Redefining ethics in market research.

This paper describes issues raised in a recent review of the Market Research Society of New Zealand's Code of Practice (based on the ESOMAR Code) with respect to its appropriateness for qualitative research.

Redefining Ethics in Market Research.

A New Zealand experience – through the lens of qualitative and social sciences

Ann HolwayAnn Holway Market Research


When I started in market research in New Zealand, about 15 years ago, all market researchers...