people can use to distinguish between a legitimate market researcher and a telemarketer in disguise. The brochure provides a 1-800 number for people to dial if they have questions or complaints. The council is planning to send out the brochure as an insert with telephone bills. It is currently mailing it to 900 people whose names are in its database. In a poll of more than 2000 people in Canada, conducted from July to September last year, the council found that people are generally willing to participate in research surveys. They feel that market research is useful in improving products and services. However, they object to being "mugged" - fifty-two per cent of respondents reported being contacted by someone who purported to be doing a research survey but ended up trying to sell a product or service. About 46% of these occurrences were in the past six months. The council was formed in 1993 by the Canadian Association of Market Research Organizations and the Professional Marketing Research Society.