Responsibilities

I often wonder how many market researchers consider their responsibilities to include the appropriate execution of their studies.  It seems that only too frequently when I look at research I wonder what the designer must have been doing while the study was being executed.  Recently I wrote about seven studies that involved questionnaires that appeared in book form approaching 100 pages in length.  (I have samples of all the questionnaires if anyone is interested.)  During the same time period, I observed some studies in progress (at a local mall) and participated along with my wife and a group of friends, in another series of focus group sessions.

Let me outline these studies for which we are paying good money and should expect good results.

First the series of focus group sessions.  An organization to which my wife and i are associated with was contacted about raising money for the organization.  all we had to do was to send groups of members to a local facility on two dates about three weeks apart.  My wife and I went to one of the sessions with twelve other members of our association.  At the meeting site, we were told we would be participating in a series of focus groups and it was most important that the moderator not know we knew one another.  spouses were separated to assist in the deception.  I should add that the sponsoring agency is a very prominent market research company that prides itself in their market research seminars.  I wonder how many in the company know how their respondents are recruited?  I doubt very much if the clients knew the recruiting procedure and I'm sure they would not like the procedure.  But it was a fast, cheap and easy way to collect data (and I use the term loosely).

The second example happened recently.  I was walking through the local mall when I saw an easel standing outside of the mall research facility.  On the easel were signs each on an 8 by 12-inch piece of paper.  Each page listed a specific research project.  For example, one stated "Ladies 18 to 64 who use Surf or Gain Laundry Detergent -- Give opinion receive $10."  Another stated "Working moms or dads who have a child 10 to 17 and have a computer at home, attend a focus group on Thursday evening and receive $40 -- come in to sign up."  another stated "Ladies 18 to 49 come in and give your opinion about over-the-counter medication and receive $10."  I could go on, but you get the picture.  I also went back two days later and the easel was still there.  I took three pictures of the easel just in case someone doubts that this could happen.  I also wonder if any clients attended any of the three days of testing and saw the signs.  Actually they could not have entered the facility without seeing it unless they were blindfolded for security purposes.  Could your company be one of the sponsors of the research?  Again it is a cheap, fast and easy way to collect data.  You really get what you pay for.

I have gone back to the mall twice in the past two weeks.  The easel is still there but with different signs.

The third example happened some months ago.  Again the mall research facility.  this time there were signs posted on the glass outside of the entrance.  They were as follows:
 

1.  Women 18 - 65 drink Cranberry Juice receive $15
2.  Italian Food Lovers receive $10
3.  Women 18 - 64 use Eucerin schedule an appointment receive $15
4.  Females 25 - 60 try a fabric softener

The above is not only an example of very poor recruiting but think of the potential for security violations.

Am I just being old fashioned by expecting the researchers to be accountable for their data?  (By researchers I am considering both the field service and the client.)  Is there any really good excuse for these examples other than the clients do not care just as long as they get their numbers as cheaply and easily as possible?