MRS Publishes Internet Research Guidelines

The UK's Market Research Society (MRS) has this week published guidelines covering the conduct of Internet research. The guidelines, which cover surveys conducted via WAP and 3G technology in addition to PC-based research, reinforce the key principles of the Society's Code of Conduct and are 'binding' for all its members.

Sensitive issues covered by the guidelines include the disclosure of email addresses, identification of the client, correct methods of accessing respondents via the web and, crucially, conducting online surveys amongst under-16s. For the last of these, researchers must seek the consent of all participants of school age and, ideally, conduct research within protected environments such as in-school. Where research has to be undertaken outside of such an environment additional and verifiable consent is required.

According to Debrah Harding, the MRS' Director of Standards and Policy, the publication of the guidelines reflects 'the wide accessibility of the web to the general public, and in particular its enormous popularity amongst children and teenagers. The MRS has introduced these guidelines to safeguard respondents, researchers and clients alike. Internet research is an increasingly effective and popular technique, but it is vital that it is conducted correctly, and in accordance with the Data Protection Act 1998, to ensure that it remains so'.

Copies of the Guidelines are available at www.mrs.org.uk/standards/internet

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