New MRS Guidelines for Observational Research

What are the legal requirements of film and video images? How to preserve respondent rights? How to conduct observation amongst children and young people? How to ensure the well being of respondents? These are just some of the issues which will be tackled in new draft guidelines on the use of observational research, announced this week by The Market Research Society (MRS).

Aimed primarily at market and social researchers, the guidelines are intended to provide practical and comprehensive information on all aspects of observational techniques with a particular focus on the legal and ethical frameworks.

The new guidelines cover a range of topics, including the increasing use of video technology to collect observation data and the ethical issues relating to ethnographic research. Most importantly, the Guidelines expand on the requirements of the Data Protection Act 1998 and the legal parameters of the Office of the Information Commissioners CCTV Code of Practice, as well as reinforcing the key principles of The MRS' Code of Practice.

Jon Chandler, managing director, Context Research, commented 'For many years, observation techniques have been used as a key data source, especially in qualitative studies. Recently, advances in video technology have created new opportunities for observational research. However, alongside these developments, the legal and ethical frameworks which govern observational research have become more complex. It is vital that market researchers are aware of the legal requirements for observational research and abide by the highest standards of ethical practice. It is for this very reason that the MRS has introduced these new guidelines which we hope will not only provide a useful reference point but also ensure that professional conduct and standards are maintained at all times.'

Copies of the new Observational Research Guidelines are available at: www.mrs.org.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.